Digital marketers hail content as the king. It seems the king’s empire will expand in 2016. SEO best practices are endorsing quality content. In 2015, it was recommended, but in 2016, it’ll be necessary.
Assuming you are a digital marketer, who doesn’t want his site to end up as a boilerplate, you need to take in what quality content means.
The changing definition
It’s the outset of 2016, and the definition of quality content has changed. To help your site rank better than competitor sites, you need to understand the change. Quality content no longer means lengthy and reader-friendly content, triggering scores of shares. Visits and shares do matter, but these are not the only factors as some new factors have also crept in.
The new factors include
Graphic and multimedia
Content no longer means written content. In fact, purely written content scores far below in the performance chart than graphic and audio-visual content. Multimedia content quickly draws the attention of site visitors, thereby increasing the retention rate and the level of interaction.
A recent survey done by Moz in collaboration with BuzzSumo reveals that videos and infographics leave positive impacts on link building. While infographic doesn’t generate too many shares, videos generate millions of them pushing a site to a better search engine ranking. Explainer videos with 3D animated characters on them provide information, and entertain the viewers.
#Takeaway: Upload videos on your site. Use the top video sharing sites like YouTube, Vimeo and DailyMotion for link building. Embed images and custom graphics to make written content more quality focused.
Are they reading it?
Readers ignore the majority of online content. You might have a hard time believing it, but all the efforts you’ve been putting up to create content may be going all the way down to the drain.
Nevertheless, you can change this. All you need to do is apply some simple hacks. Start with the title; is the title catchy enough? If not, then work on it. Does it give new information? If it doesn’t, then rephrase it, so it looks like it has something new to add. Consider the two titles below:
- Plane crash in Alabama claimed two lives.
- Plane crash in Alabama does unspeakable damages.
The first title tells us the consequences of the plane crash, whereas the second title cleverly stokes our curiosity, so we read the first paragraph, at least, the first line. Apply similar tricks to keep users glued to their screens at the time of going through your content. Work out newer strategies, and apply them to get your content read.
If you are posting a video, make the title and description as attractive as you could, so that viewers don’t skip it to the next video.
The survey mentioned above brings something very insightful into notice. Opinionated content is shared and linked more than non-opinionated content. When the author expresses his opinions instead of putting few facts together, the acceptability of the content increases to the readers.
Consider the below-mentioned findings. You’ll see these are coherent to each other:
- Research-backed content fares better in terms of linking and sharing than other content types.
- Internal linking fetches a content more share than external linking.
Research helps you form an opinion, which you implant in the content. When you link a post to a previous one, published earlier on the site, previously mentioned data and analysis back your opinion.
Hence, your takeaway is having a take in whatever you are writing on, do sound research to back your claim, and then putting it on the site in a readable manner.
According to some marketers, the lengthier the content is the better; that’s only partially true. Readers are unlikely to enjoy and share content, which are less than 1000 words long. All latest data, obtained from surveys indicate this.
Surveys didn’t bring out the reason behind a reader’s preference for lengthy content. The readers may feel content length equals to the amount of information. They’d be wrong in thinking this as an uninformative and unimpressive content, regardless of how lengthy it is, won’t get shared much.
Other than being lengthy, content should contain valuable information, entertain readers, and conclude only after satisfying them. Readers now have reduced attention span, which means it all depends on the details that you are stuffing, and how you are presenting them. When you add detailed information, the content becomes lengthy.
The takeaway here is, try to write 1000+ content, but don’t blabber. Rather, put relevant information into the content, so that readers find value in it.
What about keywords?
I don’t agree to those, who think keywords have died a silent death. I’ve explained the reason in one of my previous articles. It’s true that the importance of keywords has been eroding ever since the last few updates by Google, but to say they are no longer important is an exaggerated statement.
As long as the existing search interface is functional, keywords are important. The outdated practices such as keyword stuffing and using one or two fixed campaign keywords can put your site in the harm’s way. I suggest you to generate LSI keywords ideas, so the content vocabulary appears extended to the readers, and also to search engine bots.
Google is no longer going gentle on those, who don’t follow the recommended practices. Want to save your site from Google’s penalties? Then follow the tips given above. At the onset of 2016, resort to the safest techniques, discussed above.
What do you think of the five tips given here? Do you want to add any of your tips? Let us know in the comment section.