In a time where abbreviations and acronyms are a constant in the American culture, SEO is one of those things some people write off as another term they won’t understand. However, for those with a business and a website (and every business should have a website) the term SEO should perhaps be the most important acronym in their vocabulary. If you’ve never heard of SEO or just don’t quite understand why it’s so important to your organization’s survival, you’ll want to pay close attention.
SEO, or search engine optimization, refers to the methods used to get websites ranked in higher positions in the search results on search engine pages. Simply put, experienced individuals will use the best SEO practices to make sure their web content isn’t buried on page 19 of Google search results. And as the digital space continues to mature, visibility on the web becomes increasingly more important.
Because we realize the importance of SEO, we decided to offer some free words of advice on five ways to help grow your SEO ranking. Keep reading to get insight on how to help your company widen its web presence.
5. Write Content that Appeals to Your Audience’s Emotions
Despite what some may try to convey, every human on the planet has emotions. Each of us has moments where we feel anger, sadness, fear, and happiness. And when we read writing that can evoke one of these emotions, we generally develop a connection to the source of the content because we can empathize with the material. Our client The Association for Accessible Medicines is a proponent of generic drugs, and does a good job of writing blog content that pulls at readers’ heartstrings in the most relatable of ways.
4. Research Keywords and Use the Words People Are Searching
One of the last things you want to do when writing content for your organization’s website is to waste time writing content that no one will pay attention to, simply because they don’t know to look for it. As unique as your brand voice and product are, more than likely, there are already competing organizations and people that occupy your space. In addition, tons of consumers have probably already surfed the web looking for content to similar to yours, and used specific keywords to do that. So why not use some of these keywords in your online writings to potentially pull in some of these already inquisitive consumers?
3. Take Advantage of Links
Links are important! Creating content with links to your previous content is a great way to unify your branding voice on the web. In addition, linking your more popular content to content that’s not tracking that well can actually help elevate the latter. And this all plays well in search engine algorithms when it comes to your SEO ranking.
2. Repurpose Your Material
Don’t treat your web content like trash. Instead, treat it like it’s recyclable material waiting to be repurposed. If you’ve written a piece that has gained traction on the internet, then consider making a subsequent infographic or white paper that builds on that popular content piece. Heck, maybe even consider creating a YouTube video or podcast that elaborates on your popular perspective.
Also, depending on the type of content and the extent of its popularity, you may be able to use it as the basis for a marketing funnel, and lead consumers to a webinar or digital book. Or better yet, lead consumers to purchase the initial items you’ve been attempting to sell. This could be the most lucrative recycling that you ever do.
1. Make Using Visuals a Priority
People love visuals, especially millennials. That’s precisely why platforms such as YouTube, Snapchat, TikTok, and Instagram have managed to be wildly successful. With that said, any long-form written content you put out on your website should have a visual component to draw individuals to your site and keep them coming back. Think beautiful and captivating images, entertaining or informative videos, and self-explanatory charts and graphs.
We can’t emphasize enough the importance of creating purposeful content that drives up your ranking on search engines like Google. If you write blogs, white papers, and case studies, you more than likely do so because you want to become more visible among your target audience. So make sure you’re writing and posting with SEO heavily in mind. But just in case you find yourself overwhelmed by the work required to obtain a higher SEO score, don’t worry. That’s why we’re here. We’d love to work with you and grow your business.