The Importance Of Content Marketing

The Importance Of Content Marketing

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Nowadays the success of any website seems to be determined primarily by having keyword-rich, clear, and relevant content. 

Nonetheless, all content does not necessarily have to be text. An appealing design, videos, images and other visual elements, especially if they are custom made, such as infographics, diagrams, illustrations and interactive presentations, are a great way to engage audiences and convey important messages in a user-friendly fashion.

However, regardless of the numerous elements that constitute a website’s content, the readable text stands as one of the most significant aspects of a website, and wrongfully it is commonly neglected. We often have to deal with the problems that poorly written, plagiarized or partially copied text has on a website’s ranking. Once a website has been penalized or blacklisted, the process to get it back on the green side of the search engines is not easy, which is why it is always better to do right things from the beginning to avoid wasting time, energy and money.

 

On the Internet, if you are not original you become invisible.

SEO (Search Engine Optimization), as you might be aware, refers to the way search engines find and rank a website. By having proper web development and good SEO tactics, such as image optimization, link building and keyword research and inclusion, a website makes its content easy to process for the crawlers of search engines, which consequently gives it better ranking positions thus allowing users to find written material online more efficiently.

The search engines’ intention of keeping the content varied and avoid showing the same listed results repeatedly is in principle beneficial for both the user and the website’s owner. It helps users find diverse and suitable content for their keywords, and in a way, forces owners and website companies to differentiate themselves from others by working on creating quality content, and not just filling up a site with the same elements other portals use to attract a similar target audience. It all comes down to this:  if all websites had the same text, then the user will only stay in the first one they visit, which would not work for anybody involved, including the search engines themselves. 

Google, for instance, compares the text of a website by creating a temporary copy (cache) of some or all the pages that form a website. Then the algorithm grabs bits of that cache text and compares it to other contents in the web. If it happens to find a literal match between the scanned text and other listed website, then Google will ignore that page and it will give it a poor ranking.

 

Online visibility also depends on frequency.

As we have said in the paragraphs above, quality content increases the possibility of users landing on the website. Nonetheless, for better results, it is suggested to regularly include new, relevant and useful information on the site. When updating fresh content, search engines algorithms will scan the page regularly and will index the new content. Every new page created on the website with good and useful information becomes a new entry point for any user.

 

A good website is more than the sum of its parts.

Nevertheless, a page filled with unorganized content will hardly retain a visitor. Statistically, a website has between one and five seconds to convince a new visitor to stay. That is not enough time for reading the content, no matter how good it could be. This is where design becomes important. An attractive website needs to highlight its content in a way that the feel of navigating the portal be smooth, easy and intuitive. Good design is almost invisible. If the user notices the interface too much, they probably are not satisfied with it.

 

Even great content needs a little push to be noticed.

Once the basics are covered, it comes the time to market the content. Building a perfect website filled with fantastic information means nothing to search engines because there is no formula or piece of code that helps them measure quality directly. They rely on metrics, which means that to further improve one site’s rankings the material has to be shared, commented on and link to.

 

Content is King.

 

In conclusion, having quality text is not a magical panacea that will solve any ranking problems all at once. However, on-page keyword usage, content sharing, posting frequently, and a well-structured design to keep the visitors in once they have arrived, are all beneficial tools in order to build credibility and be able to persuade target audiences to take the actions that will help the business to succeed. If you have any questions or you would like us to help you with a website’s ranking, feel free to contact us!