Optimizing your website content and content marketing efforts can help your website rank target keywords and terminology and build a foundation for a comprehensive SEO strategy, Grayson Kemp, senior content developer, clutch
SEO is not a single effort that your company can “do”.
Instead, SEO is a process that describes the various services and factors that can improve your site’s chances of highlighting certain keywords and terms in search engine results.
Optimizing your content to rank your target criteria is one of the core SEO services you can pursue. This applies to your website content and content marketing efforts.
This article details how to optimize your SEO content through on-site optimization and content marketing, and how these efforts can help your search rankings.
Use keyword optimization for all content on your site
Keywords are the backbone of SEO. They are the most basic underlying factors in building a search engine results page (SERP).
Given their importance to the visibility of your search engine, you must consider how to optimize your content for your target terms, both on-site and off-site.
Your website content refers to all the content contained on your website page: product description, “About us” page, customer testimonials, etc.
Optimizing your site for keywords doesn’t mean populating them as much as possible in your site’s content. This means strategically placing keywords in locations that the search engine will recognize and correlating them with related searches.
3 site optimization technology
Three example methods for on-site optimization of website content are title tags, meta descriptions, and image substitution text.
Headline tag: Include your target keyword in the title tag of the relevant page on the site or in the HTML code that represents the page title. For example, if your goal is “men’s coral reef sandals,” be sure to include the wording in the title of the relevant product page.
Meta Description: The meta description provides the searcher with information about what they will encounter by clicking on the search list. Include your target keyword in the description to indicate that your content is relevant to that term.
Image alt text: Add a replacement text to each image used on your site. Image alt text describes the content of the image, so Google can recognize it and associate it with a given topic. Ideally, most of your images are related to one of your keyword terms, so keywords with keywords can lead to SEO advantages.
It should be said that each of these strategies requires familiarity with the basic backend structure of your website.
Be sure to consult your webmaster or consider hiring an SEO company that you can consult to make sure you adjust these features correctly.
Content Marketing: Blogs and Guest Releases
Content marketing allows you to leverage content as a marketing tool. Specifically, it offers two main benefits:
Attract customers: Your content can appeal to new customers by communicating your value proposition, or retain existing customers by creating content that you know are interested in them.
Improve search rankings: Content marketing can drive traffic to your site, reduce bounce rates and get backlinks – all of which can have a positive impact on SEO.
The two most familiar forms of content marketing are blogs and guest postings.
If you can maintain consistent, high-quality blogs on your site and take advantage of guest publishing opportunities, you can achieve two core benefits of content marketing.
1. Maintain high quality blogs on your website
First of all, your website needs to have a blog.
Regardless of your industry, maintaining a blog allows you to discuss your products and services directly with the users of your website and the value they can provide.
Invest in energy and resources to maintain high quality blogs and discuss your target keywords and terminology in depth.
High-quality blog content or discussing content in relevant topics in a engaging and thoughtful way can drive and preserve traffic to your site. If you’re able to create this quality content for your target keywords and terms, it will signal the search engine that your content should be the best search result in that search result and related terms.
For example, suppose your company sells a strap and your goal is the keyword “fit leather strap.”
With this in mind, you can create a blog post that compares the leather bands of all types and brands over the decades and their loss in fashion. Given the subject of this article, in addition to the title tag and meta description, there is ample opportunity to include your target term in the body of the content (see above).
This content creation attracts your target customers who may be interested in learning more about leather straps before deciding to buy.
That being said, the value of a blog can sometimes be overshadowed by content on the site, as it may be difficult for readers to separate your content from pure sales or marketing efforts.
This is especially true for companies that do not regularly blog. If readers are only cautiously aware of blog posts on your site, they are less likely to view your posts as the subject of the topic. This makes sense: if you are a subject matter expert, the last thing you want to do is to avoid talking about it.
However, even if you may sell the product or service you write, consistently producing high-quality blog content will leave a positive impression on potential customers.
Companies like Moz and HubSpot are examples of organizations that have earned the reputation of extremely valuable content creators, although their blog content often discusses the types of software and services they sell.
2. Visitors posted on other websites
Customers who post blogs and content on other sites are another job that helps improve your SEO content.
However, visitor postings are not only primarily about keyword performance, but also help build links to other publishers that return to your site. Links back to your site will benefit your search rankings as they can serve as an “approval” form of your site’s “specific” subject.
Visitors who post your target keywords and terms on other websites will also establish industry authority outside of your own website, especially for industry-specific readers.
If you provide thought-provoking content for industry blogs and publishers, it may leave readers with a positive impression of you and the association.
Given these advantages, I recommend that your company conduct outreach and promote websites or blogs that focus on your industry. These sites are likely to be well-received by the target audience and meet your target terms, both of which benefit your company.
3. Optimize your content efforts to build a comprehensive SEO strategy
The search ranking of your site is determined by your content.
The two search engine optimization services discussed here – live keyword optimization and content marketing – are more effective after concatenation.
Optimizing your website content and external content marketing efforts for your targeted keywords sends a strong message to Google that your site contains relevant content and permissions on a topic.
Use the suggestions and guidelines above to optimize your content and improve your SEO.