The Role of Content in SEO [Unleash the Power of Content]

The Role of Content in SEO

Table of Contents

Search engines evaluate more than 200 parameters to rank a website in the SERPs and content is most important among all, as it directly answers the visitors’ queries.

SEO is the requirement of every digital platform, as you would not be able to get a higher ranking without optimization of your website as per the Search engine guidelines. To appear higher in the SERPs, you need to create awesome content, earn backlinks from authoritative domains, make your website mobile-friendly, and many more.

Among all parameters, content is the most important, because it is the first thing that a visitor would read and make his perception about your business.  Before digging deep into what kind of content is favored by search engines, let’s see why content is important in SEO.

Read | Cheapest Ways to Drive Traffic to a Website

Why Content is Important in SEO?

Why Content is Important in SEO

Content is the king in SEO, as everything revolves around it, for example;

  • If you want people to link to your content naturally, you need to create awesome content.
  •  If you want to reduce the bounce rate, you need to create engaging content.
  • If you want people to keep visiting again and again, keep producing mesmerizing content.
  • If you want search engines to index properly and quickly, orient your content with the relevant keywords and the list continues. 
  • If you want to have an awesome user experience, create enthralling and charming content.
  • If you want to answer queries, create relevant content.

Read | How To Increase Website Traffic from Zero

Features that Search Engines Look in the Content

Features that Search Engines Look in the Content

Following are some of the features of content that must be addressed to get a higher position in the SERPs.

1.   Keyword Oriented

Every niche has keywords that are mostly searched to find the things relevant to your business. These keywords can easily be found by using SEO tools. These keywords must be addressed in your content.

A search engine crawls your content and saves the website in a repository based on your keywords. If you have not used the relevant keywords then your website can be added to a wrong repository and will not appear in the SERPs, when someone searches relevant to your business.

There are also long tail keywords, which are low in volume but must also be addressed in the content to take into account the search intent.

2.   Audience Oriented

If you have created a website for women’s apparel and you have created a blog series related to construction, then it is highly unlikely that women would be attracted to your website for the content.

So, keep in mind what is your targeted audience and write content accordingly. Moreover, it is not only the gender that is important, but the intent of your visitor is also important. If your visitors are looking for content related to tech, and you are creating content about the lifestyle then it will be detrimental to your ranking.

3.   Relevancy

SEO looks for the relevancy of your content with your business. If your content is not relevant to your brand or business, then people are not going to like and read it.

For example, if you are running a website about travel and food and your content is related to recent clothing trends then it is going hit you badly, as your content will be indexed in different categories which will divert unrelated traffic to your page, which will not be converted.  So, be relevant and indexed in the relevant repository.

4.   Updated

Search engines look for updated content and rank them higher. So you need to keep your content updated. Even update the content that you have published in the past with the latest information.

Google bots look at the sitemap of your website to find the date of upload or update and rank them accordingly. The latest content is likely to appear higher in the SERPs. It is also recommended that keep adding new content to your platform at a regular interval to motivate people to keep visiting your platform.

5.   Infographics

Images and videos are the source of the rapid spread of information. People are short of time and they are keener to see images and videos for information. So, embed these in your text for a strong impact.

Moreover, index these images and videos in your HTML coding as well so that they start appearing in the search in the images and videos section. Moreover, infographics are easier to share on social media, which could easily go viral and lead to more traffic on your page. Make sure these images are relevant and videos are short and to the point.

The picture below is from the Guardian, that shows the well placed high quality images.

Picture from the Guardian

6.   Geographic Location Oriented

Geographic location is very important in creating content. For example, if you are selling a warm jacket in Africa then you are living in a fool’s paradise, as no one would buy your jacket, but the same jacket would be highly demanded in Europe, where the temperature falls quite low.

Similarly, the sentimental value and rituals of locals are also very important. So, if you are operating in Asia then you need to produce content that addresses their rituals and different cultural and religious events.

Geolocation orientation becomes even more important if you are running a local business, as you must create content related to local people’s likes, dislikes, and festivities.

7.   Stats and Personal Experience

Content endorsed by the stats and examples of personal experiences will always rank higher in the SERPs. An article based on a statistical study will always pull more traffic. The content with the emotional and sentimental value will always gain more attention.

8.   Engaging

Try to keep your visitor engaged by creating mesmerizing content. To keep them engaged create a table of contents, write in short paragraphs, add facts and figures, use videos and high-quality images, and add internal links for further information. If your visitor remains engaged, it will reduce the bounce rate and rank you higher.

9.   Plagiarism Free

Google Spiders look for copy-pasting and plagiarism in your content. If found plagiarized, it will penalize your website, rank you lower and even take your platform down.

Moreover, do not use AI-created content, although Google does not penalize AI-created content, but it will not rank it higher. So, you can take the idea from the AI but do not just copy-paste it.

10. Informative

What is the intent of the visitor to your page; definitely to get some information. If your page is not providing that information, then the visitor is not going to stay there.

Provide related and updated information in your content, which is not available on other websites then your website will stand out in its league and rank higher

11. Citation and Links

Google looks for the authenticity of the information, which can only be validated by citation. So, if you are providing information that is not from your study then cite it.

Moreover, content writers often add links to other internal and external pages for further information. Make sure that these links are active and also related. Stuffing links is detrimental to your ranking and will also create a bad user experience.

12. Mobile Friendly

Although it is not directly related to the content, your content would get more clicks if it is mobile-friendly and easily readable on mobile devices. Make sure that your heading, images, and videos and properly optimized for different devices and one does not have to zoom in and out to read.

13. User Experience

User experience is one of the parameters that Google bots give very high value. A great user experience will motivate the visitor to come again and again for the read and purchase.

User experience can be increased by creating audience-oriented content, embedding images and videos, structuring your blog and products, placing star ratings and comments at the end, and producing easily scannable content.

14. Headings

Heading and subheadings help the visitor to skim through your content without reading the whole content. These headings should also be keyword-oriented. Moreover, add these headings in your metadata so that Google can easily detect and index them.

15. Content URLs

URLs and Sitemap of your content are very important for proper and quick indexing. The URL of your content should be short, and precise and should have the relevant keyword for quick indexing.

These URLs should be easily memorable and shareable to make them viral. Do not use full titles, dates, and characters in your URL, as these make them fizzy and long.

Read | What Is The Importance Of Updating Website Content

Mistakes to Avoid in Content

Mistakes to Avoid in Content

Following are some of the points that must be avoided while creating content as it will hit your website negatively, reducing your ranking, visibility and traffic.

1.   Keyword Stuffing

As mentioned above keywords are a vital part of the content, but overusing them to trick the ranking process of search engines is bad for your website. Use them where they look natural and organic. Stuffing them makes your content look odd and also lowers your ranking.

2.   Obsolete Information

The information in your content should be updated and authentic. Obsolete information or trivial information will not attract people. Furthermore, write about current issues and trends related to your niche to keep people interested and engaged.

3.   Irrelevant Links

Irrelevant links will reduce your ranking, as it would look like paid links. So, hyperlink to those that look natural and do not hinder the flow of the topic.

4.   Meta Description and Data

A meta description is a summary that appears in the SERPs along with your link. So, you need to add a meta description in your coding. People often ignore this description, which is pernicious to your platform.  This description must be highly aspirational to attract people and should convey the purpose of your content.

The picture below is the first ranked page when I searched “what is SEO”. The meta description can be seen below the title.

what is SEO

5.   Quantity over Quality

Never favor quantity over quality, though search engines look at both of them. Quality content will be more impactful than poor content. To produce a large quantity of quality content.

Read | What are Contextual Backlinks and How to Create Them


Content is the soul of a website and it must be SEO-optimized to rank higher in the SERPs and pull a handful of traffic. Following are the key takeaways of the article.

  • Create keyword-oriented content so that search engines can index it properly.
  • Add stats, relevant information, and personal experience to make it more impactful.
  • Add images and videos and index them so that they also appear in the SERPs in the images and videos sections.
  • Add meta description so that the Search engine knows easily about its topic.
  • Your content should be plagiarism and AI-free, as the former will be penalized, whereas the latter will rank lower.
  • Make sure your content opens properly on all devices, especially on smartphones.
  • Make sure your content has citations of the referred stats and relevant links for further information.
  • Please make sure that you do not stuff your content with keywords and irrelevant links.

Content and SEO go a long way to rank higher. Creating content and then making it SEO-optimized requires some hard-earned skills, which are not easy to find.

Dlinx Outreach is an SEO agency that is famous for its SEO strategies that can help your content rank higher and earn you traffic. So, if you want your content to gain visibility, feel free to contact us. Our expert will get in touch soon for assistance.

Frequently Asked Questions

Is the content king of SEO?

Yes, content is the king in SEO, as it attracts, retains, and engages visitors. It helps your website to index quickly. It answers the queries of people.

What are the five most important attributes of content that  SEO looks at?

SEO looks for keywords, information, relevancy, stats, user experience, and infographics more critically in your content.

What are mistakes that must be avoided in the content?

Do not stuff your content with keywords and irrelevant links. Furthermore, do not provide obsolete information, and do not forget to add meta descriptions of your content.

How can content be made engaged?

Valid stats updated and relevant information, audience-oriented, images and videos make content engaging and enhance the user experience.

Can Dlinx outreach help you create and optimize your content?

Dlinx Outreach is an SEO agency, which has expertise in optimizing your website to rank higher in the SERPs.

Related Articles:


Haiqa Saleem

Haiqa Saleem

Haiqa is head of content at Dlinx Outreach. She is an avid writer and bookworm and has been with Dlinx since 2019. As a true tech geek and an extraordinary content strategist, she leverages her passion for the digital sphere and love for writing to share her knowledge through insightful content. She writes with a data-driven perspective.

Related Posts