We’re sure you’ve heard it time and time again, that content is the key to getting your website seen in the organic search results. The reason you’ll have heard it so often is because it is undeniably true.
On the one hand Google crawls your website to understand more about you, from your customers perspective your audience needs to trust you. The content on your website is the best way to get across what you’re about, what makes you different and why your customers should choose you over your competitors.
The old SEO tactics of buying links from any source and pointing them at your website no longer work, in fact they are the quickest way to get your website removed from the rankings. We know from experience that the best way to get value out of organic search is to build your online presence through high quality content over time.
Google is always getting smarter and it can now interpret content in smarter and faster ways. At Google’s recent Search On event it showcased the developments it’s made to its Multitask Unified Model (MUM). These developments build on Google’s ability to process language similarly to the updates it made with BERT.
One of the features that jumps out to us is the introduction of “Things To Know” in the search results. This feature displays information relevant to the searched topic that a user may not have thought of but is relevant. This will make researching more efficient and it’s another opportunity for you to appear to your customers in a way that promotes your authority on the given subject.
Without working on your content it’s unlikely that you will ever appear in these segments, but it’s a place for your competitors to appear above you while you’re not there.
When you talk to our team we’ll go through your KPI’s and objectives to develop a content marketing solution tailored to you. We’ll define key topics and phrases that are essential to your business and help you develop a strategy to communicate that with your audience. That is the best way to make the most of your website and capitalise on the potential for high quality organic traffic.
Mon, 18 October 2021