SJC BLOG


How to Get the Best Value From Your SEO


Optimizing Content to Increase Marketing ROI

No matter what the size of your business is, you need to be optimizing your content. You may be thinking, “I don’t share content. I just have a tiny website and I post a few updates on Facebook each month.”

My friend, this may be all you have, but it is still content and it still needs to be optimized.

Content optimization makes the time and money you invest in your website and Facebook account worthwhile.

SEO and keywords are often the first objectives brands address when they are optimizing their content. While this is important, optimization also extends beyond keywords and beyond your website.

Content Optimization Starts With a Strategy

If you want to get the best value from your SEO, you have to start with a strategy. A strategy ensures that all of your content marketing efforts are organized, prioritized and pointed in the same direction.

Without organization and prioritization, assignments often slip through the cracks and lower priority projects can eat away at the budget.

Another benefit of a strategy is that it produces a continuous flow of content. This is crucial to SEO success.

A common mistake businesses make is pausing content marketing, either because they’ve run out of budget or need to realign their marketing efforts. The result is a lot of lost ground in terms of SEO.

A lag in fresh content distribution, even for a short time, can cause you to drop in search rankings.

Your content strategy should outline these points:

  • Campaign timeline
  • Campaign purpose
  • Campaign goals
  • Methods for measuring success
  • Campaign budget
  • Budget allotment
  • Content needed to support the campaign
  • Order of content priority
  • Content distribution frequency
  • Content creation and distribution responsibilities
  • Deadlines

Content Quality Improves SEO Results

Keyword research is vital to the success of content marketing, but it is not a standalone tool. Strategic keyword choices have to be surrounded with quality content to achieve the ranking and conversion you want.

Quality content can be defined by these characteristics:

  • Clear purpose
  • Streamlined writing for easy reading
  • Addresses consumer pain points
  • Supports overall brand messaging
  • Utilized correct grammar

Content that is comprised of a giant sales pitch, lacks clarity, or is just plain sloppy quickly loses readers’ attention and respect, correlating with a short time-on-page and poor search engine ranking.

Your goal is to produce content that helps consumers so they turn to you as the industry expert, increasing the traffic to your website.

Engagement Opportunities Matter

Engagement opportunities are an SEO best practice many organizations skip over. Unfortunately, they’re limiting the reach and power of their content.

Publishing quality content on your website alone limits visibility to repeat customers and prospects who click through from search engine results.

This tactic relies on them to stumble upon the content. Even out of the previous and prospective customers who visit your site, only a fraction will click through to your new content without encouragement.

In order to optimize content reach, you need to both look for and create additional engagement opportunities.

First, you need to make sure the journey through your site is seamless. Implementing Google Analytics can help you find drop off points and identify opportunities for improvement.

Second, you need to look for internal opportunities to expand the amount of content a website visitor views or receives. Here are some tools we like to use:

  • Links within blogs to relevant content we own
  • Email capture
  • Newsletter sign up
  • White paper offer
  • Social buttons
  • Social sharing triggers within blogs

Third, you need to utilize external opportunities for content distribution. While social platforms aren’t technically a ranking factor, they do create buzz about your brand and drive traffic to your site.

Social platforms are also search engines in their own right. Knowledge of the lingo and hashtags commonly used by industry peers on social media can greatly increase the number of people who see your content.

Social media is a great place to reshare content, increasing the chance that your entire target audience will see and read it.

Measurement Reveals Opportunities for SEO Improvement

Measurement is key to evaluating the success of individual pieces of content, distribution tools and your overall strategy.

Every marketing campaign should include a plan for tracking data on all of your content, whether it is housed on your website, social media or another website.

Analytics should become a regular part of your marketing tasks. You should review them before starting a campaign to gain insight into content and platforms that have previously proven successful in reaching your target audience.

Reviewing analytics consistently throughout a campaign empowers you to make quick, small shifts if you identify an extremely high- or low-performing piece.

A final review at the end of a marketing campaign helps you see where goals were met and where you can improve or eliminate a tool on the next campaign.

As with all business growth or lead generation tactics, you need to know their value.

Conclusion

As you can see, SEO best practices take constant effort. But, consistent investment in every aspect of the process produces a higher return on your SEO efforts, making the process worthwhile.

We understand that not every team has the time or human resources to successfully optimize their content marketing. That’s why our experts are available to partner with you so you can achieve the ROI you need.

We would love to help you develop and execute a strategy that will help you reach your goals. Contact us to get started today.