Content and SEO are the peanut butter and jelly of the marketing industry—they just go together. When integrated correctly, they’re the ultimate dynamic duo when it comes to attracting potential customers.
What exactly is content? There are a ton of definitions out there, but from a marketer’s perspective, it is high quality information that is useful and relevant to a given topic. Unfortunately, all online content isn’t created equal. There’s a plethora of sub-par information out there on the internet.
So how do you ensure the content on your page is both high in quality and usefulness so that your SEO game performs optimally? Google handles upwards of three billion searches every single day, so it’s safe to say their content standards are a solid reference point. The undisputed king of search engines utilizes consistently evolving algorithmic applications to return the most relevant and useful search results in the blink of an eye.
Google’s Algorithm for Content
Google themselves have released content recommendations so that you can make sure that you have a chance of landing one of the coveted top spots on the search results lists. They advise your content to have:
If you’re building a website for a gym, you can list the address, hours of business, contact information, services, and a blog to highlight upcoming classes.
If you’re writing about how to grill the perfect steak, ensure your post offers more insight or a unique perspective compared to other articles about grilling.
Solidify your page’s credibility by featuring original research, citations, links, reviews, and testimonials to enhance the trust and reputation of your business’s online presence.
The content on your page should be highly specified and unique. It shouldn’t be an amalgamation of copy-and-pasted information from third-party sources.
Inject energy and style into your page by incorporating pictures of your goods and services, your employees, or the owners—just don’t go overboard on this point to where customers are distracted from actively engaging in the transaction itself.
Optimizing Content for Your Target Audience
Ticking off the aforementioned steps, however, is only the starting point. To be truly effective, content must be optimized from an audience-centric perspective. How exactly to do you go about accomplishing this? Here are a few general rules of thumb to ensure your content is presented in a way that is highly palatable for your target audience and will maximize your chances they will purchase what you’re attempting to sell.
Research Keywords & Specify Your Topic
This action ensures that your content can be located via search engine algorithms. When you’re selecting your keywords and topic, try to use long-tail keywords, steer clear from overly generic keywords, and harmonize your topic and keywords.
Make Readability a Focal Point
Be sure to format your main content so that it’s separated into small, easily digestible sections. The modern-day online user has a notoriously short attention span. A good general rule is to keep paragraphs between one and two sentences and under 300 words.
Stay on Track
When you start drafting your content, remember that it is essential that you keep the content on topic and weave in the target keyword you settled on. Resist the urge of writing every single thing about a given topic in a single post and targeting tons of keywords.
Google has made it explicitly clear that credibility matters in terms of SEO rating, so linking to on-point, credible and authoritative sources can enhance your content in the ‘eyes’ of search engine algorithms.
Optimize Title Tag, Meta Description
The title tag is the clickable title that they view at the top of every result. They’re important in that they could be an influencing factor for which result a user ultimately chooses. To optimize your tag, ensure that you make it less thank 60 characters, don’t overuse keywords, specific the topic of the content and focus your keywords at the start of the tag. The meta description is the short blip of text that is under the title tag and URL in the search results. Make sure it’s fewer than 160 characters and offers a brief, concise overview of what topic the content is about.
Need a hand on syncing up your content and SEO? Look no further. The experts at Geraci Media have you covered when it comes to upping your search engine ranking. We’re a full-service marketing, communications, and design agency created for the purpose of enhancing your company’s brand. Our dedicated team of experts will work with you to create the perfect SEO plan custom-fit for your business in a hassle-free, efficient manner. Get in touch with us today online or give us a call at 949-379-2600.