Diving into the world of search engine optimization or SEO can seem a bit daunting and time consuming task for any business owner especially when it comes to choosing the best SEO strategy that works specifically for your business. With on page SEO, the goal is to get the most eyes on your content as possible by making sure that your webpages are optimized efficiently in order to rank higher and provide more relevant traffic to your website and business. And with the numerous ways you can optimize your website, it’s even harder to map out your strategy in full detail especially during moments when you and your team are pressed for time.
Therefore, with content optimization, you can focus in on major hotspots in order to use your time wisely while building SEO traffic to your brand. Because, content creation is more of a marathon than a sprint. And generally the options vary according to the content you are looking to optimize, your plans for future content, and who your content is intended to reach. With that said, here are some great content optimization tips from the industry's top thought leaders in order to help you start mastering your on page SEO for your business.
Put your customers first.
One of the biggest challenges bloggers and content marketers face is writing content that’s optimized for search engines, and that will also appeal to people.—Neil Patel
First off, Neil Patel brings up a very valid point while discussing the pain points of marketing managers and business owners in his article, “SEO Copywriting: How To Write Content for People and Optimize for Google.” Not only do you have to optimize for search engines, but first and foremost, you have to optimize for our customers. For example, creating long tailed keywords that reflect their pain points and needs, you can create content like a blog post or a video around that keyword and host it on your website. Because once you optimize with your customers in mind, ranking in search should come naturally.
Sonia Simone seconds Neil’s statement as she explains in her article, “How to Create Compelling Content that Ranks Well in Search Engines”, that a successful content optimization strategy is driven efficiently when people are put first and search engines second. Because though it is a holistic process between search engines and users, if you are not in tune with the people who drive these search engines, you are essentially damaging your own ranking in search and allowing your audience to search out your competitors instead.
Content that creates happy searchers will be content that makes Google look smart for finding it.—Sonia Simone
Make your content relevant.
Next, Arnie Kuenn, in his article “A Guide to Content Optimization for 4 Key Content Types” discusses the key types of content optimization and the ways you could begin optimizing your content. Text, images, videos, and news are the best types of content to start optimizing especially if you shape your content around the long tail keywords that are based off of your customers’ wants and needs. And with visually engaging content like video and infographics, you can keep your audience on your site longer, which helps reduce your website’s bounce rate, while providing value through your content. In fact, the more relevant you can make it then the more relevant traffic you’ll receive.
The truth is, if it can’t be found by your audience, it won’t be very successful, which is why content optimization is such a crucial step...Through content optimization, you are providing essential data that search engines will use to determine what your content — and, by extension, your business — is all about.—Arnie Kuenn
Show some TLC regularly.
Chances are, if you have placed content optimization on the backburner for a while, you may be in need of an overhaul. Amanda Disilvestro points out in her article, “How to Audit Your Website Content for SEO”, how important auditing your current content is to the content optimization process.
Thanks to Google’s frequent algorithm updates and improvements, SEO rules and best practices are constantly changing. Reevaluating your SEO and your strategies is one of the only ways to stay on top of these changes and continue to move your website content forward.—Amanda Disilvestro
Website rankings are essential to any successful inbound marketing campaign. Understanding where your website ranks prior to optimizing your website content is just as important, which is what Cydne Stewart points out in her article, “A Website Redesign to Boost Success with Inbound Marketing.” Clean up the clutter and redesign your website with your ideal buyer’s journey in mind—guiding your audience through each stage while delighting them before and after the sale.
If your website has clever, but arbitrary titles that do not clearly describe its purpose to visitors, it is ineffective to both the visitors and search engines. You should have a distinguished list of keywords that will clearly communicate the objectives of your website, and this keyword should align with your business goals.—Cydne Stewart
Be sure to check out the full articles mentioned within in each thought leader’s insight. And for a quick breakdown, explore the following infographic from Brian Dean at Backlinko as he provides digestible key factors on how to optimize your webpages:
Content is multifaceted in nature. The tone and development of your content is largely based on the industry, target market, and sales cycle for which your content is being produced.
Every business with a website has the potential to get found by more customers online through search engine optimization and inbound marketing. Times have changed and so have the means for your target audience to consume products and services.
Your business needs to adapt to the changes of the new consumer-searching landscape. And using the words of HubSpot CTO Dharmesh Shah, “Solve for the humans!” You no longer need to spend thousands of dollars on pay per click advertisements, print advertising, and other forms of outbound marketing tactics. Bring your audience to you with SEO especially on page and SEO using content optimization.
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