Storytelling and SEO: Enhance Your Online Presence
When it comes to marketing and getting your website or business listed at the top of the SERPs (search engine result pages), you’ll know that SEO (search engine optimization) is the most important process you need to be thinking about in your content.
However, you can’t just write a blog post full of keywords, build a bunch of backlinks and hope that it makes you money. If it’s not great content, the users who consume it will think it’s rubbish and will ultimately disregard your site. Meaning they won’t convert into leads or sales.
So, what to do?
The way forward starts with content that ranks in the SERPs and engages customers in a motivated way. This way starts with storytelling.
Today, we’re going to talk about everything you need to know in order to implement storytelling into your content to improve SEO and engagement, ultimately optimizing your marketing strategy for more success.
5 SEO Ranking Factors That Benefit from Storytelling
If you’re wondering why storytelling goes so well and is so effective with SEO, here are 5 key benefits you can get after using storytelling:
- Click-through rates
"Through storytelling, you’re creating an image around your brand, and will people know your brand; they’re far more likely to click on your page. On the SERPs, even if another company is at the top, if your company is listed in the 3rd, 4th, or even 5th rank, if they know you, they’re more likely to click on you," shares Matthew Day, an SEO expert for Paper Fellows.
- User engagement
Engaging your readers is so important and affects your website ranking so much. If you’re simply giving people basic or generic content they could read anywhere, they’re going to click off and go elsewhere. Instead, stories help people stick around, meaning your time on page increases and your bounce rate decreases.
- Building backlinks
In the eyes of search engines, backlinks are the seals of approval from other websites saying that your content is good content. If you’re telling a story, this means you’ll have something original to share which is far more likely to be linked on other websites: the more backlinks, the higher your ranking.
- Social triggers
While social media is an important marketing tool, it’s not the be all and end all when it comes to SEO. However, quality storytelling content shared on social media will generate more likes and shares, which means more clicks and brand awareness. This might not translate directly to higher rankings in search results, but it helps your overall marketing.
- Traffic sources
Not only is it important to make sure your content is getting lots of clicks in Google results, but it’s also important to make sure your content is attracting people from a range of different sources. Using all the benefits above, the more channels you tap into implement, the more conversions you can drive.
Even though SEO is one of the best sources of traffic from an ROI perspective, it’s never good to be overreliant on one marketing channel.
With the benefits in mind, let’s jump into how you can use the process of storytelling as an SEO tactic.
Writing for SEO + Search Engine Rankings
Although you’re trying to tell a story, whether that’s about a case study of a customer of your business, a case study of an employee, or even the history of your company or a made-up person in a story using your product, you still need to format your content in an SEO-friendly way.
This means using attractive headlines, clear and formatted subheadings, as well as researching and implementing powerful keywords that rank highly and help your content be discovered.
A Solid Storytelling Technique
When we talk about storytelling, you’re probably thinking about a three-act piece with a start, a middle and an end. While this is an effective way of storytelling, it’s not the most important thing you’ll need to think about.
The reason we tell stories is so other people, your customers, can connect with those stories on an emotional level. When it comes to businesses, people would rather interact with a company that has emotion over a faceless, branded corporation.
When telling your story, make it relatable, make it connectable, and draw people in a way where they can feel what you’re saying. You’ll also want to make sure your content is written to the highest possible quality.
To help you achieve this, here are some online tools that can help;
Write for People First, Search Engines Second
We’ve spoken a lot about SEO and the importance of it, but it’s key to remember that you need to write for your customers first. People are reading your content because they want you to add value into their lives, and if you’re just giving them a chunk of SEO-friendly rubbish, they’re going to click away.
Again, think of your bounce rates.
Always, always, always write for your customers first, and then consider how you’re going to make it SEO-friendly.
Make it Shareable, Make it Powerful
One of the most important factors of content and SEO is the number of times it’s shared. Remember how we spoke about traffic coming from lots of different sources and backlinks?
Don’t try and scam the system like owning multiple domains that link to each other; Google knows this is going on and will penalize you for it. Put readers first and make your stories so good they can’t help but share it.