There are many reasons to have high quality, authentic content throughout your website, and it’s not just about increasing your SEO rankings.
In fact we think the most important reason for writing good content is to meaningfully engage with your audience. But what does this even mean, why does content matter, and what does ‘good content’ look like?
Understanding why content matters for SEO and digital marketing can help businesses develop more effective online strategies.
Global studies over the last few years show that consumer trust in marketing, advertising and media is on a steady decline. So it stands to reason that now is the time to give your customers more reason to believe in your brand, and the easiest way to do this is by publishing valuable, quality online content.
“Integrating super-personalized marketing into your strategy is a way for your business to say, ‘I’m listening. I know what you want… what you need… what you enjoy.’ The more your business shows this to a customer or prospect, the more likely they will be to connect with you and become a promoter of your business.” — Jess Marranco, HubSpot
‘Good content’ should be written to educate, by including information that the reader actually wants to learn about (i.e. it’s not just self-promotional chatter). Consumer expectations have changed, and readers can recognize ‘fluff’ content from a mile away! Show that you know your audience by presenting content that you know will appeal to them, instead of filling your pages and posts with SEO filler-words, jargon or hard-sell language.
“AUTHENTICITY IS BEING HUMAN. It’s that simple. Professional content marketing is selling the human in your business to the humans who buy from your business.” — Ryan Hanley, TrustedChoice.com
You want to create something that uses your genuine voice. This shows passion for what you’re doing and demonstrates why you do what you do. Writing authentic content that people are genuinely interested in will have a much more positive impact on your audience and therefore your business. We suggest applying this through all the copy on your website, across every social media post you create, and last but not least – your blog. These content marketing strategies (which include stand out visuals) are the drivers for people to share your content across their various social platforms, resulting in greater customer engagement and a wider social network.
Recent studies from Kapost show that content marketing on average costs 62% less than paid advertising whilst gathering three times more leads. These reports also showed that small businesses who maintain a blog on their website gain an average of 126% more online leads!
How Content Helps SEO
Search engines rely on content to understand what a website is about.
High-quality content helps your website rank in Google by:
- targeting relevant keywords
- answering questions people search for
- demonstrating expertise in your industry
- giving other websites something valuable to link to
Businesses that regularly publish helpful content often see improvements in their search visibility over time.
Why Content Matters for Small Businesses
For many small businesses, content marketing is one of the most cost-effective ways to attract new customers online.
Publishing helpful blog articles, guides and resources allows businesses to answer common customer questions and appear in Google searches when people are looking for solutions.
Over time, this type of content can become a powerful source of website traffic and enquiries.
Businesses that combine high-quality content with strong SEO strategies are more likely to appear in search results and attract new customers online.
Could Your Website Content Be Holding Back Your SEO?
Many businesses struggle to rank in Google not because of technical issues, but because their website content does not clearly communicate what they do or who they serve.
Common content problems include:
- pages that don’t target the right search keywords
- thin or outdated website copy
- missing service pages
- blog content that doesn’t answer real customer questions
Examples of Content That Helps SEO
Businesses can improve their search visibility by publishing content such as:
- blog articles answering common customer questions
- service pages targeting specific search terms
- guides and how-to resources
- case studies showing real results
If your website is not appearing in search results when customers look for your services, your content strategy may need improvement.
Armstrong Creative works with businesses across Berwick, Narre Warren and Pakenham to improve website content, SEO strategy and digital visibility.
If you’d like to understand how your website content could perform better in search results, Armstrong Creative would be happy to review your current website and identify opportunities to improve its visibility in Google.