Rigor, Relevance and Reality
A not-so-easy formula for reaching your SEO potential with quality content.
Broken down to its most basic concept, the internet generates content for people to read. We use robots and algorithms to organize this content, but the machines aren’t the ones reading the content at the end of the day. Whether you are reading for pleasure, information or business, you are more likely to engage with content that moves you. It doesn’t matter where or how you were directed to that content—if it is premium quality and you enjoyed reading it then you are more likely to connect with the writer, company or physician who published that article.
Of course there is something to be said about putting your content in the position to be read—it wouldn’t matter if you were Ovid or Dickens: if your content doesn’t see the light of day at the front of the search results then no one will find you. However, premium placement won’t do you any good if you don’t have anything interesting for visitors to read through.
This is why quality content is such a crucial aspect of any SEO program. Once you get a potential client in the door you need to get them to kick off their shoes and stay awhile, and that is what posting original, first-rate content can do.
Deciphering Quality Content
Quality content is easy to read, factually correct and relevant. While it is always great to feel profound, not every piece of writing needs to be weighty or enlightening. By connecting with the audience and establishing a healthy relationship and report with the reader you can build trust and encourage a relationship that will help your business grow.
There is no straightforward foolproof formula for writing quality content. There are, however, a few aspects of quality writing that can stand as criteria for making sure what you are publishing is worth reading.
Seven Criteria of Quality Content:
- Clarity: The content should be digestible, easy to understand and not diluted with unnecessary and complicated phrases.
- Precision: The content should be specific and follow a straight thread of logic.
- Pragmatic: Is the content useful and relevant for your clients or potential clients?
- Reliable: You’re responsible for whatever you publish on your website, so it needs to be valid and trustworthy—otherwise, your reputation may take a hit.
- Significant: Is this something that your clients want or need to know?
- Focused: Each article that you publish should have one concise message that can be summed up in a simple sentence.
- Innovative: Your content doesn’t need to shock the world (though it’s great if it can), but it should at least add something to the conversation instead of just regurgitating what is already out there.
Promote Content to the Next Level
What good is a premium blog article if it never gets read? Posting content to your website cannot be the end of its life. You don’t just want the content to sit on your website and never get any attention. Promote your content through social media and let the quality work speak for itself. Your clients can read and share your article with their friends, thus promoting your website even further.
Visitors aren’t going to share content that isn’t worth reading. The ultimate goal of publishing content is to engage readers, and this is only going to happen if you have high quality writing that is worth reading, sharing and talking about. In the past, websites have gotten top placement by stuffing keywords into poor quality content, but this is not the SEO world that we live in anymore, and many of those websites have suffered and nearly fallen off the grid as a result.
Keywords are important, but they are only going to get you so far if you don’t have premium substance to back up the claims your keywords are making to the search engine algorithms. An effective keyword strategy with quality content is the one-two punch to take out the competition and rise to the top of the search results. For top placement you don’t just need content, you need an effective content strategy.