Looking at the Long Tail
The way we search the internet is changing. People are using longer search phrases as they search for more relevant results in an ever more crowded field. Voice and natural language search is also becoming more widespread with devices like the Amazon echo and Google Play.
Take the example of someone looking for information online. Going back to our earlier example of John and Swish-Fish, if John simply searched for ‘keeping fish’ he is going to have to look through a few pages of results to get the information he needs. A search for ‘Beginners guide to keeping fish’ is going to serve him much better. This type of long tail search is much more specific and likely to provide much more useful and relevant results. Modern SEO will recognise this and try to answer these kinds of searches with useful content. In this case – the blog post by Swish-Fish – everything you need to know about keeping fish’ Our blog post What are long tail keywords – and why should you be focussing on them? looks at the long tail in more detail.
The Freshness Factor
The freshness of your content is also a ranking factor. The more often you add fresh content to your website, the more your site will be indexed by search engines. This makes it more likely your content will be found. It does not necessarily mean that you will be ranked higher, that is not a given. However updating your website with articles, downloads and fresh web copy provides you with the opportunity to achieve higher rankings - based on the quality of the content you provide. Fresh content on your site also demonstrates that your business is active and engaged. This offers a much better impression to site users than a website which has out of date copy or a blog which was last updated six months ago.
More is More
More content equals more keywords. When you write content with your audience in mind which is relevant to your business it will naturally contain useful keywords. Quality is, once again, the watchword here. Writing content that answers common questions or explains how to do something is a good strategy as you are providing quality information which your customer wants to read. Do not just write content around a keyword; think about your personas and what they want to see. Our blog How do you write SEO friendly web copy has more information.
Building site authority is another good reason for adding regular site updates. If you are providing high quality information on your website which people are finding and reading you are helping the process of search engines seeing your website as authoritative. When you publish valuable and informative content on your website which is relevant to your industry, your site will start to be viewed as authoritative. Again, the key takeaway here is to provide high quality content which is useful to your reader.
So, it's all about the content...
You can see how much of an important part content plays in your overall digital marketing strategy. As well being a major factor in Search Engine Optimisation, content creation provides the opportunity for incorporating keywords across your website and adds huge value to your site from a user perspective. It also helps to build site authority, helping you to be seen as an expert voice in your field and fresh content means that your site will be indexed more frequently – allowing people to find your stuff online.