As businesses are increasingly becoming more dependent on their websites to be the initial gateway for customers, search engine optimization (SEO) has taken on a growing importance. While SEO may have been formulaic in previous years, Google and other search engines are now putting more emphasis on content relevancy, popularity, freshness, and authority. Following a defined content strategy and architecture allows companies to differentiate themselves from the pack and claim their stake in a competitive online marketplace.
Defining the User Experience and User Path on Your Website
The first key to a high performing website that fits its user needs lies in the user experience and user paths companies set out to achieve. This framework then determines the content needed for the site and how it should be structured.
Businesses that know how their website fits into the sales cycle and what steps and pages they want each market segment to explore will always be a step ahead. Examples of well-run sites that emphasize user experience and user path include Apple, the BBC, and Lewa Process Technologies.
On-Page Elements Optimization for Topics & Keywords
Once the content and user experience is defined, it is imperative for businesses to optimize each page for the core theme and topic that it represents. Optimization around keywords and topics should be done for each pages: title, meta description, header, anchor text and copy. This effort should be done in a natural way so that you are able to target your audience and the search engine without seeming robotic or forced.
Consistent Content Push & Delivery
Customers are always looking for what is cutting edge, relevant and top of mind. It is important to consistently build on your content strategy and push out new and relevant content. To have the results you desire from your site, you need to always cultivate and invest in your site. This can be done through a mix of blogging, public relations, social media, and online videos.
How Your Company Can Rise To The Top
Building a great site built around a solid search engine content strategy will lead you a long way towards optimizing your site. The steps outlined above are just part of the equation in reaching the target goals for your website. It is equally important to find the perfect partner to help you strategize, develop and lead your web and creative efforts.
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