For business owners working hard to feed their bottom line, content marketing may seem more like a “nice to have” instead of a “totally necessary investment”—and we get that! Investing in blogs and webpage copywriting may not seem like something that directly translates into sales, but many people are surprised to find out just how much content writing helps SEO.
Ranking higher on search engine results is a certain way to get more leads at a lower cost, and one of the best ways to boost your search engine ranking is by investing in quality content for your site. Gone are the days of single-page websites that give a brief overview of your business—these days, there are few things more advantageous than having a text-rich site filled with blogs, brand stories, and compelling copy.
Why Content Marketing Boosts SEO
Content Marketing Creates More Keywords
Keywords have always been an important factor in how search engines choose to return results…which back in the day would have looked like a paragraph of every relevant keyword possible stuck on the bottom of the homepage. These days, however, search engines have gotten smarter and have learned that organic keywords are what users want—so organic keywords are what they prioritize. Instead of a mismatched selection of keywords in a block, organic keywords are the ones that appear in blog headlines, within the paragraphs on your site, and in your page titles (in your content marketing, in other words).
Content Marketing Keeps People Around
Another factor that search engines consider as they rank results is how long people spend clicking around on your website when they visit. If someone hits your site and then quickly clicks away to find information elsewhere, it can have a negative impact on your ranking. If, however, someone spends time reading your About Page, clicking through your blogs, and checking out your social channels, the search engine will infer that you have high-quality content worth reading about.
Content Marketing Leaves Room for Outbound Links
Outbound links—links from your website that go to other websites—are a fantastic tool to boost your SEO ranking, but they can be difficult to build into your site organically without sending people away. However, blogs provide a great opportunity to sprinkle in outbound links, which can increase your favor with the search engine bots. For example, linking to this article about outbound links is providing a helpful resource for any reader who wants to learn more about this phenomenon, and it provides an outbound link to boost this page’s SEO. It’s a win-win for everyone.
If you are interested in investing more into content marketing and SEO optimization, we can help! We can handle the back-end building and the front-end copywriting to make your website into an SEO-ranking machine. Contact us today for more information.