Content creation is an integral aspect of marketing. It is one of the most significant means for gaining traffic for any website. The content needs to be well researched, rooted in facts, able to keep the audience engaged, and compelling enough to merit repeat visitors to the website. The content should also be easily understandable and user-friendly.
Having powerful and noteworthy content in a website enables users to engage with the site, buy the products/services offered by the brand/business, push impressions for ad space, and fill the lead forms placed in the website. The content of any website is what drives people to link with the website ‘naturally.’ the content can be in any shape (text only, text with images, infographics, etc), size (short or long-form) or form (data, informative resources, the methods of performing specific tasks, quizzes that are contextually relevant, along with Q & A (question and answer) sessions); while covering a wide variety of topics. Content provides details about the webpage in the form of header tags, title tags, internal links, and such.
It is imperative to have a natural-mix of the different types of backlinks such as:
- Branded links, keyword-rich links, and citations
- Dofollow, nofollow, and sponsored user generated content (UGC)
- Bloggers and producers of other types of content, comments, news/media, as well as freebies from the online communities and forums
- Industry resource sections, directories and local guides
Content makes use of internal linking to help website developers in building the site structure and architecture. Developing a natural internal linking structure helps marketers in directing the users towards useful and informative resources as well as the purchasing options offered by the content related to buying (comparison guides, product/service lists). This enables search engine spiders as well as the website visitors crawl and navigate the website easily. They can find the most relevant topics and pages within the website in a natural way.