Content strategist Jennie Kim lays out the three components of a winning content strategy and...
Three Simple Ways to Improve SEO
Your website is equal parts highly relevant keywords and properly used HTML tags, but you’re still not feeling the search engine love. So what gives? Beyond the old standard of relevancy and frequency of keywords, developing targeted, compelling content and establishing links to other authoritative sites can also lead to a rankings boost.
Effective search engine optimization (SEO) strategies start with a basic understanding of what powers today’s search engines. Spiders like Googlebot crawl around the Web, linking from your page to other pages, looking for content to index and rank. Words, phrases and key content tags and attributes are amassed and indexed. Then, a proprietary algorithm determines how your site will be ranked when a user submits a query. With so many variables, how can you optimize content to attract the search engines?
1. Remember that you’re developing content for human beings. That may seem counterintuitive, but as Scribe and Copyblogger founder Brian Clark points out in a whitepaper on the subject, “People need to like your content before Google will.” In addition to conducting research into the keywords people use to talk about your product or service, it’s important to identify how your intended audience is actually talking about your product or service so you can speak their language. Use keywords in a way that will sound natural to them and ensure your title tags and headlines are as compelling as the rest of your copy. The fact that people see your site as a trusted source for quality content will result in higher site rankings over time.
2. Improve your internal links. Anchor tags are the terms you use within your links. You’ve seen them… “read more,” “learn more,” and “more details” just to choose a few. But did you know that search engines use those links as a way to determine your website’s most important terms? It’s true. So unless you’re trying to rank well for the term “read more” change it to something more meaningful and make sure include your important keywords. For example, instead of “learn more” an accounting firm promoting their services should use “Check out our tax preparation services” with the terms tax preparation services hyperlinked to their services page.