1 – Creating engaging content
Generating content can be one of the biggest challenges for organisations, and in 2014, one of the most important factors in organically improving SEO.
All content needs to read well, in addition to containing the targeted keywords and information in the meta tags and alt tags. It is worth remembering that content on a site needs to be relevant to a search term in order for it to register in the search engine. Top Tip! – Content brimming with keywords can create a negative impact and may register as spam. Try and write as naturally as possible – don’t let your keywords dictate your content! Use Google Trends, Yahoo Buzz Log, and Google Adwords Keyword Tool for helpful ways building your keywords.
2 – Social media (although not technically a SEO bedfellow)
Today it is very rare in the UK to find a company doesn’t either use LinkedIn; Facebook; Google+; or indeed Twitter as part of its social media strategy. Some consumers are even put off by a company not having any form of social media community.
Stop. Read. Tweet.
Social media is an increasingly valuable way for companies to provide customer support. Companies are also utilising the purse-friendly advertising rates of Facebook, LinkedIn, and Twitter to help drive traffic to their websites and social media profiles. It can be the case that organisations get too ‘Twitter happy’ and forget about the end user. Think about the tweets and make them give a new side to the same story. For example some organisations tweet virtual copies of the same tweet, like this:
Tweet one – The apple is red
Tweet two – The apple is crimson
Tweet three – The apple is burgundy
The tweets would be more interesting to the reader if they were padded and worded inversely, like this:
Tweet one – The juicy red #apple is exclusively selected for its plumpness and colour #iloveapples
Tweet two – Every year in the UK 490,000 tons of apples are consumed – that’s a lot of apples! #iloveapples
Tweet three – In 2007 the UK #apple market was worth around £115 million #iloveapples
You’ll notice that hashtags (#) have been used for the above three tweets, by doing this valuable information that is posted in the tweet will be readily findable and useful for customers looking to join the conversation. By tweeting additional information around your message, you can do a ‘double dip’ tweet where you are combining your messaging and brand with an added takeaway that may have more reach to a bigger audience; this will open the doors to social sharing.
3 – Get on the front page: PR coverage enhances SEO
In fact genuine earned media appearances are currently the most powerful form of SEO, and help to substantiate and amplify the messages in Pay Per Click ads. We offer PR packages to suit all companies and will help clients get the most out of press coverage and target all the SEO sweet spots.
4 – Deep linking
It is important to ensure that relevant links go to different pages across your site. This will allow you to identify the relevant links to each page. This will help improve the users experience and allow search engines to pick up the valid content, boosting the overall page rank. Links only going to a homepage are not viewed as important by search engines. Top Tip! – Do you have an events or blog page on your website? Use these as your route into deep linking. As your content changes on a regular basis you will be able to create links that can trigger the search engine to register your page and improve page rank visibility.
5 – Customer Reviews
Encourage happy customers to share their positive experiences with other customers online. This is historically done through forums, however, more and more organisations are using social media as a way of directly targeting customer feedback. It is also a useful way of improving your brand, with surveys and online polls. Use free resources like twtpoll.com, polldaddy.com, and strawpollnow.com to generate more discussion.
6 – High Quality Content Checklist
Next time you set about publishing content on the web – do a quick content/SEO checklist:
- Does the content have a strong intro, body and conclusion?
- Contains research?
- Offers the reader a solution?
- Has a clear audience in mind?
- Shares new information with the reader?
- Gives a unique angle or debate to a topic news story?
Further Reading – The HGI SEO white paper is now available. Please click here to download the PDF version.