Content marketing is known to be an effective way of increasing traffic, and getting those all important leads and sales, but it also helps to improve the rankings on Google (other Search Engines are available).
At Rouge, we as a web design company, understand that building a website is only half the story, after all without relevant traffic, what is the point of a website?
So how could your businesses use Content Marketing to improve the search rankings for your site?
So here’s seven tips for you, following them will help boost your traffic and sales….
- Create fresh content
This is a vital point, after all, Google’s main ‘food source’ is words, and it is always hungry. It just can never get enough content. But, it has to be fresh. Stale or copied content will not do. And after all there is always a way to create new pieces of content if you really want to, and this ‘newness’ – or ‘freshness’ – will help, it being one of Google’s ranking signals.
However there is more to content freshness than you might think. It is not only to do with the date the content is added, but also about things like:-
- updates to the content once it has been published
- other new pages being added to the site
- How many links point at the page and the frequency they are added
- an increased level of traffic reaching the page
When you look at this, you can see that older posts can still be valuable, especially if they offer a really good in-depth analysis of a certain topic,
This means if you keep them updated and relevant they will get another chance at helping your site move up the rankings.
- Repurposing old content
We also have to remember that content marketing is evolving, and that today you could easily republish the same article as a video or as a screencast.
So repurposing content can allow you to cover the topic in even more detail, and by allowing you to create multiple ways of viewing the content, without losing its initial value or becoming repetitive. This can save you a lot of time.
So, what types of content types could you use?
- How-to posts
- Screencasts Guides
- Presentations (PowerPoint)
As everyone learns and assimilates information in a different way, it could well be that your target audience might like to see the content explained in a Power Point presentation rather than in a blog post. It could even result in higher conversion rates or more links, and all for the same original content.
- Remember to test the headlines used
In a blog post, the Meta title of the blog is often used as the headline in Google and as this is usually the first thing we notice when looking about on a search engine, it is important to make sure that the headline should:
- Show value
- Be relevant
- Be simple and to the point
- Be appealing
Keywords are an important part of SEO of course, and they can be weaved into the Meta Title (and placed on the page of course, especially as a Header Tag), this being a very old and
If you want help in working out the best headline to use, CoSchedule’s free headline analyzer can be very useful. Just add your suggested headline and you’ll receive a quick analysis and tips on how to improve it.
- Create visual content
It is no secret that visual content grabs the attention of the viewer in a way that words can never do, just look at how videos are being used in Social Media for evidence..
Why is this, simply because to the fact that humans process an image faster than any written text, thus improving the chance that this first impression will really hit home.
In the past, images used to simply accompany written content, but now visual content has reached the stage where it’s now considered as a different class, perhaps even a superior one.
But, not only can these visual images be more effective, they can also be optimized for search, offering a new opportunity for a business to stand out from its. The optimization of your visual content can lead to some really positive results, provided that you follow a series of small steps that ensure that they are truly SEO-friendly.
This is necessary of course as search crawlers cannot “read” the contents of images (at least so far), only the text that is associated with them. This means that it’s important to use the right:-
- Image file name (don’t upload an image with a filename img12354.jpg, but rather rename it to something more relevant, e.g. contentmanagementsells.jpg
- Alt tags (the words in the tag should describe the image for screen reader users, or if the image fails to be displayed)
- Image size, too big and it will slow the page down and that has a negative effect on your search ranking.
- Target the right keyword phrases
As is the case with SEO, chasing highly sought after keywords makes it that much harder to get a high rank in search, but this should not stop you using them in your content, as every time you do, you give Google the ‘message’ that your site is about that subject area, and that helps with ‘Semantic SEO’.
- Create content that gets linked too naturally
There is no doubt that link building helps your content reach a broader audience, as this increases the sites visibility and its authority. This is turn makes the content you create that much more likely to be found as the page will gain from the overall power of the site.
This in turn means that the content you write gets found more often and that in turn means that the content, if it is good enough, will get linked to naturally. This in turn grows the search traffic to your site and those extra links gained themselves boost the site, a win win situation all round.
- Google likes pages that offer a good user experience
Google have made it quite clear that they value sites that provide a good user experience, which turn means that the more usable and readable your content is, the more likely it will be able to boost your search ranking.
Rouge understands that a Google-friendly website is essential, it having to be both functional and appealing. Your readers should not have to struggle to read or access its content, and as Google often sends in real people to check out a site, you should ensure that the layout looks good too (use white space and don’t hit the user with a ‘wall’ of text.
As ever, the main aim of adding content to your site should be to provide valuable and relevant information to your readers and customers, but if you can do this as well as making the site more effective SEOwise then all the better !