Content for SEO: What’s Best for your Website?

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Search engine optimization (SEO) is the practice of structuring your company’s website and other online content so that search engines can recognize it. Thanks to the rise of smartphones and other mobile devices, searching online is a popular way for consumers to find businesses, so it is crucial that you follow SEO best practices to get the greatest benefit from your online presence. When it comes to creating content for SEO, you have many options available to you. 

So you better get busy …

Written Content for SEO 

Articles, blog posts, website pages and other written content is great for SEO because you’ll have the chance to utilize targeted keywords. These are the terms customers type into the search engine when looking for information. By incorporating the terms your customers are searching for in your online content, you’ll have a better chance of attracting their attention and establishing your company as an authority figure in your industry. 

Evergreen Articles 

Evergreen content refers to any information that is not time-sensitive. For example, this could include things like your company’s origin story, product care instructions, references to scientific studies and more.

The content should be just as relevant a year or two from now as it is today, assuming there are no major developments or changes in your industry. You can publish evergreen content as static pages on your website or as blog posts. 

Blog Posts 

While some blog posts may be evergreen, this isn’t always the case. Your company blog is a great place to share company news and information about upcoming product releases, sales, and special events.

Your blog should include plenty of useful information for your readers as well. Take note of the most common customer service inquiries your organization receives to gain inspiration for future blog posts. You can answer a question in each post or create a compilation of FAQs.

Check out what your competitors are blogging about for inspiration too, but be careful not to look like you are copying them. To boost your blog’s SEO results, be sure to post on a regular basis. Aim to publish a new post at least once a month, preferably more often. 

Category Landing Pages 

If your company sells a wide range of products, you’ll need to categorize everything to make it easier for customers to find things. Breaking your products down into categories also gives you a chance to enhance your SEO. Create a landing page for each content category, and include helpful information to guide your customers in selecting the most appropriate products for them. Don’t forget to include keywords relating to the products within that category! 

Lists 

Lists are easy for people to scan to get the information they need, so they frequently rise to the top of search results. In creating list content for SEO, make sure that your title makes it clear what the list is about so that readers know what to expect. Companies in just about any industry can make use of lists. For example, a real estate agent might make a list of popular restaurants in the local area to entice people to move there. A clothing company could list items to put together outfits for various occasions. The possibilities are virtually endless. 

Multi-Page Guides, White Papers and Other Long-Form Content 

Although much of the content on the internet is short and easy to digest, there is still a place for long-form content like guides and white papers. Some topics are too complex to explain in a short blog post, so something a bit longer may be necessary. The goal of long-form content is not to provide quick tips, but rather to create a complete reference that customers can refer back to in the future. 

Other Content Marketing Examples 

Written content is crucial for SEO, but there are many other content types that can also help to boost your company’s search results. 

Video 

Countless pieces of video content are published on YouTube and elsewhere online each and every day, and your business could get left behind if you don’t embrace this trend. To help customers find your content, be sure to add tags and keywords to your video description to help search engines categorize the video. Make sure your title explains what the video is about as well. While “You won’t believe what happens next!” may seem like an attention-grabbing title, it won’t do anything to bring you targeted viewers who are actually interested in your business. 

Photo Galleries 

Search engines are getting better and better at recognizing video content, but there are still things you can do to help them along. Always add titles, captions, tags and other metadata to your images, incorporating your chosen keywords. Grouping images into galleries or collections can also be quite useful, especially in visually dominated industries, like clothing, beauty and home goods, to name a few. Add a few sentences to go along with each image in the gallery to add even more value for readers. 

Infographics and Other Data Visualizations 

Your SEO sucks

No one wants to read through reams of data to get to the point, so make it easy for your customers by putting together infographics to display important information. This can make statistics, graphs and other data more palatable to the average consumer. Infographics are great for sharing online as well, so you’ll likely find that they get much greater reach than some of your other forms of content, getting your business in front of even more potential customers. As with photos, be sure to include titles and captions to help search engines understand what the graphic is depicting. 

Interactive Tools 

For some types of information, static content just won’t cut it. Interactive tools, like calculators, virtual clothing and makeup testers, quizzes and more, can help your customers engage with your content in more meaningful ways. Rather than simply reading the information, they’ll actually be interacting with it. This makes it more likely that they will remember it, which also boosts the likelihood that they’ll remember your company when they are ready to make a purchase. 

Update Your Online Content for SEO 

Here at the Lorem Ipsum Company, a premiere Orange County SEO agency, we work with businesses in a wide range of industries, helping them improve their online and social media presences so that they can reach more customers.

This includes incorporating SEO tactics across all content channels. We’ll work closely with you to understand what your business does and what distinguishes you from your competitors. This way, we can develop a complete digital marketing strategy to help you achieve your company’s goals. Reach out to our team today to learn how we can make SEO work for your business. 

    Jeramy Gordon is the founder and Chief Content Officer at the Lorem Ipsum Company. He has been creating successful content strategies for almost two decades and believes in the power of high-quality content. He lives in Orange County, California, with his wife and two children.

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