(1) Intentional Keywords.
When I first started this business, SEO (Search Engine Optimization) consisted of listing a bunch of keywords and phrases on the backend of a website, as well as implementing them into page titles and texts. Flashing forward to today, relevancy has become most important. What questions are people asking? Does your website answer those questions? Have you conducted research to determine where a person goes once they arrive at your page? Are you offering them a reason to stay, learn or gain insight?
Content reigns supreme when it comes to website design. Make sure your website has a purpose beyond who you are as a company and what services you provide. Do you offer branded content? Is the content informational or transactional? When people Google search a topic, your content would do best to match their needs, or else they will take off like greased lightning.
(3) Content Portability
Google’s guidelines play an important role in how high up in search results your website will appear. Design, layout, fonts, spacing, and borders play a key role. How is your content viewed across multiple platforms? How about different devices, such as tablets and smart phones?
Creating content that is highly appealing and sharable should be done so in a way that it becomes quick and simple to read. Like a rare steak in a vegetarian restaurant, your message should stick out. Images, bullet points and bolded text are examples of ways to reinforce the key points of your message.
According to a statistic from Website Magazine, when copy is longer than 2,000 words, the more likely it is to be read and shared. But it also states that regardless of length, writers should divide their content into shorter sections to essentially trick readers’ brains into believing content is easy to read. In their example of a pyramid approach, the most important information lies at the top, while less important information dwindles toward the bottom.
Comprehending and keeping track of frequency of page views and shares are imperative to measuring the success of your content. Ideally, you want your audience to engage and return habitually.
By now you can see there is a pattern with this list and it all focuses around content – creating, repurposing, sharing and engaging with your audience to obtain loyal viewers. Be unique and outline a content marketing strategy for long-term success. Need help? There are plenty of online articles to lead you in the right direction. Website Magazine‘s Quick Guide to Content Quality is a helpful example.