Content Works: 5 Insights to Help Your SEO Efforts

February 9, 2012

By: Rachel
SEO experts make loads of promises to get your company to the top of Google search results. But can they really deliver the help you need? Dan Zarella, HubSpot's “social media scientist,” hosted a SEO-focused webinar detailing the results and implications derived from a HubSpot survey on the topic. The survey polled several hundred people on key questions related to SEO, and the findings show that content is the real driver in improving SEO.
Here are some of the takeaways from the survey:

  1. Search influences purchasing decisions.
    Seventy percent of respondents said they turn to search engines to find supporting information for purchasing decisions. People also use social media and blogs as resources, but overall, social media, is not as prominent as search engines.
  2. Garner trust from users.
    Slightly more than half of those surveyed said they believed a higher page result ranking equated with higher trustworthiness. When separated by age, those under 30 years old were less likely to make this assumption. Survey results showed organic results are far more trusted than paid-per-click (PPC) results.Furthermore, about 35 percent of people reported clicking on PPC ads less than once a month, which, when compared to other data, shows that people don't admit to clicking on PPC ads.
  3. Email traffic builds search traffic.
    There is a noticeable effect of email traffic on search traffic, so email can be a great tool to increase traffic for your site. On days emails were sent, companies reported a much higher volume of search traffic.
  4. Write for humans, not Google.
    People said titles and descriptions are what ultimately tell them if the results are relevant to their searches, so make sure you write for humans, not search engine bots.
  5. Inbound links improve SEO.
    There is no correlation between the number of comments and links on a blog, which means the conversation you spark will not help you rank. What will help is inbound links. Content is most important in getting inbound links. Studies show you will get more links on a Sunday or Monday and early in the morning because the people who are linking work early. Make sure your content is there for them to find.

When it comes down to it, it is better to have a content producer than an SEO expert.

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