It should be no secret that content is among the top three ranking factors Google uses to determine organic search rankings. The more content you have, and the higher the quality of that content, the more keywords your website will rank for, giving you more visibility in organic search.
Working at a digital marketing agency, a content strategy is usually always something we recommend to our clients. The content we recommend can come in many forms, including:
– Product and/or service pages
– Blog content
– Long-form white papers
– Guides and resource articles
– Video and imagery
The content you find on a product/service page is typically tailored toward keywords with “conversion intent,” that being, a keyword with a greater chance of leading to a conversion.
After all, someone typing in the exact product/service into Google (for example, “SEO Services,” or, “Sony 4K TV”) is more likely to be further along in the sales funnel as opposed to someone searching “Benefits of SEO,” or, “4K TV Picture Quality Vs 1080p.”
Contrast that with the content you may find in a blog or article – they tend to be more educational/resourceful in nature. These types of content pieces tend to be tailored toward keywords with “research intent.” Someone searching a keyword with research intent (“Benefits of SEO” for example) is likely to be closer to the top of the sales funnel compared to someone searching a keyword with conversion intent.
A common question we receive from our clients as it pertains to content and SEO is:
“I don’t care about ranking for anything other than conversion intent keywords, how does ranking for research intent keywords help me?”
This is a great question! If I want the SoMe Connect website to rank for “Digital Marketing Agency,” why would I spend time publishing articles on “How to Research Keywords for SEO,” “CPG Industry Trends,” and, “Voice Recognition and Advertising?”
These articles may help my website rank for “How to do Keyword Research,” “CPG Trends,” and “Voice Technology in Advertising,” but how do these help me improve my ranking for “Digital Marketing Agency?”
The truth is: Publishing these types of content helps your website rank for conversion intent keywords. In fact, publishing educational/resource content is sometimes the most effective tactic to help your website enhance its conversion intent keyword rankings.
Why? Because Google only gives high rankings to the most authoritative websites. That’s their whole business model – they pride themselves on their search engine’s ability to provide the best results from the most authoritative websites.
How do you build website authority? By proving that you are a thought-leader in your industry. The more insightful content you publish showing that you are an industry thought-leader, the stronger ALL of your keyword rankings will be, even if your thought-leadership content mainly leverages research intent keywords.
Let’s run a thought exercise – you have two home improvement companies whose websites are competing for the same keywords – “Basement Remodeling,” “Kitchen Renovations,” “Bathroom Renovations,” and “Home Additions.”
Let’s say both of these websites have published a service page tailored to each of these individual keywords. The quality of the service pages from each of these competing websites are equal. Both websites are also equal in user friendliness, aesthetics, functionality, etc…
The only difference between these websites is that one has a blog that is frequently updated with insights on news and trends in the home improvement industry, while the other does not.
In this case, Google would find that the website with an active blog has proven that they are more of an industry thought leader than the website with no blog content – it has more authority.
So even though these websites offer the same quality of service pages, the more authoritative website will always beat their competitor for conversion intent keywords, and they do it with thought leadership content leveraging research intent keywords.
The primary SEO benefits of an active blog/thought leadership content strategy we’ve discussed thus far include:
– Increasing the total number of keywords your website ranks for overall.
– Improving the positions of your website’s keyword rankings for both conversion and non-conversion intent keywords.
Another SEO benefit that should not be overlooked is enhanced linkability. The number and quality of backlinks your website has is right up there with content in terms of important ranking factors.
When your website offers resourceful/educational content, you have a greater opportunity to earn more backlinks.
Why? If you reach out to an industry-related website and ask for a backlink, you can pitch your own content as follows:
“I have a collection of articles on my website highly related to your space, and I think your readers would get a lot of value if my blog were to be listed as an additional resource on your website.”
Of course, the framing of this pitch varies with the type of website you are pitching to and the type of content you are pitching, but a website with no resourceful/educational content has no value proposition to offer.
Website owners will not give you a backlink unless they are convinced that a backlink to your website is in their best interest. If your website doesn’t have content that can supplement and/or enhance other websites, you are much less likely to earn backlinks.
Not only do “How To,” “Insights,” “Benefits Of,” etc… articles and guides help with resource intent keyword rankings highly relevant to these content topics, they help enhance your keyword rankings for all other pages on your website. This includes the conversion intent keywords your product and/or service pages are likely tailored toward.
It may not seem intuitive, but an article on “Bathroom Remodeling Trends,” helps your website’s bathroom remodeling service page rank better for “Bathroom Remodeling Services,” and “Bathroom Remodeling Contractors.”
Of course, this isn’t as simple as publishing one article. A robust ongoing content marketing strategy is necessary to see meaningful results on your website. Get in touch with SoMe Connect to learn more.