A detailed analysis of search engine result pages show 11 different types of content formats/types but it is also found that only 10 types work best for SEO. An Internet marketing enthusiast must know what these content types are and how to choose right content type to improve overall search results.
10 content formats that appeared regularly a top Google
The list actually contains 11 content types but one is removed from the list as it doesn’t have much SEO value. It is PDF or PowerPoint documents. It isn’t that PDF files and PowerPoint presentations have no user value but these files are difficult to open on devices other than computers. Specific apps are needed to open PDF files on mobiles and tablets. Also PDF and PowerPoint files aren’t user-friendly but they are good for certain things.
Other formats in the list are:
- Blog posts
- Short-term evergreen content
- Long-term content
- Photo and visuals
- Detailed and information-rich list of information
- Interactive tools and content
- Comprehensive category landers
- Multi-page guides
- Data or complex information
These are ten different content types used for Internet marketing. Each type suits a specific need and it is for Internet marketers to choose a right content type for their projects.
Which format should you use for your project?
It is a big question and Internet marketers should ask this question to them when creating content for marketing and promotion of websites. The question can be answered by answering three other questions. Or it can be said that there are three factors to consider while you try matching different content types for your marketing strategy.
What’s the searcher’s intent? What are they trying to accomplish?
Content should be matched with search but if it’s simply navigation or transaction then no content type will match the search. Most content-types suit to searches related to information about product, service, brand, individual, trends and business.
The searches can be classified into different categories that are:
- Answers to specific queries
- Comparison of different products/services
- Understanding different offers
- Searching information out of curiosity and intrigue
- Scientific and professional research
- Multi-threaded search
These aren’t the only search types but mot search types. Every Internet marketer need asking a question to him/her what the most performed searches are and who are the people performing those searches. It will help marketers narrow their content and strategy matching list. Matching content type with search query is necessary for search marketing as result depends on quality of matching.
What actually appears in the search result page?
Content on SERP can be classified into two broad categories that are what shows up and the format used. The content could be informative or it could lead the searcher to do more intense search.
Here are the different content types displayed on SERPs:
- 10 blue links and ads that could be search verticals appearing with images of the businesses the searchers are looking for
- Photos or visual galleries that are actually complex data presented in an interesting manner to help viewers. Graphics are also used for describing trends
- It could be a piece of news or latest information or update regarding an event or business
- Videos are also used to communicate with targeted audiences hence videos are also displayed on SERPs
The search result could be an answer to a specific query or generated from an in-depth search done on a specific topic. It shows complexity of the search and also gives a fair idea on the number of people seeking information. The search result could be a short article or blog
Links and maps are also displayed on SERPs. They are used for tracking objects and environmental activities like cyclone. Or the maps could be used for showing presence of specific businesses
It is very difficult to categorize content in specific types as it forms keep changing according to needs. Sometimes one type of content is presented in different formats to suit to individual needs of searchers.
Third and last question/factor for determining content type for a specific marketing strategy
What’s going to resonate with two groups – my audiences and their influences?
These are two questions coupled in one as the objective is one that is to match content with strategy. This question can be answered in different steps that are:
Device used for searching information and the way information is sought. If someone is looking for information on tablet and he’s on the go then he’ll prefer having quick information that he can grab without distracting his concentration from his path.
If the information is in bulk then it is better to divide it into different pages and provide each page a header. It is like making a multi-page guide with an interactive tool to search information on the guide.
Also keep in mind
- Whether the searcher is looking for new and interesting content formats
- The searcher in interested in something he’s familiar with or he trusts more
There’s a suggestion
Keep looking for new formats. Content types keep changing with changing needs of searchers.
- Never use a specific format just because it’s new. Determine its usability for your strategy and try making the best use of the format.
Take lessons from those that are already ranking high on SERPs. Learning new things from leaders is always beneficial as it has competitive advantage. Leaders can give tips on latest trends and winning strategies.
Switch to multi-keyword analysis approach. When you want to see beyond the search, you have to broaden your research. Sometimes using single word or phrase doesn’t work as it can lead you to a dead end.
One more thing and it is that you should keep thinking of new content types and try matching the new found formats with our marketing strategy.
Content types and formats could be many but only one type matches with a strategy. Which content format will suit to your strategy depends on many factors including the result expected and the device used. If someone wants to locate a business, the information must come in a map and not in article.