At their best, they form a bond that can catapult any website to the top of search engine rankings. But that’s only when they’re at their best.

Because, when they’re at their worst, they can cause Google penalties that are near impossible to recover from. The purpose of this chapter is simple; to provide you with an understanding of why content is important for SEO and show you what you can do to make sure they work together in harmony.

As we dive in, we’ll gain a better understanding of what content means, what its SEO value is, and how to go about creating optimized content that lands you on the search engine radar. Providing an exact definition for content, and one that is agreed upon by all marketers, would be near impossible.

But, while it is a challenge, TopRank Marketing CEO Lee Odden gathered some definitions of content from marketers around the world that give us a solid starting point. Actionable marketer Heidi Cohen describes content as: “High quality, useful information that conveys a story presented in a contextually relevant manner with the goal of soliciting an emotion or engagement.

Delivered live or asynchronously, content can be expressed using a variety of formats including text, images, video, audio, and/or presentations.” While Cohen’s description is right on point, it’s important to understand that content found online isn’t always high quality and useful. There’s a lot of bad content out there that doesn’t come close to providing any type of relevancy or usefulness to the reader. Read more from searchenginejournal.com…

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