What should your content say about you? That’s a burning question every organization faces in the digital age. It is one reason why countless hours are spent searching for the right SEO strategy that will position an organization’s content atop relevant search engine results.
Crafting and marketing SEO content that serves its intended purpose isn’t as difficult as it sounds. It simply requires laying a solid foundation to create content works and developing smart strategies to draw attention to that content.
Become the Expert
Content resonates better with an audience when it carries authority. An organization can improve their SEO results simply by building a reputation as subject-matter experts. It begins with finding the right content producers. Hire blog writers who are experienced in your client’s niche or industry. It will make content feel more authentic and informative, which gives people a good reason to seek out content your agency produces for your client.
Create Organic Content
Keywords are a useful tool for boosting search engine rankings. Going overboard on keyword usage, though, is not a good idea. Google, Yahoo, Bing and other search engines will punish websites that indulge in keyword stuffing by excluding them from search results. Search engines want content filled with useful or relevant information. Organic content will better meet SEO expectations held by your clients. Look for writers who insert keywords organically into their content. Let them blend in like a blade of grass and not stick out like a dandelion.
Earn the Bookmark
A true barometer for SEO success is creating content which can be bookmarked and shared by your target audience. This is best done through providing content both original and informative. Create flexible content plans for your writers. The content plans should align with current news and events within your industry, but also stay ahead of trends rather than simply following them. It will position your clients as essential sources for the latest information in their industry or niche.
Study Your Target Audience
A writer creates effective content through anticipating what a reader thinks. Marketing agencies also need to follow this principle. Get inside the heads of your target audience and get an idea of their perspective. What do they care about? What interests them? What motivates them? Once you start to generate answers to these questions, it becomes easier to have your writers create content that will spark the interest of a client’s intended audience. SEO strategies only work if a person cares enough to click on the content in the first place. Give them a reason to care by speaking their language.
Embrace Efficient Marketing Strategies
No other strategies for creating SEO content will matter if content remains hidden. It isn’t a smart idea to expect the search engines to do all the work. Your agency should use social media channels, banner ads and other online marketing methods to promote content. This will put it where people can find it. Such a strategy makes your content more visible to people who prefer to search social media channels rather than search engines for fresh content.
John C is a freelance writer available on WriterAccess, a marketplace where clients and expert writers connect for assignments.