The content of a web page determines how worthy it is of a good search result position. The webpage’s content is, after all, what the user has visited in order to see and therefore is extremely important to search engines such as Google. Because of this, it’s absolutely vital to create good content for your web page. So, what is good content, and why does it hold such importance when it comes to on-page SEO?
Supplying a Demand
Any SEO expert such as Gareth SEO consultant will tell you that good webpage content supplies a demand. Just like the markets of the world, information is directly affected by supply and demand and the best webpage content is that which does the job of supplying a demand well. A good example of this is ‘how to guides’ – questions about how to do things or achieve something are some of the most popular in Google, which is why this type of content is often found ranking higher than others as it answers the question directly and supplies a demand. Your webpage content is vital to on-page SEO as it has the potential to meet the demands of your users, which in turn directly affects your search result ranking.
Your webpage content is important to on-page SEO, but in order to be effective, it needs to be linkable. From an SEO perspective, there’s absolutely no difference between the best and worst written content on the internet if it is not linkable. If it’s impossible for people to link to your content, search engines won’t be able to find it, and as a result, the content won’t be able to drive traffic to your website or page. Examples of this would be content which is only available after logging in, content which cannot be shared, or certain image slideshows. Content which isn’t linkable and doesn’t supply a demand is useless in the eyes of search engines – and, probably some users.
Which Content to Include
The type of content you include on your website or webpage is also hugely important to your on-page SEO. Many website owners make the mistake of thinking that it is only written content which has an effect – and, although written content is vital, it’s also important to consider the other types of content you could include, for example images. When adding an image to your site, you can ensure that it is beneficial to your on-page SEO by considering using keywords and search phrases when naming the image. Rather than simply using a name such as ‘picture1’, using a top keyword will increase your chances of appearing in image search results. Keywords in general should be a huge part of your on-site content, however it’s absolutely crucial to ensure that they fit into the content naturally and do not appear forced, as this will have the opposite effect.
Your website’s content is absolutely crucial to your on-page SEO, however it’s important that you pay attention to meeting demand, creating linkable content, and considering keywords.