Content marketing is no easy task, but it is the best way to improve your search engine ranking and see long-term success with your SEO strategies. The key to achieving your goals with content marketing is to create high-quality, valuable website content that readers and search engines will both enjoy. In the guide below, we will explain how to create valuable web content to improve your website and enhance your search engine visibility moving forward.
What Makes Web Content “Valuable”?
The term “valuable” is a bit broad, so let’s take a closer look at what actually makes website content valuable. There are several factors that add value to a webpage or blog post, including:
Error-Free Writing With No Typos Or Grammatical Mistakes
Fluid Writing That Reads Naturally
Content That Answers A Question Or Explains A Process
Writing That Is Supported By Images, References, Statistics, Case Studies, And Other Information-Enhancers
Content With Intent Behind It, Not Just A Set Of Keywords Strung Inside A Worthless Paragraph
Lengthy Writing That Covers A Topic From Start To Finish
Not every webpage will fit into every one of those categories, but your writing in general should cover most of those factors no matter what. Even if you are writing about a simple promotion for your business, the content should be error-free, natural-sounding, and comprehensive enough to address your readers’ questions.
Coming Up With Valuable Topics For Web Content
Valuable web content starts with a good topic. Simply having a keyword to implement in a piece of content is not enough to make it “valuable.” You need solid, quality information behind it. Here are some ways to come up with topics for your website content:
Think about frequently asked questions related to your business and answer them in webpages and blog posts.
Consider what your target audience would be interested in reading online.
Come up with guides, tutorials, and information pieces that will showcase your knowledge of a particular subject.
Write about news pertaining to your industry.
Create content that gives people the “inside scoop” on a process, problem, technique, or solution.
You can still incorporate keywords into your web content. In fact, that is a crucial part of any search engine optimization strategy. Nevertheless, you want to make sure that your keyword optimization does not hinder the development of your content as a whole. The keywords should naturally complement the topics, but they shouldn’t be the only focus of your work.
Making Sure Your Content Stays Valuable
With a good topic to run with, all you have to do is start writing content that people will actually want to read. This will not only make people trust you more, but it will also make search engines pay more notice to you. The longer users stay on a page, the more valuable a search engine perceives it to be. Thus by creating content that keeps readers on your website, you are effectively boosting your search engine ranking.
Write the entire piece of content from start to finish with as few breaks as possible. This will make the content come out more conversational, as if you were telling a story or teaching a process to someone in person. You can go back and edit it later on, but writing from start to finish will give your blog posts or webpages the most fluidity possible.
Once you have completed your writing, you should go through and examine it for grammar issues, punctuation mistakes, misspelled words, etc. If you’re proud of the work you have done, you can publish it on your site and wait for people to read it.
Fixing Up Valueless Content
Do you have some old webpages on your website that aren’t adding any value to your site as a whole? You could delete these pages, or you could make use of the work that is already there. For instance, let’s say you have a page that is already ranking well for a low-competition keyword. It has a high bounce rate and does little for your website, but the traffic is still there. Why not add statistics, tutorials, and other helpful information to the page to make it more valuable so you can capitalize on the traffic you already have?
If you decide to enhance well-ranking pages on your website that hold little value, make sure you interlink some of your other webpages to them. If you can navigate users from those not-so-great pages to better pages that you have spent time on, you can show readers just how knowledgeable you really are. Continue this fluid navigation in the rest of your website, and your users will stick around for much longer than they do right now. All it takes is some great content and a perceptive frame of mind to keep a website ranking well and progressing successfully.
Christopher Bower is a Member and Marketing Director of Detroit Internet Marketing, LLC and brings over 20 years' experience in marketing and online marketing. His education includes Bachelor of Science in Psychology and Marketing, and has been involved in both national and local marketing in Chicago, South Florida and Michigan.