What defines good content? After all, what’s good for you is good for other people too? When we talk about good content, we are talking about content that delivers a good experience for those looking for something specific; content that goes beyond expectations.
And as we always emphasize here, the issue of good content directly impacts SEO. That is, the more a person comes to your site, reads a text and finds the answers they were looking for, the more relevant your site becomes to Google. And that also boosts your lead generation and sales.
Making regular content these days is not enough anymore. It is necessary to deliver a good experience and interactions that can be consumed more quickly and with quality.
According to a Google survey, 87% of users say that good content is personal and relevant. So, for them, good content is relevant, intellectually and sensorially stimulating, and ultimately emotionally resonant.
So when creating content, keep these four essential elements in mind, which we will describe in detail below.
The Four Essential Elements of Good Content
When writing copy for your company website, keep these criteria in mind:
To be relevant, the content must be appropriate to what interests users. At the same time, they find content produced by accessible and relatable creators relevant. According to the same Google survey, 80% of people are more open to branded content when it is relevant to them in some way. Translating: it’s not about what your brand wants to communicate, but about the problems the user wants to solve.
Let’s go back to the example we always give here – let’s say you’re a dentist who specializes in treatments with clear aligners. Instead of posting texts with technical questions, think about what a potential patient would like to know: does the treatment hurt? Who can do it? How long on average does the treatment last?
2. User Experience
Intellectually speaking, people want content that teaches, shows new perspectives and changes their perceptions in a positive way about something. That’s what Google wants from its content: it makes an impact on people. But above all, again, it’s important to think about the user and their experience first.
Returning to the example of the dental clinic, a text that makes a comparison between treatment with clear aligners and traditional braces treatment can be a good idea.
3. Tell Stories
To be sensory stimulating, build good storytelling. This is supported by other data from Google’s research: 94% of people said that good content tells a good story and 92% of them say that good content is produced with thought and effort.
In this case: have you, as a dentist, already been treated with clear aligners? If yes, tell your story!
4. Create Links
And to deliver emotionally resonant content to your audience, it’s important to produce content that creates a real bond with your audience. According to the users who responded to the Google survey, 85% said that good content makes them feel something, emotionally speaking.
When someone reads your content and feels something – whether it’s satisfaction from having their question answered, learning something new, feeling represented or any other positive feeling – that person will remember your brand. When we build new content, we need to think that your audience should feel represented and find what they need there.
In this case, you can show the progress of some of your patients (with their permission, of course!). After all, they may have had the same problem as someone who came to your site looking for information.
What the User Expects From You
Consider the following: when you are looking for a product, you prefer to buy from a brand that has good content and that speaks authoritatively on the subject, conveying confidence that it is the best option for you; Or do you prefer to have a product in which the brand doesn’t seem to care about communicating properly with its customers?
Remember to track your data, see what type of content is most visited, where there was more conversion, the bounce rate, where you can get good insights into what isn’t working and what could be even better, check engagement, and so on.
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Above all, always remember to prepare content thinking about whether your audience will like and adhere to it and not what search engines and bots will do. This is something that Google itself makes clear in its Webmaster Guidelines: when we please the user, we are also pleasing the search engines.
If you need help crafting your content and SEO strategy, please contact us! We can help you with your needs – click here.