Search Engine Optimization (SEO) is the process used to increase a site’s visibility on search engines. Native content on a business’s website is a major component in SEO ranking. Content, such as blog posts, gives a search engine’s crawlers something to read and report. More content creates more opportunities for a page to be crawled and ranked. This, in turn, boosts web presence and establishes a degree of authority. Of course, there are best practices to keep in mind when it comes to creating on-page content that gets boosts SEO and gets a site seen.
Here are the five commandments (if you will) for on-page SEO:
Create content that matters to your audience
Every single member of your audience is a potential conversion. Keep them engaged. Whether your content is an article, a video or an infographic, your goal is to give your audience a reason to stop what they are doing and pay attention. Get inside the mind of your audience: answer a question they may have or share information that they may find interesting. Show that you are invested in them. Additionally, the words and phrases used in your content should directly relate to the service or product your business provides. It not only paints a clear picture of the brand but allows your content to be found by potential future customers. Speaking of words and phrases…
Focus on your keywords
The use of correct keywords within your content is so important for SEO. Keywords are how people who need what you are selling can actually find you. They must be relevant and make sense. Keywords can be used in the titles, bodies and tags of blog posts and within photo/video descriptions. But beware – being too liberal with keyword usage can get you flagged by search engines. Use relevant keywords and phrases sparingly, thoughtfully and with purpose.You want your tone to be informative and welcoming without over-selling or being pushy.
Add some photos
In all aspects of marketing, visually-pleasing content is the way to go. A pretty photo accompanied by some snappy copy is a great way to draw people into your content. Photos (or gifs, if you’re feeling feisty) within longer posts help to break up the chunks of text and provide a nice flow to the article. Just remember that the longer it takes for a page to load, the less likely it is that a visitor will wait around – and that hurts SEO. Use photos and imagery strategically and keep those pixels in check!
Link to other content on your site
Internal linking is so important for a site’s SEO. It gives structure to the architecture of a site, establishes the business as a voice of authority and keeps people in the domain for longer. More content, more page visits and longer visitor sessions are all great boosts for SEO. Best of all, it super easy to do: end each post with links to related posts that you think your audience would also be interested in. This simple step, when done consistently, strengthens link hierarchy and gets you moving up the search engine ladder.
Monitor site activity
So, you have a site full of content but the conversions aren’t quite going through the roof like you expected. In this situation, the first step is to check out Google Analytics. Are visitors leaving immediately after coming to your site? Is the average session time far less than you would like? An audit of your site may be in order to ensure the following:
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Tags: content, digital, marketing, seo, strategy