How to make your content work for you
If content is king, how do you create a great piece of onsite content that appeals to both search engines and potential customers?
When it comes to search engine optimisation (SEO), content is king – and onsite content has been shown to be particularly effective in boosting SEO performance.
But what exactly is onsite content and how can you ensure that yours appeals to both search engines and potential customers?
What is onsite?
Simply speaking, onsite refers to all the content that is contained on your website, from news articles and blog posts, to FAQs, videos and how-to guides. Unlike offsite SEO (which involves building links back to your website from external sources), onsite puts you firmly in control of your content and its performance.
However, not all content is created equal, and there are a few things you need to take into consideration to ensure that your onsite content works to your advantage.
Optimise, optimise, optimise
It almost goes without saying that any content you produce should be optimised for SEO – that’s one of its primary purposes after all. Incorporate your keywords (particularly longtail keywords) into the body of the content, and ensure that they feature in the meta-titles, descriptions, and url structure. It’s also a good idea to include internal links to help users discover additional content and increase the time they spend on your site.
Having said all that, a great piece of onsite involves so much more than optimisation.
Make it relevant and engaging
When it comes to creating great onsite content, the most important thing is to ensure the content you create is relevant and engaging. Gone are the days of meaningless articles stuffed with keywords – today’s search engines and web visitors expect quality content that inspires, amuses or informs audiences. To produce this content, don’t be afraid to be creative and think outside the box. Anything that captures and keeps your customers’ attention is good for business and great for SEO.
Keep your audience in mind
The easiest way to make sure your content is relevant and engaging is to always keep your intended audience in mind. As a business, you should know who your ideal customer is so, before creating any content, consider whether they would find the information valuable and how you can make it as interesting to them as possible. Another thing to think about is how your audience prefer to access content as this will influence the format you choose to produce it in.
Make it rich
When it comes to creating onsite content, don’t feel that you have to stick with text. Rich content such as images and video have been proven to have much higher engagement rates than static all-text pages, encouraging people to stay on your site for longer and to share your content more widely. As well as being good for your business this also has the added benefit of improving your SEO rating. Stuck for ideas? Take a look at your existing content and think about what could be repurposed into a different format – case studies, CEO updates, testimonials and how-to guides can all work really well as videos.
Measure and evaluate
As with any marketing activity, it’s essential to analyse and evaluate your content so that you can see how it is performing and which types of content resonate best with your target audience. This will enable you to tweak your content strategy as you go along, producing content that draws people to your site and encourages them to stay there.
Creating all this content can seem like an overwhelming task, so don’t be afraid to seek assistance from a company that offers onsite SEO services. A fresh perspective and some expert knowledge could make all the difference to the quality and effectiveness of your onsite content and, ultimately, your position in the search engine rankings.