What Role Does Content Creation Play In SEO?

Content is of course critical in the world of search engine optimisation. It was “back then” in the days before Caffeine, Panda and Penguin and it is even more so today. What’s changed? In reality, nothing. However, in practice if you don’t look at content creation carefully, logically and rationally then it’s not likely to be of much use to you, either way.

Nothing has changed? Isn’t it true that the above-mentioned algorithmic updates imposed by Google changed everything? Effectively those and other updates merely focused our concentration. We should always have been creating content that was high-quality, naturally sounding and engaging. We should always have been creating content that is targeted to humans and not to robots. However, it was felt that the best approach in the old days was to create content that was more focused on a higher ratio of long tail keywords to the other text, often to the detriment of the quality itself.

So now we know that we have to create natural and engaging content and that we must no longer focus on trying to make this a numbers game. We do not need to focus on keyword density and should be careful if trying to “force” a long tail keyword into the text, where it simply doesn’t read properly.

Content today needs to be very diverse and multifaceted. This may well mean that we need to create far more content than we did before. Not only do we need to have readable text on our webpages but we also need to make available downloadable white papers and other presentations and to be focusing on graphics-based content as well. We should repurpose some of our content into videos. We should make our content available in as many different downloadable formats as possible.

We need to be creating high-quality content in our social media work as well. Remember that we are building a brand and need to be consistent. The type of message to be put across in social media circles needs to be a considered part of our overall message and needs to be part of a strategy to create good, social “buzz” about this.

Remember that the search engines still need to be able to determine what our webpages are all about, and therefore title and description tags should be seen as a way to advertise our content. The text in place within should be descriptive and informative and not a way of stuffing “recognisable” keywords according to outdated SEO practices. These days, a single keyword in the page title and the keyword appearing just once in the description can work wonders when it comes to Google seeing your web page as relevant and potentially of value.

Finally, it’s important to note that the high-quality content created must be, essentially, registered as belonging to you. Google now has a method of claiming ownership or authorship of content. This helps to humanise any search experience and adds legitimacy and believability to the environment, as well. Thus, it is far better to ensure that the content created in association with your message is consistent and of quality. Consider quite carefully whether the message you put out is something that you, quite simply, want to own.

Is your content fresh and original?  How do you ensure that it is?