Alexandra GiarratanoGuess what? SEO is still important this year. That’s not surprising, but you should know there’s more emphasis on specific areas when it comes to best practices for SEO copywriting. Digital marketers should consider semantic searches, satisfying web users’ growing demands, providing valuable insight, establishing domain authority, and optimizing for mobile devices. These work toward your businesses’ goals of increased rankings and positive user experiences. Keep this guide in your pocket for quick reference as 2015 unfolds.
1. Conduct keyword research
Keyword research remains vital in discovering which terms and phrases your target audience uses most frequently when searching for your services and products. We all know keyword stuffing is taboo as far as search engines are concerned. The best approach is to write persuasive, compelling content that reads naturally while infusing relevant keywords in the proper spots. Leveraging actual search terms satisfies your readers, Google and, therefore, your rankings. Find ways to work the most important keywords into your headings and subheadings, too. This strategy emphasizes the meaning of your page to search engine bots.
Emphasized in 2015 – Semantic Search:
Digital marketers will need to focus more on topics and less on individual keywords in light of Google’s advancements in semantic understanding. Search engines now understand the relationship between data and keywords, within the same site and throughout the web. As search engines improve, so will semantic search’s ability to pinpoint exactly what users seek based on the collective meaning of words on your page, not just individual keywords. Rather than focusing on one highly competitive keyword per page, include related keywords and synonyms. This strategy helps search engines define your website’s information as meaningful and cohesive, rather than a jumble of keyword-focused, unrelated pages, while also boosting your chances of ranking on more than one keyword.
2. Quality, fresh content
Here’s where you should treat your content as you would fish – get it fresh and high-quality. Search engines crave fresh content, regarding it as more relevant to users while indexing your site more frequently. You can do your part in feeding the beast with recurring company or industry news pieces, educational videos, and blogs.
Emphasized in 2015 – Increasing Demand for Credible Answers:
“Valuable content,” which has been ever-important, is now redefined. The focus is on meaning. The best content enhances the users’ experiences and provides trustworthy answers, and that strategy leads to better rankings for your site. Turn your website into an indispensable tool for visitors.
3. No duplicate pages or repetitive content
The most boring people at the party tell the same stories over and over. Don’t let your content be that person! When you duplicate pages on your site, you appear less credible to search engine algorithms, and your ranking drops. Keep in mind, pages with the proper amount of content in order to appeal to search engines. A page without enough engaging content and no call to action is considered flimsy and worthless to your customers.
Emphasized in 2015 – Insight:
The average web page with a first-page Google ranking contains more than 2,000 words. Evidence shows that in-depth articles are shared more often than superficial pieces. Provide content that actually delivers insight and knowledge to your audience, without bludgeoning them with verbosity. Do not write just to write. Your content must be easy to read and sectioned into digestible pieces for a lower bounce rate. Keep search engines in mind, but always cater to your reader first.
4. Social media awareness
Social media and SEO are a wonderful couple. Facebook, Twitter, LinkedIn, Google+, Instagram, Pinterest and other social media platforms provide channels for your company’s fresh content and distribute information to new and different audiences. Search engines regard your followers as brand advocates, which enhances your credibility and can help your site’s rankings.
Emphasized in 2015 – Domain Authority:
SEO is no longer a page-by-page consideration. Your brand’s entire online presence must now be considered when copywriting. Establishing a strong social presence across all major platforms increases brand credibility and helps establish you as a thought-leader superior to your competitors when deliver high-quality content.
5. Optimize for mobile
Smartphones and tablets place search engines in everyone’s hands, all the time. Mobile optimization is no longer a luxury. It’s a necessity. Your relevant, updated content must become attractively accessible to your visitors using various mobile devices. A responsive site automatically serves your content to these users in a way that ensures the most positive experience.
Emphasized in 2015 – More Traffic:
While mobile-optimization is already believed to be a ranking factor, this year we will see tangible results in increased site traffic for responsive sites because search engines reward such sites. You can have the best content in the world, but it’s worthless if a page loads too slowly on a smartphone or appears messy on a site that’s not mobile-friendly. Google will consider this bounce rate and rank your site accordingly.
When plotting your SEO and content strategy for 2015, keep these best practices in mind and as always, seek the help of an experienced digital agency to help you navigate this exciting but ever-changing digital environment.
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