Content is the new SEO

Search engines will rank websites depending on how authoritative and relevant they believe they are.  So what does this mean?  In simple terms this is explained as:

  • Authoritative - this is off page SEO so authority is based on the quality and number of links to your pages.  The more good quality inks to your website the higher the authority. 
  • Relevance - on page SEO is based on good quality content and the use of keywords on each page that users would be searching for online.

There is much debate about what is more important for SEO - is it the number of links or the content.  Both are very important but recently there has been a shift towards content (i.e. relevance being more critical).

Here are 3 reasons why we believe that content is the new SEO.

1. Quality

Does your website have good quality content that users understand and find relevant?  If so then they will stay longer on your website and are more likely to share the content with others. User experience is very important this is not only about how quickly and easily they can navigate around the website, it’s also about what they find.  

If your website has blogs, webinars and white papers for users to access they will get an enhanced experience and are more likely to come back again.  The more useful information you can add the easier it is to build trust and show that you are an expert in your field.

2. Search

It’s important that you spend time researching key words that users type into search engines when looking for your product or service.  These common search terms can be found using tools such as Google Adwords Keyword Planner.  By understanding which keywords or phrases people are using you can ensure that these are found on your website within the main content as well as in page titles and title tags.

Remember that search engines rank pages, not the whole website so you can use different keywords for each page as required. 

3. Trust

In the past there was a lot of time and effort put into developing links to other websites.  The more outbound links the higher the website was ranked.  Now the search engines are looking for qualified inbound links.  The emphasis is on quality and diversity of links coming to your website.  The only way to encourage good quality inbound links is to have good quality content that is of interest to the users.  Plus the more social sharing and engagement on your website the more interesting your website becomes.

So to summarise, if you have good quality content that engages your users and you have used keywords effectively on your website then you increase the chances of search engines ranking you higher. Our suggestion to you is that you should review your website content and focus on relevance to your users and you will find that your website starts to work more effectively for you.