Step-by-Step Guide to Optimize Your Content for Maximum Visibility

It’s time to revamp your website and optimize content for SEO. Where do you start? The goal is to get your website to rank well with Google and bring organic visitors to your site. Once people click on your site, you want them to stay around and explore. So first, take a good look at your existing content.
Is your content easy to read with headings and short paragraphs? Is the content professional and free of spelling and grammar mistakes? Leave a good first impression when you learn how to optimize content for SEO.

When you implement a content optimization strategy, you will climb Google rankings until you find your company on the first page of search results. We want to help you get there with our content optimization tips.

Understanding Content Optimization: What It Is and Why It Matters

What is content optimization?

The words on your website are not just there to fill in the spaces. They have a purpose. Optimize your content for SEO by adding relevant keywords, cleaning up the page for readability, and eliminating any fluff.
When a potential customer searches Google, your website is more likely to come up in the search results when it includes words and phrases from the person’s question.

Create a content marketing plan that includes optimizing your content for SEO. Here are some benefits:
• Increased organic visits to the website
• Increased sales conversion rate
• Higher quality content for a better customer experience
• Widespread brand awareness

It’s necessary to optimize your content for SEO to increase traffic to your website. Consumers rarely get to page two or three in the search results. Use a solid SEO strategy to gain the trust of your target audience.
Once your page consistently shows up on the first page of Google, you will prove your credibility with potential customers. Therefore, your content optimization system is a critical component of a winning SEO strategy.

SEO Content Optimization: 8 Key Elements to Include
What are the keys to content optimization? Before you make a plan, do your industry research. What are other companies doing to increase traffic to their websites? How do they rank on Google search?
If your competitors are doing well, learn about what’s working for them and how to implement success for your company. Then, read more to learn about the vital components of a successful content optimization strategy.

1.Find Out Relevant Keywords with Traffic Potential

List the possible phrases someone would search to find your product or service. For example, if you own a sports medicine clinic, they may search “knee doctor near me.”
This broad keyword applies to your business, but pull up the keyword in Ahrefs to see if the keyword is too common and competitive to garner first-page results. Ahrefs can identify which keywords will apply to sports medicine without being overused by similar companies in your area.
Which keywords have high-traffic potential? Which keywords are not oversaturated? For the sports medicine example, you may narrow it down to “sharp pain in knee” or “can I still run with foot pain?” Look for the high traffic potential in related keywords and add those to your content optimization strategy.

2. Align with Search Intent

You may find a keyword with high-traffic potential, but what is the intent of the search? For example, if someone types “how to nurse an injury without visiting a doctor,” you may run the risk of targeting a customer that never intends to visit your clinic.

Other examples include users who search for DIY ideas. They are usually not looking to spend money on a service or product. Sometimes you can get the readers to your website by offering tips and inviting them to visit a trusted professional like yourself for the best results. If they are overwhelmed with the list of tips, they may follow the link in your CTA at the end of the article.
Pay attention to the tone, angle, and format of the keyword phrase. The best part of content optimization for SEO is that you can test keywords to see if they return better search results. If they do not, change your content strategy and move on to the next keywords.

3. Analyze the SERP and Cover Everything Your Audience Wants to Know
Study the search engine results page (SERP) to find out what is missing from the existing content. Can you fill in the details and information that consumers may be seeking?
Use Ahrefs and its Content Gap feature to enter your URL and see if there is a content gap. Then edit your article to include underused keywords and information to climb higher on the SERP.
SEOLyze is also a valuable tool that scans your article to ensure you cover all keywords with high traffic potential.

4. Offer Something New and Authentic
You can include new and unique information on your site by tapping into underused keywords.
What sets your business apart from others in the industry? Tell your story in a way that others can relate to. Get vulnerable. Bring something to the table that builds brand loyalty and engagement.
When you add authenticity to your content, you will build a community as you increase brand awareness. If someone lands on your website due to content optimization for SEO, invite the customer to stay awhile through top-quality content.

5. Make it Readable and Engaging
Most readers want to scan your article and find the solution to their problem. Write content with eye scanning in mind. Include short paragraphs, headings, infographics, and bullet points.
Lousy grammar will immediately give the wrong impression. In addition, flowery language and elite vocabulary will turn consumers away. Find the happy medium with an authentic voice.
Edit your content for a conversational and easy-going tone. Welcome readers in with your down-to-earth style.

6. Craft a Compelling Title and Description
A title should be short and to the point. Tell the reader what kind of article they should expect – a short blog, a listicle article, or a guide with a table of contents. Include the primary keyword phrase in the title, so the consumer knows they will find the answer to their query.
Meta descriptions should also be kept relatively short. For example, include the main keyword, company name, and call to action. Always make sure each meta description is unique.

7. Optimize for Schema Markup

Provide information on the page that will help Google recognize your industry. For example, a cooking blog may include lists at the bottom of each recipe that is structured data, like cook time, temperature, calories, and more.
Use Schema to see if your structured data is optimized. Adding structured data to your website will increase click-through rates (CTR) and result in more engaged consumers visiting your site.

8. Build Sufficient and High-quality Backlinks
Once the content is written, it’s time to apply high-quality backlinks. Even if you have internal links that lead the website visitor to other areas of your website, building backlinks is a vital next step that will ultimately prove your credibility with Google.
When other websites link to your site, you will be acknowledged as more trustworthy and reputable. High-quality backlinks direct to websites with tried-and-true facts. Include backlinks to universities, statistics, and government organizations to increase your SEO.
Backlinks help websites increase their SEO visibility, including an increase in CTR. Plan content optimization for SEO that includes reputable, non-competitor backlinks.

Maximize Your Results by Following These Tips

Now that you understand the importance of content optimization, you can create a content strategy for your website. SEO will benefit your business by bringing in organic visitors. You do not have to pay for someone to search on Google and click on your site.
Bring more traffic to your website with content optimization for SEO. The more visitors to your website, the more sales conversions.

Ready to optimize your content for maximum visibility and drive organic traffic to your website? Contact us today to create a tailored content strategy that boosts your SEO and engages your target audience effectively.

Published by Michael Cahill in Marketing, Optimization

March 13, 2023 — No Comments

How to Create a Content Marketing Plan that Works

In the digital marketing industry, you will hear it over and over again – “Content Is King.” What does that mean? And if it is true, are you doing enough with your content strategy to increase awareness and sales?

If you are unsure about what makes content so important in the industry, keep reading to find out how a well-planned and continual content strategy can help your company thrive in the long run.

The Benefits of High-Quality Content

Did you know that over 60% of consumers are interested in buying a product after reading it? When you have a strategy in place to capture a consumer’s attention, you are already more than halfway to landing a sale.

Read about some of the benefits of publishing unique and engaging content about your company:

A blog or article published about your company embedded with links to your product can reach a consumer years later and still result in sales.
Content uses keywords and SEO strategy to appear in search engines, organically driving traffic to your website.
The more users find your website from articles that pop up in the search engine, the more you will see sales conversions.
Content marketing drives brand awareness and your company’s authority in the industry. Other companies will reference your articles, driving consumers to your site.
Brand awareness also supports and boosts sponsored ads, influencer advertising, and more.

What Is Content Strategy?

Before you can create a content strategy, you need to know what you are working toward. A content strategy is a plan to publish written, audio, graphic, and video content about your brand. This can include social media, paid ads, email marketing, website content, and more.

A successful content strategy attracts your key audience and keeps them engaged in your content even after they have made a purchase. Your audience gets to know your company through your content and develops brand loyalty that keeps them wanting to return and buy more.

14 Steps to Creating a Content Marketing Plan that Works

New business owners may think they will implement a content strategy later when things are more steady. But the truth is that you will create a relationship of trust with your target audience if you start with a content strategy from the get-go.

Of course, you can get started on content marketing at any stage of your business. Your company will always benefit from a content strategy. Follow these steps to get started:

Define Your Target Audience
Before publishing content, figure out your target audience. What demographic of people would benefit the most from your product or service? For example, if you are marketing a sugar scrub in the skin care industry, you would want to appeal to women ages 18-49.
Or perhaps your product is computer software for business owners. Then you would target business professionals in decision-making positions. What is your target audience? Once you know that answer, you can better speak to them.

Identify a Problem That Your Product or Service Solves
Think about something someone would search online when looking for your product. If you sell a volumizing shampoo, the problem may be “thin hair shampoo.” Or, if you sell a closet organizational system, a consumer may search “decluttering for the closet.”
Of course, your product or service can be more complex than a few words on an internet search. But once you have defined the problem, you can market and capitalize on the solution that your company provides.

Be Ready to Share Your Story with Vulnerability and Relatability
The reason why content is so valuable is that it offers connection. When you write your story, share your fears and setbacks along the way. Give your audience a chance to relate to your process and invest in your success.
Real human stories are integral in connecting consumers with companies. The great thing about content is that you can connect with people from all over the globe through your company and your passion for your product.

Define Which Platforms to Use to Share Your Content
Before you start writing, identify the platforms that make the most sense for your company. For example, TikTok has a young demographic, while LinkedIn is filled with more professionals. Always create content for your website. And then use social media outlets to promote the content.

Always Include Written Word That Is Searchable
All formats of content will boost engagement and interest in your company. But written content is searchable and creates a tool for implementing SEO keywords, backlinks, pictures, and infographics within the content.
Blogs, articles, location pages, services pages, and more will boost your website with rich content that includes keywords that help your website reach higher in the search results. It takes time to build SEO credibility, and the written content on your website is always the place to start.

Add Variety with Video, Audio, and Infographics
As you create your content marketing plan, be sure to include a variety of content. If you are a guest on a podcast, promote the episode on your website and social media. Post longer videos on a YouTube channel to connect with your audience. There is no limit to what you can do with your content marketing plan.

Define Content Creator Roles and Hiring Needs
Once you know what you want to create, bulk up your staff to prepare for your content marketing implementation. You need a creative, precise, and intriguing team of strategists. Once you have hired the right people, you can start creating content.

Find Out What Competitors Are Doing with Content
You probably already know a few companies in your industry that impress you regarding content strategy. What are they doing that you like? What can you add that is specific to your company? Use other companies to model the industry baseline and then make your content strategy your own.

Conduct Keyword Research
The first big step to writing content for your website is to conduct keyword research. What is the most common keyword used to describe your product? Expand from there and define long-tail keywords specific to your service or company.
Start with a baseline of primary keywords. Then you can narrow in on more specific keywords that will spark ideas for new content along the way. Always tie your articles back to the main keyword as well.

Evaluate Existing Content
Once you have defined your keywords, look at your site’s existing content. Is the writing concise, grammatically correct, and engaging? Can you rewrite the content to include the keywords that you identified? If any content is outdated, rewrite the page to make it current.

Create a Publishing Calendar
Make a plan for the first month of your content marketing plan. It may include one blog post and four social media posts. Choose infographics, videos to post on your stories, and poll questions. Give your audience a chance to engage and add their ideas to your content.
Your publishing calendar should be versatile so that your social media grid is not boring and repetitive. People get on social media to be entertained as well as educated, so keep that in mind.

Publish and Promote Your Content
It’s time to hit publish. You may feel vulnerable sharing content for the first time. And it may not feel like many people read or engage with your posts. But keep in mind that consistency is key. Your account will appear more in your audience’s feed as you continually publish. Then you can watch engagement grow as you gain followers.
Promote your articles by using a hook in the captions that invites them to read more by following the link to your site. The more people you get to your website, the more likely you are to generate conversions.

Track the Success of the Strategy
The best part about digital marketing is the variety of ways you can track the success of your campaign. You have the power to see how many consumers come to your site, how long they stay on each page, how far they scroll down the page, and more.
Once you implement your content marketing plan, give it three months before you track increased success. Keep a variety of statistics to evaluate along the way that will reflect the campaign’s success.

Regularly Refine the Process
A content marketing plan will not always be successful from the start. Content marketing is a long game. But the good news is that you can use tracking statistics to refine the process. Watch and see how many people unsubscribe from email or text message marketing. Find the sweet spot for your business in communicating with your target audience. You can even ask them how often they want to hear from you!
The best content marketing plans will always be fluid in changing with the digital marketing trends and the habits of your consumers. Learn to use the statistics to your advantage as you work to find the content marketing plan that works best for your business.
An organized, researched, and consistent content strategy will reap the most reward. Your target audience will never get to know your brand if they only hear from you twice per year. Seek routine engagement from your consumers to connect with them and build a community through sharing content.

Why You Need a Content Marketing Plan

Every business has the chance to grow and thrive by using content marketing. The digital marketing industry is ever-changing. If you have a chance to find organic growth through publishing content, then build your strategy and run with it. Any leg up in the industry will help your business stay on top.

Get started on creating a content marketing plan that works for your company. The small investment toward content creation will build brand awareness and loyalty and increase sales in the long run. Now is a better time than ever to build up your business with a consistent and high-quality content marketing plan.

Ready to take your content marketing to the next level? Contact us today for expert guidance and support in crafting a tailored content strategy that elevates your brand and drives meaningful results.

Published by loupeandblade in Marketing

Tags: MArketing, marketing plan

January 23, 2023 — No Comments

SEO or PPC Which Will Provide The Most Value

As I write this I’m sorta sick of this question. You see this on LinkedIn all the time. “What’s better?” Do you want to spend more money now to make more revenue? Or do you want to spend more money now to make more revenue in the future but ultimately cost you less? I know that sounds confusing so let’s unpack this thing and put it to bed right now.

What Is PPC?

Pretty simple honestly: it’s pay-per-click. So Facebook, Programmatic, Google, Nextdoor, Reddit. All those are examples of pay per click. Google and Facebook do about 98% of the PPC business. They are great ways to find a customer for your business right now. Which one you go with is it’s own blog but know that there’s advantages to PPC.

Advantages to PPC

You can find a customer today. Search takes time. It takes patience. If you have your site set up properly and your pixels are on the site you can start to find a customer within days if you have the right budget for your category. If you’re great at it (or hire an agency that’s great at it) you can potentially make a lot of money.
It’s easy to see return on investment. Again, search takes time so the $500 you spend on an article today might not pay off for 6 months. But the $500 you spend on acquiring customers today might net you $1000 in revenue today. Again, results vary but you can see pretty quickly and obviously if it’s working.

Cons to PPC

It’s expensive. If you have a niche and a tiny competitive set maybe you can find a cheaper way to get leads. But if you’re selling clothes or cosmetics..it’s gonna cost you big in all likelihood.
The right search strategy has a hire success rate than the right PPC strategy in my experience. You can do well on both but again, cost is such a factor that you can have a great target and lose.

So what about SEO?

Advantages to SEO:

You can create SEO for cheap. Let’s not confuse this: you shouldn’t have low quality content but you might find an in house writer who already gets paid and they can write for you on the side. You can find services that will give you bulk deals for articles. We do that for our clients. You can do it for a lot less than it’s gonna cost you to run PPC.
The long term benefits are great. I have a client who started with 0 search traffic. Now an article they wrote 4 years ago brings in $50,000 a year in revenue. The probably paid $750 for the article and it’s netted 200,000. You won’t see an ROI like that on PPC.

Disadvantages to SEO:

It takes time. A great search strategy can take 3-12 months to see ANY signs of life and even longer to be thriving.
The more the better. You don’t want to put a ton of volume in for the sake of it but the more content you have earlier the better off you are. So you want to know your market, the competition and the right strategy. If you can do that you’ll be good to go.

So what’s better?

There’s not a “what’s better” but there is a good plan. My advice: If you need customers now go get them but carve out budget to spend on search. I have seen too many clients who wait and then wish they hadn’t. If you start search from Day 1 you’ll be better off for it in a year.

If you need help and aren’t sure where to start, reach out. We can help.

Published by loupeandblade in Marketing

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