About 55% of marketers view blog content as a top inbound marketing priority. Meanwhile, marketers who prioritize blogging are 13 times more likely to enjoy a positive ROI. Another 57% have acquired new customers through blogging.
It’s not enough to create a quick blog post, though. Instead, consider creating longform content this year. Longer posts could help improve your search engine optimization (SEO) efforts.
Higher search engine rankings can help you reach more customers online. You can establish your credibility as a thought leader in the industry. Then, you can generate more web traffic to boost leads and sales.
What’s the connection between longform content and SEO? How can longer posts benefit your business? Keep reading to find out!
After reading this guide, you can take a look at your content marketing strategy to start making improvements. Discover the connection between SEO and long blog posts with this guide today!
1. Appeal to RankBrain
When developing your search engine optimization strategy, it’s important to consider Google’s ranking factors. Appealing to Google’s ranking factors can improve your SEO rankings. Higher rankings will position your website ahead of the competition.
Then, you can draw more traffic to your website, benefiting your SEO rankings further.
Google’s machine learning algorithm, RankBrain, sorts search results. It determines what website content to display based on a consumer’s search intent.
Google tends to reward longform content when determining search engine rankings.
RankBrain uses artificial intelligence to understand what consumers expect to find during a search. It also considers the user experience. If you’re creating a positive user experience on your site, Google will boost your ranking.
To examine a visitor’s user experience, Google looks at your website metrics.
Dwell times consider how much time a visitor spends on your website. If they linger, it tells Google your content is worth exploring. Longer dwell times can also indicate you’re providing users with the content they need.
Shorter dwell times, on the other hand, can cause a high bounce rate. A high bounce rate means people are leaving your site in a rush. It could mean your content was irrelevant to the search (or just bad).
Creating longform content can keep visitors on your pages longer. Your dwell times could improve as a result.
Click Through Rates
Google also looks at your click through rate (CTR).
Your CTR indicates how many clicks a page gets relative to how many impressions it receives. Impressions indicate how many times a page is viewed on a search engine result page (SERP).
A high CTR indicates your content appeals to users. A low click through rate, however, can impact your bounce rate. It could indicate the content doesn’t fulfill the user’s search intent.
Longer content can help you demonstrate your value. You can improve your CTR, gain a better SERP ranking, and draw more visitors to your website.
2. Generate More Backlinks
Google also looks for backlinks when determining your SERP rankings. Backlinks are links that send readers from one site to your content.
When considering the connection between longform content and SEO, it’s important not to create long posts full of fluff. Instead, use your word count to provide readers with helpful information. The information you provide can demonstrate your value.
Providing helpful, unique information will encourage more websites to link to your content. Then, you can generate backlinks to boost your rankings.
Top ranking pages generate about 5 to 14.5% new backlinks every month. More backlinks can improve your rankings further. In fact, the first 10 search results have six times more links than those on the second page.
The more backlinks a page has, the more organic traffic it can gain from Google. In fact, Google claims backlinks are one of its top ranking factors.
Backlinks will also help you draw more traffic from other websites. You can continue improving your rankings as a result.
3. Gain More Social Shares
Longer content could help you generate more social shares, too.
If you’re providing helpful content, consumers will want to share it with their followers. They’ll post a link to your content on social media. Then, you can generate more traffic and continue boosting your rankings.
Social shares aren’t a direct ranking factor. However, generating more traffic can tell Google that consumers see the value of your posts.
4. Improve Your SEO Rankings
As you gain more backlinks and website traffic, your SEO rankings will continue to improve. Higher rankings will position you ahead of the competition. Consumers could start to view you as a thought leader in the industry.
Higher rankings will help you generate more traffic, too.
5. Generate More Brand Awareness
Understanding the connection between longform content and SEO will boost your rankings. Higher rankings can also help you generate brand awareness.
In time, awareness will become recognition. Consumers will immediately think of your business the next time they need your offerings.
6. Demonstrate EAT
EAT stands for expertise, authority, and trustworthiness. Establishing EAT within your content can boost your credibility. It’s difficult to establish EAT within a single paragraph, though.
Creating longform posts can help you demonstrate EAT throughout your content. Consumers will have an easier time trusting you as a result.
Building brand trust could help you generate more leads and sales.
7. Increase Leads and Sales
About 82% of consumers feel more positive about a company after reading customized content. Updating your existing blog posts can boost traffic by as much as 111%.
Meanwhile, marketers with blogs receive 67% more leads than their competitors.
About 61% of consumers have felt inspired by content to make a purchase, too. In fact, nearly 50% read three to five pieces of content before contacting a sales rep.
Creating high-quality, longform posts can help you demonstrate your expertise. You can encourage consumers to trust you, too. Then, they might decide to give you a try.
They’ll begin filling out forms, contacting your team, or making purchases on your site. Your ROI will improve as a result.
Write On: 7 Ways Longform Content Can Boost Your SEO
Understanding the connection between longform content and SEO could prove essential to your business. Consider writing informative, helpful posts this year. You can improve your search engine rankings to reach more customers online.
With longer posts, you can improve your SEO efforts and set your business up for success.
Need help creating your content? We’re here for you.
Contact us today to book your free SEO strategy session.