Google is always changing, and it’s impossible to know how its algorithms work, but there is a lot of helpful information out there to guide good SEO. The fact that good content is a key driver to a well performing website never changes. But, what comes next? Here are a few helpful steps to make sure that great content on your website gets the attention it deserves.
You can use the data provided in Google Search Console to provide insights into search terms people are using to find your site. How many impressions are you getting, where is your site ranked and what are the click-through rates? If you are getting a lot of impressions, but few clicks and poor ranking, that’s probably a keyword you want to focus on more prevalently within your website.
But, don’t forget to make sure your keyword is relevant. Take a look at how you are ranking in comparison to your competition. Look at what is missing from your website content. And, make sure what you’re talking about adds value. Don’t just load up your site with keywords – Google knows what you are doing!
Think Title, Intro, H2 and Density. Make sure your keyword is in your article title, the first sentence of your post, and a subheading or ‘H2’. According to Yoast, WordPress sites should aim to target a keyword density of 0.5-2.5%. Keyword density is measured by calculating the percentage of times a keyword appears on your page compared to the total number of words in the post.
Take a look at this article, for example, through the filter of my keyword ‘Good SEO’. You’ll find it in the title, intro sentence, subheading point #2 and throughout the post four times, thus creating a keyword density of 0.7%.
Also, don’t forget to create a compelling SEO title and meta description. Your keyword should be prominently featured with a concise introduction (no longer than 300 characters) to capture a reader’s attention. If you skip this step, you’re allowing Google to determine the most relevant information to your readers and highlight that in the search results. Take it one step farther. No one knows the importance of your content the way you do.
You’re scrolling, you’re scrolling….political post, blah blah blah, and then bam! Something that looks really interesting. True, you need to have all of the right logistical items in place, but don’t forget to make it look good. You’ll grab the attention of more readers who may have just scrolled right past your amazing content. What good is great content if nobody clicks?
The beauty of social media is that it makes it so easy to share your website content through a variety of mediums to a captured audience. There has been a debate if there is a place for social media in the B2B world, but the answer is yes!
Everyone is on social media. But, don’t just post to post. Again, make sure you are including a good mix of relevant, value-add content. A friend of mine once said, don’t be that person at a party just shouting out information about yourself from the corner. Start a conversation. And that is so true when it comes to social media.
Encourage your co-workers to share content from your site to their networks. The more impressions, the more clicks – the more Google will pay attention and boost your content ranking.
It’s easy to figure out if your efforts are resulting in good SEO. Use your Google analytics to track visits to your posts. Look at the referral area from your site to see if you’re making an impact from your social channels. Keep an eye on the bounce rate.
If you’re seeing a lot of traffic generated to those posts, but a high bounce rate, re-evaluate the content you’re putting out there. Increased website sessions are one thing, but if no one is staying, those increased visits aren’t doing you any good.
Are you ready to take your website SEO to the next level? Let’s talk!
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