Content marketing is essential when it comes to SEO. Having a website which is well structured will make it easy for customer and search engines to understand how to navigate through your website in order to find the content they need easily. Using appropriate headings to break up content into easy to read sections is one technique for improving your content, but you also need to make sure that your content is similar to your competitors when it comes to: Length - the amount of content you have for a given topic Tone of Voice - the way your content reads needs to be appropriate for your target market Relevance to the topic - creating engaging content will keep people on your website longer and encourage them to share your content. This only happens when it is relevant, useful and written with your specific audience in mind.