Improving the quality of your content is an important part of any solid SEO strategy, as the better your content, the higher you’ll rank in search. There are several things you can do to make sure your content is the best it can possibly be, depending on the type of content you are creating.
1. Product and Service Pages: Conversions are key here, so place the focus on the benefits to your customers. Why do they need what you are offering? What will your product or service do for them? To create awesome product or service page content that SELLS or converts, you’ll need to first ATTRACT the right people and to do this you must tap into your customer’s desires or needs first. To find out what these are you’ll need to do market research into your ideal customer. Once you have found out what your ideal customer wants, you need to INTEREST them. You can do this by teasing that you have the solution to their problems, or the answer to their desires.
After that, you’ll need to let people know how what you have can give them what they want – to ramp up their DESIRE for your product or service. Finally, you’ll need to persuade them to take ACTION. This four-stage formula is also known as AIDA – Attract, Interest, Desire, Action, and it’s used extensively by copywriters who create high performing sales content. You should always make your product and service pages informative, so it doesn’t seem like you are just selling. Ultimately though, you should be trying to get people to convert, so your sales pages and product pages don’t need to be as informational as your blog posts should be.
2. Blogs: Regularly creating high quality blog content that people find useful can REALLY help boost your Google search rankings. A recent study by HubSpot discovered that brands who published quality content regularly got TRIPLE the amount of traffic than brands who didn’t. Consistency is key, but it won’t help if you just pump out posts. There’s so much competition now, your content also needs to be helpful, insightful, and value added. There are some types of blog content that consistently perform better than others, and when you’re starting out with SEO, you might want to focus your efforts on these, at least until you build up your following.
The Latest top performing types of blog content:
a. Complete Lists: Complete Lists continually perform well. Many people find them extremely useful as they refer to lots of practical information on a topic, all in one article, that’s written in an easy-to digest format. Your list could contain strategies, items to buy, or the best muscle building smoothies – almost anything you can think of that can be curated into list form. Make sure you give some detail along with every point on the list, or people will find your content dull, boring, and unhelpful, and your engagement levels will suffer.
b. Content with Stats: It’s getting more and more difficult to get people to share or link your content, due to the sheer volume of posts that are being published every day. One way to make your content stand out is by including stats and data in your posts and research has found this increases your chance of gaining a link. To increase your content’s authoritative value in the eyes of your audience, refer to scientific studies, paraphrase or quote original research, and include accurate facts, figures, and data.
c. Complete Guides: People LOVE helpful content, and it doesn’t get much more helpful than a simplified guide to doing something that covers every aspect. The focus here is to give people the essential information they need to know about every important angle of a topic. Your complete guides don’t have to be pages long, though they should be in-depth, as Google scores long-form content of 1000 words or more, higher. Your goal should be to help people FULLY understand a topic. To attract the maximum number of readers, focus on trending topics that you can relate to your niche, or relevant topics to your business that are growing in popularity, such as plant-based diets, or ways to beat boredom in lockdown.
d. Visual Content: Infographics are a great way of obtaining links and engagement as people love to share and repost them. It’s not just infographics though, including high quality images, video, or helpful screenshots in your posts will REALLY help to add interest, break up long chunks of text, and keep people reading.