SEO isn’t just about your website’s backend architecture or the way things are laid out on a page. The content of a given page is also a critical component of SEO and should speak directly to what users are searching for.

Content Quality

Search engines prioritize pages with high-quality content over those that are spammy or don’t provide valuable information. Google in particular looks for content that follows its E-A-T guidelines, which pertain to a page’s Expertise, Authority, and Trustworthiness. This is especially the case for pages about medical, financial, and health topics.

Content Relevance

The goal of search engines is to present content to searchers that is most likely to be helpful for their query. Keyword research can reveal topics that are of interest to your audience, while also helping you better understand their voice and what’s important to them.