Recent years have borne witness to the proliferation of online content. It has changed the world of advertising and is now an essential element of any successful marketing campaign. But that doesn’t mean that all online content is successful. Without a thorough understanding of SEO strategies and consumer behavior, your content can disappear into the ether, leaving you without any new customers or a return on your original investment.
So, how can you optimize your online content to ensure that your business can continue to flourish?
Focus Your Online Content Around the Right Keyword
Keywords are essential to content optimization, but it’s not as simple as selecting a keyword and plugging it into a blog post repeatedly. Your chosen keyword must be attached to a larger topic that comes with a selection of subtopics and synonyms. To aid your website, consider using a long-tail keyword that won’t attract as much competition from similar brands.
Once you have found a suitable keyword, you need to build your content around it. If the keyword and surrounding article are seemingly unrelated then, not only will readers click off the page, but Google will not rank it as highly.
Look for organic ways to include your keyword and seek to explore ideas that have been overlooked. By finding topics that have previously been underutilized, you can make sure that you are the only one with the answers your readers are looking for.
Creating SEO content is the key to sustained success. While it can take between six and twelve months for SEO content to generate results, it’s significantly cheaper than paid search ads.
Publish Your Online Content Across Multiple Platforms
A strong, active social media presence can be the difference between your business growing for years to come and disappearing into obscurity. When you publish your online content across multiple platforms, such as social media, a blog, and your original website, you make it significantly easier for potential customers to find you.
These platforms also grant you the opportunity to develop your brand image. Show consumers who you are and what you bring to the market.
You can also experiment with different forms of content across each platform. Following the rise of Tik Tok, short-form videos have become incredibly popular, alongside audio content. By diversifying and trying out new marketing techniques, you can discover your niche and draw in a new customer base.
Remember, the more platforms you have, the more opportunities you have to utilize backlinks to boost your Google ranking.
Keep Track of Your Online Content’s ROI
Tracking the return on investment regarding online content is not as straightforward as monitoring sales after an email campaign or paid ad, but it’s still incredibly important. The right online content will bring in new readers who have the potential to become long-term customers. Over time, with more clicks and purchases, you’ll rank higher on Google. As such, your SEO content increases in value over time.
Monitoring the ROI of each piece of content you publish makes it easier to identify what is working and what needs adjusting, ensuring that you quickly correct any errors and make as much profit as possible.
Repurpose Your Outdated Content
As the world of online content continues to develop, the dos and don’ts of content creation are starting to emerge. While tactics like keyword stuffing and quantity over quality have long been defunct, there are still countless errors that content creators make on a regular basis.
As such, it can be hugely beneficial to complete a content audit every couple of months. Identify which posts are underperforming and figure out why – has the wrong keyword been used? is the topic unrelated to your brand? – and take the time to alter it.
Not only does this allow you to streamline your content and ensure that your brand’s voice is consistent, but it also gives you the opportunity to improve a post’s ROI.
Build a Mobile-Friendly Website
Now the boundary between smartphones and desktops is smaller than ever, it’s crucial that customers can access your content on any device without experiencing issues. Whether they are browsing your website on the go or from the comfort of their sofa, it should load quickly and be formatted appropriately.
Avoid lengthy paragraphs and intersperse the page with infographics and photos to break up solid blocks of text. This makes the page more visually engaging for readers and stops them from clicking off. Readers don’t want to scroll through endless text, so keep the writing concise.
The difference between conversion rates on mobile and desktop is only 0.4%, so your business can benefit massively from being accessible across devices.
Avoid Keyword Cannibalization in Your Online Content
Simply put, keyword cannibalization occurs when you have used the same keyword across multiple pieces of content. As a result, you end up competing with yourself in search engine rankings, which can then impact the traffic your site receives and make your inbound marketing ineffective.
This can easily happen if you are not keeping track of your content on a regular basis. Whenever you complete a content audit, be sure to check the keywords you’re using in each title and identify any articles that could be repurposed or removed.
By using unique keywords for each post, you can increase the number of customers you draw in from different areas of the market.
Final Thoughts
With these six simple tips, you can transform your online content and draw in more customers than ever before. Don’t be afraid to experiment to find what appeals to your target audience and gets them to return to your site time after time. And remember that if you are looking to add link-building to your digital marketing campaign, contact us today!
