Creating your company website is a lengthy and personal process. Your website is a representation of who you are as a company, and therefore you want it to be the best representation possible. You also know how powerful an optimized website can be when planning out a digital marketing strategy. If search engine traffic is a primary way for your company to generate leads, your web pages must be effective.
Below are four search engine optimization techniques you can implement on your own to attract better quality leads. These changes may seem minor, but they will make the landing pages you already have in place more effective. Try these techniques and watch your online sales grow:
Go for quality, not quantity.
Having a lengthy page is important to prove credibility and boost search engine rankings, however long-form copy isn’t always what site visitors want. If you keep your most important pages in the mid-range word count (350-500 words), while including photos and graphics to break up information segments, you’re going to engage readers and keep them on your site longer. Long-form copy tends to have a higher bounce rate in certain cases, so it’s important to add variety by giving your readers “the jist” in shorter articles and pages.
Think about titles, tags, and meta descriptions.
In the beginnings of SEO, tags and meta descriptions were at the forefront of optimization strategies. Since Google and other platforms have shifted to a focus on page content, so have many marketers. However, your titles, tags, and descriptions for pages are still essential to success. Titles and meta descriptions will attract better quality clicks, while tags help search engines correctly categorize your content. Spending a little more time on these areas will help you attract the kind of leads you want.
Images are just as important to your content marketing as blog posts and pages, so including images on your web pages is obviously the first step. They break up content visually for the reader and make it easier to skim an article for important information. However, there are ways in which you can improve the quality of your images for even better results:
Name the file using keywords related to the page
Resize the image to fit better on the page
Use your own images whenever possible
If you must use stock photos, choose premium stock photos rather than free ones
Make your own infographics and social media photos
Learn about link building.
The most important thing that search engines use to rank your content is backlinks. These are links from other websites that point back to your content, proving that your site and web page is “vetted” by other sites. The more closely related and more credible the site that links back to you is, the better your rankings will be. Rather than wait for people to link back to your content, you can reach out and collaborate with top-ranking industry sites to get them to link back to yours.
With these easy-to-implement strategies, you can take your content marketing strategy to the next level.