In the digital landscape, knowing and mastering content creation is essential for companies looking to improve their online presence.
This is why quality SEO content not only attracts and engages audiences, but also significantly increases search engine rankings.
In this article, we’ll talk about crucial strategies for creating content that delights readers and meets the criteria of search engines such as Google.
What is content creation?
You’ve probably heard of content marketing, right? It’s a very common practice nowadays and one that is becoming increasingly refined due to the competitiveness of the market.
According to Aberdeen, the annual growth in traffic is 7.8x greater for companies that produce content marketing compared to their competitors.
In this way, content marketing brings together strategies that use useful information to generate value and authority for brands, which are present in their customers’ daily lives in various ways.
Now that you know that, I need to tell you that content creation is a creative process of generating ideas. There are usually a few stages beforehand, such as planning and research, in order to produce informative or entertaining material that is relevant and valuable.
Thus, depending on the audience and the type of subject to be addressed, there are various forms of presentation:
- Texts;
- Videos
- Podcasts;
- Infographics;
- among others.
The diversity of formats works well to attract, engage and convert different audiences.
However, when it comes to search engines, creating quality content is essential for improving Google positioning and increasing your brand’s authority and visibility online.
By understanding what constitutes valuable content, exploring various types of content and implementing effective search and optimization techniques, you can position your company for success in the competitive world of digital marketing.
But how do you know if what you’re doing really has quality?
How to identify and create quality content?
Even ChatGPT can make content, but how do you know what’s really good and what’s not? As well as attracting, good content is responsible for keeping the audience engaged, meaning that the main metric is the attention you receive.
And this can generate organic shares and even referrals to your blog or content channel.
To do this, it is essential to keep the reader interested, increasing the time spent on the page and potentially leading to a higher conversion rate for the company.
Quality content is relevant, useful, structured, in-depth, current, didactic, accessible and reliable. So it’s important to understand what attracts your audience, we’ll talk about that later, read on!
Stages of content creation
Creating quality content involves several stages, from conception of the idea and research to publication. Understand the basic structure for building your content.
Don’t be fooled: although it’s a simple structure, most people don’t follow it and it can give you a competitive edge in your niche.
So pay close attention here 👀
In-depth research:
Make sure your content has a reliable source of research and is not based on guesswork.
To do this, you can include data, studies, statistics and quotes from reliable sources and experts.
Originality
There’s a saying that “nothing is created, everything is copied”, but that doesn’t work for quality content. You can use various references, but never copy or duplicate.
Your reader is unlikely to search only your blog and know that someone has duplicated the content. Be innovative, bring your experience of the subject to the text and a unique perspective with new information.
Engagement
Being an expert is not synonymous with speaking difficult, on the contrary. Use clear and engaging language, without ambiguity. If you have to use technical terms, explain what they mean in a simple way.
If it makes sense, you can also add visual elements such as images, videos and infographics to make the content more attractive.
On-page SEO
Use keywords and terms that your audience usually searches for so that your content appears first.
Optimize the title, headings, meta descriptions and use keywords in a natural way, don’t keep repeating things out of context, this will ruin the user experience and Google also understands that this is not what will improve your content.
Don’t forget internal and external links.
Continuous updating
Post news and information frequently, but don’t forget your older content!
Revise and update your content regularly to keep it relevant and accurate, especially if it’s something that’s constantly updated, like our blog, for example.
Copywiting techniques
Copywriting is the practice of using persuasive texts that can help your content stand out. Depending on the context, you can use stories, metaphors and other figures of speech to engage your reader and make reading more fluid and interesting.
Catchy titles are also important to attract attention! However, remember that the content needs to deliver what it promises, right? No sensationalism, that could alienate your audience and the intention here is just the opposite.
When they search for something, 75% of Google visitors don’t get past the first page, so it’s important to make good use of its resources!
How to create quality content for your visitors
Understand your intentions
A little more in-depth research on SEO platforms, such as Roipers or SEMRush, will give you access to valuable information on certain keywords, such as search intent.
It makes it clear whether the search is being made just to answer a question, to research a brand or to buy a product. Users’ intentions are divided into four categories:
Informative:
The name of the category already says a lot about it, i.e. people are looking for information, answers to their questions. So it might be interesting to have more in-depth content, but no less objective.
Try to understand the main points of doubt related to a given topic and compile it all in one place. If the content is too long, you can divide it into a series of posts with internal links so that visitors can continue exploring your site!
Navigational:
Navigational search happens when someone searches for a specific site or service.
For example, when people search for “Instagram”, they generally want to get to the social network’s login screen and not just read articles on the subject.
Transactional:
A search with transactional intent happens when the user has the objective of carrying out a specific action, such as buying a product or booking a service. Generally, this person is already at the bottom of the purchase funnel, i.e. they already know what they want and are just looking for a way to complete the transaction.
This can happen with first purchases or recurring purchases. For example, a soccer player already knows the type of boot that best suits his foot, the color he likes and other aspects. Your search might look like this: “nike black field boots size 42”.
Investigative:
Research with investigative intent happens when someone researches the characteristics of a product with the intention of buying it in the future. Thus, the person is not yet ready, but wants to have as much information about a product or service as possible.
For example, last week I was researching “recliners” to give as a present to my mother. I already knew what I wanted, but I still wanted to evaluate aspects such as color, type of material and delivery time.
Attention to E.A.T
This acronym will make a big difference to your content production! E.A.T comes from English and stands for expertise, authority and trustworthiness.
These criteria are linked to your reputation and are essential pillars for a solid positioning. In this sense, users need to trust what they are reading and who produced the content.
Strive for originality, prefer to use your own images, redirect the user to trusted sites, add reviews and testimonials. Also ensure that your site serves content that meets security protocols and complies with data use and protection laws (LGPD, GDPR, etc.).
Have a well-structured website
The structure of the site refers to how you organize your content in terms of categorizing content in the hierarchy of information in a way that makes sense to your user.
In more technical aspects, we can talk about the application of good practices in the development of the site with the use of tags, information architecture techniques, user experience, etc.
All this contributes to the reader having a great experience every time they visit your page and increases reading time and page retention.
What do you get out of creating quality content?
In addition to generating authority, brand awareness and other qualitative aspects, good content is also responsible for bringing good results, such as:
- Increase in the number of newsletter subscribers, who will receive your content via e-mail;
- Creation of a retention cycle, in which customers seek out more of your articles.
- Better positioning and more authority in relation to competitors;
- Greater chance of being on the first page of Google;
- Increased engagement and comments;
- Sharing on social networks.
Types of content to position your business
There is a wide variety of content that can help position your business better in search engines. Each format can be optimized for SEO in different ways.
Some of the most effective types include:
- Blog Posts: Ideal for providing detailed information and solving specific problems for your target audience.
- Videos: Great for engagement, especially on platforms like YouTube, which also function as search engines.
- Infographics: They attract backlinks due to their ease of sharing and quick visualization of data.
- E-books and Whitepapers: Excellent for capturing leads through in-depth and exclusive content.
- Podcasts: Growing in popularity and ideal for reaching an audience on the move.
How to research content ideas
Researching content ideas is a crucial step in creating SEO-optimized content.
Tools such as Google Keyword Planner, Ahrefs, SEMrush and Ubersuggest can help you identify relevant keywords and understand what your audience is looking for.
In addition, analyzing content that already performs well in search engines can provide valuable insights. Also consider:
- Analyze the competition: See which topics are generating traffic for competitors.
- Audience feedback: Use comments, surveys and interactions on social networks to identify your audience’s interests.
- Market trends: Tools such as Google Trends can reveal emerging and popular themes.
- Think outside the box: also use other social networks such as instagram, facebook, pinterest, etc. to let your creativity shine and think of innovative ways to approach certain subjects.
Read also: Search Generative Experience (SGE): what is it? What is it for?
Do I need to create content often?
Frequent content creation is important for Google to understand that you are keeping your site alive, generating new interactions and new content that will answer your visitors’ questions.
However, quality must always come first. It is therefore essential to find a balance between quality and quantity to avoid producing superficial content.
Look for the regularity that best fits your production routine and your user’s day-to-day life.
Conclusion
Creating quality content is fundamental to any effective SEO strategy.
Investing time in researching, producing and optimizing content can significantly boost the positioning of your business in search engines.
Use keyword research tools, analyze trends and always focus on delivering value to your audience.
With a strategic and consistent approach, you can achieve better positions on Google and, consequently, increase the visibility and success of your online business.
Keep browsing our blog for valuable insights and tips on marketing, content production and SEO! See you in the next article 😉
