We are halfway through the year. Is your organization on course to hitting the business growth goals you set out to accomplish in 2019? If you answered NO, have you considered developing a content strategy to spark more leads and potential growth for your business?

Why Content Is Important

According to recent search statistics, page one results enjoy 95 percent of all search traffic. This means that in order to take advantage of the search traffic online, you better be on page one or find yourself on page two with Bigfoot, the Loch Ness Monster and the island of Atlantis. If you plan to beat your competition, you will need to consider a content strategy.

Google uses a complicated algorithm to decide which websites show up on the first page, the second page or even the seventh page for search queries. While Google does not give us their secret sauce, they do give us ranking factors or ways businesses can move up the rankings onto page one of search engine results pages (SERPs). According to Andrey Lipattsev, search strategist at Google, high-quality content is one of the most important factors used by Google to rank your website for search (Source: Search Engine Watch, 2016). Marketing success doesn’t happen overnight. It takes a strong and steady foundation of rich content that will help your business rank well for keywords that are important for your success.

Within Google’s algorithm there are a number of elements that account for why one business shows up over another. Content has been identified as a major contributor to this equation. The reason content is considered a high ranking factor for search engine results goes back to the idea I just introduced—trust. Essentially, Google is a referral business. Every time you search within their tool, Google is referring results to you.

Since Google doesn’t know you or your business personally, it indexes or crawls your website. In fact, it takes about two to three weeks for Google to index or review every website on the internet.

What does this mean for your business?

When Google is indexing your site, it is looking at your content and deciding whether you are an expert. Remember, Google wants its users to be happy by referring the most trusted businesses. When Google can see that you have a depth and breadth of knowledge (content) on your site, it starts to trust you more. When you gain more trust with Google, you get better organic ranking. The better your organic ranking, the more opportunities your organization will have to get new business organically through search.

Remember, 95% of online traffic is finding their solution on the first page. If you want your business to be relevant online in 2019 and beyond, you must build out a content strategy that positions you as an industry expert that Google can trust and one that potential customers can trust as well.

Do you think you have a strong content strategy in place to drive leads and traffic to your site? Regardless of your answer, you should ask yourself a few questions.

  1. If someone is searching for your product or service, can you currently be found on page one?
  2. Has the content changed since the last time Google indexed your site?
  3. Do you have expert-level articles, content pages and blogs providing valuable answers to questions asked by your potential customers?
  4. Take a look at your competition. Does your website have higher-quality and more consistent content than their website?
  5. Are you scratching the surface on topics or diving deep like an expert?
  6. Do you have the time to write relevant content that answers questions people are searching for in Google?

If you want to improve website rankings, attract qualified leads and drive more revenue to your organization, you need a strong content strategy. Google search is here to stay. The volume of Google searches grows by roughly 10 percent every year (Internet Live Stats). Every new year brings greater opportunities for businesses to drive more traffic and revenue to their site.

Do you have a content strategy that is putting your business on the first page of Google for relevant key terms? If you are looking to gain market share and do not currently have a content strategy, we can help. Contact Jonathan Ebenstein at 440-605-7231.

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