Google is always working on its algorithm to provide authentic search results and in the process; it keeps introducing new things to SEO. Latest in the SEO changes is Rank Brain that is artificial intelligence. Google wants to think and behave like human to give matching search results. It has turned the SEO upside down in last decade but there is one thing that is still at the core of online marketing. It is content.
Content is all about presentation but only a few organizations know how to present their businesses before the targeted audiences. Here in this blog, I will discuss some ways to improve content quality. Also you can check how user friendly your content.
1# Know your audiences
Look beyond keywords to know who your targeted audiences are; where they live; what their search intent is and what actions they can take on finding relevant content. Write for the audiences you are targeting and not for the search engines.
2# Look for opportunities
Content is all about presentation but you should avoid repetition. Try keeping your content unique in theme so that it becomes interesting. Look for communication gap between targeted audiences and your competitors and fill the space with your content and in this way get eyes and clicks.
3# What is your content format?
If you aren’t essaying advantages of your business then you should look for more options to make your content presentable and interesting. It could be in video or slide share. There could be more forms of content. Also you should choose a format according to media you are publishing your content on.
4# Choose right metrics to measure your content
How do you measure your content quality? Some SEOs rely on analytics tool to measure content while others use ROI as a factor. Also there are SEOs that have a concrete measurement plan to determine progress towards the business goal. You should choose the metrics that could help in achieving the goal. For instance likes and shares are factors for B2C companies.
5# Make SEO a core component of content writing
It is only with search engine optimization that you can improve readability of your content. Follow present SEO standards like meta tags, title tags, headings, sub headings and images to optimize your content for greater visibility. Also improve internal linking of webpages for smooth navigation and improved user experience.
6# Optimize your content for multiple channels
Search engines consume much content than you can provide but you shouldn’t exhaust your energy only on search engines as there are other channels as well. Avoiding social media could cost you dearly in terms of traffic in the long run. There is Facebook, Twitter, Pinterest, LinkedIN and Google+ and other media where you can publish your content for greater visibility.
7# Start mailing to your customers
Why do you think that the visitors will search your content on the web? If you have something to offer, you can go to your clients and give them offers. Do you know that more than 80% of customers want to hear from brands? It is an opportunity that you shouldn’t waste.
8# Monitor CTA
Call to action is a specific button that encourages visitors to click on the given link. But it is included in content it must look like a part of it.
Intelligent marketers would start with a concrete content marketing plan that includes all the above mentioned features. Objective with content marketing should be to maximum utilization of the content by pulling all the strings available. Google will keep changing its algorithm but the content will never lose its value.