Establishing niche authority: leveraging strategic content as a key differentiator

Whether you are new to SEO or an experienced SEO junkie, one cannot deny the importance of content to rank well on search engines such as Google and Bing.

Google has often referred to the notion that ‘content is king’ and have made the use of content very key to their algorithms over the years. Such as E-E-A-T update (expertise, experience, authority, and trustworthiness) and last month’s Google Helpful Content Update which either rewarded or downgraded websites based on the quality and helpfulness of their content.

With this in mind, we speak to some industry experts and growing businesses to understand how they use content to build authority in their industry.

Create guides with statistics

“For a new or existing brand, it is always helpful to add blog posts and guides to their website,” explains Richard Allan, co-founder of energy startup, Warmable.

“Having lots of content shows that you have substance and a website with 50 pages and posts is likely to outrank a site with just 5 or 10.”

However, making this content statistic driven and honing in on real things that people are looking for is a very good way to gain authority.

“So rather than adding the top 10 tips for this or how to save money on that, consider phrases such as these below and be sure to add key statistics high up the page and in the meta-data to make it stand out in the SERPs.”

• What percentage of people use ….
• What is the number of people that …
• How many people do / do not ….
• How much money...