Keywords used to dominate the SEO or search engine optimisation landscape. It used to be that most optimisation tasks revolved around deciding what keywords to use and how to best incorporate them on page and off page. SEO practitioners would then create content by inserting a few choice keywords, particularly in the more noticeable locations such as the header and title tag. Some even went so far as to stuff content with keywords in an attempt to trick search engines for a temporary improve in search rankings. These days, however, industry experts declare that when it comes to SEO, content is king.

Content vs. Keywords 672x490 - Content vs. Keywords: How Content Quality Beat Keywords in Ruling SEO

Search engines have since started weeding out overly optimised content and dubious link builds to deliver better results to users. The idea is rather simple: great content deserves to be rewarded for earning quality shares and inbound links. While a well-optimised website has greater visibility, however, this achievement would mean nothing if site visitors dropped by once, and only briefly at that. This is the part where high quality content becomes important.

According to an SEO expert who caters to Sunshine Coast businesses, good content exhibits the following qualities:

  • Grammatically sound. Typo errors, poor sentence construction, and other faults all make a website look a lot less credible.
  • Keyword optimised. Search engine bots need those keywords to find and index sites.
  • Relevant. The information should be something the target audience needs.
  • Engaging. The content should keep the audience hooked.
  • Accurate. All facts and assumptions must be validated and reviewed before posting.

Additionally, new content must be published regularly. Visitors may read an interesting article once or twice, though if a website has nothing to offer but stale content, visitors can hardly find a reason to return. Dormancy is a no-no if a company aims to fare well in search rankings. By providing valuable information on a regular basis, websites become ‘authorities’ in their respective fields and consequently rank higher in organic/unpaid search results.

A key aspect of content generation for SEO is deciding what topics to write about. Here are some great sources of ideas that you could mine:

  • product/service (Features-Attributes-Benefits)
  • FAQs
  • forum discussions
  • target market life stage
  • procedure
  • maintenance tips
  • industry trends
  • misconceptions
  • etc.

While the actual product attracts buyers who are already at the purchase stage, great content is a very potent tool in generating quality leads for future conversion. Businesses on the Sunshine Coast that could use help in shoring up their online presence should consider hiring companies that specialise in SEO services, such as Marketing theProduct.


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