Optimise content for a better ranking
In today’s content-driven world of digital marketing. It is a marketer’s goal to persuade a content-saturated audience to consumer their particular content, share that content with their network, or make a purchase.
By the time you have finished reading this tutorial you will have a better understand of how you can ultimately improve your ranking amongst this competition, boost your visibility and capitalise on the right audience through your content.
Ultimately your content is going nowhere unless people can search for and find it, so content should be written with an understanding of factors such as SEO and aimed at the right audience groups. The steps below will highlight the drive more traffic to your site, building a connection between your brand and your audience.
Creating an editorial calendar enables you to prioritise your content tasks, getting into a cadence with publishing blog posts and social pushes. More importantly, it keeps your audience engaged by preventing your content from stagnating or being repetitive.
Organisation is absolutely crucial for success, although it won’t always be easy to stick to! Start by setting up a calendar, then brainstorm ideas (what questions can you answer, what themes are relevant, how can you inspire). Breakdown your content into social posts, blog posts, onsite copy, referrals, video and so on.
Buyer personas – understand who your audience is
The focus of your content should be aimed at the audience group that contributes to the success of your business. Content will therefore be different based upon where the user is along their journey, a first-time visitor for example has no loyalty to the brand: hence the focus should be on inspirational content to convert – content and metas – and brand values to nurture.
Learn from the competition
By reviewing the top performing organic content around your target keywords, you can take advantage of what works and then replicate it. Understanding the competition’s focus on content and keyword terminology will also help you to close the gap between those terms you are not taking advantage of and ultimately increase the amount of traffic coming to your own domain.
Make sure you follow the 70%/20%/10% content rule
70 per cent of your content should be specific to your business vertical and services (Hygiene), because your audience needs that information to convert. It’s your news, reviews and offers.
20 per cent of your content should be inspirational (Hub), in order for your visitors to share it. It aims to develop a shared passion between you and your audience keeping them coming back for more. You can do that by creating unique that exceeds your visitors’ expectations.
“Create question and answer FAQs” some customers are primed for inspirations and some need support, think about your customers’ needs and gain more visits from long-tail keyword variants in your content.
The content and SEO overlap
An easy way to ensure the success of your content marketing efforts and improve the search ranking of a particular post is to optimise the on-page elements by applying key SEO techniques.
None of your content is going anywhere unless people can search for it and find it, therefore content should be written with an understanding of your SEO goals.
“ Upscale your content” Upscale previously indexed and popular pages such as previous trends, reviews and events. By upscaling the content, search engines will look favourably on its page placement, while also re-engaging your audience and increasing dwell time.
Internal links and backlinks
Internal links help search engines identify the site’s most important content, provide context and help your audience by directing them to the most relevant pages. Make the most of anchor text within your links, with variations of your target keywords to boost ranking.
The number of backlinks (incoming links, directed at your website) is another positive indicator to search, in particular websites that carry similar content (topical relevance).
The impact of a blog
Incorporating a blog into a website can have a huge impact on the overall website’s search engine rankings. Not only does it add keyword-rich pages, nut it also increases the potential for incoming links from high quality websites, as well as advocacy from your audience as that share that content with their networks.
Aim for original and high quality content, since this will go a long way towards satisfying both the needs of your audience and the search engines.
Remember visual content
Visual content – such as images, video and infographics – can be a very powerful tool for any brand looking to communicate more effectively with its readers, especially since it can have a very positive impact on your brands reach, engagement, and sales.
Start by splitting up body text with compelling imagery (including image Alts) to encourage your audience to finish reading and boost your search engines ranking.
Create a promotion plan
Place a promotion plan behind your best content to improve audience engagement. This includes:
Paid traffic that offers immediate results: Focus on the content synergy between advertising text, landing page copy and SEO metas. This will improve placement, by improving the quality score.
Social media that offers great brand awareness: Reviews your brand guidelines, tone of voice, targeted demographic reach and audience needs and wants.
Influencers who can share your content and increase your outreach to engaged communities: Understand where your audience is and let them know you exist.
Measuring the success of your content is crucial
Access both the positive and negative metrics within Google Analytics, continually evaluating your content’s appearance in search and how users ultimately interact with it.
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