Content remains king and Google places it among the top three ranking factors. There is a need to stay updated on the latest Google algorithms to ensure that your content is working for you. Your website is like wheels, and without an engine, you will be pedalling without making any progress. While many businesses have embraced the use of content, not many are harnessing the benefits that Search Engine Optimisation offers.
Here is our comprehensive checklist on how to optimise content to generate leads and sales.
- Have an SEO Content Strategy
To reap the benefits of SEO, you need to treat it as a crucial component of your marketing efforts. Many businesses make the mistake of using SEO as a mere promotional tool. However, this needs to be an on-going endeavour if you are to harness all the benefits. Having an SEO content strategy ensures that you stay committed to your goals. The first course of action when developing the strategy is to define who your target audience is. Once you know your target, you can understand their language, and this will help you come up with relevant keywords.
- Create Quality Content
Good SEO practice is pegged on creating engaging content. When you engage your target audience, they will consume more of your content, which will, in turn, lead to sales. While content should be informative, there’s a lot more that goes into making great content. There are certain SEO best practices that should inform your content creation. Quality content is inspiring, coherent, clear, entertaining, relevant, practical, thorough, novel and educational. As you develop content, always remember that you are writing for people and not for search engines. This content, therefore, needs to be shareable. Another best practice is to ensure that the content can be easily scanned. You, therefore, need to use short paragraphs, bullet points, bold texts and callouts to make it digestible.
- Create Appropriate Content
When creating content remember that there are many other websites competing for leads and customers. Your website needs to stand out, and one way is to ensure that your content is not marred by typos and grammatical errors. Poorly written content reduces the credibility of your business. While your content should not be too complicated, it should exhibit professionalism. It is also important to create citations and hyperlink to authority sites. This helps to add to the credibility of your work. It also shows that you are serious about what you do. Correct content should also be fact-checked. Do not state facts or statistics that you cannot back.
- Optimise for Keywords
Keyword optimisation needs to be handled with care. For starters, establish the keywords to use and plan how you will spread them out in the articles or blog posts. It is good practice to have the keywords in the title so that they can be easily found by search engines. The rest of the keywords should be well spread out in the content you are creating. While content should be optimised for keywords, you should avoid keyword stuffing. This will reflect badly on the search engines. Another important aspect when optimising content is to use the keywords naturally. Most content developers make the mistake of forcing keywords to try and fit in a number of keywords in their text. If you are outsourcing content creation, ensure that you do not compromise on keyword usage. The keywords need to appear natural and organic.
SEO is a tried and tested way to increase traffic and generate sales. However, you need an ongoing strategy. It should not be a hit and run affair. It needs to be integrated into your marketing efforts.