Website content is the key to strong search engine optimization, and the type of content the website uses matters, too. According to a new Search Engine Land article, informational copy offers businesses the greatest advantage when it comes to a content marketing strategy. An estimated 50 to 80 percent of all online searches are informative in nature, a recent poll showed. Offering readers informational content demonstrates value and helps pull in readers as it offers searchers the answers they are seeking.
In online marketing, informational content comes in two different forms: time-limited (timely) and evergreen. Time-limited pieces offer readers content based on current trends, news stories and other information that may become dated. Evergreen writing, however, offers advice, tips and explanatory material that is less likely to become outdated quickly.
When a marketer integrates keywords into the copy the website has a better chance of being picked up by search engines and improving ranking. To get a good idea of what type of content people in the industry are searching for, a marketer may want to search keywords in Google's "Discussions" to find on-target inspiration for future writing.
Creating content that is helpful to readers and optimizes the brand's website with relevant keywords may help businesses capture greater search engine recognition within the digital landscape.