Search engine optimization is a rapidly shifting field. Just a few years ago, the technical aspects – fitting keywords into HTML code, building links, etc. – were at the forefront of any site optimized for SEO. But search engines like Google have paid attention, and in their quest for showing users the most relevant sites available, have begun penalizing marketers who try to "game the system" by designing their websites specifically to rank highly on Google.
That, in turn, has placed an increased emphasis on content in SEO. Google will rank pages the highest who showcase actually relevant content to their audience, encouraging organic link building simply because visitors like the content so much that they just have to share it. But how do you come up with the perfect content for SEO? By following these steps.
The first, and most important, part of this new focus of SEO is to keep your audience on the forefront of your mind. Just who is visiting your website? Are they looking at it for personal enjoyment or professional expertise? What problems are they looking to solve? Try establishing a specific profile of your target audience, who they are and why they’re visiting your page.
Next, it’s time to drill into the specifics. What exact keywords does your audience use to search for a website like yours? The web is full of keyword search tools, but the best one can still be found in Google AdWords. It gets you the amount of monthly searches for each keyword you enter, allowing you to understand whether a keyword like "lawn care" does better than "garden care." Narrow in on the most successful keyword.
Next, it’s time to design the actual content! It should focus around the keyword or keywords that you found in the second step, but be careful not to overstuff your content. Google now recognizes when content is obviously written just to rank for a keywords, and penalizes websites who do that. Instead, use the keyword as a jumping-off point for the content. If it’s "lawn care," try writing blog posts and/or whitepapers on what month lawn care should start, what fertilizers are better than others and why, and so on.
And just like that, you can design content that’s relevant to your audience and will be found by your audience! By building your content in such a way, you can ensure that your website is ready for the new age of SEO. Contact us to let us help you!