Content provides information and this information can be used to educate search engines about your website. You should always keep in mind how your website is portrayed to search engines and whether it accurately communicates your website’s purpose. Your purpose may be to provide information, to sell something or to offer a service. You should always optimize your website in such a way that search engines know what it’s about. That way, search engines will know when to show your website and its pages in the search results for relevant search queries.
When users come to your site, they’re most likely looking for something such as a product, a service or information. One of the ways to provide this information and details concerning products and services is through content. Providing users with the information that they’re looking for in a clear and easy way can help keep users on your site and increase conversions.
2. Internal links
Content also provides a great opportunity for internal links. An internal link is text within the content that is hyperlinked to another relevant page on your website. Internal linking is a great way to lead users to additional information that they may be looking for.
Search engines also like to see internal links throughout a website. As search engines crawl and index the pages on your site, they often move from one page to the next through internal links. Therefore, internal links may help the pages on your website to be indexed and understood by search engines faster.
Content should always reflect your keyword strategy (learn more about keyword research). Keywords are the terms that you want to be found for online and that best describe your products and/or services. These terms should be unique to each page on your website. Content is a great place to highlight these keywords in a natural, relevant way and to help search engines make the connection between your website and the keywords that you want to rank for.
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