Content takes high priority when it comes to establishing ranking. Albeit the niche in which you compete determines how in-depth your content needs to be to satisfy search intent. The best bet for establishing a rock-solid foundation for your site is to produce high-quality content.
High-quality content doesn’t necessarily mean 3000 plus word counts for every page you publish. The defining attribute of quality is how well it provides the solution the user is looking for. Long-form, in-depth evergreen content can improve the likelihood of satisfying search intent.
Pinpoint the most relevant topics behind the query
Establish how to satisfy search intent by thinking like your client. Take into account what motivates them to search for what your company offers. It’s not always a direct search for your service. A large portion of searches is people describing their problems because they are looking for solutions. Provide content that solves problems to produce loyalty, confidence and satisfies user intent.
For example, if your company fixes broken iPhones then one of your main keywords would be iPhone repair. This term is a broad keyword that involves many different services within this topic. When building the content on your site think of what your clients are experiencing in order to create content that will solve their problem and entice them to use your services.
When a person needs to repair their iPhone, they might need screen repair, cracked screen, blank screen, buttons don’t work, dropped the phone in water, etc. The solution to these problems provides a narrower focus on iPhone repair that is more targeted to potential clients’ needs and therefore will attract those specific visitors.
Solve problems to satisfy search intent
The content you create on your site should address these problems and provide insightful solutions without giving too much of your business away. Sometimes you need to give to get and by giving away value you get more loyalty from the visitors to your site.
If someone revives their iPhone because of a solution you’ve published, you’re now a credible expert they can trust. The next time something goes wrong with their phone they will be more inclined to seek out advice and from your website and be more open to making a purchase with you.
By incorporating a wide range of topics related to your main keyword you create more depth to your main keyword topic. If you have a solution for every possible disaster that could happen to a phone, your visitors would never need to leave your site. By covering all aspects of iPhone repair you demonstrate depth, expertise and the ability to satisfy search intent.
Benefits of long-form, in-depth content
The advantage of publishing long-form content lies in the amount of information you can pack into one page. If your content is over 3000 words of highly related topics there are a lot of keywords in which your page could potentially rank. This gives your page more opportunity to generate higher volumes of traffic from multiple keywords.
A benefit of publishing evergreen content is that it builds steady, long-term traffic. The topics need to be evergreen topics that will stay relevant well into the future.
Examples of evergreen blog posts
It’s important to strategize your content in terms of how you are presenting it to your readers. Forms of content that fall perfectly into the evergreen category are case studies, ultimate strategy guides, reviews, how-to guides, interviews, infographics, statistics, expert roundups, biographies, historical studies, etc. Use the most appropriate method to deliver content that is best suited to your audience.
For example, a guide on “How To Buy A Smartphone” is a piece of content that will live long into the foreseeable future. As a cell phone vendor, this type of content would attract the ideal audience being that they are looking for a way to make the best decision on what smartphone they purchase.
Infographics are one of the most shared forms of content on social media (second to video). You can use infographics to build backlinks as well as engage your readers while delivering a large number of statistics. Visme is the perfect example of a company using a how-to guide that teaches how to design infographics.
Another highly-targeted piece of content would be “Smartphone Reviews” The type of visitors that would be interested in reading your review page would be deeper in the buyer journey and would convert well into clients.
Evergreen content increases the authority of your website. When your content is insightful and resourceful you attract repeat visits, more shares and links to your page. Producing evergreen content encourages high levels of engagement and over time contributes to the number of links your website receives.
The most important criterion for publishing content is that it satisfies user intent. Publishing long-form, in-depth evergreen content can provide that result and leads to increased authority, traffic and more new clients for your business.
Related reading: Google’s BERT Update: Should You Be Worried?