Why does it matter if your business blog has high-quality content? The simple answer: your potential prospects and customers demand value. If your goal is to attract more visitors to your website, then providing value should be your top priority as you plan out your blog posts and content offers.
So, the simple answer is that people demand relatable, relevant and engaging content that they find valuable. Let’s take a closer look at how this demand for high-quality content plays out in the online world.
SEO: Google’s Primary Goal is to Answer Questions with High-Quality Pages
Google runs the show when it comes to SEO and whether or not your page is the first to come up when a person searches for information. Google wants pages that answer the searcher’s question and they’ve made it clear that unique, high-quality content that’s written for humans, not search engines, is one of the best ways to improve your page’s ranking. In fact, content is one of the top factors Google uses to rank pages. And with major improvements to Google’s algorithm, such as machine-learning artificial intelligence called RankBrain, the importance of high-quality, unique pages will continue to increase.
If Google is looking for the best answer, shouldn’t your page have it? At this point you might think, Yes, that’s simple enough. But, what does it mean to have a high-quality vs. low-quality page? Check out this Whiteboard Friday post from Rand Fishkin at MOZ for an in-depth look: How to Determine if a Page is "Low Quality" in Google's Eyes. It might surprise you, since the internet is rife with typos and spelling errors, but the criteria now appear to include proper grammar and spelling – which shows just how savvy Google's algorithm is becoming.
Reputation: Your Blog is a Reflection of Your Brand
Google isn’t the only way that potential customers will find your website or blog posts. Traffic can come through social media, word of mouth, e-mail marketing and a host of other ways. No matter how they find you, don’t you want to put your best foot forward? Of course you do. You already know that to have a successful business, you need to build trust with your customers – building that trust extends to your blog content. How do you build trust in person? You might:
- Speak truthfully
- Use terms and phrases that your customer understands
- Go above and beyond to show you care about your customer’s needs
- Conduct yourself professionally
Similar principles apply to your blog post content where it’s important to:
- Provide accurate information
- Write in ways that your prospects will understand and find enjoyable or entertaining
- Inform, educate and provide value to your readers
- Use proper grammar and spelling so that your content looks polished and professional
For tips on how to write engaging content that keeps your customers coming back, check out this blog post: Is Your Current Marketing Content Driving Customers Away?
It’s All About Supply and Demand
Your prospects demand high-quality content, Google wants to be the one to give it to them and you benefit on both fronts when you provide what your potential customers are seeking.
Want to give your prospects great content, but you’re pressed for time? Consider outsourcing some, or all, of your content creation. If you'd like to learn more, take a look at our monthly blogging packages to see how outsourcing blogging can help you maintain a content strategy without overtaxing your team.