Council Post: The Secret To High Search Engine Rankings: Quality Content

Council Post: The Secret To High Search Engine Rankings: Quality Content


Growth is a major goal for any business. Yet as the competition ramps up, this seems to be getting harder and harder to achieve. The rules seem complicated, and some businesses may not think they even have what it takes to play, but it’s not really so complicated.

In our modern era, SEO can work for anybody, no tricks or hacks required. Getting high search engine rankings isn’t about gaming the system to make Google’s algorithm think you have what it wants. In fact, giving Google what it wants isn’t a secret at all. It’s as simple as having the high-quality content that isn’t just rewarded by search engines, but is what your website visitors are really looking for.

Ranking Higher With SEO

The website is the gateway to the business, but just having one is not enough. Having an easy-to-navigate, fast-loading website that potential customers can easily find — that is what is crucial to a company’s online success. If internet users don’t see it at the top of the search engine results page (SERPs), every search made becomes another lost opportunity. If a company wants to be seen in today’s highly competitive marketplace, a smart search engine optimization strategy is a must.

The Role Of Site Content In Earning Those Rankings

It’s true that there is quite a lot that goes into an SEO strategy. It certainly isn’t as simple as writing a few good articles and hoping they get out there and bring traffic in, but it’s also not as complicated as one may think. One of the most effective factors to ranking higher is just making sure the site has high-quality content.

This is beneficial for multiple reasons. After all, what gets the attention of search engine algorithms should be the same quality content that site visitors really want, so there’s no way to lose. Publish informative content in the form of blog posts, actionable guides or even videos to find success.

Crafting High-Quality Content

Great content is all about drawing readers in with the information they need. There are many ways to go about this and the strategy you go with should be personalized to your brand and its customers. Every part of your site should be about providing current and potential customers with what they need through well-written content. Of course, the brands that do it best go beyond the usual content and instead give site visitors content that truly answers to their curiosity and pulls them into engagement with the brand.

One great example of a brand getting content right is Airbnb. Its well-executed blog answers questions hosts may have with posts like “Who books Airbnb experiences and why? Or why not?” and “The 5 stages of a guest’s experience” in a wide variety of languages. This allows hosts to feel like a part of a community, while other content sources speak to the questions those booking a stay may have. No matter where in the world they’re going, Airbnb users can find out more through a city’s Things to do and a city district’s thorough neighborhood guide, both of which are created by actual locals. Airbnb goes even further by showcasing inspirational community stories. By fully committing to the high-quality content strategy, Airbnb has put out something for everyone and invited anyone to discover and become a part of the Airbnb community.

You don’t have to already be as big of a deal as Airbnb to benefit from this strategy, too. Any business — big or small — can put high-quality content to use for their success.

You can start with this simple 10-step guide:

1. Conduct research to find the topics that your audience cares about the most.

2. Make sure each piece of content gives your audience the solid answer they’re looking for.

3. Write your headline with social media shares in mind.

4. Make sure the reader knows why they should keep reading by telling them in the first paragraph.

5. Though you should stay professional, try to adopt a more conversational writing style in order to keep people reading.

6. Tell a story with your writing to truly engage the audience.

7. Strengthen the content with data and relevant links where possible.

8. Use descriptive subheadings to break content up into smaller sections and keep things easy to read.

9. Remember to keep it simple.

10. Don’t stop. Keep more great content coming out all the time to ensure your site stays relevant.

Content That Helps You Stand Out

This is what will consistently get you higher rankings in the search engine results. Putting the time and effort into making sure your website has high-quality content is rewarded. If you put these content writing tips to use, you’ll more likely than not see higher search engine rankings, more traffic to your website and more success for your business.



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