So what is “Content Marketing“ and why is it important to SEO?

Content marketing is a term that you may have heard about recently, but what I have found is that a lot of my clients don’t fully understand the benefits of why they would want to expand the amount of content and pages on their website. Content marketing can really be a huge topic (mostly because of the sheer amount of things that can be considered “content”) but I will only be explaining the idea as it relates to adding pages to your website about your industry.

The more unique pages you have, the more opportunities you have to get traffic through the search engines. Therefore, expanding what is available on your site can be a good idea, as it will allow you to go after search engine traffic on an ever expanding list of keywords that are relevant to your subject matter. The trick is to make sure you don’t adversely affect the top tasks on your site by making anything harder to find or cluttering up the layout.

It’s not just about expanding for the sake of expanding, in that publishing crap content will do very little for you, and will potentially make good content harder to find and increase your bounce rate. You want your content to address your customer’s questions, give them valuable information and really just be there to solve their problems. At the worst case, a custom page about a certain subject will get a few more people finding your website. However if the content is really good, people will share it and blog about it which can exponentially grow your traffic.

Optimization is easier with more content

It is hard to go after a large segment of keywords when your website is tiny, or if your content is mostly centered on you talking about how great your company is. You can really only optimize a page for 2-3 keywords at a time effectively on given page. If your website only consists of a few pages; then your site has limited potential of what can be found by search engines.

Say your company has 5 different services you want to advertise. But you only have a “services” page that briefly lists everything you do on one single page. That means that all of the keywords relating to all your services are all fighting with each other for Google’s attention, which isn’t going to look as relevant to Google’s ranking algorithm as a page that is devoted solely to content about a particular service that you offer. Also, people don’t search for “services”; they search for the individual keywords pertaining to exactly what they are looking for.

Getting more specific won’t necessarily make your website more complex as long as you keep your content concise and to the point. People searching today have a lot of choice and will usually go with the provider that can give them the best answers to their questions. Search engines usually give results that are relevant to the terms people enter in the box. In order to be relevant, you have to be specific.

About Grady McNeill

Grady McNeill builds websites, writes content, and does SEO for many clients in North America. He runs Increase Interactive. He also wrote what's in this box.

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