Why is SEO so important for content and how can you incorporate it into your content strategy?
If you didn’t know already, SEO stands for Search Engine Optimisation and it’s the process of ensuring your website and website content is correctly configured for ranking highly (on Google and other search engines) for keywords that align with your business objectives.
Websites are ranked based on numerous factors to produce organic results which cannot be paid for.
This means SEO is KING for your content strategy - it’s how people find your website and should be your number one objective. For example, if I need a new pair of gym shorts and I do a Google Search for ‘best gym gear in the UK’, you want to be in the top results if your business specialises in gym gear.
So, what do you need to know for 2023?
There are some key factors that should feed into your overall strategy to ensure you are staying on-SEO-track:
This is the process of researching keywords or long tail search phrases that people typically search for in your industry and making sure they have plenty of real estate on your website to try and increase your ranking in the SERPs. This can also be incorporated into social content such as hashtags, video content descriptions and captions. Check out our recent blog from our Head of SEO for more info on how to improve keyword ranking.
Consider why the user (or your potential buyer) is searching. What is their purpose, what results do they want to find, and make sure you’re answering those questions for them; and clear enough that Google understands too.
Your website content should be aligned with this. E.g. if someone searches ‘best laptop brands’ don’t try and rank for your homepage, consider blog posts with lists highlighting different laptop features, or a specific product page with high performing laptops.
Optimised website content which has an easy-to-understand format and structure makes it easier for the user and Google to understand what you’re offering, and in turn make your website easier to find. After all, this is the end goal, we want as many relevant eyes on your site as possible to improve your chance of conversions.
With over 1.5 billion websites in the world there is a lot of noise out there, so how do you get your brand to stand out from the crowd? Check out our latest tips from our expert SEO team:
Short form video content has the best ROI across Social Advertising for a reason. It activates more senses with quick movement and up-beat audio making it more eye catching and entertaining. Brands are successfully using short form video like TikTok and IG Reels to educate consumers, connect with buyers, and are resonating with their target audience with hyper-relevant content. Consider your audience, what would they engage with best, and if it’s short form video, make sure to kick off some A/B tests in 2023 and analyse what content generates the most conversions for your brand. See more on Video Advertising, here.
If it’s not ‘hey siri’ it’s ‘alexa’ you’re shouting when you get in the door from work. With more than 1 in 4 using voice assisted devices in their homes, your content can be served to users without them even having the choice.
Optimising for snippets is the best practice in general but this is key for voice search as the device is looking to choose an answer quickly that best fits the query. You want to make sure it’s your brand to be at the forefront of consumers minds. Check out our Voice Search blog here, and understand how you can utilise it for PPC Advertising.
Use tools like Ahrefs, Accuranker or Semrush to analyse how competitor brands are ranking on your product terms or converting keywords. This way you can research their websites and see what techniques they’re using to gain valuable website traffic off those terms.
Then you can go one step further and understand the search volumes associated with key products and services you offer. If there are only 4-20 searches a month, it might not be worth investing time in those search terms. Versus if there are hundreds or thousands of searches per month, you know those keywords will be highly valuable and worth adding to your website to drive conversions.
Typically, a shorter and more concise URL performs better, it makes it easier for search engines to read and understand. Consider removing words such as ‘and’, ‘the’, ‘it’, etc. Look at the below example and try to do this for your own articles:
Using hyphens clearly separates the keywords and helps Google’s search engine understand why traffic would be sent to that page, and whether it’s trustworthy or not. If Google thinks your URL is spam, it will block traffic to the page.
With constantly changing algorithms it can feel like there is always something to update, so make sure to keep an eye on Google content as they will always release information on their updates as and when they happen.
Don’t worry, a lot of these updates are minor, but occasionally there are updates like the recent ‘Helpful Content Update’ that can be a slightly arduous task. This update means the Google algorithm sifts out content written by AI to encourage ‘helpful’ content to answer user queries more effectively. As best practice, make sure to write your content for humans on your website, it will help you in the SERPs and Google will reward you with visibility. AI written content is SO 2021!
In all honesty, we could write endlessly about tips for improving SEO content, but that’s it for now. If you want to know more or have any questions on SEO, content optimisation or website content in general, speak to our team here; and let’s discuss New Year, New Me, New SEO Strategies! Loud Mouth Media are a leading SEO Agency in Glasgow.