Content – The New Driver for SEO

Google provides billions of its users with the most useful and relevant information available on the web. With the growing number of websites competing for consumer attention, it is important to make sure that your website has the right components to help enhance its visibility on search results of search engines.

Search engines, such as Google, Yahoo, and Bing, rank websites based on how relevant the websites are through a well-hidden algorithm unique for each search engine. Google, the most dominant search engine, regularly changes its ranking algorithm for web pages. These changes are aimed at ensuring that users get the best possible search results.

The “Panda algorithm change” is one of the most recent improvements to Google’s ranking scheme. It is designed to assess millions of websites, and increasing the ranking of high-quality sites while reducing the ranking of low-quality sites on search results. As a result, factors such as PageRank, in which web pages are ranked based on the number of links to it, have been downgraded dramatically, while content-related factors have been bumped up in terms of importance.

But how does one ensure high-quality content?

High-quality website content is created through a combination of different techniques:

  • Always provide relevant, up-to-date, and information-rich content. Strive to provide users with new and original information.

  • Consider the keywords to use on your website, based on search terms that search engine users will more likely use in for a particular subject.

  • Produce a website layout that allows easy navigation of content, and help users quickly identify what the website can do for them.

  • Add video content to your webpage. This will provide users with a better and unique experience to using your website.

  • Show authorship to increase credibility. This is also an effective way to stand out from other related websites.

  • Add blog posts. Active blogging can increase the size of your website and generate new rankings.  

Quality content also helps in establishing relationship with users. It can drive people to share content that is of value to them with other people. Poor quality content could immediately turn away potential users who visit the website. At the same time, another benefit of quality content is that it automatically works to build ‘natural’ links or inbound links that site owners did not intentionally create.

Creating blogs, which was mentioned as the last technique, also provide more benefits than meets the eye. If done effectively, blogs bring in new ranking possibilities as the website increases in size, which in turn can also improve traffic to a website. Combine this with blog promotion through social networking sites, and this can increase a website’s visibility even more. It is also important to note that social media shares are a consideration in Google rankings.

Facts and figures show the benefit of creating blogs go beyond rankings. According to Brafton, a News and Content Marketing company, ‘52% of consumers say blogs have impacted purchase decisions, 57% of marketers have acquired new customers via blog, while 42% of consumers look to articles and blogs for information about potential purchases’.

Great content produces a cycle of endless benefits – it generates the traffic a website needs, brings in a higher chance of content sharing through social networking sites and other social media channels, and increases the chance of people linking their website to it, continuing the process of greater traffic and visibility for the website.  

Essentially, to have a long-term SEO benefit, one must focus on content. Although incoming links are helpful in increasing visibility of a website, it is more important to create a relationship with users and provide content that will make them stay, use, and share the website. Finally, with the rise of social media, where the possibility of content sharing is greater, having relevant, useful, and high-quality content can be the difference between success and failure in the digital world.

Do you think SEO is good for your business? Then start building content. Talk to us and we will help you catapult your business to the top.

Contact iGenMedia

Please don’t hesitate to contact us with any questions or concerns you may have regarding this information or our services. We would like to hear from you and would welcome the opportunity to discuss your business specific needs. Please visit our website at or call our offices at 630 930 0900.

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