There can be little doubt that the internet is going to be around for a long time to come, and no matter how long that might be, content publishing will exist.
Content publishing has many roles and achieves several things for the website owner who creates content and publishes it online.
The most important of these include establishing the website as an authority within a specific niche, and when Google comes knocking to see what the website is all about, good content will have a positive impact on the site’s search engine ranking.
When we say ‘good content’ it can mean different things to different people, and the term is too vague to be any help.
So, I am going to outline seven specific ways in which you can make content publishing have a real impact on the success of your blog and your business.
Make It Original and Captivating
No matter what subject you are writing about it is essential that the content is original.
Copying or plagiarizing other content is lazy, a disservice to your readers, and the search engines take a very dim view of it, to the point where it will harm your SEO rankings.
The content also has to be interesting enough so that the people reading want to keep going through this article, and hopefully revisit your website to see more of it.
Break It Up With Headings and Subheadings
No one is particularly keen to read an entire article that just looks like a word fest on the screen.
This is why breaking your article or blog post down into smaller paragraphs and giving each of them a heading makes a huge difference.
It makes the content much more appealing when someone first visits, and as they read, it is more pleasurable for them than trying to wade through 500 -1,000 words with no breaks.
it’s not just your readers who like subheadings and Google likes them too.
Using keywords within the ‘H’ tags as headings and subheadings help Google to better identify what the content is about and therefore you have a better chance of being ranked for the keywords you wish to be ranked for.
Use A Sufficient Number Of Words
It is entirely up to you how many words you use in a particular post, and there may be occasions when just 200 or 300 words is all you wish to or need to write.
The problem exists if every post is that short.
While Google does not have a specific number that they say content must be, the general consensus is a minimum of 300 words is needed for the content to have an influence on your ranking.
Ideally you want around 750-1,000 words, although the occasional ‘mega’ post of a few thousand words is a great way to stand out from the crowd from time to time.
Use Keywords Sparingly
It used to be the case that stuffing a piece of content with keywords was the advice that even the top marketers would give you, but not anymore.
Tactics like that are long gone, not least because of Google and the other search engines doing all they can to improve the quality of the website that they give higher rankings.
For this reason, you should seek to include relevant keywords or keyword phrases within your content in a natural way as possible and try not to contrive sentences simply to include a particular keyword.
Of course, you also want to make sure that you do not overdo the number of times a keyword appears, as this could actually harm your ranking.
Use Images and Other Media
While headings and subheadings are a great way to split up your content, including images and other media is an even better way.
Including these in your content makes it even more enjoyable for those reading it and is another tool in your quest of increasing the number of regular visitors to your website who return regularly.
Media such as images can also further enhance the relevance of your website for a particular keyword.
Examples of this are using a keyword for an image’s ‘alt text’, or a keyword phrase with the title of a video which you have embedded within the post.
Link To Other Websites
This is a tactic that is missed by many content publishers, which is a great shame as it has important advantages.
First, if you are linking out to high authority website using a relevant keyword, Google sees that.
While relevant inbound links may carry more power, linking out is not without some influence on Google seeing what your website should be ranking for.
The second advantage of linking out is that the link could take the reader to an offer which you are promoting.
If your content has been genuinely interesting and you have a link to a product that offers the reader even more on the subject, such as an online course, they may click to go and see what it’s about.
If what they see is the sales page, video or invitation to a webinar relating to an online course, they may well buy the product.
When they do, assuming the link they clicked from your post was your affiliate link, then you earn a commission, thanks to your great content, and by linking out.
Urge Readers To Share Your Content
How often does someone recommend you watch a particular movie, or read a certain book?
As the recommendation comes from someone you know and trust, you are more likely to take action on it.
Well, why not apply that same principle to your content and encourage your readers to share your content?
The first benefit of this is that each person who comes to your website as a result of someone else sharing it is someone who might join your email list, buy a product, or share your content, and thus your readership grows exponentially.
In addition, those who are sharing your content are posting post links to it.
This could on their social media such as Facebook or Instagram, or they may post on a forum, or they may even have a high ranked website of their own within your niche and are recommending to their own followers.
Whichever it is, all those backlinks are seen by Google, and as you should know, Google uses backlinks as one of their primary ways of determining a website’s ranking.
Bear in mind, no one is going to share your content if it is substandard.
Focus on making it the best it can be, as much for your readers, as you do for your ranking.
Making the content the best it can be for your readers can bring multiple benefits for your website, so never compromise on its quality.