A website without great content is like an empty shell – it can be pretty to look at, but there’s nothing going on inside that really matters.
For businesses, the quality of your web content can be the difference between being lost in the search engine rankings and being on top of them every time someone searches for your products or services.
That’s why web content creation is one of the most vital aspects of SEO today, so here are five reasons why you need to put more work into it than you might have before.
1) Google AdWords and Quality Score
Google AdWords (aka pay-per-click) ads are key components of any search engine marketing campaign, but just knowing how to write a good ad isn’t enough.
In fact, poorly crafted ads with low Quality Scores can actually hurt your clickthrough rates, driving up your costs and damaging your bottom line.
For example, when an ad has a low quality score you could see a 30% decrease in clicks as compared to someone who has a high quality score for that keyword.
In order to qualify for higher ad rankings it’s critical that you do two things: optimize your landing page and create compelling content. A great first step toward creating outstanding web content would be hiring a top copywriter.
2) Better Crawling, Indexing and Ranking
More great content means Google and other search engines can crawl, index and rank your site better. More content means more information and material for Google to access. And that’s good news for your rankings.
The more thorough your web content, the easier it will be for search engines to index it; a rich website with lots of text is easier for crawlers like Googlebot or BingBot to analyze than one that’s got only a couple of pages with little information.
Plus, if you add new and fresh content regularly, those crawlers will keep revisiting, which keeps your site in front of users bwho might not have seen it before (and who might have been searching for what you have).
3) Value - Google sees quality content as more valuable than less
Google has said time and again that their search algorithm considers content quality as a ranking factor. With other important ranking factors like links and social signals, it’s clear that if you want your site to rank, you need good content.
Quality Links – Good content can help you attract more links from high quality sites than low quality sites: Without good content, your site is likely to receive fewer inbound links.
Poor or thin content often doesn’t rank well because it lacks valuable information that would interest other webmasters. Users – Users are more likely to spend time on a site with great content than one without:
It’s a simple fact of human nature; if users find great value in your website’s content, they’re going to visit more often.
4) Authority - High-quality content can increase your authority in search engine results pages
The better your content, the more authoritative you are in search results. When you have solid content on your site, Google knows that you’re an expert and will position your pages higher in search engine results pages.
High authority = high rankings. (SEO) keywords – Quality content increases search result click-through rates: Clicking on a search result takes consumers directly to your page.
This puts more weight behind every word that appears on your site and can increase keyword rankings as well as conversions because users already know what they’re getting from clicking on a specific link.
5) Link Building - A high-quality website with great web content might attract links
This might seem obvious, but it’s definitely true. If your website is interesting and contains high-quality, informative content people will be more likely to link to it.
The more links you have pointing back at your site from a wide variety of different sources (think newspapers, blogs, academic sites and so on) means that search engines can use them as votes for your site’s popularity and relevance. Links are one of SEO’s building blocks—you can always do more if you want—and should never be ignored when trying to rank well in search engines.
Conclusion
In many ways, great web content is what sets apart successful search engine optimization (SEO) marketing efforts from those that lag behind. SEO works by enhancing content—adding information about a business and its products or services for users, which in turn helps web pages rank higher in search results.
The more useful and unique content you have, the easier it will be for your site to rank highly. Without relevant and useful information