An important part of any seo strategy will be the content marketing, it’s so important that without it Google may struggle to work out what your website is actually about.
This means that content marketing can define a website, it can help to send a clear message to the search engine that this is what we sell, or this is what we offer as a business.
Which factors make content marketing high quality?
Gone are the days of generating content marketing just for Googlebot, that’s to say, writing content marketing for just seo advantage alone is somewhat dead.
Instead the work must be relevant, well-researched, written by an expert and better than your competitors if it is to rank highly.
Too much written work that’s just produced to satisfy a set quota, will mean your websites bounce rate could increase, and also more than likely your website will move down the rankings.
Why is relevance important?
Some seo agencies may generate work that’s off topic for the business they are working for, this can confuse the search engines.
For example, take our business for instance, if we were to regularly write articles about artificial intelligence, then Google may start to believe that this is our main service, and seo may well be viewed as secondary to this.
So nearly all content marketing must be relevant to the business.
Has your agency adopted the right tone of voice?
Some agencies employ copywriters that adopt the same tone of voice no matter which ever client they are working for.
This again can mean a websites bounce rate increases, as somebody landing on a solicitors website will expect a serious tone, while somebody who’s booking a stag doo will most likely what a more upbeat and casual tone of voice.
What’s the purpose of the content marketing?
Content marketing shouldn’t just be seen as 500-word blog post that needs to be written to a set quota. Instead a marketing strategy must support the work.
Below we have detailed what most digital marketing agencies use content marketing for:
To build links?
Most leading online marketing agencies use content marketing to offer detailed answers to common questions that their customers may have.
This way the information is very useful, and is most likely going to attract high-quality backlinks.
To increase relevance
As earlier mentioned, relevance is a big deal, so to make a website more relevant an agency may write blog articles on a regular basis.
Blog articles are often used to provide updates on business activities, as well as news that relates to that business sector.
To increase user engagement with the site?
RankBrain is an important factor that any agency must consider. It’s widely thought that Google’s RankBrain is the AI programme that monitors user engagement with your site, so if your bounce rate was to increase dramatically, then this may result in decreased rankings.
How can your seo agency help?
We are a Bristol SEO agency, for help with seo, why not give us a call?