As Google makes their updates and other search engines come
into play, it’s a great time to think about how you can stay ahead of the game
in 2018. Do you know if you’re producing quality content? If you’re selling a
product that can be bought elsewhere, how do you separate your approach from
your competition? Do you offer real value that consumers won’t find anywhere
else? What do you do to get people to read your content? These are some
questions you should be asking yourself when it comes to SEO content
development. Check out our 5 tips for SEO content development below:
1. Keyword Research
Before you start creating great content, the most important
factor is performing keyword research. There are online tools that you can use
to find out what people are searching for online in your local area. Make sure
you do thorough research of keywords to find out how often those words are
searched in an average month. With this information you then want to use those
keywords to produce content that effectively “answers” their search query.
These are now called your target keywords.
2. Use of Keywords in
Page Content
No matter if you have the quality content already written or
if you’re going to start creating, you should look for opportunities to
implement your target keywords within the content. The key here is to make sure
your content is original and sounds natural. Be sure to not keyword stuff or
use any other black hat SEO practices. Write for the reader, not the crawler.
Be sure your website has the following pages and include
your keywords within these pages:
• Homepage
– The content on this page should include your main goals and what your site is
offering.
• Category
Pages – You should have separate pages for each of your services. If you
combine them onto one page then it makes it harder for Google to understand
what that page is about, which can affect your ranking.
• Product
Pages – Be sure to include separate, SEO-friendly landing pages for each of
your products.
• About Us
& Contact Page – Include a page that has your business hours, directions,
locations and any contact information. This page should be easily found on your
website.
3. Page Layout
Remember good content is great, and more of it is even
better. Longer copy not only gives you a chance to talk about your services or
products, it’s also good for search engines. The more information, the greater
the opportunities search engines have to crawl the content on your page. But
keep in mind – quality always comes before quantity! If you don’t have quality
content, then you’re wasting your time.
Also, keep the reader’s attention span in mind; focus on
being clear and more conversational than over the top informative. Using bullet
points and lists can be a great way to help organize your content and keep it
to the point. When it comes to laying out your page, make sure it first and
foremost makes sense and it’s easy to read, but also make sure to include the
following when applicable:
• Keyword-Rich
Headers – Separate the content with keyword-rich headers and use H1 or H2 tags.
Keyword-rich headers further help search engines identify what your page is
about. When writing headers, it’s
important to make sure they are engaging, influential and keyword-rich. This
will also help the reader quickly identity what the content is about.
• Image
Captions – Entering a caption and ALT text for your images is a great way to
add more copy on the page. Ensure that you include your target keywords in the
captions and that those target keywords match the keyword strategy for that
specific page. This is yet another great opportunity to optimize your webpage.
4. Keep It Fresh
People are online every day reading articles, searching for
information and looking for products. The only way to really attract people and
to stay ahead of the game is to provide new fresh content. Make sure you
continue to improve the content on your website; this is an ongoing process.
Also, be sure to include a blog either within your website off link to it from
your website. Blogging is a great way to stay on top of sharing fresh content.
5. Tracking
Engagement
How engaging are you? What do you do to get people to
actually read your content? Ultimately, you want to make sure the interactions
with your content on your website are meaningful. You’re probably thinking,
what does that mean and how do I know? An easy way to track engagement to your
website is by using Google Analytics.
When it comes to measuring page engagement, there are two
important metrics to watch for, your bounce rate and your pages per session.
The bounce rate is a percentage of single-page visits; which tracks the visits
in which the person left your site from the arrival page without interacting
further with the site. A high bounce rate could be a sign that your page
content or layout is not engaging or user-friendly. A good way to measure how
people move around your site is by tracking how many pages a person visits per
session. If someone visits multiple pages on your website you can most likely
assume that they’re engaged and interested in finding out more information.
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