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Why is Content Important for SEO?

a laptop is open with a document and a pencil representing website content

If your business has a website, chances are you’ve thought about your search engine optimization (SEO). SEO is a tool that helps Google and other search engines find your website when a user requests data. The better the SEO you have on your site, the more likely it is that search engines will offer your website in their search results. While many factors go into setting up successful SEO, one critical element is the content on your website.

Why is Content Important for SEO?

Content is king for SEO. In fact, without content, your website won’t be optimized enough to rank significantly. Search engine ranking is important because 95% of people never navigate past the first page of search results. Every month there are 40-60 billion searches on Google, so the field of content optimization is highly competitive. You need to utilize every tool in your toolbelt to increase the likelihood of your website appearing on the first page. Content is one of the most important tools.

Keywords are Key

One of the most important factors in SEO is choosing the appropriate keyword. Keywords are terms that are often used when people are searching for a business like yours. Keywords should be re-evaluated regularly to make sure they are still relevant and if so, worked into the content on your website in a natural way.

In the early days of the internet, websites would “stuff” keywords into their content which initially was successful in getting your page to rank higher. However, Google now updates their algorithm regularly and keyword stuffing is frowned upon and can negatively affect your ranking.

Once your keywords are researched, they must be implemented naturally in the content itself. The keywords need to be balanced against several factors, one of which is the number of times the keyword is used in the content. Depending on the length of the content, the number of times the keyword is used will change.

Readability is Important

Aside from keywords, good website content will be well-written. Search engines do look at readability to determine how easy a page is to read, as well as how relevant the content is to the keyword and the page. The number of words the page includes is another component search engines consider in ranking. While it’s tempting to limit content on your website’s pages, there must be a good balance between relevant content that is helpful to the user, and too little content that doesn’t provide enough information for search engines to find.

Content organization, including selecting the right headlines, and subheads also plays a significant part in good optimization. Links, and optimizing metadata in the content and on the page are also essential for good SEO.

Blogs Improve Content

Monthly blogs are a great way to continue to incorporate new keywords into your website without constantly updating the content on your main pages. Google and other search engines consider sites that have continuous new content more relevant than stagnant sites. Blogs can be optimized for keywords as well as questions people ask search engines. For example, someone might search for “why do dogs eat grass?” and blog posts successfully optimized for that search inquiry could be included in the results.

Is Your Content Optimized?

At Baseline Creative, we include content search engine optimization in our web builds. We do the research and optimize the content as we either migrate it from existing sites or write new content. But because Google is constantly updating and changing, we also encourage clients to keep up the momentum with monthly SEO optimization. Our digital strategy team does monthly research, reviews analytics, writes content for monthly blogs, and/or updates content on our clients’ websites. Our Google-certified team does the legwork to help your site continue to perform well for your business.

If you’re interested in monthly SEO services including blogs, contact us! We would love to see how we can help your business grow.