SEO Vs Content Writing – Why SEO does NOT Mean Loads of Extra Visitors
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Today I want to dispel a common myth surrounding SEO, highlight the difference between SEO and content writing, and briefly demonstrate how you can use the two to get thousands more website visits.
The myth: “SEO-ing” your website will dramatically boost visitors
Having read a few blogs online, clients often ask me to “SEO” their site – like there is a magic wand. This usually comes with with the expectation that a flick of the wrist will produce a meteoric rise in website visitors as their site beats off all comers.
Now this can happen – and does, particularly with websites that already have great content but are suffering a major indexing issue: though in general this is not the norm.
Let’s face it, if that was the case, everyone would be optimizing their sites… which actually they are!
And that’s my point!
If everyone is optimizing their website, you are going to need something extra to stand out: and that is where content come in (which we will get to in a minute).
So what’s the use of SEO?
Search engine optimization (SEO) is about:
- optimizing your website so search engines can understand and serve your content when appropriate.
- ensuring your site compares well in terms of performance and user experience when pitted against direct competitors.
So in addition to helping Google understand what your pages are about, SEO also includes metrics like page speed, responsive design and the website’s ability to engage users and reading.
Your website cannot rank well if it takes too long to load. It will not rank on mobile if you do not have a responsive or mobile version. If users continually prefer competitor sites to your own, this too will tank your rank.
SEO addresses all of these points and much more.
Why simply SEO-ing your site not enough
Popular websites rank in the top 3 places of Google for bucket loads of important search terms.
However in most sectors there are tens or even hundreds of sites competing for the top spots. Most of these sites are well optimized, so clearly you need something else to stand out…
Cue great content.
Fact – Google loves great content!
If you are really serious about number 1 rankings and getting thousands of organic visits, you need to produce excellent content, or to be precise, significantly better content than your SERP competitors.
Most clients will find a website by asking questions on Google, Alexa or wherever. For example:
“Attractions for kids in Rome”
“What are the health benefits of avocado?”
“How to get flat stomach”
To rank top for these searches (and so get the traffic), your website must provide THE BEST ANSWERS. Website optimization is clearly not going to be enough. You’re going to have to hit the ball out of the park: you will need to produce some industry leading content that your clients love.
How do I get great content?
The best way to go about this is to develop a content strategy:
- Determine which products or services you want to promote.
- Check out the competition. Realistically can you improve on their content?
- Brainstorm – write a comprehensive list of likely questions clients search for.
- Write your content making sure you answer the questions directly – this could be in any of the following forms, or even a mix – guides, instructions, classic news articles, infographics, videos and so on. Leading content is often served over different media, allowing users to watch, listen or read as they choose.