When it comes to your site’s search engine ranking, content quality is one of the most important factors that can influence your SEO. This means that it’s now more important than ever to have a content marketing strategy that’s designed and executed with SEO in mind. Not sure whether your content marketing is properly optimized? By following a few general rules and guidelines as you prepare to create new content in 2018, you can begin optimizing your content to boost your search engine rankings.
1. Focus On Interactive Content.
An increased demand for interactive content is one of the top web design and SEO trends you can expect to see play out in 2018 and beyond. Today’s users want to enjoy a personalized and engaging experience with the content they encounter, and there are plenty of fun ways to incorporate interactivity into your content. Consider, for example, writing some fun quizzes or including polls/surveys as part of your regularly scheduled content. Not only will this allow visitors to actually engage with your brand, but you can also gain some valuable insights from your users from interactive content, such as polls! And of course, because surveys and polls take some time to complete, this will increase your average user’s total time spent on your website—which in-turn helps your SEO rankings as well.
2. Keep It Useful And Unique.
Unless you’ve been living under a rock, you’ve likely heard the phrase “content is king” in reference to SEO. This sentiment remains true, even as we move into 2018 and beyond. However, no longer is it enough to just post content (blog posts, how-to articles, etc.) on a frequent basis; your site’s content needs to be unique and useful to its audience if you want it to benefit you from an SEO standpoint. This is especially true when it comes to blog posts. When brainstorming ideas for a new blog topic, take time to do some research. If your topic has been covered before, it’s not worth doing again unless you can bring something totally new to the table. Otherwise, try to focus on topics that are 100% unique and that will actually help your readers complete a task or learn something new.
3. Don’t Neglect Your Headlines.
Here’s a fascinating (and somewhat troubling) statistic: about 59% of all links shared on social media are never clicked by the people who share them. This means users are basing their decision to share articles on their headlines alone! From a content marketing standpoint, it’s now more important than ever to get creative with your headlines and make sure they’re written in a way that will capture the attention of your target audience. Otherwise, it doesn’t matter how well written your article or blog post is because nobody is going to be clicking on it. And speaking of encouraging social media shares, don’t forget to be including clear calls to action in your blog and other content that invites readers to share on social media.
4. Be Mindful Of Keyword Usage.
Keywords are an important component of any successful search engine optimization strategy. At the same time, not knowing how to properly use keywords in your content can have the opposite results you desire because search engines (such as Google) do not reward sites with content that is clearly “stuffed” with keywords for SEO reasons. In fact, keyword stuffing is a frowned-upon SEO practice that can actually lead to your site being de-indexed altogether. If you find you’re using too many instances of the same keyword in your content, use that “find and replace” feature to swap the keyword out for some synonyms and related terms.
Instead, you should be focusing on your keyword strategy by making sure you’re using natural keywords (and variations of those keywords) throughout your content. The best motto to follow when it comes to keywords in your content is “keep it simple.” If you’re overthinking it, you’re probably doing it wrong. By using keywords naturally in your content, titles, and URLs, you’ll likely be in good shape from an SEO standpoint.
Optimizing your content marketing strategy takes some time and careful planning, but when you consider the huge impact a sound content marketing plan can have on your overall SEO rankings, you’ll find that it’s more than worth the time and effort to get it right!