Why Content is Essential for SEO

A digital marketing and web development campaign for your business can increase organic traffic, generate more leads, and make you more money. Regardless of your industry or the products and services you sell, search engine optimization is a critical process for growing your business and establishing the value of your brand online. To get started, you’ll need the professional assistance of a digital marketing agency, with a specialization in content writing, web development, and reputation management specific to your industry. Almost all small businesses can benefit from digital marketing, as it’s essential for staying competitive online.

If you’re searching for a digital marketing agency for your business, you’ll need to consider the content writing services each company offers. Content for both your website and your off-site business listings is a key component to increasing your brand’s visibility. In this article, we’ll break down search engine optimization as a process and explain the main benefits associated with hiring an experienced content marketing team.

What is Search Engine Optimization?

SEO, or search engine optimization, is the process of improving your website’s keyword rankings, online visibility, and organic traffic. By increasing the number of users to your website, you’ll see more contact form completions and more high-relevance leads. The keywords that your SEO strategies target are typically directly related to your business, your team, or the products and services that you offer.

Key Benefits of SEO

With SEO, you’ll start ranking on the first page of Google for terms that can help create leads. The keywords you select as marketing targets often already indicate the user’s intention to buy. In other cases, the keywords you select can target users who need your products and services, but don’t know it yet. SEO also includes a variety of other tasks beyond content, including web development, technical error fixes, and reputation management through platforms like Google My Business and Yelp.

So why is your website content essential to your SEO and digital marketing efforts? In short, it’s the process of adding high-value keywords directly to your website, while simultaneously establishing your brand voice and showcasing your expertise. Whether you’re a legal services provider or an eCommerce retailer, content marketing is an essential part of your strategy. To get started with this process, you’ll need the professional insights and technical experience of a dedicated marketing agency.

How the Content Marketing Process Works

Content marketing requires a careful understanding of how users search for the information and products they’re looking for when they go to Google. Your content writers will also need a close understanding of your industry terminology and products. In many cases, you can hire a digital marketing agency that already has experience in working with another business in your industry. When you bring on a new digital marketing and content development team, they’ll follow these steps to ensure your content is well-optimized for the web.

Identifying Your Brand Voice

The voice of your brand and your business is something that your content writers will need to adopt when developing your landing pages, blogs, and service descriptions. To start, your content marketers will spend time getting to know who you are and why you’re in business. It’s unusual for your marketing team to immediately understand what you want your business to say to its audience. After a few content pieces and branding discussions, your marketing agency should be able to develop your content independently, saving you considerable time.

Keyword Research

Before writing your content, digital marketers will carefully research what your target audience is looking for when they go to Google. Researching the terms, phrases, and words they use to describe what they’re looking for will offer insights into how they see your products and what questions they might have. The more in-depth the keyword research process, the more likely you are to hit the first page of Google within a few short months. Almost every digital marketing professional utilizes premium, subscription-based research tools to identify the keywords that might provide an opportunity for your business to increase its online visibility.

Establishing Your Authority

The content on your website should clearly indicate the value of your brand and the expertise of your employees. By answering common questions surrounding your products and services, you’ll work towards becoming a thought leader in your industry. Your content should also incorporate the keywords you’re targeting as it establishes your brand’s authority.

If you work in a field where your services directly allow your clients or customers to leverage your professional expertise, you’ll need your content to showcase the knowledge and insights you can offer. For example, if you’re a law firm, you’ll need to have website content that helps users understand the laws related to your practice area, and tells the reader when it’s time to contact your firm for a consultation. The best content establishes your business as a reliable, trustworthy resource, in the eyes of both users and Google’s search engine algorithms.

Creating More Conversions

Content marketing for your website and business listings can ultimately lead to an increase in lead generation and conversions. Whether you’re writing a blog, a landing page, or a product description, it’s important to let users on your website know what to do next. If you’re writing a content piece that’s more informative and uses minimal sales language, that CTA (Call to Action) may be as simple as asking your readers to “click to learn more” about a particular topic. Buy now, contact us today, and learn more are all examples of conversion-friendly language that can boost conversions and cash flow for your business.