How to overhaul your content strategy for SEO
Search Engine Optimisation (SEO) and content marketing are often viewed as two unrelated practices. They’re usually run by separate teams, with very little cross-over. The truth is though, SEO and content marketing go hand in hand. At least they should. SEO needs content because it uses keywords and backlinks to enact its goal of boosting your web page ranking. While content needs SEO so that the content in question can be seen by a growing number of people. If people can’t find your content online, then what’s the use of creating content in the first place?
Search engine algorithms are constantly changing. It can be time consuming and challenging to keep up with the latest changes. One major factor contributing to SEO that has remained constant over the years, and is likely to remain constant, however, is quality content. So in order to boost your SEO you really need to take a look at the content you’re producing and make sure it’s optimised.
Here’s a good place to get started:
Start a blog
First thing’s first. If you don’t already have a blog, now is the time to start one. Maintaining a blog can help you to boost your positioning in online search results, as long as you’re doing the right things.
If you already have a blog or if you’re ready to start one, make sure to:
1) Create valuable content. Search engines prioritise useful information in search results, so make sure your blog content is resourceful and provides valuable information to your target audience.
2) Update it regularly. The more frequently you update your website’s content, the more frequently a search engine will crawl and index your website. This will increase the likelihood of your website achieving a high position in search results.
3) Be authentic. Search engines value original and purpose driven content.
Outsource your workload
Many of us are time poor, but it’s important not to sacrifice the quality of your content because of resource or time restraints. If you don’t have the time or resources to make your content great, hire someone to do it for you. A great content specialist will know exactly how to tailor your blog posts and webpage content to attract your target audience to your website and boost your search ranking. When brands try to accomplish this in-house, it can often result in the creation of content that isn’t as great as it could be, or it can mean that other areas of the business suffer.
Have an eye for detail
Small, pesky word errors can really kill your chances of achieving a high search engine ranking, so always look out for mistakes with an eagle eye. Give your website an audit to check for any minor spelling and grammatical errors on your older content. If you have loads of content on your website, you can always hire someone to conduct a content audit for you.
Use social media
A huge part of SEO is backlinks. A backlink is a hyperlink that takes you from one website to another. When your weblinks are shared by other informative and resourceful websites, search engines will look very favourably on your page. Social media is a valuable tool that can encourage external websites to share your links, so it’s important to create and execute social content on a regular basis. Social media can also help you to improve the way you create your content. You can use social media to learn more about your target audience so that you can create content that is more valuable to them.
Write relevant headlines
It’s one thing to write an enticing headline that will get thousands of clicks, and it’s another thing to make it relevant. There is no use in increasing the amount of people visiting your website if they’re just going to immediately hit the ‘back’ button. If your headline is click-worthy, however it doesn’t relate to the content on your landing page, people won’t be likely to stick around. Writing great headlines is all about creating an eye-catching, but precise summary of the information available on your landing page.
Always create engaging content
If someone enters your page and then immediately exits, it’s safe to say you didn’t provide the answers they were looking for. Engaging content is content that will make people want to stay on your website. It will solve a particular problem that your viewer wants answered and it will keep them coming back to your website for more answers. Try using mediums like video to increase your dwell time and user engagement, and make sure to always create solution-based content.
Think quality over keywords
Google will prioritise a valuable and informative long-form piece over a 300 word paragraph packed full of keywords, so don’t worry too much about your keywords. Don’t disregard them altogether, but don’t let them dictate what you write. This could jeopardise the authenticity and value of your content.
We can help integrate your brand’s SEO and content strategy to boost your website’s ranking in search results. Speak to a consultant at Green Door Co to learn how.