In the modern, online world where SEO is king, it should not be news to anyone that one of the best ways to boost brand exposure is through content marketing.
Writing news posts, blogs and other web copy around topics that your company specialises in is a good way not only to capture more traffic, but also to position you and your employees as reputable sources of thought leadership.
However, a step that many miss out on is optimising content for SEO, too, which can mean that you are missing out on driving more people to your organisation and, in an ideal world, getting them to engage with you.
Using keywords effectively is one such way of boosting the power of your SEO. Though you are likely to be using many of these already in your content, there are often keywords you have not considered that can help you reach even higher in search rankings.
Brainstorming the kind of language potential customers may use when asking questions or describing problems common to your product or service can glean new keywords, as can services like Google’s Keyword Tool.
A good rule of thumb is to concentrate on just one or two per piece of content, making sure each article’s focus is tight.
There are also different places to put keywords to further optimise their use. One of the easiest and most often overlooked is a piece of content’s URL – including a keyword or two will really help search engines determine what is on your pages.
Article length is important, too. Though Google does prioritise longer pieces, readers can be turned off by a wall of text. Articles over 300 words – ideally somewhere around 700 words – work best, with keywords making up between 1 and 2 per cent of the text.
Finally, leveraging links can be very powerful in your content. Internal links to relevant content help search engines map out your website more fully and improve the ranking of any pages included. External links, meanwhile, help identify keywords and,most importantly, can convince other content creators to link back to you.
All in all, using content marketing to boost your website’s SEO is a holistic and long-term activity. With a lot of hard work and paying attention to best practices, it could pay dividends.