Don’t Let the Term “Keyword” Confuse Your SEO Content Strategy
Has online information led you to believe that keyword inclusion and SEO content strategy are the same thing? Most eCommerce entrepreneurs are probably shocked to learn that these two concepts are different, as the Internet seems intent on conflating one with the other. However, for SEO experts, keywords are only a small portion of a comprehensive and effective SEO content strategy.
SEO content strategy actually involves several tactics and concepts, one of which is carefully placing keywords into your content. The highest searched terms, called keywords, are often sold as the best way to win Google’s elusive heart. It’s true, keywords do help with your search engine rankings. In fact, they help a lot. This makes including appropriate keywords in your content absolutely necessary for optimized digital content. But you sell your website short if you stop there.
Your website is the biggest and best tool in your arsenal to convert customers. If you ditch quality and interesting content in the face of keywords, you fail to maximize the power of your website. It is also an injustice to your brand. Here is the why and how quality content fits into any SEO content strategy.
How Google’s Great Shift to Concepts over Keywords Affects SEO Content Strategy
Many marketers have tried to manipulate Google search results. In the past, a great way to do this was simply stuffing your content with long-tail keywords and sending it out for a small number of readers, but a huge number of Google hits. This mechanism played right into search engine algorithms and brought visitors to a website. However, users eventually saw this system as deeply flawed.
A Google user would search for “pirate movie jack” and the top hits would be any website that included this exact configuration of keywords. It is pretty obvious, though, that the user wanted to find Disney’s Pirates of the Caribbean. The user just didn’t know the title. From there they might want to look at casting or shooting location, but finding the right title is the first step.
Today, a search of “pirate movie jack” gives you information on this film, and other similar films, immediately. This is because Google was able to pin down the association between these keywords and a related concept. The results list is driven by a demand for more relevant content by search engine users, and this in turn means changes to your SEO content strategy.
The Big Reasons to Focus on Quality Content in SEO Content Strategy
Well-written content matters to Google. The power player in search engines wants to see that your content includes backlinks and has traction on social media sites. It also wants to identify if your content is relevant to users. As the example with Pirates of the Caribbean shows, search engines want to provide users with a good experience and are making algorithm changes to do this. However, your SEO content strategy should be driven by compelling content for reasons beyond Google.
Engaging content is more likely to be shared. When you write something that is interesting, a reader is pulled in, fascinated, and engaged. This is the content that is going to make it onto Facebook, Twitter, and other social media channels, where the exposure to your content is amplified. It is also the content that is curated and linked to on other websites. One reader can quickly turn into 20, but only if you write something worth reading and sharing.
As well, good content will help engagement with the rest of your website. Someone who stumbles on your optimized blog post is only going to keep reading if the content is valuable. An unengaged reader will simply exit your site without a backwards glance. Data tells marketers that the longer an individual is engaged with a brand or business, the more likely they are to make a purchase.
If you want your SEO content strategy to actually drive business, you need to keep the reader on your website. Use quality content to encourage a potential customer to read other blog posts, visit your about page, and even shop your products. This is where SEO actually meets conversion.
Are You Sending the Right Signals About Your Brand?
On-site content sends a strong signal to potential customers about your brand. This is an important reason to place quality over quantity when it comes to updating your website. For eCommerce companies, it is also a reason to be certain your content is going to make customers proceed to checkout.
When your content has substance and value, it is a valid representation of your brand and product. Consider this: You do a quick Google search for the best gifts for mom’s birthday. Near the top of the search results is a blog post on buying engraved jewelry for mom. That seems promising, and so you click. However, it is immediately apparent that the blog was quickly thrown together and doesn’t give any advice on picking a present. Are you likely to follow the link at the bottom of the post?
That reader might be a potential customer, but the low quality indicated undesirable qualities about your brand. This messy or inaccurate content feels unprofessional and unreliable, and a customer will wonder if your product is the same. That is an unfortunate impression to build with anyone who is looking at your website, whether a loyal customer or first-time visitor.
Remember, your web content, whether that is on-site blog posts or product descriptions, is the voice of your brand. If you rely on low-quality, inadequate content to speak for your company, that is the message possible buyers will hear.
Looking for More Advice on SEO Content Strategy?
At 1Digital Agency, we are passionate about SEO content strategy and invested in educating our clients on the right path towards success with SEO. Plus, when it comes to SEO for eCommerce, there isn’t a more knowledgeable partner for your brand. Let us build a well-rounded SEO strategy that pleases Google and your customers. Call us today at 888-982-8296.
- August 10, 2017
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