The most important categories of content creation at a glance
When creating high-quality content, there are several important aspects to consider in order to appeal to the readers of a website as well as to Google. We have summarised some key categories for a successful content strategy:
- Quality: Editorially high-quality texts with impeccable grammar and spelling, linguistic sensitivity, and text coherence
- Answering the search intent: A good text answers the user’s question and is aligned with the search intent.
- Topic: The content should cover the topic in depth and suit the target audience. When selling rollators, numbers and statistics help little. You should answer the questions that potential rollator buyers ask, such as:
- What requirements must my rollator meet?
- What costs should I expect and will my health insurer contribute to them?
- Which rollator accessories are of interest to me?
For example, if you want to answer the search intent behind the question of “costs for a rollator”, you can assume that there are many other aspects the user is also interested in.
- Keywords: Keywords are particularly important for the content strategy. To optimise the website’s content, a detailed keyword analysis is carried out in advance, a prioritised keyword cluster is developed and a seeding list is drawn up. Part of the planning also includes a competitor analysis.
- Content usability: Usability is an important criterion, as it often determines the click and bounce rates as well as the conversion rate. Only if the page is easy to navigate, the text is understandable, meaningful, and satisfying, and leads to the goal without detours, will the user stay on the page. In addition to a clearly structured text with meaningful headings, media such as images, tables, and videos are also part of the content strategy. They help to break up the text and provide visual assistance. Additional media must also be optimised in terms of content by providing images with alt attributes, a descriptive image URL, and captions.
- Technical aspects: Besides the content itself, the technical performance of the website and well-structured HTML matter. The title tag and the meta description count as well, because they shape how the page appears in the search results. By its own account, Google does not use the meta description for ranking, but it sometimes shows it as the snippet text. The title and meta description should summarise the content briefly and concisely, encourage clicks to the website, and address the relevant keywords.
The various aspects that are relevant for an ideal content strategy illustrate that creating high-quality content requires solid know-how and expertise in the field of search engine optimisation (SEO).
Google’s requirements: the power of a good content strategy
From Google’s perspective, the content of a website should primarily be relevant to the user. Therefore, the Google algorithm is designed to evaluate websites as high-quality or low-quality based on various criteria and to determine their ranking and thus their visibility in the SERPs.
Regarding content, the Google algorithm places particular emphasis on unique content, i.e. original content that is useful to the user. Google regards content as low quality if, for example, it repeats keywords unnaturally often (keyword stuffing) or copies content from other pages without adding value.
Why content strategy matters for SEO
The right content strategy is one of the most important success factors in SEO. In the first step, the content audit serves as an inventory and evaluation of the existing content. In the second step, a content strategy should be developed on this existing foundation that meaningfully coordinates the planning, creation, and implementation of content and defines a consistent text structure. In this process, editorial, SEO and technical specialists work together.
- You can find the complete range of content marketing services at Rheinwunder here.
- If you would like to improve your rankings with a content strategy, send us an email or call us on +49 228 243 313 53.
- We can also train your team in our content marketing seminars.
