How to proceed with user-evaluated content SEO?
Some people believe that content marketing uses content to
attract customers, that is, that content can attract customers without spending
money = SEO, but content marketing has a broader meaning and is not the same as
content SEO. There is no doubt that SEO is becoming more content-focused, but
getting confused and misconstrued is not a good idea. I'll explain it so that
even marketing newbies can understand it.
Content SEO is a type of search engine optimization
countermeasure. By transmitting and accumulating high-quality content that is
valuable to users, search engines can attract users to websites.
Previously, if you put a lot of links (artificial external
links) on a site with only a few lines of content or a site with many links
that are not related to the site, you will aim for higher display in the search
results. I was able to do so. However, there was a phenomenon in which the page
with thin content appeared at the top and the search result that the user was
looking for was not displayed. Google, concerned about the situation, has
implemented two major updates known as the Penguins Update and the Panda
Update. The Penguins Update penalized artificial external links, and the Panda
Update removed low-quality content that provided no value to the user. These
updates have obviated the need for Black Hat SEO, which artificially boosts
search rankings.
With this background, it is now necessary to look into
"how to provide useful information to users." As a result, in order
to increase the influx from search engines, it is necessary to consider how to
design and create user-evaluable content.
Furthermore, Google is still being updated on a regular
basis, and the "BERT Update" was implemented in October 2019.
Google's natural language processing power is improving by the day, and this
update emphasizes the importance of content as it gains a better understanding
of the nuances and context of search queries.
Effects and benefits of content SEO
Increasing the amount of valuable content for users through
content SEO has the advantage of increasing the number of customers organically
(natural inflow from search engines). By increasing the number of site visits
from users searching for a specific keyword, you can achieve long-term customer
attraction and sales growth without relying on short-term advertising access. And
if the content is valuable, the psychology of wanting to recommend it to other
users works, resulting in the acquisition of high-quality backlinks (expansion
of inflow routes). Users and Google will evaluate the accumulation, creating a
virtuous cycle in which the chances of being displayed in search results will
increase.
And, if content SEO improves your search rankings and
expands your user reach, you can establish yourself as an industry expert and
brand your products and services.
Another advantage is that if you can consistently post
high-quality content, you will naturally develop a trusting relationship with
your users. Even if you have the problem of "I don't know what kind of
approach is effective for users," it is possible to communicate continuously
if you create an environment where users can actively collect information, such
as content SEO. Content SEO will also be beneficial as a lead nurturing
strategy.
Disadvantages of content SEO
Listing ads are more effective than content SEO. Rather, the
more profitable keywords that lead to sales and the higher the search volume,
the more competition there is and the longer it takes to display them at the
top, requiring a long-term strategy before they become effective.
Furthermore, a certain amount of cost is incurred in order
to create high-quality content because human resources capable of handling
various tasks such as keyword selection, market research, and writing are
required. If you don't have an in-house marketer, you'll have to consider
developing talent and outsourcing your work, so you'll have to weigh cost and
time.
Even if it appears at the top of the search results, it is
always prudent to assume a certain level of risk because the ranking of a
specific article or website itself may fluctuate significantly depending on
Google's algorithm.
Content SEO mainly
proceeds in the following four steps.
- STEP1: Keyword selection
- STEP2: Creating an article
- STEP3: Effect verification
- STEP4: Correct the article
Let's check each step one
by one.
[STEP 1: Choosing a Keyword]
Keyword research is the first step in content SEO. To
attract customers and increase sales on your website, you must choose a
specific keyword that will appear higher in search results. At that time, the
number of accesses that can attract customers is determined by the keyword
chosen, which will affect future product and service sales.
It is common practice in keyword selection to conduct market
research, competitive research, and in-house analysis. We will narrow down the
keywords by analyzing whether there is market demand (search volume), which
keywords the competitors rank high in, and which keywords the company is unable
to rank high in. Google Keyword Planner, for example, can be used to
investigate search volume.
It's well worth aiming for higher rankings if your monthly
search volume is 100-1,000 times. If you have more search volume, consider
whether it is possible to aim higher than rival sites by competitive research.
[STEP 2: Write an article]
The creation of articles is the second step in content SEO.
Once the target keyword has been determined, the next user who searches for
that keyword is examined. User analysis investigates what users are interested
in and why they are interested in it.
The first analysis to be carried out is a SERP analysis. A
SERP is a list of websites that appear in search results. In SERP analysis, we
will speculate on the user's problems and the purpose of the search based on
the search results. You can also use Q&A sites and social networking sites.
When the user's search intention has been clarified and the items to be
described for that keyword have been determined, request that an article be
written.
[STEP 3: Effect Verification]
The third step in content SEO is to validate its
effectiveness. Following the creation of an article and its publication on the
website, we will examine its impact, such as whether the ranking has changed,
whether the inflow is increasing, and what type of keyword is inflow. It is
more convenient to use the Google Search Console to check each index at that
time.
You can use Google Analytics to see information such as the
number of visits, average time spent on a page, and user withdrawal rate. If
the withdrawal rate is high and the staying time is short, it may not meet the
needs of the user and should be considered a correction target for the article.
[STEP 4: Article Correction]
Modifying the article is the fourth step in content SEO. If
the effect verification determines that the article requires correction, repeat
the analysis in step 2 and make corrections or corrections.
Furthermore, even if it has been evaluated favorably for
some time, it may no longer be evaluated due to changes in Google's algorithm
or competition. Maintain the quality of your articles by adding new content or
improving existing content.
What exactly is good content? 5 things you should look into
I explained how to proceed with content SEO, but there are
times when you need to increase the number of characters and write a long
article jam-packed with information. However, as I mentioned at the outset,
Google considers articles that can provide the desired "solution" as
"good content" based on the user's search intentions, so "long
sentences = good content" is not the case. It is beneficial to be aware of
the following points in order to improve "quality" rather than
"quantity."
You will be able to create higher quality content if you
keep the following points in mind when creating.
It is the most important point to remember when
understanding the intent of the search query and implementing content SEO
measures that clearly indicate the "solution."
It is critical to clearly indicate the "solution"
that the user desires, such as whether they want information or know-how. Even
if you search for the same keyword, the goal will be different for each person.
However, accurately judging the user's intention is difficult, and it is
necessary to produce content in various cuts in order to meet the needs of more
people.
Keep in mind that only some users search with a combination
of broad keywords, while others search with a single keyword. As a result, it
is necessary to start with a single keyword, guess the expected needs from it,
and incorporate it into the text. The content created in this manner will
inevitably be comprehensive and will be stabbed by a large number of users.
EAT(Expertise, Authoritativeness, Trustworthiness)
Expertise, Authoritativeness, and Trustworthiness are three
of the evaluation criteria listed in Google's "Search Quality Evaluation
Guidelines." Effective measures include specializing the site category
(specialty), increasing the number of articles on the site (authority), and
describing writer information (reliability).
Inventiveness
Even if it meets all of the other criteria, it will not be
evaluated based on citations from other sites. It is critical that the content
is the result of independent research and analysis.
Written in simple, easy-to-understand language
Unless it is an academic keyword, it is critical to write in
simple language that the user can understand. Avoid words that you don't use in
your daily life, especially now that voice searches are on the rise.
Summary
It is necessary to continue creating high-quality content in
order for content SEO to attract users with specific keywords. And, if access
can be improved through natural inflow from search engines, it will be possible
to develop prospective customers efficiently and lead to business negotiations
without relying on short-term access.
However, because content SEO is dependent on Google's
evaluation, there is no way to "certainly get results." It is
critical to continue to select keywords, write articles, and test the results
until results are obtained. There is no doubt that it will remain the primary
method of attracting customers, so why not use this article as a resource?
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