Why is content important in SEO?

Many businesses want to remove content and make their website more visual and clean. While this can certainly make your website design more appealing, it can also hurt your search engine rankings. Having a beautiful website does not always guarantee that it will be visible via search engines and this is one of Google's number one criteria for understanding and analyzing the information on your web pages.

But what does "content" mean?

Marketer Heidi Cohen describes content as "Useful, high-quality information that conveys a story presented in a contextual manner with the goal of soliciting emotion or engagement. Content can be expressed using a variety of formats, including text, images, video, audio and/or presentations."

While Heidi Cohen's description is accurate, it is important to understand that the content found online is subject to competition with other websites of the same theme.

Google is placing more and more importance on structured and quality content. Its algorithm does a pretty good job of identifying websites with good content and rewarding them with higher positions in the search results.

Google's algorithms are constantly evolving to provide, as they say, "...useful and relevant results in a fraction of a second".

The "useful and relevant results" that Google is trying to provide are the content elements available on the web. Google's recommendation is to build a website for the benefit of its users, and any optimization should aim to improve the user experience. It is important to understand that the first user to visit you is Google itself via robots that analyze your site and then help other users discover your content. Optimizing your SEO consists in helping search engines to understand and present your content in an optimal way.

This way, your content is intended for search engines and visitors. When users come to your site, they are most likely looking for a product, service or information. By providing users with the information they are looking for in a clear and simple way, you can encourage them to stay on your site which sends very positive signals to the Google algorithm.

In general, the content should always contain the keywords related to the theme of the page. The keywords are the terms that you want to put forward, which best describe the theme treated on the same page. To avoid cannibalization, these keywords must be different on each page of your website. The titles and paragraph of your text content is an excellent place to highlight priority keywords and variations in a natural and relevant way to help search engines make the link between search users and the information in your page.

For example:

My page monsite.com/seo will have to contain the priority keyword "seo" and other variation can be used in the paragraphs like "référencement organique" or référencement naturel".

Also consider using call-to-actions in your content. A call-to-action is an invitation to users to perform an action.

Here are some examples of calls to action:

• contact us,
• ask for a quote,
• add to cart,
• leave a comment
• download a PDF
• …

Adding calls to action throughout your site can help increase the number of conversions on your website.

 

What is the optimal text length for SEO?

In general, a minimum of 350 words per page is recommended. Please develop unique content for each web page. If you write a blog post that you want to position, the minimum (in most cases) will be 500-800 words.

According to Searchengineland, longer content - over 1,000 words - helps websites appear in search results.

From what we see in the Procab customersAn average of 600 to 700 words is a good base.

It is true that Google's John Mueller stated in August 2019 that "word count is not a ranking factor." In fact, Google has also stated that word count does not indicate the quality of content. Google may not have an official stance on word count, but studies done show that longer content leads to better positions.

A 2017 study by ahrefs has shown that on average pages between position 1 and 3 have about 1,000 words.

 

In a 2018 study, Ahref found that longer content ranks better:

HubSpot, in their 2017 article, noted that their highest performing blog post was around 2500 words:

 

 

In summary:

In SEO, it is often said that content is king ????.

Not only can content improve your search engine rankings, but it can also attract quality visitors and improve the user experience. It can also help convert visitors into leads, customers or fans. The construction of your SEO content must imperatively be done following certain rules in order to optimize your chances to reach the best positions, and if you are looking for a SEO agency in GenevaCome and have a coffee to talk about your project:

• One priority keyword per page
• Use lexical variations around your keyword
• 600 to 700 words
• Structure your texts with headings, subheadings and bulleted lists

 

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