Did you know that for every minute of the day, bloggers are creating 1,400 unique articles, social media users are sharing somewhere in the region of 2.5 million pieces of content, and 4 million searches are being made via Google?
When you’re just one company in an ever-expanding sea of digital storefronts and online marketing, figures such as these can be daunting. How do you ensure that you stand out from the crowd, or at least remain side-by-side with your competition?
The answer is SEO or, to be more precise, the SEO strategy that you apply to your business’s online presence. Search engine optimisation really matters; with the right SEO strategy, and an innovative approach to the online content you create, there’s every chance you could be leading the pack from hereon in.
Creating outstanding online content
The online content that you create has the ability to increase your page’s engagement, propel it onto the front page of those search engine results, and increase your readers’ trust in your brand, as well as reinforcing a particular idea that you may be attempting to introduce; there’s nothing quite as persuasive as the written word.
Your online content and the keywords contained therein should therefore play an integral role in your business’s SEO strategy. It’s as important as identifying your marketing goals, tackling your social media engagement, and increasing your business’s online directory presence. Now may be the time to hone your strategy, but how can you create content that really shines?
Set off on the right foot
It’s estimated that 80% of people will spare the time that it takes to read a headline, but that a mere 20% will then go on to view the rest of the article. Hooking your reader from the moment their eye skims that headline is absolutely vital; indeed, according to Firebrand, the right headline has the potential to increase your readership by some 500%. What makes a great headline?
The best titles are those that are short and compelling, and are packed with primary keywords, trigger phrases and adjectives to get your reader on board – and to stand out from the crowd on any search engine query. It can take a little time to get used to creating such headlines, so be sure to use a tool such as CoSchedule’s free headline analyser until you’re confident that you have the ability to drive more traffic to your site.
Think quality, rather than quantity
If you really want your online content to stand out from the crowd, consider its quality rather than the number of blog posts or articles you’re able to produce during any given timeframe.
To increase traffic to your site and improve your SEO prospects, the content needs to be good; it should be tangible copy that the reader engages with, comprising relevant information, well-researched arguments and keywords that will be picked up easily by search engines.
Your online content should be able to represent your brand at any level, identify and meet an individual’s needs, stand at the right length to be digestible, and cover a multitude of angles so as to be recognised during SEO.
In short, you could use professional help, which is why so many companies are turning to web marketing specialists for their blog optimisation needs. Such organisations can create online content and copy without bias or being bogged down by company politics; their content is clear and concise, and it will do exactly what you need it to do.
Use relevant images
We, by nature, consume images ten times faster than text, with almost a quarter of our brain devoted to visual stimulus. While you may be concerned with the written word featured throughout your online presence, it’s also worth thinking about the pictures that your reader will see first. Images can attract and hold attention, reiterate a point that you’ve made during the course of the text, and stay in the memory far longer than a jumble of words would do.
It’s also worth thinking about the imagery of the text itself. What font have you used? How have you grouped your text? Have you used bullet points? The eye will naturally be drawn to separate chunks of text, which a reader will be able to engage with far more easily. It’s therefore important to think about the presentation of your online content, as well as what it has to say.
There are, of course, so many other ways that you could make your online content stand out, including using internal and outbound reference links to boost page authority and search engine ranking, being clever with the ways that you access social media and share content, and linking to your blog at every given opportunity. However, there’s no substitute for concise, informative and, above all, quality copy, which will transport your readers to the place you need them to be – on your side.