SEO Tips to Strengthen Your Digital Marketing Content
Let’s start with the basics. What is a search engine? Search engines are smart tools, allowing billions of audiences to search for content and find answers online. Think about it, fifty years ago, digital search engines didn’t exist. Whereas today they are evolving and expanding with a plethora of knowledge and insights that we can have access to at our fingertips. From web pages, to PDFs, images, videos, etc. they are packed with plenty of information and content. Now, amid this enormous amount of content, when you upload something to the internet it’s worth thinking about how you can ensure that your material stands out from the rest and is searchable. Obviously, advertising will help you. But the starting point begins at SEO copywriting.
SEO stands for search engine optimisation and is the process of ensuring that your content is searchable online. For example, (and let’s use this one for a moment of irony) ... but if you are producing a blog post, and you want to share news about your latest fashion product. You might opt for a title such as: “How to style a black handbag with five workwear outfits”. In the blogpost, you’ll include links to the clothing that you are selling, while simultaneously drawing traffic to your website. This will organically attract audiences who are interested in workwear fashion and styling, who will then become customers of the ‘clothing’ and ‘black handbags’ that you are selling. It is therefore important to recognise that the words featured on your blog post are not just empty words. Instead, they are clues for the search engine to understand how they can pair your content with the ideal audience group.
How to develop a solid SEO strategy
A signature SEO strategy is fundamental to increasing the traffic to your website and attracting potential customers. Ensuring that your copywriting is search engine friendly, is necessary to make this happen. It’s worth mentioning that overly pushy, hard sales text is not going to cut it. You’ve got to keep it SMART.
S stands for Subtle.
Good copywriting isn’t full of unnecessary jargon. It is effective and informed by knowledge, ensuring your reader’s experience is optimised. Remember to use relevant, descriptive text to maximise the potential impact.
M stands for Marketing.
Another key tip is to keep your text full of relevant links to other areas of your website. By incorporating internal links to products mentioned, or social media handles, you are utilising the copy as an engaging space to impact the site’s user experience. It’s also worth incorporating outbound links as this improves your reliability by signalling to Google that you are a trusted site. Consider hyperlinking statistics, data, or relevant content to the points you are proposing.
A stands for Advertising.
Clear and impactful SEO copywriting will successfully sell your content online. By rigorously editing the text to solely feature key points, words, and valuable phrases - this will make your content ready to be published online. In addition to ensuring that your page titles, and meta description are optimised with words that directly link back to your brand, this will accentuate the advertisement of your service.
R stands for Reality.
Keep your text straight to the point. In the first 100 words, that’s the perfect time to implement the key words surrounding your product, service, and business. Similarly, when adding imagery to your site you should opt for filling the ‘image alt text’ section with LSI keywords that can inform the search engine about the overarching ideas in your brand. Most importantly, this doesn’t need to be super heavy in word count. It needs to be enjoyable to read, while relatable to your service.
T stands for Tactful.
SEO which stands the test of time, is sensitive, aware, and skilful in attracting an engaged audience. By inserting keywords in every post and page on your website, you are generating a network of data which is related to your business and most importantly will attract traffic to your site with the right audiences. Therefore, make sure your URL structure is SEO-friendly and informative, as elongated forms with lots of text won’t work.
To finalise, SEO is as much about search engine optimisation as it is people. As the influencer and blogger, Rachel Kennedy, who describes SEO as a ‘love language’ said “It’s about understanding what people are searching for online, the answers they are seeking”. So therefore, remember that the algorithm’s online are a wider connective system pairing your content with similar content online. It’s worth looking at what your competitors do to establish what is successful and what is clearly not working. Ultimately, by having a good SEO strategy you will be on the right path. Producing content that is valuable and has your target audience in mind, will certainly strengthen your digital marketing online.