What Kind of Content Drives Better Search Engine Ranking?

3 min read

In the online world, content reigns supreme. The mighty gatekeepers, search engines, aspire to connect users with the best possible search results and do not want anything to slip through the cracks. Hence, aggressive link building and keyword overstuffing no longer prove to be fruitful tactics. Without great content, they inevitably fall short of high goals or even hurt the ranking. Thus, we have to find a way to provide relevant page content, one that has a significant positive impact on search ranking.

Quality makes a difference

The million dollar question is, of course, what does the content that performs well in organic search look like. Well, there are several key criteria that it has to meet, among which relevance is perhaps the most important one. Even before the first Google Panda update rolled in (back in 2011), it was obvious that quality is king. And when we say quality, we refer to the content that is relevant and valuable to a particular group of people.

We are talking about the kind that generates buzz and gets shared across social media instead of increasing your bounce rates. Google’s ultimate goal is to uncover the user’s intent and you should try to do the same. Develop a deeper understanding of your audience’s wants, habits, and needs. One of the crucial steps is to identify keywords that enable you to target for maximum traction.

A good place to start is to evaluate your current pages in the light of good SEO. Use an SEO audit tool to assess how well optimized your pages are and see how much room for improvement there is. Likewise, one can utilize SERPs to check the keyword rank. There are no hard rules when it comes to the optimal ratio for placing keywords. A rule of thumb, though, is to keep it organic and logical.

User-oriented approach

Furthermore, one must focus on making it easy for users to read and digest the content. After all, user-friendliness is the name of the online game. There is no need to write long and complex sentences. Along the similar lines, you should strive to grasp the bigger picture and see how your content fits the overall topic. Semantic and context are two aspects you have to nail if you really mean business.

Bear in mind that data-driven articles tend to perform better than fluffy and generalized ones. Therefore, make sure to back up your claims with facts and figures. The other side takes us on an emotional journey. Namely, it has never been more important to evoke emotions and connect with an audience on that profound level.

In any event, you must steer away from duplicate and generic content because it does more harm than good really. Instead, be resourceful, specific, and detailed. Learn to be a good storyteller to draw people in.  Remember that, in general, long copy outperforms shorter articles: The average length has increased and there is a strong correlation between this element and ranking.

Also, it must be mentioned that visual content is often in the spotlight, blowing written pieces of content out of the water. A compelling infographic is perhaps the best example of blending raw data and appealing visual solutions. And since media-enriched articles attract way more social signals than plain text, always include a quality image or video to complement the semantically comprehensive wording.

Constant fine-tuning

Next, we dwell deeper into the territory of SEO. Many algorithm changes are shrouded in mystery, but when it comes to mobile platforms, Google was crystal-clear: content on the pages must be easily accessible to mobile users, while the pages themselves have to adjust across multiple screen sizes. Note that it is possible to carry out a Google’s Mobile Friendly Test to figure out where you stand nice and easy.

Once you do that, adhere to responsive web design best practices that should be your guiding light when improving mobile-friendliness. This brings us to the point that there is a variety of SEO tactics that make your content more likely to rank high in SERPs. For example, you can create a search engine sitemap to inform Google about the organization of your content.

Moreover, attention-arresting headlines do the trick: just remember that you have to deliver on the promise made in such a fashion. Technical aspects are essential as well, so keep a close eye on meta tags, loading speed, headers, descriptions, and internal links. Finally, do not overlook the fact that quality has a role to play and try to produce a regular stream of quality posts.

Reaching new heights

For better or worse, traditional link building and keyword deployment no longer cut it. Quality content, on the other hand, is the best shot you have to move up the ranks. So, get to know your audience, maintain full functionality across mobile devices, and craft data-infused content. Harness the power of visual assets and captivate the audience. Using these methods, you should be able to expand your organic reach and boost your visibility in a tumultuous cyber world.

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