Why Answer-Based Content Is Essential For Your SEO Strategy
B.Duncan, 2022
With the seemingly unlimited amount of digital media so easily accessible, people no longer feel the need to search through pages of content to find what they’re looking for. Instead consumers are more interested in efficient and entertaining solutions to their questions and search engines like market leader Google, are now adapting to the rise in popularity of answer-based content.
What is answer-based content?
- content centred around answering a question as opposed to discussing a topic
- short-form but comprehensive media including videos & articles
- content that is highly beneficial to your SEO strategy
- provides solutions in an entertaining and/or efficient way.
With 20 percent of Google searches stemming from AI voice software, it’s essential your content reflects the rapid developments occurring in digital marketing. Prior to devices such as Siri, Alexa or “Hey Google”, search engines prioritised content relevant to consumer inquiries with an emphasis on relevancy. But now in 2022, search engine users are looking for fast and specific answers to their questions, as opposed to manually sorting through information via long-form media. This can be seen prominently through the rise of platforms that host short-form content, particularly those with UX design geared towards users on mobile devices instead of desktop computers.
So with that being said, here’s 3 effective ways to adapt your digital marketing strategy to prioritise answer-based content for SEO.
1. Get To Know Your Audience
Analyse exactly what elements of your business consumers are engaging with and why. Revisit pre-existing content on your website and highlight significant topics that have potential to translate to short-form videos or articles that provide an engaging and concise solution for your audience’s questions. It’s important to make sure any answer-based content you produce is comprehensive enough that viewers stay on your page, but short enough that they don’t search elsewhere. Don’t forget to keep note of any stand out topics that have higher engagement with your target demographic and stay within the realm of what solutions your business is known for. If coentent writing isn't your thing, speak with a creative agency to better understand or even hand over this process for the best results.
2. Repurpose Long-Form Content
It’s likely you already have some established media on your website that can be repurposed into answer-based content through strategic editing. Otherwise one of the most common and effective strategies is to dedicate time into developing FAQ style videos that can be hosted on long-form media platforms like YouTube or Vimeo. These videos can then act as a source for your digital marketing strategy and be repurposed for both your websites and platforms that promote answer-based content such as TikTok or Twitter. This can also help boost not only traffic driven through SEO, but organically through the continuity in your online presence.
3. Monitor Trends Using Social Media
Like you would when developing any other digital marketing strategy, monitor any trending topics relevant to your content. Social media is key in understanding what questions your demographic is asking, particularly platforms like Twitter and TikTok. Both of which collect a large amount of data across a diverse demographic and promote the visibility of trending topics through frequently updated hashtags that contain approximate numbers of user engagement.
Monitoring hashtags is another great addition to SEO data analytics when sourcing keywords for creating and publishing your own content. Alongside this both platforms promote answer-based content to users and allow for backlinks making them great options for business social media accounts.
READY TO TRY IT OUT?
Beyond benefiting your own answer-based content value, these tips can help boost your overall digital marketing strategy and SEO. But if you’re still looking for advice on where to start or other ways to optimise your website and produce high quality digital marketing content, reach out to our digital agency Melbourne team for a consultation today!
