Why On-Page Content Rules for SEO

“Content is king.” This phrase has echoed through the halls of marketing departments and across SEO forums for over two decades. Yet, as we navigate through 2024, this isn’t just a tired cliché—it remains a profound truth that continues to shape the digital landscape. SEO and content marketing go hand in hand and still lead the charge in any well-rounded marketing strategy. 

Quality content is the very foundation upon which search engines like Google build their algorithms. It serves as the cornerstone for visibility, engagement, and ultimately, conversions. Businesses that tap into this and utilize the expertise of SEO marketing professionals experience a remarkable increase in organic traffic, seeing an average growth of 50% year-over-year.¹

In today’s digital age, where user experience and quality signals dictate the SERPs (Search Engine Results Pages), the impact of well-crafted content stretches far beyond keyword rankings. It’s about establishing authority and building trust with your audience. Each piece of content you publish is an opportunity to connect with and convert a reader, influence your industry, and signal to search engines that it’s your site that deserves a spot at the top.

Let’s go deep into the relationship between SEO and content marketing, and uncover the layers that make it a critical aspect in driving organic search success.

What is on-page content?

Content marketing is a strategic marketing approach focused on creating and distributing valuable and relevant content. Its purpose is to attract and retain a clearly defined audience and, finally, drive profitable customer action. It pulls in the audience by offering them meaningful and useful material that entertains, educates, and inspires.

On-page content is the heart of your website – it’s what your visitors see, read, and interact with on each web page. It comes in many forms, such as:

• Blog posts: These are the backbone of any SEO and content marketing strategy, providing informative articles that offer insights, solutions, and tips to the reader. Notably, 85% of all blog traffic comes from organic search, highlighting the importance of well-optimized blog content.²
• Infographics: Visual content that summarizes complex data or information in an easily digestible format, making it sharable and visually appealing.
• Interactive elements: Tools like calculators, quizzes, or interactive maps can significantly enhance user engagement by providing value through interaction, keeping visitors on your page longer.
• Case studies and testimonials: Providing real-life examples of customer satisfaction and results can build trust and credibility, enhancing your site’s authority.

On-page content is more than just window dressing. It’s an essential clog in the SEO machine, serving as the primary communicator between your site and search engines. By creating quality, optimized on-page content, you’re signaling to search engines that your website is a credible, authoritative source worthy of top rankings.

Most importantly, well-crafted content catches the visitor’s eye. The success of on-page content marketing for SEO depends on its ability to capture and retain attention. Its essence lies in the exchange of value. If you provide valuable information, insights, or entertainment, you gain trust and engagement from potential and current customers in return.

Why is on-page content important in SEO?

On-page content does more than fill your web pages. Quality content serves multiple SEO functions: it signals relevancy to search engines, engages readers, and encourages them to interact with your site, all of which are key factors in improving rankings. 

Research shows that 75% of users never scroll past the first page of search results, underscoring the necessity of high-ranking content to capture audience attention.³ As Google and other search engines continue to refine their algorithms to prioritize user experience, the importance of content only grows. By understanding how content marketing and SEO work together, businesses can craft strategies that align with search engines’ expectations and user needs, leading to superior SEO performance. 

1. Improves organic search visibility

The role of SEO and content in achieving better visibility can’t be overstated. Well thought-out content significantly enhances your site’s rankings in search engine results. By answering the queries of your target audience with high-quality, informative pieces, your pages become more likely to rank higher. This visibility is crucial considering that search engines account for over 50% of all website traffic, making them a primary source for attracting potential customers.⁴ The inclusion of targeted keywords woven seamlessly into your content aligns with what your potential customers are searching for. 

Over time, consistently delivering relevant content can lead to increased organic traffic and improved search engine rankings, as your site becomes recognized as a reliable resource. Additionally, engaging content increases the chances of appearing in Google’s featured snippets, which prominently display your site at the top of the search results. This means you’ll be the first site they go to to get precious information, which can bolster your online authority in your niche.

2. Increases time spent on your website

Engaging content is naturally more likely to draw visitors to your site and keep them there. The longer visitors stay on your site, the more positive signals are sent to search engines, indicating that your content provides valuable information worth exploring. This can lead to lower bounce rate and improved site engagement metrics, which are critical components of SEO rankings.

Although Google has stated that bounce rate does not directly influence rankings, a lower bounce rate is often the hallmark of successful, high-converting websites – a goal every business should aim for. Plus, content should be connected as part of a solid interlinking strategy, which will increase overall time a user spends browsing your website.

3. Enhances user engagement

Content helps SEO by fostering interaction through social media shares and engagement. High engagement rates on these platforms indicate to search engines that your content is relevant and valuable to your audience.

On-page content that is crafted to be shareable on social media not only extends your reach and influence but also seamlessly connects your on-page SEO with your social media strategy. This synergistic approach can potentially lead to viral growth and significant increases in traffic, amplifying the impact of your digital marketing.

4. Builds backlinks

One of the most significant SEO benefits of great content is its ability to generate backlinks. Each backlink acts as a vote of confidence from another site, signaling to search engines that your content is credible and authoritative. An expertly cultivated, robust backlink profile can result in a 45% increase in domain authority, demonstrating the profound impact of quality backlinks on enhancing your site’s credibility and ranking potential.⁵ 

As your site garners more high-quality backlinks, it ascends in search engine rankings and has more potential to generate leads. Content that is unique, insightful, and valuable naturally encourages other websites to link back to it, boosting your SEO performance and overall site authority.

5. Improves keyword optimization

One of the ways your SEO and content work together is that content is the vehicle for your keywords–the most common search terms used by internet users. Written on-page content allows you to embed keywords within valuable context, enhancing their relevance and utility.

Strategic use of keywords helps to optimize your website without compromising on quality or readability, maintaining a balance that satisfies both search engines and readers. This careful approach to content marketing helps your SEO by aligning your content more closely with the search queries that your audience uses.

6. Generates leads

According to industry studies, 72% of companies report that content marketing significantly increases their lead numbers.⁴ With the combined force of SEO and content marketing, your sales efforts can get a significant boost. 

Engaging blog posts, well-designed infographics, and compelling case studies can all serve as lead magnets. They attract potential customers and encourage them to provide their contact information in exchange for this valuable content. Prospects’ contact information is an excellent resource, as it can help you promote your products and services further. 

7. Educates your audience

When your content successfully answers questions or solves problems for readers, it signals to search engines that your site is a relevant and authoritative source of information. This educational approach enhances user engagement by encouraging visitors to spend more time on your site, explore more pages, and return for more information. 

Most importantly, it builds trust, establishing your business as an industry leader. It shows your prospective clients that you know what you’re talking about, so they’re more likely to hire you, recommend you, and generally think highly of you.

8. Solidifies your brand

By consistently delivering high-quality messaging in your unique brand voice, you establish a persona that your audience will remember. This consistency in tone helps to build a strong, recognizable brand that customers trust and return to. Each piece of content can contribute to a narrative that showcases your expertise, values, and unique selling propositions. 

Well-crafted content that aligns with your brand’s ethos can differentiate you from competitors, help you connect with your target audience, enhance customer loyalty, and establish a relationship of trust.

Who provides effective SEO & content marketing?

Did you know that companies investing in professional SEO services can expect an ROI of up to 200%?⁶ With over a decade of helping businesses thrive and a team of lead generation specialists, One Click Marketing has the marketing know-how to fuel your growth. 

Used within a clever marketing strategy, SEO and content writing are some of the most effective tools a business could have. We’ll craft bespoke content that showcases your company in the best light, resonates with your audience, and amplifies your sales.

Let us show you how a meticulous marketing approach can transform your digital footprint and propel your business forward. Contact us today to start a steady journey toward success.

Sources:

• Niñofranco, A. (2018, August 2). Which Digital Marketing Channel Has the Highest ROI for Websites? Search Engine Journal. https://www.searchenginejournal.com/digital-marketing-channel-highest-roi/263757/  
• Makosiewicz, M. (2023, November 30). 70 Content Marketing Statistics to Bookmark for 2024. Ahrefs. https://ahrefs.com/blog/content-marketing-statistics/ 
• Agrawal, AJ. (2017, August 30). How To Optimize Your SEO Results Through Content Creation. Forbes. https://www.forbes.com/sites/ajagrawal/2017/08/30/how-to-optimize-your-seo-results-through-content-creation/ 
• Haan, K. (2024,​​ March 28). Content Marketing Statistics for 2024. Forbes. https://www.forbes.com/advisor/business/software/content-marketing-statistics/ 
• Soulo, T. (2018, September 18). How Many New Backlinks Do Top-Ranking Pages Get Over Time? Ahrefs. https://ahrefs.com/blog/backlink-growth-study/ 
• Law, R. (2024, March 7). Content Marketing ROI: How to Put a $ Value on Your Content. Ahrefs. https://ahrefs.com/blog/content-marketing-roi/