All of us are consumers of content. Every time we use a search engine, we expect our session to end with relevant, engaging content. As a business with a content marketing strategy, we hope that those searchers land on the content we’ve worked so hard to create. The fact is, that doesn’t always happen. It’s not that the content isn’t interesting, well thought-out or engaging. In many cases it is. It’s the fact that some content (and even a website as a whole) is not optimized correctly to be found by the very search engines we’re hoping to give a hand in reaching the right audience.
When creating content, you have to consider the fact you have two audiences: the person who lands on your content and the search engines crawling your content. The search engine reads every page of your site with programs commonly called bots. The bot reads the page and records information about it in the search engine’s index. Then the search engine software you use to browse the Web actually watches your behavior — what you and others click on — to rank the content for relevance.
What your consumer finds relevant in optimized web content depends on three factors:
- Relevancy: people will spend more time with relevant content and move on from irrelevant content quickly
- Discovery: people tend to search for the same kinds of things, using similar phrases or keywords, and they choose content that best matches their queries
- Value: people will share relevant, useful, and interesting content that provides them value by linking to it or sharing it
Engaging content matters enough to your consumer to cause them to stay and experience it longer. If the searcher does not find relevant, engaging content, he or she will leave the site and go back to revise the search terms. Often the searcher reads only the description on the search results page to decide whether the content is relevant
We have search engine optimization experts that cover both the highly technical aspects of on-page elements along with more subjective off-page areas like link earning. They will work to further your content marketing strategy and content creation to get the most out of your efforts. They’ll work to optimize the following:
Meta elements – Meta elements such as title and descriptions are your first impression to a person reading it on a search results page. SEO standards are continuously shifting, so we’ll help you make sure each piece of content is structured in the best way to be found (and clicked on).
On-page factors – Structure of your on-site content is important both for your audience’s ease of viewing and the search engine’s ability to “see” the hierarchy of your page. Work with us to set up proper headings, link structure, use of keywords, and image optimization.
Keywords – Keyword strategy is different than it used to be, when many people ‘stuffed’ keywords wherever they could. Things have changed dramatically, and our team will align your keyword and content strategy to help you get found for your desired phrases.
The above elements are all very detailed elements that can be viewed on a page by page basis. One of the best ways to get more results from your optimization strategy is to truly look at your site holistically through some of the processes listed below.
Canonicalization strategy – What pages are your main ones that you’d like people to see for certain keyword? We’ll create a strategy that will pass all the SEO juice for a keyword to a certain page, showing the search engines what pages are the most important.
Duplicate content – With the changes in search engine algorithms, duplicate content can be a real pain for your website. Oftentimes it can even cause a penalty that can be devastating to your Internet marketing efforts. Make sure to follow our guidelines for ridding yourself of duplicate content.
If your web content is optimized for search engines, your consumer will stay; and if they are really engaged, they will take action by linking, sharing, or even reaching out to you for more information. We have the expertise to provide SEO recommendations to your team or provide comprehensive strategies and action plans to help your prospects find you on the web. Reach out to us now to get started.