As small businesses are set to spend over $75,000 this year on digital marketing, content optimization is a major goal for every company. When you pay attention to what both your user base and search engines want to see from your content, you’re able to craft meaningful work that connects with people.
If you want to ensure that your content is optimized to suit the needs of users in every demographic, follow these 5 tips.
1. Skipping Local SEO
Search engines use a tool called web crawlers to index every site on the internet. With their help, search engines are able to determine the most important keywords, the potential relevance, and reputability of a site. As search engine algorithms continue to grow and become more advanced, so does their ability to point users to the content most relevant to them.
One of the ways that search engines are targeting content is through cookies, geolocation, and user accounts. They’re able to determine where a user is located and give them the information that is most important to them.
When you search for “pizza”, you’re less likely to find the history and definition of pizza than to find pizza parlors located closest to you. Search engines have learned, through tireless research, that users are interested in finding products that are located closest to them.
Through using local terms on your site, adding city names and neighborhood labels to your tags, you can direct traffic to your site from searches all around a region.
2. Reposting Content
Reposting content from a great website is a common practice on the internet. Since the internet is a vast repository of information, people will share the same line over and over and build its reputability.
While this can build communities and consensus amongst a diverse group of users, it’s also liable to make things seem repetitive. If you’re trying to write original content, you’re not going to win any points by telling users that your competitors have more to say than you do.
Avoid reposting content and seeming redundant. Do your research and figure out how you can offer a unique take. Users are tired of reading the same old things over and over so you should take every opportunity to try a new approach.
While it’s important to cite your references and never to plagiarize, if you’re too connected to the work of someone else, you need to detach yourself. Take a break and look at the project with fresh eyes. Have someone else do an assessment of your concept and ask how they would present the content.
Instead of relying on preexisting content, use other people’s perspectives as a filter for your own ideas so that you can present something totally new.
3. Weak Links
Since the inception of the internet, linking has been very important. It’s essential to building communities online and connecting information across a variety of sources. However, it’s also important that all of the links that are made have substance and meaning attached to them.
When you link to your content, you need to ensure that the links that you’re connecting to are more reputable than your own content. When you link to sites that are less reputable than your own, you fail to add value to your content. You’re relying on your own content to be the anchor rather than building from the strength of others.
When you’re putting together your content, you also need to ensure that you’re using any broken links. Go back through old content and be sure that your links are all still active. Broken links will damage your own reputability and will show search engines that there are dead ends on your site.
Using a broken link checker tool can help ensure that your links are always alive and adding value to your site.
4. Outdated Research
You need to constantly be doing research when you’re trying to optimize your site for SEO.
Search engines change the elements that they’re searching for pretty often. What happens to be the most important keyword phrasing might not be the most important one tomorrow. In order to stay on top of which phrases will be necessary for high results in your field, you’ll need to be paying attention to trends.
You’ll be needing to do opposition research on your competitors constantly. It’s essential that you know about changes your competitors make as soon they happen. Setting some google alerts can keep you abreast of changes as they occur.
5. No Visual Content
In the next few years, over 80% of all the content on the web will be video content. USers in every field who are involved in every industry want to see videos and images. If you’re not adding visual elements to your content, you’re leaving a lot of money on the table.
Another way to optimize your content is to add subtitle tracks to all of your videos. Subtitles can be used by search engines to check the relevance of a given video to a search that is made. If you include your keywords and use local SEO elements in your subtitle files, you can get your videos to rank above everything else.
When you’re making a post or creating content of any type, you should always have a photo attached.
Content Optimization Creates Winners
If you want to stay ahead of the pack in your field, you need to ensure that your content has been streamlined. When you optimize your content, you cut all the fat and make sure every element hits your customers wherever they are. By focusing on content optimization, you can ensure that your message always resonates with your audience.
If you’re looking to improve engagement on social media, make sure you check out our guide.