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Chapter 11: Creating Great Content with ... > The Importance of Quality Content

The Importance of Quality Content

You have identified keywords, refined them, segmented them, learned from them, and mapped them to your website pages. Now comes a very important part in the whole searcher experience cycle.

SEO and PPC can help drive traffic to your website, but getting people to convert is the responsibility of your website and its content. You might have a wonderful campaign that drives a lot of traffic to your site, but what happens once they get there? We have all been to websites that have underwhelming content. How can you rise above the mediocre and work to produce great content? One great way is to leverage the knowledge from your keyword research.

If you know what keywords people are searching on and you employ social media to add context to your inferences, then you have some very good ideas of what type of content needs to be produced. Furthermore, if you have mapped your keywords to your website pages, you know the subjects that need to be covered.


  

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