Finding the right online audience for your business is the catalyst that triggers rapid business growth. And with over 53% of all website traffic coming from organic search, the power player in the world of digital marketing is SEO (Search Engine Optimization).
Search engine optimization is the process of increasing your site’s visibility to search engines through organic means. Search engines like Google and Yahoo use bots that crawl pages collecting information from every site.
Search engines put these sites in an index and rank them according to several factors. This ranking determines the order in which the pages will appear when a user searches for relevant keywords.
How Quality Content Enhances Site Visibility
Search engines have continuously evolved to filter out excellent content from average content. A random Google search will tell you how the highest-ranking pages always have the most informative and exhaustive content. If you are wondering how exactly do the search engines filter out content, you have come to the right place. Here is how quality content boosts a page’s SEO rankings-
1. Helps Lower the Bounce Rate
The bounce rate of a website reflects the percentage of site visitors who left the site after visiting just one page. High bounce rates have a negative relationship with SEO rankings.
However, excellent content can help you prevent high bounce rates easily. One brilliant way of minimizing bounce rate is to attach relevant inbound links to every blog. Inbound links are hyperlinks that lead to different pages on the same website.
Inbound links help increase dwelling rates and eventually improve site rankings. SEO experts should hence make sure that the blogs are focused on one niche and are related to each other.
2. Increases Click-Through Rate
The number 1 result in Google’s organic search results has an average click-through rate of 31.7%.
One of the parameters that search engines use to determine your site’s ranking is CTR or click-through rate. This statistic determines the number of times visitors click on your links. Smart placement of links in your blogs and putting CTA (call to action) buttons strategically on the page can significantly increase your click-through rates.
3. Increases the Number of Backlinks
Backlinks are links from other websites that link to your website. Generally, the more backlinks a page has, the more organic traffic it gets from Google. To put it simply, backlinks determine how many other website users found your content helpful indicating that your content is a good resource of information.
4. Improves the Reputation of your Business
Trust and publisher reputation are off-page SEO factors that are beyond your direct control. However, excellent content positively reflects on both these factors. When visitors find resourceful content on your website that helps them make the right decision, they develop a subconscious positive perception of your business.
This dynamically improves your overall reputation. Users who find your blogs helpful even tend to share them with their peers which in turn increases site traffic and improves SEO rankings. This is why while publishing content, you must always make sure that everything you include in the content is 100% accurate and well-researched.
5. Allows Seamless Incorporation of Keywords
0.16% of the most popular keywords result in over 60% of all searches
Keywords are phrases that appear in search queries and help visitors find your website. Search engines match the words a user searches for with the websites in their index and display the most relevant results. It is hence essential to incorporate keywords relevant to your topic, business, and product in your blogs.
Building a content strategy around your product is the smartest way to increase the likelihood of appearing in search engine results. Keywords appear effortlessly in content that is centered around your business’ brand.
Quality Content helps your Business Reach Heights
A good SEO strategy and quality site content are two elements of marketing that cannot exist independently. While an efficient SEO strategy increases the audience for a page, it is the content on the page that determines the conversion rates for your business.
Good content also helps feed the complex search engine algorithms that determine the rankings of a site. Marketers should hence take both factors into account while using SEO for digital marketing.