A lot has been written online about creating content to help with SEO. There have also been dozens of books written about content to go along with the thousands of articles and blog posts dedicated to the subject. With so much information out there, and so many voices and opinions on the matter, it can be a little intimidating for those who are just getting started in content development and a little noisy for veteran SEOs looking for new ideas or perspective.
Where do you start? What are all these tools? And what do some of these terms even mean?
We’re here to offer our perspective on considerations for creating SEO content. We’ll provide a high-level overview for beginners and perhaps even inspire insights for veteran SEOs. In this post, we’ll review 4 critical “Do’s” for creating content for SEO.
Language matters in marketing. For copywriters the right words make for effective ads and memorable taglines. For Search Engine Optimization (SEO) and Search Engine Marketing (SEM) specialists finding the right words is critical to successful campaigns. That’s why keyword research is a cornerstone skill set. While there’s no shortage of articles on this topic, they often focus on the primary goal of securing top rankings and driving tons of traffic to your website.
So, allow us a slightly different take on the subject: it’s not just about rankings and traffic.
Yes, leads and sales require traffic, which comes from visibility. But ranking for the wrong keywords is not helpful. It’s also not useful when a site ranks for the right keyword but with the wrong page.
Keyword research, when done right, can do so much more than support rankings. It helps us better understand users, and it can help us better visualize conversion paths and user journeys. It can also help inform persona development by tying demographic and psychographic information about audience segments to specific language. In this post, we’ll cover the broader scope of the concerns, needs, and processes that all go into keyword research in modern digital marketing.
Have you ever wished you could talk to Google? Not with voice search like “Ok Google, find the closest Pizza Hut.” But communicate with Google about your content and what your website has to offer? Well, in a manner of speaking, that’s what some kinds of structured data are for.
defines structured data as “any data that resides in a fixed field within a record or file.” For their purposes, Google
explains structured data as “a standardized format for providing information about a page and classifying the page content.” So, while structured data, in general, has a much broader application to data models and programming, for today’s post we’ll be looking at it more from Google’s perspective and how it works with SEO.
In 2016 Google quietly announced
that they had “begun experiments” to make their index mobile-first.
This move has its roots in the increasing behavioral shift toward mobile internet access. The improvements in smartphone technology, tablets and more widespread mobile internet availability has enabled users to perform most, if not all, of their regular online activities from the palm of their hand.
How widespread is this exactly? Here are some numbers to think about.
- By 2018, US users are spending up to 5 hours a day on mobile devices Techcrunch
- More than half of mobile device users reach for their smartphones immediately after they wake up. ExpressPigeon
- Last year, approximately 43% of worldwide website traffic was from mobile phones. This in an increase of about 12% over 2015. Statista
Given this gravitation toward mobile internet usage, the fact that we’re not already living with a mobile first index is somewhat surprising. While Google may not be prepared for a full scale mobile-first index until sometime in the next year or so, now is the time to prepare. In this article we’ll cover a couple of the most important aspects of preparation to help you get ready. Because for both search and user experience purposes all websites must adopt a mobile-first mentality before they find themselves facing a ranking-last reality.
It’s hard to measure how far you’ve come without knowing where you’ve been. With SEO it’s important to track and show growth over time before beginning any active campaign. This helps create a baseline that you will measure against as your work progresses. This baseline will give you the essential data to prove the results of your efforts.
In this article we’ll delve into aspects that are worth tracking in an SEO baseline. Whether it’s part of an audit or a standalone effort, these are some of the growth metrics you’ll watch over time.