Content Audit (coming soon)
Digital Strategy (coming soon)
Content Clean-Up (coming soon)
Content Calendar (coming soon)
Content Distribution (coming soon)
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What is SEO Content?
SEO content is any content created with the goal of attracting search engine traffic.
When you put it like that, it sounds simple. But creating content that ranks well in search engines can seem anything but simple – there’s so much information available if you search for ‘seo content’ (oh the irony) – it’s hard to know where to start.
Fear not, you can stop the search right here. We’ve got you covered with this simple ‘how to’ guide to optimising your website content for search engines.
How do you optimise your content for search engines?
- Know your keywords: keyword research. Include longtail search terms.
- Create a single webpage for every. single. keyword. you want to appear for. One “Services” page that lists all your services will not help Google to prioritise your website against your key search terms. We’ve written about this in our SEO Audit series:
To ensure you rank well for your key search terms, start by ensuring the topic of each web page or blog post on your site is singular and focused. For example, if you’re a Jewellery store and you want to rank for “gold rings, diamond rings and engagement rings” – create a single page for each of those categories, i.e. “Gold rings” should be on its own page, and “Diamond rings” on another. A page containing all three topics would be confusing to search engine bots – they can’t decide which topic is the priority, so wouldn’t rank you for any of those categories individually.
2. Keep your content tidy – organise your content, analogy of house/rooms/finding things.
3. Create keyword-focused content, not keyword-stuffed spam
Know what your users are searching for, and create content that fits with what you offer.
Keyword Research: If you want to generate traffic through search, it’s best to do keyword research before you start writing. This way, you can focus on keywords for which a certain amount of search volume already exists – in other words, write toward topics that people are already searching for information about.
Keyword Optimization: Know where and how to use keywords in your content for maximum searchability. (SEOMoz offers a great guide to on-page optimization.)
Content Organization: The content on your site should be organized in a logical way. This is not only good for SEO, it also helps visitors on your site find other related content easily. (The longer they stay on your site, the better.)
Content Promotion: Increase visibility to new content you create by sharing it on social networks and building links to your content (both internally and from external sites).
Meta: Your content may be valuable, but if your headline is mediocre, your click-through rate will be low. Don’t waste valuable SEO copy.
Yoast SEO as a WordPress plugin to help optimize SEO copy (readability + how effective is your meta?)
(Insert tip from https://www.conductor.com/blog/2017/11/how-to-write-website-content-for-seo/)
SEO content should be user friendly, too
But, SEO content isn’t complicated, once you understand that people come first, before search algorithms. SEO firms make their money understanding these simple concepts.
Thriving in your online business means that you must go beyond simply “writing content.” Your content needs to accomplish two goals: first, appeal to the end-user (customers, clients, prospects, readers, etc.) and second, solve a particular problem.
Other factors that will improve your website’s search engine ranking
According to Redevolution, Google displays web pages in their search results based on the authority and relevance of the page to enhance the user experience. How does it measure authority and relevance?
Google determines the relevance of your page by analyzing its content based on several factors, including where and how often you use certain words in that piece of content.
Google measures authority by the number of links pointing to that page and how trustworthy those links are.
A study by Akamai revealed these stats:
40% of people will abandon a web page if it takes more than 3 seconds to fully load.
47% of end users expect a web page to load in two seconds or less.
Site speed has been a ranking factor since 2010 and it’s good for users, too. If your load time is more than 2 seconds, which is the standard load time for sites, then you should take steps to improve it.
Use PageSpeed Insights
Check out our SEO Audit blog series
Web Content Warrant Of Fitness - Making It Work For Your Business
We hope you’re keen to get busy changing/fixing your website content. Before you do, please consider this: whatever you change has to work in the real world, for real people. Especially the people who write and maintain your organisation's web content.
How are you going to take those people with you? A good start is to talk with them. Tell them what you're thinking and then really listen to what they say about how their work is now, and what they think of your plans.
These people do content work every day. They know the problems that need solving better than you do. Their feedback is not only valuable, it can save you a heap of grief. Get them to help you work out the best way forward and you can implement it together.
Read our advice on Making Web Content Strategy Work In The Real World.