In the early days, content optimization revolved around keyword stuffing, top rankings, focusing only on high-volume keywords and would cater to the search engines rather than the audience. However, using such tactics today in a brand’s digital marketing strategy will surely deliver diminished results.
This blog explains five simple ways in which you can optimize your brand’s content in a better way:
1. Avoid Over-Optimization of Content
In 2012, Google’s over-optimization penalty came into force which completely de-indexed sites that were still keyword stuffing, link stuffing and link spamming. Thus, keeping this in mind, the first rule to follow is to definitely avoid using old and outdated SEO tactics to optimize your web content. Some of these tactics include:
- Non-branded, keyword-dense URLs
- Linking to toxic sites
- Non-relevant keywords
2. Effective Keyword Research
By doing proper keyword research, you can find the right keywords for your brand that bring in needed traffic but also have an appropriate amount of competition. It’s not practical to plan a strategy where the aim is to make your brand’s website rank for every keyword.
Another way of doing effective keyword research is by switching from individual keyword phrases to topics. This allows search engines to answer questions with web pages even if that page is not optimized for that phrase.
3. Create Content for Your Audience - Not Search Engines
When creating content for your brand, keep in mind that your brand has to provide practical value for your audience, not the search engine. Solely catering to search engine demands doesn’t work in the current SEO scenario because search engines are constantly changing their ways in terms of rankings and their criteria for quality content.
A focus on only high-volume keywords and an increase in keyword density are signs that content is being created for the search engine and not the audience.A better approach to follow would be to optimize your content around one relevant keyword and include this in the brand’s URL, title, description and website copy.
4. Responsive Design
Studies show that the number of mobile phone users in the world is expected to pass the five billion mark by 2019. Since most people use their phones for mostly everything – from shopping to texting to using social media – it’s important for a brand to think about responsive mobile design.
Pages of a website need to show up quickly and clearly on a mobile phone in order for a brand to reach its audience through a tiny screen. A responsive design also makes it easier for a person to use a single URL as a website doesn’t need to be redirected to another page for a mobile device.
5. Monitor Social Networks
If you want to see results from any optimization techniques, you have to seriously monitor your brand’s social networks.
Social media plays a pivotal role in content discovery and increasing the reach of your content. Ensure that your content is social-ready by including social sharing links on landing pages and blog posts and keep up an active level of engagement with your audience. You should also connect with relevant influencers and brands to help share your content.
Digital marketing involves constant evaluation of what’s going right, what’s going wrong and what needs to be implemented - all a part of SEO’s ever-evolving strategy. Every content process needs to have content optimization at the very top of its priority list in order to gain optimal results in the long run.