As you probably already know, useful and relevant content is key to stand out from competitors, attracting and engaging prospects with solutions to their challenges and problems.
However, with social networks, blogs, news pages, e-mails and several content formats, it’s reasonable to say that the flow of information that passes by your customers is huge, right?
So your content must be not only assertive, but also have a good SEO strategy to draw attention to it and win your audience.
That’s exactly what this post is about: keep reading to learn the 6 simple steps to SEO optimization.
Modern SEO: Why Checklists Are Not Enough
Before getting into the nitty gritty of SEO optimization, let’s understand how SEO can impact your content strategy.
We have already mentioned that to get your prospects to pay attention to what you have to say you must first be found. And found quickly.
That’s why SEO is so important.
It optimizes your content to search engines and makes your content easily found and displayed to potential customers.
But optimizing your content is not just about using SEO best practices and defining relevant keywords.
Optimization goes further.
Content marketing and SEO are two faces of the same coin, and since content marketing is about building a solid relationship with customers based on relevant content and credibility of the brand, so is SEO.
Modern SEO is about offering your readers the best possible experience so that they read, interact, share your content and most importantly, they come back.
All these factors deeply impact your SEO.
Now that you understand that optimizing your content involves more than following a checklist, you’re ready!
Let your journey to SEO optimization begin.
1 – The Secret To Turn Readers Into Customers
It has been said:
The statement was made by Bernadette Coleman in the Moz blog, and she couldn’t be more right.
Content is about 90% of your inbound marketing strategy.
But what is the purpose of this content?
Among others, one of the goals is to strengthen your relationship with leads and prospects and convert them into customers.
The process can be summarized with one simple word:
The best way to convert and sell.
And the first way to build trust is with content marketing is using the right words.
Jon Morrow listed 317 words that can improve your content .
Some of these words are strong enough to help you gain your reader’s trust.
We highlighted a few:
And the list goes on.
Case in point: you need to use the right words in order to be objective and provide useful and relevant information.
Show that you care about finding a solution to the challenges and obstacles of your prospects and leads. Do not make a sales pitch, but build educational material to make your reader interested and show reliability through all stages of interest.
Another way to build trust is by posting content generated by customers and participating in forums, commenting, providing case studies, discussions and feedback.
Interact with your audience and build a solid and consistent web presence.
2. Read Your Readers Minds
When creating content, you must think of solutions to your readers’ problems.
However, these solutions must somehow related to your product or service.
In other words, your goal must match the goal of your target audience.
Simply using the most searched keywords in your segment will do you no good if they don’t match your business goals.
That idea, as a SEO strategy, will backfire, as your visitor will get frustrated when they don’t find what they were looking for.
You need to know your buyer personas well and recognize the funnel stages where each of them is.
This way, you can create content that matches your readers intentions. Thus, they will get what they want and so will you, since your intentions will be aligned with theirs.
It’s a win win situation.
When deciding what to write, you need to “read your readers mind” and figure out the possible reasons that led the reader to that particular search.
The reasons are usually divided into three categories:
navigational (the search for a specific website),
informative (the reader wants to learn about something) and
transactional (the reader intends to take action).
Thinking about these three intentions will help you write more assertive content.
3. The Recipe For High Quality Content
The issue of creating quality content was first addressed by Matt Cutts and since then it was never out of scene.
But what’s quality content?
Quality does have a lot to do with grammar and spelling.
There’s no point in writing useful and relevant content if it contains mistakes.
Typos and grammar mistakes will compromise the quality of your content and deeply damage trust and credibility.
In addition, poor formatting (improper use of spacing, subheaders and punctuation) can be the cause of a bad first impressions. Use quotes, bullet points, headers and bold words.
Your text must be visually interesting and easy to read.
Make the reader want more.
Break long paragraphs into short sentences so you won’t lose the reader’s attention. Be objective and focused.
Stay on course and be clear about your intentions. Nobody wants to read repetitive content that doesn’t bring new information and doesn’t get to the point.
Make calls to action, pay attention to readability, use the tone of your brand and keep a light voice – unless you’re writing bottom of the funnel content, cases or technical content for specific areas.
Even in these cases, the language should not get too technical. You can be deep and informative without being tiring.
Finally, make sure your message is clear.
Your reader has no crystal ball and needs to understand your intentions, your solutions and what the overall meaning of the text is.
4. Go Deep, Use References And Partner With Influencers
We won’t lie.
Establishing authority is not an easy task and it requires a continuous effort.
Moreover, it’s not so easy to know what makes a text top-level, right?
However, you sure acknowledge a superior text when you read one. That’s because it will have some elements that are be easy to identify, such as:
· Depth: the content is usually more developed and has plenty of useful information that breaks paradigms. They bring new solutions, tutorials and educate your audience.
· References: authority texts have references, report data, statistics, bring visual content and different formats.
· Trustworthy writers: authority blogs work with partnerships, create co-marketing, influential marketing and engage readers also through comments.
You need to work all the points above in addition to preparing a solid content strategy and following the methodology of Inbound Marketing.
This way your efforts will be rewarded with authority. If you are serious about your strategy and produce high quality content, authority will come as you will be working to optimize your content. Keep it up!
5. Point Readers In The Right Direction
Content marketing’s goal is to engage the audience and guide potential customers all the way through the funnel until the moment of purchase, which generates conversion.
To help with that process, you need to use assertive and well positioned calls to action.
They don’t have to be used only towards the end of text.
According to Marketingland, you can work with pop-up conversion, call-to-action on the side of the blog at the end of the text in the middle of the text, etc.
Run some A/B tests and see what works best for your strategy.
Remember not to make the wording too salesy, especially at the beginning of the funnel.
Make your intentions clear in your CTAs. They are essential to reach your conversion goal every month.
6. Boost Engagement With Powerful Visuals
Content is not just about words.
It’s visual too.
Graphics, images, audio-visual aids such as videos, webinars, etc., are a great way to get the attention of the audience and get new leads.
Work with the image of your brand and the form of your contents.
Make the reader realize that a piece of content is yours long before he starts reading it by using distinguishing colors, arranging visual elements in the layout and, of course, by the title.
Use high-quality images, from paid catalogues or customized images. Let the images be balanced by the texts in such a way they will add value to it and be more than just an attire.
They can also be optimized for SEO, so pay attention to visuals!
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