Great content is at the heart of any successful business. Whether you’re aiming to increase your rankings, grow your enterprise or generate sales; you rely on content to make it happen. Created to inform, persuade, engage and sell; the right content turns your target market into loyal customers.
It’s no surprise, then, that great content is central to effective SEO too. If you want your website to rank highly, it’s essential to create content that Google loves. Whether you’re launching a new business or running an existing enterprise, a tailored content marketing strategy is critical to your success. By using Google’s algorithms as a guide, you can create content that engages your target market and helps you to rank highly on search engine results pages (SERPs).
With the potential to optimise your conversion rate and increase brand awareness, engaging content can transform your business. Want to learn more? Take a look at these top 5 tips and create content that will lift your rankings today…
1. Keyword Focused
The days of ‘keyword stuffing’ are long gone but your content should still be content rich. Of course, your keywords should appear naturally in any content you publish. Furthermore, the presence of keywords or key terms shouldn’t devalue the content.
Instead of trying to stuff keywords into a blog post, for example, evaluate why the keywords are relevant to users and create content accordingly. To ensure your content creation is keyword focused, it’s essential to undertake detailed keyword research first. Once you know what key terms you want to rank for, you will be able to take a more strategic approach to content creation.
2. Varied Content
Everything your business publishes is content; from social media posts and website images to online articles and offline adverts. Blog posts are a fantastic way to add fresh, new content to your site and engage with your target audience. However, they aren’t the only type of content you should be publishing on a regular basis.
A comprehensive content marketing strategy involves using different mediums. When you’re devising your content strategy, aim to create content in as many forms as possible, including:
- Website copy
- Blog posts
- Online articles
- Social media posts
- Guest posts
- White papers
- How-To guides
- Case studies
- Slideshares and presentation
Remember – Content can be shared across different platforms. Maximise its impact via multi-channel promotion. In addition to this, you can use the basis of one piece of content to create another. A video script can easily form the basis of a blog post, for example, while How-To guides can be collated into a company eBook.
3. Timeless and Time-Sensitive
Google likes websites that are regularly updated, so you’ll want to create content that’s fresh and original. However, it’s also important to publish evergreen and cornerstone content. This is content that stands the test of time and remains relevant over months or even years.
Evergreen content should be as timeless as possible. When used correctly, evergreen content will continue to attract traffic to your site, so choose topics that are always going to be relevant to your business and your target market.
In contrast, your time-sensitive content should feature promotions, events and news. These can cause significant spikes in website traffic, but they won’t necessarily generate on-going interest. Christmas-themed posts will increase traffic from October to December, for example, but will garner little interest throughout the rest of the year.
When you create content strategies that combine evergreen and time-sensitive content, you’re satisfying Google and giving users a reason to keep coming back to your site. Establishing both your expertise and your innovation, evergreen and time-sensitive content gives you a two-pronged approach to maximise success.
4. Content Optimisation
If you want to reap the benefits of an inspired digital marketing campaign, you’ll need to ensure your content is properly optimised. Google will rank your webpages highly if they feature great content, but it needs to know it’s there.
By optimising your content, you tell Google exactly what your webpages are about, as well as what and who they are relevant too. To do this, you’ll need to use tags, such as <title>, <h2> and <h3>. Meta descriptions, title pages and favicons are also small but essential optimisation techniques.
To really boost your rankings, take a look at your page and content layouts too. As well as increasing your webpage rankings, the layout of your content could help you to ensure it’s promoted by Google in the form of featured snippets. Lists, bullet points and how-to guides are popular types of content for featured snippets, so be sure to include these on your website.
If you want to improve your SEO rankings, you need a winning link building campaign.
Link building is a form of off-page SEO that helps to improve the credibility of your website. Getting links to your site placed on other reputable sites establishes your authenticity and boosts your rankings.
While the premise behind link building sounds simple enough, a successful campaign can be tricky to execute. If you want to get on the first page of Google, take a look at this step by step guide and start building your link building strategy today…
5. Audience-focused content
When you create content, focusing on your target audience is, perhaps, the most important element. Whilst there are numerous algorithms you need to bear in mind, Google’s overriding objective is to satisfy its users. To do this, it wants to offer search results that are relevant, accurate and informative.
As Google places increasing importance on search intent, you can get to page 1 of the results by publishing original, engaging and insightful content. Although you’ll need to upload or modify your content regularly to meet Google’s requirements, don’t simply post content because you feel you have to.
Instead, focus on producing high quality content that will be valued by your target market. No matter what type of content you’re publishing, it needs to engage the user, persuade, inform, entertain and, ultimately, convert them.
Create Content That Gets You To Page 1 on Google
Creating a content strategy and producing top quality content takes time. From the initial research to writing, filming or collating, you need to spend a significant amount of time creating content that works for your brand. Fortunately, you don’t have to do it alone.
At ClickSlice, we specialise in getting your website to page 1 on Google. To achieve this, we undertake comprehensive keyword research, create bespoke content for your business and publish it in all the right places. To find out how we’ll transform your business, contact ClickSlice now on 020 3287 3638.