Content is what users come to your site for. Search engines also pay maximum attention to content. In order for the site pages to give the most complete response to user requests, it is necessary to prepare the most diverse content. The main types of content: text, video, audio, images (photos, slides, infographics, schemes), documents, aggregated content. Content can be divided into commercial and informational. You can use any of them, the main thing is not to forget that the content should be interesting for users and meet the requirements of search engines.
Search engines have a list of requirements for textual content that must be observed to obtain good positions in the results of search results.
It is necessary to constantly monitor the quality of textual content on the site and its compliance with the list of criteria: high uniqueness, lack of “water”, structuredness, complexity, lack of spam and aggressive promo, accessibility for indexing by search robots.
Proper commercial content should close all user questions related to ordering a product or service within one page, without releasing it and not giving the slightest reason for doubt.
Commercial texts contain selling triggers, tell about the advantages of the goods or services offered, process objections. In addition to texts, the presence of other content elements is necessary to help convince the user of the correctness of choice - reviews, ratings, tables, text and video reviews, graphics, photos, certificates, awards, etc.
Commercial content includes:
- Texts for the category pages of online stores and service sites;
- Texts for pages describing services;
- Texts for product cards;
- Reviews and articles in a commercial blog;
- Texts for landing page;
- Reviews about goods and services.
Evergreen articles are materials that will be in demand over a long period of time. For example, articles under the questions "Which school to choose for a child?" or "What to wear for a first date?" will never lose their relevance.
Evergreen articles should fully disclose the topic and require in-depth study of the material for their preparation. An evergreen article can be spent several weeks of joint work by a marketer, author, editor, and invited expert (if the subject matter requires it), but in the end, such an article may collect information organic traffic for months and even years after its publication.
To write news content you need to constantly keep up with industry events. News materials can be much shorter than informational articles, promo texts, reviews or press releases, but their publication should be almost instantaneous from the moment the informational occasion
For this purpose, various services are used to track growing trends and new information channels. The ideal news publication is the one that appeared on the same day as the info page for it.
Informational content includes:
- Articles (Evergreen, long read);
- Author columns;
- Tips (How to, tips, advice);
- DIY (Do it yourself, instructions, recipes);
- Press releases;
- Seminars / webinars / courses;
- Answers on questions;
- Directories (catalogs, encyclopedias).
The trend of aggregating content from various sources to create a better user experience continues to gain momentum.
For a better ranking, it is very important to maintain a balance between alien aggregated content and its unique content. To achieve this balance we develop new formulas of aggregated content, improve existing methods and constantly A/B test the results.
To continuously improve the ranking of the site in the results of search results and increase the user base, you should periodically publish various materials on other sites, with links to your site or references to your brand or company. These may be informational articles, studies, reviews, news materials, press releases of new features of your products or services and various other materials that are interesting to the target audience.