How Creating Original Content Drives Organic Search Results
Content is King in the world of digital marketing and every “guru,” or self-proclaimed “growth hacker,” tries to tell you how they can create the best content for your site.
As either a business owner, or a budding marketer, this may have happened recently: You’re scrolling through your Linkedin feed and have found many posts, articles, or ad placements from so-so sources trying to tell you the importance of content marketing for your web marketing efforts.
The authors of these posts will also suggest that they have the do-it-all formula for creating the best possible content for you.
The first point that these people make is 100% correct: content marketing is extremely important for growing your web presence. The Content Marketing Institute collected several eye-opening statistics that emphasize the importance of investing in content creation:
- “Businesses publishing 16-plus posts a month get almost 3.5 times more traffic than businesses publishing zero to four articles.”
- “Populating websites with blog content is how you end up with 434% more search engine-indexed pages than other business sites that don’t publish content.”
- “After reading recommendations on a blog, 61% of U.S. online consumers made a purchase or converted into a customer.”
While content marketing is important for creating stronger SEO and more organic traffic to your website, it is important to realize that building original content is the most effective way to grow results.
Anyone can say that they can magically create content that increases your website traffic, but only you can identify the trends and topics that work best for your business. Creating great original content can be tricky at first since it requires a mix of editorial, creative, and technical chops to be skilled at it.
However, there are some general tactics from actual marketing experts to kickstart your content marketing strategy that helps scale your content, and concurrently, your organic search results.
Identify the topics, and the keywords, that resonate with your ideal customer when creating original content
Before churning out a bunch of blog posts, social media content, or other types of content make sure that you understand what topics your customers want to learn about.
Original content should be a mix of consumer-centric and business-centric collateral, leaning more towards the former. Content should entertain, inform, or educate your ideal customer.
Make sure you understand the general concepts or information that a potential customer is most likely interested in. It also helps to think of your customers’ general demographic information including age, gender, digital competency, preferred communication channels, and other important info before creating content.
And make sure you’re doing your due diligence when looking for keywords for your content. Find a mix of short and long-tail keywords based on consumer-centric topics to bolster relevant organic searches.This process is also known as keyword research and is arguably the most critical step in content marketing.
Keyword tools including Google Keyword Planner and other free ones online can help you get started.
Create a mix of shorthand content, longer content, and visual content that makes sense for your audience
A content marketing strategy can be as simple as blogging each day/week/etc., but creating multiple forms of content can boost your organic search more significantly.
Editorial content such as blogs is a great way to boost SEO and organic search volume over time. However, having a mix of other forms of written content can boost search relevance for other targeted keyword variations. The list below explains the types of editorial content that grow organic search:
- Blogs: Anywhere from 250-400+ words that start an informal conversation or discussion about a topic. Frequent blogs are a great way to boost SEO.
- Evergreens: Roughly 800-1300+ words that explain a topic/idea, how people have interacted or viewed a topic, and what readers can learn from the article. Evergreens are intended to be relevant for several years and gradually increase search results.
- E-Books and White Papers: Long-form content between 1500-3000 words that educate a potential customer about a specific problem/need and provides a business-centric solution.
- Thought Leadership: 500+ word discussion, statements, guest posts, editorial works, or other forms of written content by a leading expert to share a discussion, explain a business’s viewpoint, or guide a business-relevant conversation. Thought leadership can be highly effective for both attracting and retaining content audiences.
Written content is excellent for SEO, but it is also important to consider using visual content including photos, infographics, and videos to engage audiences. The popularity of visual content is increasing so it may help to conceptualize potential visuals for your audiences on social media, your website, and other landing pages.
Optimize the title, meta description, and URL of the content you are creating
Once you have a final piece of content now is the time to optimize for SEO purposes.
The most important parts of optimized content include the title tag, meta description, and URL. Title tags on Google should be under 60 characters and communicate the primary idea of your content. Meta descriptions should effectively summarize the content around 160 characters or so and URL structures should be easy to ready without confusing numbers or characters.
The challenge with optimizing content includes getting all of the major keywords and concepts into a tight character count. Remember “K.I.S.S” (Keep it short and sweet) whenever you’re optimizing content.
Use these tips to begin formulating your content strategy, and over time, you should start to see noticeable growth in your organic traffic!