So, you’ve nailed down your content – now what? Maybe you’re struggling with content optimisation and how to get the most out of your copy. Perhaps the thought of keyword planning and SEO makes you nervous.
Very few of us actually understand the mechanics behind search engine optimisation (SEO). After all it is a beast, and Google’s search ranking algorithm doesn’t help the situation either. Unless you are an SEO specialist, leave this task to the experts – they are at the forefront of all the updates and latest tricks, and you should concentrate on producing quality content.
With that in mind, here’s what you need to know:
What exactly is content optimisation?
Content marketing should play a key role in any marketing plan. To optimise content simply means to a) make it search engine friendly and b) drive action that ultimately leads to a sale.
It combines a mix of your chosen keywords and an opportunity to build brand trust and authority. Brand trust and authority are not built through a pushy sales pitch, but instead a long-term series of informative and educational content pieces.
Ok, so where do I start?
If you have hired an SEO agency, make sure you work closely with the team to identify your top keywords that will help your content rank. Next, put together a content calendar of topics that are related to your business and be sure to run these past your agency to see how they fit with the overall plan.
If you don’t have an agency and are working alone, make use of the free Google Adwords Keyword Planner and work out which keywords you’d like to rank for, then plan your content accordingly.
Next, try and feed in the keywords into the title and body of your content piece, but don’t go overboard and use it five times in one sentence. Your content will not only read poorly, but there is no additional benefit for your SEO.
The trick is to distribute keywords sporadically across the piece and feed them in a few times, as and when its applicable to mention. Never compromise on the quality of your piece for the sake of SEO – find that happy balance.
Suggested Read: 3 steps to creating targeted content that sells
Your last content optimisation action should engage the reader with a call-to-action, or CTA. This is something that prompts action from the target audience, It can be in the form of a downloadable resource, a link to enter a competition, or whatever you feel is necessary to move that person further down the sales funnel.
TIP: Avoid actually selling. Give your reader an incentive to click and download, or contact you directly.
Add visual content
Images are just as important in your blog as the words themselves. We are a very visual generation and your content marketing plan should incorporate a healthy mix of written and visual content. Always make sure you have a great image to accompany your content, which should help drive click-throughs and engagement.
Remember that when you are uploading content online, your images should be titled with your keywords in mind – both Title and ALT tags. This will increase your chances of ranking higher on Google.
Making it all work
Make it a priority to write each piece of content with your target audience in mind, and then tie it in with your chosen keywords. You should never write anything without thinking about who it’s meant for, and why your content will help them. Be smart and kill two birds with one stone by mixing great content that is also search engine friendly and optimised for a sale.
Your content should give readers a sense of trust for your brand and have them coming back for more.
Get in touch with us if you need help in creating content that works for your business. Drop us a note at email@example.com.