SEO Content Requires an Investment
If you want to be successful with SEO today it all comes down to content. The businesses that are creating authoritative content on a regular basis, optimizing it utilizing targeted keywords, publishing it on their blog or on other relevant third party sites, and sharing it with their following in social media are the ones that will see their website visitors from organic search grow over time. This is because the search engines rank individual pages of content and each new page of content that you create that is well optimized and gets shared in social media (improving social signals) is an additional opportunity to appear in the SERP.
What website owners need to understand is that the level of SEO content marketing that is needed to make any kind of impact is going to require an investment. Someone (or a team) will need to be spending a significant amount of time on content creation. You will want to be creating high quality content that is beneficial to target audience members. This requires a thorough understanding of the industry, the target audience, and the types of content that will be the most effective. Content creation shouldn’t be handed off to someone that already wears a number of hats and doesn’t have the time to do it well. This is what many website owners fail to understand. Content needs to be a priority, not an additional task that gets done “whenever there is time”.
Some businesses may have the budget to hire in house writers or an in house writing team but this isn’t often the case. If hiring someone to be in charge of writing in house isn’t an option the work will need to be outsourced. If you are working with, or thinking of working with, an SEO firm there is a good chance that they can provide SEO content writing services for you. Of course, this will come at an additional cost due to the amount of time that it will take to research topics and write and publish the content. Another option is to outsource the work to a freelance writer. They can write and edit the piece and your SEO team can add optimization elements to improve its search presence.
The bottom line when it comes to SEO content is that it needs to be done, it needs to be done regularly, and it needs to be done well. It needs to be a specific responsibility of someone on your in house team or of one of the service providers that you are outsourcing work to. An SEO campaign can really only go so far without the content component. Conducting keyword research and implementing keywords onto existing site content is a great start and will get you some traction, but it’s not going to give you the long-term success that you really need. After the first year of an SEO campaign it will be difficult to find link building opportunities that don’t involve content which is why you need to create content in order to maintain and improve upon the SEO success that has already been achieved.
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