Dominate search engine rankings.
All of our websites are custom designed and built.
Design is the silent ambassador for your brand.
Find out who makes the magic happen…
Join the world of Sherbz – check out our latest openings.
We’re proud of our achievements so far.
You might be familiar with the phrase ‘content is king’.
You might be familiar with the phrase ‘content is king’. It was originally coined by Bill Gates in the essay of the same title, and it has become a popular phrase amongst digital marketers and SEO companies for many reasons. Ultimately, content and SEO are what brings organic traffic to your sites, and without them, your pages wouldn’t rank. But it isn’t just about hitting keywords and a word count. People want quality content that reaches the EAT criteria.
Content marketing is a type of marketing strategy that focuses on creating and sharing quality and relevant content. This type of content is used to engage with customers: attracting new clients and keeping the existing ones loyal to your brand, business, or service. Repeat customers are the backbone of a thriving business.
This type of strategy can be hugely profitable if done right.
Content is important for businesses because it bridges the gap between business and customer. According to Sprout Social, of over 1,000 people surveyed, 64% of consumers want a brand that connects with them, and 70% of consumers feel more connected to CEO’s who are active on social media and have a presence in their brand.
Good quality content helps your brand establish itself, creating a personality and an image for customers to align with. Good content should reflect the style and tone of your business and give customers a presence to feel connected to.
Valuable content will help your business build a relationship with the customer, with the main aim being the customer establishing loyalty to your brand. To do this, the content you put out must be relevant, correct and indicative of what you have to offer. Content that speaks to customers is more likely to drum up some following.
Aldi’s marketing team are a great example of quality content and brand loyalty. Their team have established a fantastic following through funny and relevant content, their social media platforms, and even their adverts. All their content utilises intelligent, relevant, and humorous content to bridge the gap between customer and company.
Having a client base of customers who support and trust your brand is the best kind of marketing out there. Customers who feel they have a connection to your brand are more likely to establish loyalty to your brand and become a repeat customer. Once you have a loyal client, your brand name is more likely to be spread through word of mouth, as well as through positive reviews and feedback online from existing customers. Loyal brand advocates inevitably drive in repeat and new customers and ultimately encourage sales.
Sprout Social’s survey also surveyed what consumers want from the brands they associate with.
72% of consumers want brands to be active contributors to society
64% want brands to connect with their consumers
64% want brands to use their power to help people
46% want brands to unite people from different backgrounds
Ultimately, consumers today want brands that align with their personal ethos and utilise some of their power to connect to consumers and make positive changes. Ultimately, consumers want to purchase from brands they can support morally.
For this reason, content is absolutely essential in connecting with your consumers. Good content will get people talking and can likely turn a new customer into a repeat customer, if they like your content.
The EAT criteria is an anagram that stands for what algorithm Google uses to rate the content you put out and the quality of the webpage. The concept comes from Google’s Search Quality Rater guidelines, and it became well known after the Medic Update in August 2018.
Expertise means that Google looks for a level of expertise in the content. If the content you produce isn’t accurate and doesn’t actually provide consumers with answers or solutions, this naturally decreases the quality of your webpage. Content should always be well informed and designed to provide answers to consumers questions. Not just hit keywords.
Authoritativeness looks at the authoritativeness of the main creator of the content, the content itself and the website providing it. So, say for example your business is about van hire and you put out a blog on gardening, Google is going to want to check the authority of your webpage against the content to justify if you have the right information to be answering the blogs you are producing.
Trustworthiness is the same kind of thing. Google looks at how trustworthy your content, creator and website are compared to the content. This method looks at reviews, customer feedback and the links associated with your web page to decipher how trustworthy your content is.
The EAT algorithm essentially helps maintain accurate, honest, and useful content being available to consumers. For example, you don’t have to have any sort of qualification to start a website and start writing on a topic of your choosing, and this can be damaging to consumers who are at risk of seeing misleading content.
This, of course, is a positive thing as it helps consumers find exactly what they need. However, it also means that all the content your business puts out must have the algorithm in mind to make sure it hits Google’s criteria and therefore generates traffic.
This shows us something crucial: that consumers make big decisions based on what their search results find. So, your content needs to be correct and useful above all.
You can’t provide good content if you don’t know your audience and what exactly they want. Once you do have this, good content includes:
Ultimately, content is one of the ways you can truly connect with your consumers and encourage organic traffic to your site. Investing in quality content is essential for business growth, brand loyalty and repeat customers. Good content is what separates a business from a trusted brand.
At Sherbet Donkey Media we understand quality content is key. Our SEO team are experts at what they do, and content is just one of the ways we can help to establish your business and brand. Contact us today for a free SEO audit and to discuss how our team can help your business grow.
Share this post
The Importance Of User Experience Design As A Strong Website Foundation
Think of ‘design’ and you’ll most likely conjure up images of colour swatches, font lists or stock photography. Whilst all these elements can be an integral part of visual composition, every good design should always begin with carefully considered planning and research. After all, when Henry T Ford invented the motorcar – his first consideration wasn’t the colour of the product - it was, however, available in any colour, as long as it was black.
How Off-Page SEO Can Take Your Website to the Top of Search Engine Rankings
Off-page SEO refers to the techniques used to improve a website's position on in search engine results pages (SERPs) by increasing the number and quality of inbound links to the site. Off-page SEO strategies can include link building, social media marketing, and content marketing – to name just a few solutions.
Not tech savvy? You don’t need to be! We’re here to help.Let’s get your project started…