Search engine optimization (SEO) is one of the most important things you can do for your business. In this highly competitive business world, it is an absolute must. SEO helps your business stand out from the competition (and there no matter what industry your business is in, there is a lot of competition.) It also expands the reach of your business, improves your search engine rankings, and helps to drive more traffic to your website – and thus, your business.
While there are a lot of factors involved in SEO, one factor stands out among the rest: Content.
The content on your website, your blog, your social media posts, etc, is one of the most powerful tools in your search engine optimization Toronto toolbox. Content helps to build your brand and reputation, makes your website more authoritative, boost your search engine rankings, engages your audience, attracts new prospective clients, and so much more!
Making sure that your content is optimized for SEO purposes is vital to your success; however, so many business owners don’t know how to properly optimize their content. The results of improperly optimized content can do one of two things:
- Nothing for the success of your business
- Negatively impact the success of your business
So how do you successfully optimize your content for SEO purposes? Here’s a look at some expert tips that will help to make your content the standout piece of your search engine optimization Toronto efforts.
Use the QUART Method
QUART stands for Quality, Uniqueness, Authority, Relevance, Trust.
Every aspect of your content needs to establish quality, uniqueness, and relevance; authority and trust are more elusive aspects of content, and they definitely need to be worked on, too, and they are a byproduct of the other aspects of the QUART method.
Don’t Become Fixated in One Thing
All too often, people become fixated on one aspect of their search engine optimization efforts for their content; inbound links, keyword usage, the depth of their content. Becoming fixated on one facet means that you aren’t focusing on all of the aspects, and every aspect of your SEO efforts for your content is important. When you focus on one part instead of the entire process, you end up creating an unbalanced plan, which leaves your content vulnerable to your competition.
Keyword Research is a Must
You really have to spend time conducting keyword research. Doing so allows you to identify what type of language your targeted audience is using the most often to find the types of products and/or services your business offers. When you understand the type of language your intended audience is using when they search the Internet, you can pinpoint specific keywords that are effective for your business. Once you have these keywords, you can then incorporate them appropriately in your content.
Also, remember that you need to do keyword research on a regular basis. It’s not a one-shot deal. Your audience is ever-changing, and the way that they search for the products and/or services that your business offers also changes. You need to stay on top of those changes so you can incorporate those changing keywords in your content.
Focus on Evergreen Content
Your content should be evergreen. What does that mean? – It means that it is always relevant. While yes, keywords do change, and you want to incorporate changing keywords into your content, you do want to make sure that the content you post is always relevant. For instance, when someone is using a specific word or phrase to search for your business, you want the content they find about your business to meet their needs – always. In doing so, a blog post you wrote two years ago will still provide useful and relevant information for your readers.
Make Your Content Useful
The number one thing that both your audience and search engines want is to see useful content. Your audience doesn’t want to read a webpage that doesn’t provide valuable information, and the search engines don’t want to see content that is stuffed with keywords, makes no sense, and offers no value.
The more useful your content is, the more engaged your readers will be. Likewise, the more useful your content is, the higher your search engine rankings will be. Search engines like Google, Yahoo, Bing – and all the others – give higher rankings to websites that contain valuable information; and one of your biggest goals is to achieve a high search engine ranking.
Readability is Important
People don’t really read content; they scan it. They scan over a webpage or a blog post to see if it contains the information they are looking for. If they see something that jumps out, they will stop and read it. So, make sure your content is readable. Don’t write a blog post that contains a bunch of long paragraphs; break it up with subheads, charts, bullet lists, etc. Doing so will make the information within your content stand out, which will get your readers to actually read what you have written.
Page Titles are Important, Too
Page titles are just as important as the content on your actual page. When someone does a search on the Internet, your page titles show up in the search results. Those titles contain valuable information about your web pages; what the page is about, etc. Make sure you take the time to write unique page titles that contain keywords, and that aren’t too long. At the same time, however, don’t keyword stuff your page titles; doing so will kill your search engine optimization efforts and land you lower in the search engine rankings – or could even get you kicked off a search engine!
Never Keyword Stuff
This brings up another important point; never, ever, EVER stuff your content with keywords. If you write a page that contains a bunch of keywords and the content doesn’t make sense, you aren’t providing value. When your content isn’t valuable, your readers are less interested, and so are the search engines. In fact, the search engines may actually ban your site!