Bringing high-quality content together with effective search engine optimisation and a well-structured website can transform ROI and results. Here are four tactics to help your business achieve this aim.
Focus on creative
Creating brilliant content can support a number of marketing goals, including SEO. Recent research found that the distribution of news, blogs and articles is now the top SEO marketing strategy for SMEs. Working with an agency can fast track your content efforts as you will be able to tap into a talented team of writers capable of writing both short form and long form.
When providing information to third parties or creating briefs for content, make sure to outline important keywords and to include topics that will engage and appeal to your target audience. You may also want to include a few visuals to drive engagement.
Clear site structure
Lumping blog posts and web copy together ad-hoc will make it difficult for Google and users to get to the good stuff. You need to make your webpages easier for search engine crawlers to navigate, and the best way to do this is to create a robust site structure with a suitable hierarchy.
A simple hierarchy to follow flows downwards from pages to categories to subcategories to headings and the internal linking designed to support the overall structure. You might want to jettison older, less relevant content at this point. Better site structure will reduce confusion while shining a light on the most important content so that Google can rank it accordingly.
Optimise your website
Your website will send signals to Google for ranking purposes, so it is important to keep everything streamlined and speedy. Google wants to provide content that will deliver exemplary digital experiences to users, and page loads are central to this. To raise your standards, strip away anything that will slow down your website. For example, you may have to compress images or delete superfluous CSS elements.
Improving mobile-readiness has been oft-repeated advice during the last several years, but it remains just as relevant in 2019 as consumers continue to watch and read content on smartphones in ever-increasing numbers and Google tweaks its search algorithms to favour web copy optimised for smaller connected devices.
Creating a responsive mobile site for your new content is now near essential, so take the time to get a mobile-adapted site structure and functional UX in place.