We’re all well-aware of the importance of SEO. In fact, most companies center their digital marketing efforts around it. But you can’t post a bunch of optimized content right out of the gate and expect to come out on top. As mounds of web content pile up, search engines have learned to value consistency along with quality. Climbing search engines rankings takes time, effort, and a whole lot of patience.
So don’t let your efforts go to waste by going about SEO haphazardly. Here are 5 tips to post top-quality SEO content and get impressive results.
1. Focus on transactional content
When you first begin posting your SEO content, you won’t get much traffic from truly cold leads. Most, if not all, of your visitors will be individuals who have already been in contact with your business or heard about it. This means they are exploring your content to get a better understanding of your knowledge and experience in their industry. Overall, they want to determine if you have a solution that is the right fit for their needs.
Rather than starting your SEO efforts with an SEO-friendly blog post, open with something that helps those warm leads get in touch with your sales team or purchase your product. Clear information and simple calls to action will subtly direct your leads to the next step without sounding too “salesy.”
2. Focus on long-form content
You’ve probably heard that you should keep blog posts short, 600–800 words, so readers can skim the article in under 5 minutes. The reality is that search engines value longer content, in the neighborhood of 1300 words. While it may take readers a little longer to read, quality content will be more informative, more engaging, and more likely to keep them reading. Overall, long-form content is also better for SEO purposes. Here’s why:
More keywords: The longer the piece the greater opportunity you have to use the top traffic-driving keywords you want to target. Additionally, mixing and matching those keywords in various ways, allows search engines to find your content more frequently when users are searching by variable phrases.
More detail: With long-form content, you can explore your subject in greater depth and provide higher quality information. This will engage readers, rather than letting them bounce, and perhaps even encourage them to share your content with others. These results move your content higher in the rankings, more readers see your content, and the circle spirals you upward.
More conversion: As you provide more detail, you can demonstrate how your products or services provide the solution to the issue the reader is researching. Followed by a subtle CTA, the reader now has an easy path to contact your sales team or purchase your products. Once again, higher conversion rates improve SEO rankings and the spiral continues toward page 1.
3. Focus on quality content
As competition builds online, high-quality content has become a necessity to raise your SEO ranking. Consistency is important, but don’t waste time flooding Google with mediocre content. You can post hundreds of articles, but if they all land on page 8, they’re useless to you. Quality should always be your top priority, even if you post only one or two pieces of content in a week. Quality also increases the likelihood of others backlinking to your content, which in turn lifts your SEO ranking.
But talking about quality content is much easier than actually doing it. Here are a few attributes of quality content to aim for as you write:
Add value: Your content must be useful to your target audience. Try to give easy to understand answers to common questions and workable solutions to typical problems within your subject matter. Even if it’s small, provide an action step for readers to try out and see a result.
Add visuals: Don’t rely on words alone. Use engaging images, graphs, and other visuals to capture the reader’s attention and make the topic easier to understand.
Optimize it: Research and include your top performing keywords and key phrases, format the content properly, and use meta-tags to optimize your content for search engines.
Be link-worthy: Conduct research, publish white papers, and make your content as in-depth and informative as possible. You know your content is of quality when others start linking to it — and Google knows it too.
Encourage action: Your content will be no good to you if it doesn’t help convert leads into sales. Include subtle, non-salesy CTAs within the post so readers know what products or services you offer and how easy it is for them to purchase or contact you.
Make it shareable: Not only should you share your content on different platforms, but you should also make it easy for others to do the same. Add social media share links to all the content you post on your website.
4. Focus on backlinks
Search engines love backlinks. If more users are sharing the link to your website, Google knows your content must be a source of quality, authoritative information.
But you don’t have to wait around for others to backlink to your content; you can do it yourself with the help of guest blogging. A simple search for blogs that cater to your industry will locate numerous sites that have high readership and accept guest posts. Contact them to request their submission guidelines and confirm your topic fits their format and readership. Also be sure to read their formatting guidelines carefully, specifically the part about links. Most blogs have a rigorous editorial process and will reject content that doesn’t follow their guidelines.
5. Focus on monitoring
Measuring the effectiveness of your efforts is a vital component of any marketing plan. If something isn’t working, change it. If something is getting good results, scale up. Here are some standard Key Performance Indicators to help you evaluate your SEO content:
Traffic: How many visitors are coming to your blog content from a search engine? How many are coming from another page on your website? How many are coming from some other link to your content?
Bounce rate: How long are visitors staying on your content page? Do they stay a few seconds and leave your site entirely? Do they stay long enough to read your article and navigate to another page?
Conversion rate: Do visitors read your content and leave or do they contact your sales team or make a purchase?
Keywords: Study Google AdWords and other keyword tools. What are your highest performing keywords and phrases?
These are very basic questions to get you started on understanding the effectiveness of your SEO content. If you don’t know how to find answers to these questions, or you don’t know what to do with the answers you find, a pro digital marketing agency can be an invaluable expenditure to help push you to the next level.
Writing SEO content can be challenging, but it doesn’t have to be impossible. If you’re not a writer, hire one. Many skilled writers can be found through freelance writing websites and agencies. For a fair price, you can provide the information and the outline, and the writer will return to you a quality article.
Get familiar with SEO, learn what works and what doesn’t. With diligence and patience, the search engines will do the work for you as you gain momentum and climb the ranks.
Shoot me a note if you're interested in talking more about your SEO strategy.