The Connection Between SEO And Your Website Content Strategy - Pennink Productions
by Liz Seyi Digital marketing managerThe
design, development and launch of a new website for your brand will
unquestionably be an exciting process. Choosing the colour scheme, selecting
the most suitable imagery – the whole experience might seem magical, at least
until you get to the point of having to think seriously about your website’s
content strategy.
The
fact is, content can make or break your website. It might seem a lot to suggest
that a poorly worded page can be the difference between your business
succeeding or failing, but it can certainly be a considerable influence on the
effectiveness of your brand’s digital
marketing online. That, in turn, can greatly impact
on the success of your business as a whole.
Don’t underestimate the power of SEO
Good,
appealing online content is rooted in SEO: search engine optimisation. For the
purposes of digital marketing online, you need to infuse the pages of your
website with the terms that your brand’s target customers actually search for
via Google and the other leading search engines. Knowing which keywords to use,
and when, can greatly help to elevate your website in the search engine
rankings.
It
is essential, then, to have a website content strategy that recognises the
importance of and incorporates SEO – whatever your brand’s sector or current
level of prominence may be.
It’s
all well and good that your website looks beautiful, but this is where the
site’s true performance lies. After all, if search engine spiders can’t find
your website, how will your everyday customer?
Breaking your business down for SEO
When
writing content for your website, you won’t want to confuse or overwhelm
potential consumers with indigestible, irrelevant, or unneeded detail. This
isn’t what truly effective website content is about!
So
instead, start by defining your unique selling position: what do you have to
offer that your competitors don’t? What do you do to set your business apart
from the rest? Define this, and it will be far easier to break your business
down into a few key phrases for SEO purposes.
Internet
users have a limited attention span, and this is something digital marketing
online must wrestle with: grab the attention of future customers with snappy,
summarised phrases about what you do. Short and sweet attention-grabbing titles
can go a long way to capturing the interest of the right people.
When
writing content for the rest of your website in line with SEO trends, aside
from attention-grabbing titles, be sure to carry out keyword research. Good
keyword research comes from looking at Google Analytics, and potentially other
platforms, and making note of what keywords are likeliest to help your brand in
its efforts to hook in the right people online.
Aiming
for that ‘sweet spot’ of keywords that are relatively high-volume, but attract
relatively low competition, will be just one thing that assists you in putting
together a potent, SEO-informed content strategy for your site.
Once
you have analysed your own site, look at competitors: how do they draw
customers in? After you understand this information, it will be time to write
down all the longtail keywords you are considering using: think phrases that
are important to describing your business, and getting your ethos across.
The
keywords and phrases that show up most frequently on search engines for your
business’s industry can be used to greatly inform your website content
strategy, and help you in fleshing out a smart, accessible, and engaging
website for your intended audience.
Keeping
up to date on the latest high-volume, low-competition keywords can also guide
you in your efforts to regularly freshen up your website content; a sure way to
reel in both new and returning customers, time and time again.
Get your own website content strategy just right with our
help
Are
you ready to start discovering the true power that SEO-informed content can
have for your brand’s digital
marketing online? If so, please don’t hesitate to get in touch with the PENNInk Productions team today for a friendly chat about your needs and expectations, and
how we can help.
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Created on Apr 11th 2022 07:24. Viewed 179 times.