The adage “Content is the king” rightly applies in the world of digital marketing. However, its prevalence is not recent.
The first form of content marketing to be witnessed goes back to 1732 by none other than Benjamin Franklin. Intending to promote his printing business, he published the first version of Poor Richard’s Almanack. Thus, it is considered to be the first occurrence of content marketing.
Over the years, content marketing has evolved tremendously, but its impact is still the same. Content is not just a piece of written text. It refers to everything that gives information. In the digital era, content pertains to storytelling content, web content, pictures, audio or videos, infographics, and a lot more; all of it plays a vital role in the search engine optimization of a website. Any top SEO company in Ahmedabad knows this well and always puts content at the center of their SEO strategy.
Content is the very reason why a searcher comes to Google. Therefore, Google greatly emphasizes the quality of the content and has rolled out various updates to reward websites with authentic and valuable content while leaving behind the websites with poor content.
Moving ahead, let us look at the role of content in SEO in more detail.Higher CTR
CTR refers to the click-through rate of your links. In other words, the number of times, your links are clicked by the surfers. Therefore, higher CTR indicates a greater flow of traffic your website receives. Great content has the power to attract visitors to your website, but relevance is inevitable. Meaning, your web page’s content should be relevant to the content on your links else you may be penalized by Google.
Lower Bounce Rate
Bounce rate refers to a visitor landing on your webpage but not staying and absorbing your content. It mostly happens in the case of spammy links. If your page title and meta description clearly explain what the user can expect on your webpage and if you meet that expectation with engaging content, the user is likely to stay.
Further, the amount of time a user spends on your webpage is also considered a ranking signal. Therefore, the lesser the bounce rate and the more time user spends on your webpage is regarded by Google as valuable information providing webpage and puts you on top of the searches.
Greater Visibility in SERPs
As mentioned above, Google prefers a website with quality content that includes material, links, meta, navigation, etc.The first broad core update in 2011 named Panda was rolled out to eliminate spammy links, duplication, plagiarism and overall improve the quality of search. Over the years, Google inculcated Natural language processing abilities to understand the intent of the search and the context of the content by the websites. In short, good content enjoys greater visibility in SERPs.
Shareability
Apart from the direct benefits of content in your SEO efforts, it helps indirectly as well. Users tend to share good content with their friends and family through social media, emails, WhatsApp messages, reviews and other ways. Comments and critiques are considered user-generated content and are considered highly valuable by search engines like Google. Content shared on social media also bolsters your search ranking further ahead. Overall, shareability not only benefits branding but also in ranking better on SERPs. This is greatly desired by every digital marketing agency in Bangalore or abroad for their SEO endeavors.
Conversions
Any website has an end goal that the user is expected to perform; it could be a subscription, purchase of products or services, registration, etc. Without education and enticing content, it will not instigate users to perform the action you expect. It is especially significant in eCommerce websites. In a nutshell, the content speaks for a brand and its commodities. If rightly used can increase the conversion rate of an online business or site.
To conclude, we now know that content powers your SEO efforts but what qualities make content qualify in Google require expertise. However, in brief, it needs to be valuable to the user, authentic, fresh and with appropriate keyword density.
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