Effective content for SEO: Why you should educate vs. sell

Google (and the other search engines) use sophisticated algorithms to determine site authority, quality, and validity of web page content and have hundreds of thousands of people whose job it is to make sure that what is served is the most relevant possible for the given keyword search.  Creating effective content for SEO performance takes time, patience, and persistence.

The most effective content strategy for SEO performance is to make sure your content adheres to the ‘three E’s’:  Engage, Entertain, and Educate.  Content that ‘sells’, as a rule, is penalized in the search engines, while content that educates is consistently rewarded.

Below is a suggestion list for creating effective content for SEO performance:

1) FAQs

Offer a list of questions with answers that is related to your product or service. This content strategy will help educate your prospects so that when they call you on the phone they are better qualified.

2) DYI / How to

Another way to enhance SEO performance is to offer a list of tips and tricks to enable your prospects (and current customers). Using this technique helps to establish your business as a subject matter expert in your industry.

3) When to call in a pro / How to buy

This is where to pitch your business! Once you have offered information and educated your prospects, this is the place to introduce yourself and tell your story.

4)   Opinions / summaries of online and print articles

Comment on the latest industry news, both local and national.  This content strategy shows your prospects you take the time to stay current in your industry.

5)   Case studies

Ask your current customers if you can publish their success stories on your web site.  This helps establish trust.

6)   Business and Community

Create a links page and ask local businesses if you can link to them.  Generally they will agree and link back to you.  This is a very effective link building strategy as well.

While creating your content strategy, it is important to keep in mind that writing effective content for SEO performance does not happen overnight, it is a long-term process and as long as you are consistently writing quality content that Entertains, Educates, and Engages, you will achieve the search engine rankings you desire over time.

SearchPro Systems is a leading, New England based, national digital marketing firm offering complete, end-to-end, Universal Search Marketing solutions, specializing in Video SEO