In the past, sometimes placing certain key terms on a page was enough to get your page ranked on search engines. In fact, the things we consider bad practice now, to stuff the keywords to pack in poor quality links, could be very effective in the late 1990s and early 2000s. Today things are different. Ranking algorithms have become more sophisticated, so more thought and application is needed to achieve page 1 ranking.
If you want to know how to take your digital content to the next level, read on. Here are some tips to get the results you’re looking for.
Quality over quantity
One of the main differences between the early days of SEO and what we see now is quality. The search engines of 2022 are extremely advanced. Where it used to be beneficial to unnaturally repeat all the keywords we wanted to rank for in exact format within the content of a page, Google now focuses much more on content quality and relevance.
No more repetitive and easily spotted keywords, hidden content and other SPAM practices. Instead, content should be thoughtfully created to provide answers and solutions to those who ask search engines questions.
It is this need for relevant and quality information that has seen the introduction of Google’s 2018 Medic – or EAT – update. Core Algorithm Update, this was a major event in the digital world that impacted the so-called “Your Money or Your Life” sectors in particular.
SEO expert teams know the importance of the EAT principles as a ranking factor and can incorporate this, and other high-level quality indicators, into on-site content. Hiring experts to help you with your on-site content can go a long way towards achieving your SEO goals.
Target the right keywords
We’ve already covered keywords, but now it’s time to take a closer look. The importance of getting the right terms for the page you’re focusing on is always important (although slipping them into the content mindlessly isn’t). Considering the content of a page and the key terms likely to bring people to that page has been at the heart of basic SEO from the start. The only difference is that it’s a more considered process.
Before you start writing, think about what you’re trying to convey. What are you selling? A product? An answer to a common question? What terms are likely to be needed for people to see and read the page?
You can use keyword tools to see phrases around the topic you are covering. These show the search volumes for each word. From there, you can create a list of terms you want to use, and these can help guide the topics you cover in your content.
Both internal and external links are important ranking factors. These build your digital reputation and allow you to reference other relevant information.
Internal links are an opportunity to show the reader what other services or products you offer on our website. External links show that you know authoritative bodies or organizations that are relevant to your work. For example, if your website is related to medical services, external links to NHS Resolution could benefit you, as you show that you have authority in your sector.
As with keywords, plan carefully where you place links. They must be relevant, reliable and point to the correct page. This is also to ensure that they are kept up to date.
Know your audience
According to Philippe Kotlerthe American author, consultant and professor of marketing, there is only one winning strategy: “It is to carefully define the target market and direct a superior offer to this target market.”
Whether you’re writing a short product description or a 3,000-word landing page, having a clear idea of who will read your content gives your content purpose. Without this idea of who you’re talking to, you won’t achieve the goals you’re trying to achieve.
So who are you talking to? You can hire a research company to find out who your existing audience is or use analytics tools to get a picture of your customer base. Also, look at your competition. Who are your competitors attracting? This could help you steer your content to attract customers that the competition isn’t reaching.
Once you have this information, you can write content that informs the audience you are writing for.
Write your content
Once you’ve written your content, take a step back and proofread it. Ask someone else to read it too. The first draft will probably have to be modified. Maybe the keywords will be moved or the paragraphs restructured.
Treat this first attempt as a starting point. From there, you can see where there is room for another link or additional information that will improve search performance.
Include clear CTAs
You’ve worked hard to write the perfect page, but without the right call-to-action (CTA), your efforts may be wasted. You want to guide the reader to the next step, like purchasing your product or signing up for more information. If you don’t have clear CTAs in place, users may end up leaving your site without further interaction and you may not see the result you’re hoping for.
Make your CTA stand out and express it in a way that makes the reader want to take action. “Register now” or “Buy now” written in bold or a different color instructs the reader and guides them to where you want them to go.
“Moment of Next” by Nielsen and Taboola is a 2019 white paper that examines our decreasing attention span. He revealed that our Moment of Next tends to happen between 20 and 30 seconds of engagement. So if you add a catchy CTA at the beginning of the content and even lower down, you are likely to drive the reader to the next step before they lose interest.
If you’re aiming to invigorate your content, it’s worth taking the time to follow these tips. Take your time to understand what you are writing and include key ranking factors to attract the reader.
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