Getting to the bottom of what works and what doesn’t in content marketing involves trial and error, poring over analytics and doing consumer research. A six-month study by Search Engine Land shows that custom infographics can significantly boost SEO campaigns.
The study of 47 articles posted on a site providing accounting education resources found that infographics produced an average increase of 110% in organic traffic. And on pages where search demand was already high, custom visuals provided added value.
In a world where video usually gets top billing, this study, which examined images, infographics and video, found that when carefully crafted, infographics can have an even stronger effect on SEO.
What drew the target audience to infographics?
- Educational content can be dense, but the infographics broke the monotony
- The content was interesting enough to keep users on the page for longer
- The infographic shared facts that were valuable enough that users shared with others
- Infographics provided clarity, making it easier to absorb the material
Video Still Has an Important Place
When an infographic presents a clear sequence to a complicated process, a short video adds another layer of visibility. This is especially true when the user is on a topic that they want to read about, as well as view in a video. The study found that one video drove a 292% increase in organic page visits.
The bottom line is that for improved SEO, you have to begin with pages that already have traffic. The pages that have search demand are the best candidates for visual upgrades because the audience is already there.
Build With Visuals in Mind
To make your SEO content more memorable, incorporate compelling visuals from the outset. While updating existing content with fresh imagery can help revitalize older pages, integrating visuals into new content from the beginning makes your pages more engaging, shareable, and impactful.
The beginning of any high-performing SEO campaign is identifying a strong topic that interests your audience. These interests align with their search behavior, so using keywords is also important. Designing an infographic and pairing short videos, when appropriate, maximizes your efforts.
Creating an infographic requires a bit of design expertise. That’s where SJC Marketing comes in. Partner with us and we’ll ensure your next SEO campaign leverages the visuals that drive traffic to your pages. Contact us and let’s get started.