Myth #5 Content Comes Last – There’s a Reason Why Content is STILL King
Back in the early days of search engine optimization, Google’s algorithms for ranking pages were quite simple. In fact, they were so simple that all you had to do was put in the right keywords and wait. Although things have changed and Google now ranks pages based on the overall user experience they provide, content is still king. Here are the reasons why.
Understanding How Search Engines Work
Before you can truly understand the importance of great content, it’s important to take a step back and look at the inner workings of a search engine like Google. Google’s goal, above all else, is to provide their users with the best possible experience. When someone searches for something, Google wants to make sure they’re providing the most relevant results. Although the algorithms that it uses to provide that content change frequently, Google’s need to provide a valuable service it its users will always remain unchanged.
Content Boosts Traffic and Conversions
When someone types a phrase into Google’s search field, the search engine scours the web to look for the pages that best meet the criteria set forth by its algorithms. If your content is outstanding, your website will be among the first listed, which greatly improves the odds that people will visit your site. Then, if your content is easy-to-read, relatable, and completely relevant, those people will feel more compelled to buy whatever you’re selling them. Photos, layout, and navigation can’t do those things. Only content can improve your traffic and conversion rates.
What Constitutes Good Content?
To satisfy Google’s requirements and algorithms, your content needs to meet several guidelines. Think of fulfilling these guidelines as a competition. To get to the finish line, you need to make sure that you provide content that is better than your competitors’. To do this, your content needs to be:
- Well-written and interesting;
- Broken down in such a way that users can easily skim for the information they want;
- Filled with videos, graphics, and links where applicable;
- Descriptive, accurate, and relevant to the topic and keywords; and
- Easy for visitors to navigate.
How Great Content Adds Value to your Product or Service
Only well-written content can add value to your product or service. Photos are important, as are solid calls to action, videos, and even tutorials. However, content can build incredible value in three different ways. First, it can explain why your product or service will solve a problem in a visitor’s life. Second, it can provide visitors with the reasons why your product or service is better than the competition. Finally, it can teach your visitors something new that is related to your industry or niche. These things are valuable to visitors, and you can only provide them with content.
The phrase “Content Is King” may seem cliché from time to time, but it’s a factual statement and one you should always take seriously. Great content will not only set you apart from your competitors, but it’ll also improve your bottom line to help your business grow and succeed.