We can say that the complete SEO work is divided in three pillars: On-Page analysis, content production and Link Building. However, it is true that the second one has a huge weight on the acquisition of the desired results. After all, there is no Link Building without content, just as there is no indexing of keywords.
Content production in an SEO work begins long before the writing of texts. For them to be made, it is necessary to carry out an extensive keyword selection process. After that, the guidelines, the semantic keywords, the internal links and all the final SEO parts that must be done before production are defined.
All the factors mentioned are essential for a good content production. With the guidelines set, it is more conducive for the copywriter to make a text of quality and scannability ‒ determining characteristics of a good SEO optimization.
However, content is not just a bunch of strategies put together in a text. It is what helps the reader, for example, to solve any doubts, or even provides information on any subject of interest to the user. It does not necessarily need to talk about the customer in question. This is something to align with the proposed work.
For example: if it is determined that the content will be targeted at top of funnel users, the company will never be cited throughout the text at any time. However, if the target is the bottom of the funnel, at some point in the text the brand will be mentioned to convince the reader to hire its service.
In general, content has the role of being somehow useful for those who read it. That is the premise of this SEO pillar.
An optimized content, for sure, will bring much more results to the client than any other text that does not follow the good practices of SEO. In addition to getting better results with Google, these techniques help to further improve the user experience in the website/blog in question.
Writing short paragraphs, for example, is good practice that makes a lot of difference to make a text more enjoyable for the reader. Reading long sentences and paragraphs can be very tiring for internet users ‒ who increasingly make less time available to read news or posts daily.
Too long and tiring content is unlikely to attract attention, and as a consequence, it is likely that it will not be widely shared. In addition, avoiding website plagiarism is essential. Google is able to detect copies and, when it does, the ranking of the page in question drops ‒ a lot.
Perhaps the most important point is the usefulness of the text produced. Every subject has an interested audience – that is, all content can be helpful. However, a correct search of the information is necessary to ensure that the reader is satisfied with the reading.