You can’t just rely on writing good marketing content and then sitting back waiting for hordes of prospects to beat a path to your website. You need to give your great content a leg-up by ensuring that it’s optimized for the search engines.
Google always advise to write for your audience but writing compelling, informative content, aimed at helping the audience, whilst keeping an eye on search engines requirements will pay dividends.
There is no shortage of information on how to do this through carrying out keyword research and then incorporating those keyword phrases into:
- Title tags
- On-page titles
- Section heading
- Body text
- Image alt text
- Anchor text etc
There are various tools available to help you research your key words and phrases but keep in mind that your audience might not always use the same words and phrases that you use internally within your company. So also think about topics that would have a general interest to your audience or phrases that may be complementary to those you offer.
If you have a customer service department, those guys can be a major source of information on the hottest topics of interest to your customers, so don’t forget to talk to them and ensure you incorporate those phrases into your content.
On completion of your article, before it’s signed off and published make sure that you’ve maximized its chances of being “shared” or passed on by the reader via their social network by incorporating social media share buttons, normally at the end of the article.
Also don’t forget to link to supporting articles or web pages within the body text through anchor text. Hubspot give a good explanation in the article “off-page SEO”
It can take a lot of time and effort to create a good article, taking a little bit more time to ensure your marketing content gets the limelight it deserves will pay off in the end.
If you can add to those ideas let me know by adding a comment or getting in touch on 01803 413481.