Optimizing Content

Optimizing content should be a main goal during a content marketing campaign. Good content will help strengthen your SEO, as well as increase the traffic of targeted consumers.

Meta Matters

Even though meta keywords are less important now than they were five or ten years ago, you still need them in your site. After all, there are hundreds, if not thousands, of search engines, and they all rank sites differently. The meta keyword tag can accept up to thirty-five keywords. Don’t use all thirty-five. When search engines see a page with thirty-five keywords in the meta tag, it views that site as not tightly-focused enough. Instead, use eight or fewer highly-relevant keywords per page to achieve better rankings.

Keep it Fresh

Keeping your content fresh can help you increase your search engine placements. Some website owners obtain high search engine rankings and then make the mistake of not changing their website for fear of negatively impacting their rankings. This strategy is faulty because it is fresh content that keeps visitors coming back to your website. Try having content marketing experts add fresh content at least once per month—that’s the latest best practice based on our knowledge at WordVision, where we track the listing positions now for millions of keywords. You should see the impact of a steady stream of new content by the second month of deployment, and this can easily be tracked.

Don't Duplicate. Don't Duplicate.

Whether or not popular search engines have a penalty for duplicate content is under debate in the search engine optimization (SEO) community. Some argue that it is merely a myth, while others testify that they have seen a tremendous boost in ratings by simply replacing any duplicated content in question. One of the main reasons search engines may impose a duplicate content penalty is to avoid serving up nearly identical pages in their rankings. This is not useful to those who use the search engine and may cause people to opt for a different search engine.

To be on the safe side, create original content on your website and place a copyright notice on your website restricting others from using your content. Next, filter any content you publish on your website with duplicate content checking technology. Also, frequently search for duplicate content on your website and take action if you find issues. Don’t worry about content that other sites may have copied from your website—you can use Google’s archive dates to help determine publishing dates.

Go With a Pro

One of the best ways to ensure that your web content is contributing to solid search engine rankings is to hire a copywriter who has experience with writing search engine optimization (SEO) content. Professionals have the experience and knowledge of SEO and can provide you with content that is optimized for search engines. Another reason to hire a pro is they have the talent to create articles that are not only original, informative, and interesting, but that also use your keywords in a way that appears completely natural. You might pay a substantial amount up front for the work of a professional SEO writer, but in the long run, the benefits you will gain from their work will more than compensate for the initial investment. Retaining their services to keep your content fresh can help you to maintain your search engine rankings.

Filenames For Fotos

When uploading pictures to accompany your content, ensure the filenames are clear. Even the filename of images show up in searches (specifically Google Image Search) – it’s one more way to get traffic, so make them easier to be found.

Title That File

Depending on the content program you’re using, the url for your content (like a new blog post) might be automatically generated. You do have a choice though! Many of these programs allow you to edit the url before publishing. Tighten them by only including the most relevant words.

It’s A Date!

If your post or press release doesn’t have a date it might not be correctly picked up by the Google News Feed. Ensure the date of your publication, especially if it’s news, is noted

Do Be Dense

Hurrah – you’ve found your keywords. How often are you using them in your piece? To make them most effective, they’ll appear more than once. A highly-optimized piece will have a keyword density of roughly 3% (that means, of all the words that appear in your publication, 3% of them are the keyword you’re after).

Put Your Head in the Cloud

So, you’ve developed tags for your posts. Good! How about letting people choose from them? By having a tag cloud (a visual, clickable index of topic labels) available on your site, people can sift through topics and find relevant info. Plus, those listed tags get picked up by web crawlers – yay!

Get The Grade, Go From There

A content marketing company can fully analyze your site and provide you with custom suggestions to improve its optimization. There are a few free tools available to get you started, though, if you’re just dipping your toe into the SEO pool. Check out Page Grader - it will give you a report, a grade for SEO strength and a list of what affected your score and how you can improve it.

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