If you are marketing your business online, search engine optimization is essential, as it enables your target audience to find you on Google. You need to optimize your online marketing strategy to rank high in the search results and gain attention through your online content. But how exactly can you use content to boost your SEO? Read on to find out.
Table Of Contents
1. Write Long-Form Content
Longer content tends to rank higher in search engines like Google. That means articles and blogs you publish for SEO should typically be around 2,000 to 3,000 words. Why? Search engines prioritize content that provides value to users, and they consider length an indication that the content covers a topic comprehensively.
Think about a time when you were searching for information online. You likely found the most detailed content right away. This is because the more in-depth the content, the more likely it is that the article you’re reading answers your inquiry. Google dished it up to you because it matched your search intent. Additionally, long-form content keeps users on the page longer, which signals to Google that the information is highly useful.
2. Generate Pillar Content and Supporting Content
One of the most important forms of SEO content is pillar content. Content pillars are the kind of long-form articles mentioned above that provide a detailed overview of a subject. But these content assets aren’t meant to stand alone. Pillars should be supported by sub-pillars and blogs that address more narrowly focused sub-topics in more detail. These supporting pieces, in turn, should link back to the pillar page.
In order to write pillar content, it’s vital to research what types of information your target audience is searching for. Then write a pillar piece that covers the subject thoroughly, answering their more narrow questions in supporting blogs that link back. Do keyword research to make sure your content addresses all the key points and will rank well in the search engines.
3. Engage Readers to Keep Them On-Page
The time a user spends on any one piece of content is important to Google. The longer a user stays on your page, the higher it can rank in the search engine results pages. The best way to keep users on a page is to provide them with creative, engaging content that provides valuable information from top to bottom.
If you already have content online, review your analytics to understand how much time users are spending on each page. When you find a page that exhibits low percentages for time-on-page, revamp the content to make it more engaging. This can result in higher SERP rankings and boost your SEO efforts.
4. Publish Unique Content
Google likes content it hasn’t seen before. Naturally, it’s easier to rank for a topic when no one else has written about it. That makes it crucial to publish content online that is unique. The more distinctive your content is, the better it will contribute to your overall SEO efforts.
For example, a roofing contractor might consider posting an article about the signs that a roof needs repair. However, this topic has been written about many times before. While the information is useful, it could be more effective to discuss “cool roof” technology or other roofing innovations.
5. Use Pertinent Keywords
Keywords make up the essence of a great SEO marketing strategy. Google can’t read the way a person can, so it uses keywords in your content to tell what that content is about. By using keywords, Google can grasp the topic of an article or blog and serve it up to users searching on that subject.
For example, if you’re a florist, it’s important to use relevant keywords in your content. Using keywords like flower shop, flower arrangements, and flower delivery helps Google understand that your company provides floral services. Without pertinent keywords in your content, Google will not be able to comprehend what your piece — or your business — is about. It will therefore look elsewhere when responding to users’ search queries, leading to low SERP rankings for your site.
6. Address Your Target Audience’s Pain Points
Researching and addressing your target market’s pain points is a surefire way to publish content that contributes to your SEO efforts. What problems are your users trying to solve? What questions are they searching the web to find answers to?
For example, say you’re the aforementioned roofing contractor. Your target audience likely wants to know how to choose the best roofer for their project. Therefore, you might publish a piece that poses the key questions a potential client should ask when considering various roofers in their area. By providing this helpful information, you encourage users to stay on your website longer, which helps increase your rankings in the SERPs.
7. Track KPIs
It’s one thing to publish content to boost SEO, and it’s another to determine whether your SEO efforts are working effectively. That’s why it’s essential to track key performance indicators for the content you publish. By reviewing the key analytics for your SEO content, you can assess the effectiveness of each piece and revamp any low-ranking content accordingly.
Examples of important KPIs to track include organic traffic, bounce rates, and conversions. Use Google Analytics or another analytics platform to routinely review these metrics. If a particular piece of content is performing poorly according to these KPIs, you can rework the content to improve your SEO.
Maximizing SEO Impact: The Power of Content Strategies
Leveraging content for SEO requires crafting long-form, engaging, and unique materials. Developing content pillars, optimizing content with relevant keywords, and addressing audience pain points are all crucial. Once you’ve done that, you’ll want to track KPIs like organic traffic and bounce rates to gauge your content’s performance. When your SEO is firing on all cylinders, you can successfully connect with your audience in the digital sphere.