Why creating organic content is important
With millions of websites jostling for Google’s attention every minute of every day, a well-executed content strategy is a number one priority when it comes to getting the search engine giant’s attention. It’s not easy, it’s not quick, but investing in a high-quality content library should also not be an optional extra. Done right, it’s a strategy that can reap returns in traffic, conversions and ultimately customers, long into the future. And what could make more sense than a marketing tool that operates on an ‘invest once, benefit permanently’ basis?
Contrary to popular myth, though, writing excellent digital content is an art – not a science. Yes, search terms are part of the mix. Yes, your H1 is an important, indexable element. But in the past few years, Google has grown up. Its natural language and semantic analysis abilities have advanced as rapidly as a teenager during a growth spurt. So much so that, these days, out-of-date tactics to attempt to game Google, like keyword stuffing or hashtag chasing carry a real risk of being penalised. Your rankings may well suffer – and it could take years to recover. This stuff needs to be taken seriously.
What’s the difference between organic and paid SEO?
There are a number of paid SEO routes that anyone can take advantage of – AdWords, Native advertising and Display Ads, for example. These have their rightful place and can be powerful as part of the SEO mix. But they are almost invariably a short-term solution unless you happen to have an inexhaustible marketing budget. And even if you do have that luxury, a heavy reliance on paid-only SEO strategies is an inefficient investment.
Launching a new product through AdWords, for instance, is a great way to kick start a new campaign or boost a particular sales stream. The fact is, though, that as soon as the cash stops flowing the plug is pulled, and the benefits disappear. The result? You become reliant on paid channels and locked into continuing to pay for them. In a down-turn this can be catastrophic for a small or medium-sized business.
An organic content strategy, on the other hand, is an investment with a permanent return as it directs marketing capital back into your business.
When you offer up informative, authoritative content, you offer Google a gift. That’s because its own success depends on delivering meaningful, accurate search results. To do that, it maps every clue it can find in your content to assess whether it’s valid, relevant, and delivering genuine information that people need to find. Google is hungry for these clues. The more you feed it, the more it will reward your business with traffic.
What does an organic SEO strategy involve?
An organic SEO strategy done well can transform your online presence, but the process itself is a considerable undertaking and the results won’t happen overnight. You need the right skills, resources and understanding to produce unique, high-value, Search Engine -friendly content on a regular basis. In our experience, organic content strategies tend to fall at the first hurdle when an organisation underestimates the level of commitment and expertise required. And that does happen - frequently.
But, if you’re thinking of taking the plunge, here are five crucial parameters to bear in mind:
Write for customers, optimise for Google: while it’s true that Google is an audience in itself (i.e. you need its attention for online success) trying to trick the bots with clumsy SEO tactics won’t get you anywhere (except, quite possibly, demoted). Be very clear: even online, your customer is your audience and you know them best. So, the safest and most effective tactic is to speak to your customers just as you would in any other forum, especially if you’re not an expert in optimisation techniques.
Content is king – quality is crucial: Google can’t index what isn’t there to index. It can’t read an image or a video or an infographic. To ensure your content is indexed well and consistently, you need to present it well and consistently. That means committing to producing a decent amount of on-page content regularly and investing time and effort into writing high-quality content.
Show your expertise: many people fall into the trap of simply cribbing their content from a wider search on the subject. Ideally,! So, write about what you know your audience is interested in, and what you can talk about with knowledge and confidence.
Avoid gaming tactics: if you’re keyword stuffing, shoehorning in unnecessary links or tying yourself up in knots trying to achieve a perfect score on Yoast, stop! And if your SEO agency is doing that for you, you need to have a serious conversation with them – now. We can’t emphasise enough that not only will these tactics not move you forward in the long-term, they may well push your online presence backwards, since Google spots your intentions and penalises your website for them.
Be persuasive: Google loves activity and customers need a clear user journey. Adopting strategies like calls to action, cross links (not to be confused with link farming, ) and the right messaging for your customers helps Google to build a picture of your business and the customers who need to know about you. It also encourages longer page visits, more extensive browsing and higher conversions, which all tell Google that your site is of interest and, therefore, should be promoted. It also, of course, helps to increase your sales – so you’re winning from all angles.
If you’re interested in building your organic content but not sure whether you have the time, capacity or skills to do it right, we’re happy to have a conversation. No obligation, no jargon – just honest, fact-based advice. Find out more about us and contact the team - let’s see what we can do for you.