The Role of On-Page Content in SEO Strategies

Many SEO developers have made a habit of focusing on keywords over the years and while relevant, useful keywords are an integral part of a search engine optimization campaign, some of those developers have not seen a great increase in traffic.  Users care about more than just keywords; they care about content.  Search engines care about content, too.  Any website expecting results based on keywords alone is likely to see little success.  Content is crucial and should never be underutilized.


The best SEO companies understand that keywords and content work together to provide results for websites.  Search engines such as Google factor page content into their algorithms.  Users want to find pages that are most relevant to the keywords in their search query and pages that lack content are unlikely to attract and retain viewers.


With social media playing a large role in the expansion of the Internet, the element of content becomes even more important.  Up-to-date content with depth and substance gives the user more incentive to share that content through various forms of social media.  Google has stated that social engagement is a factor in their algorithms, which is even more of a reason for developers to deliver the best possible content to their viewers.


Content can be graded on numerous factors, too.  The difference between "good" and "bad" content is largely subject to opinion, but certain things are definite.  Page content should be relevant to keywords, in order to provide the most accurate search results.  Blogs and news articles should be frequently updated.  Options to share that content via social networks should be available to users as well.


The SEO community should absolutely be aware of the importance of content.  In the future, as search engines further integrate social media and organic search results, the usefulness of content in an SEO campaign is only going to increase.