Content is king (as I’m sure you’ve heard), and you’ll need to fill that content with SEO that works to get results, right?
Your content has to perform a few functions in order for it to be considered “working.” For starters, you can’t just have the same content that competitors have on their ads and websites.
Instead, you need to make sure your content sets your business apart from the rest. You also have to ensure that the content gives people a reason to stay on the page and keep reading. Is it practical? Useful? Resourceful? Easy to read?
If not, don’t fret! In this article, we’ll break down some professional tactics for SEO that works to bring you more business. Read on to educate yourself and optimize your content for a growing crowd of readers!
WHAT IS SEO?
SEO is “search engine optimization,” which means that its tactics help your content reach higher on the search results page (like Google). You’ll find endless books and internet guides on SEO, and you could spend literal weeks researching it.
For starters, though, we’ll cover some of the basics that’ll have you on the right path to a larger audience in no time.
THE IMPORTANCE OF KEYWORD RESEARCH
When an internet searcher looks for a product or service online, they type in certain keywords and phrases for Google to hunt for.
They can be something as simple and oversaturated as “injury law,” something location-based like “grocery stores in Los Angeles,” or a highly unique phrase like, “How much for a tire rotation on a 2006 Buick LaCrosse?”
Oddly specific, and yet that’s exactly what people would search for.
So how do you leverage these phrases on your website?
You have to start off by conducting a little keyword research. You can use online resources like SERPs and Google AdWords to figure out who is searching for what. Look for buzzwords in your competitor’s content, and think about what you’d search.
From there, build your content around the keywords, using them across your landing pages in titles, heading, paragraphs, etc.
OPTIMIZING WITH KEYWORDS
It’s not enough to put keywords and phrases throughout your text. You have to know where to implement effectively and how to avoid keyword stuffing.
Keyword stuffing is exactly what it sounds like: stuffing content with keywords so that Google thinks your site is the most authoritative out there. But putting too many keywords on your page can actually hurt your website.
There’ a sweet spot you have to hit with the keywords. You have to choose only a couple for each individual page and use them sparingly. They should be present in headings, and you should sprinkle them in your content as well.
Common advice is to stick around a 1% keyword density (five keywords in 500 words of content), but it’s not always that simple! The best advice out there is to use keywords practically, focusing your content on usability foremost.
Google has a particular dislike for “black hat” tactics such SEO keyword stuffing. Instead of content being resourceful, it’s seen as trying to beat the system. Google gets smarter and smarter about punishing those who stuff keywords over time.
PRACTICAL, ORGANIZED CONTENT
The internet is a giant library of resources, right? Google search crawlers do their best to always return top results that will answer questions or provide the resources searched.
This means your content should be organized in a way that makes sense, and should provide direct answers to questions. Think of each of your landing pages as a resource that someone on the web is searching for.
Sometimes linking back to other sites for statistics or external resources is a good idea.
Send someone AWAY from our page?
Yeah, sometimes. This is called “link building” and it’s a tactic of SEO that works for thousands of websites.
Those Google crawlers that we mentioned earlier use links like roads to navigate the web. They can gather that a site is pretty good if it links to other top sites and is linked back to by others. That would make it a great resource, the bots think.
Here’s that idea again of building a resource for your target market instead of just an optimized page. There must be something to it…
SEO THAT WORKS FOR YOUR BUSINESS
No, not like an employee. But SEO does do a great job of snagging people’s attention for you (hopefully bringing in sales, too). And not every business has the same needs or the same type of following.
A blog is a good idea regardless, as it shows Google you are refreshing your content and posting new resources to continue helping your audience. (Plus, you’re getting all those extra keywords in!)
But is your audience reading short form or long form copy? Are they looking for detailed resources, colloquial copy, or checklists?
In order to create SEO that works for your business, you have to understand what it is your audience goes online to find.
OTHER TYPES OF SEO TO CONSIDER
Besides the content, there are a couple of other places where keywords and SEO can help your website reach more viewers.
First, the URL of the page (the link at the top bar of your browser) should have a keyword or two in it. It should sum up the page and match search queries as close as possible.
Second, the meta-description (the text that appears under a website’s link in search results) should be optimized. Use unique keywords and phrases and give a great rundown of the page in the description, providing answers to search queries.
Third, your image filenames can also take advantage of keywords and phrases. Even as Google crawlers scan the content on the page, they’ll come across the images and realize they’re a major part of the resource.
And an optimized image filename can do wonders for your organic search results!
PUTTING IT ALL TOGETHER
Do your research and discover all the ways you can make each bit of content an optimized and successful resource for internet searchers.
And when you need more insightful advice from the professionals, check out the Cameron Digital Consulting blog for more insider articles!
Have another tip for creating SEO that works? Let us know about it in the comments below!