If you’re in the content, My Pro Blog marketing, one of the main goals is to use content to draw more visitors to your site. Social media is a good way to do this, particularly if you’re starting. What you should always be thinking about as well, however, is Search Engine Optimization.
If you can ensure that your page ranks well in some of the important keywords in your industry, you’ll get a constant stream of traffic coming to your website without paying a cent for any of them. Now, that’s a fantastic position to be in. The only problem is that ‘ranking well’ means appearing very high in search results. After all, research finds that the first position gets 33% of the attention, while the first page gets 95% of the clicks. And as you don’t want to compete for scraps, you have to get yourself in there. How do you do that?
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Start with the right keywords
The first step is to ensure you’re pursuing the right keywords in your industry. This means doing some research on something like Google AdWords. Alternatively, start by looking at what your competition is trying to rank for. If you pursue this strategy, don’t try to rank for the same words, particularly if your competition is already established. Instead, think about ranking for slight variations in which they don’t rank quite as highly. Also, consider choosing long-tail keywords when you first start. These phrases (long-tailed keywords) delve into your topic more precisely. Why choose these? Two reasons:
- First, though there is less traffic, the competition isn’t as fierce either, meaning you’ll be better positioned to rank well. And that means you’ll need to do less work to get the lion’s share.
- Secondly, when people type longer queries into search engines, they generally already know what they’re looking for. This means that a far higher percentage of those visitors will ultimately convert – which is what you’re after.
Use Latent Semantic Indexing
In the past, it used to be the case that if you put the keyword into a piece of text many times, you’d be more likely to rank well. Then Google realized that people hated reading the same phrase repeatedly. And so, they developed a system where their algorithm has started understanding semantics.
If you write semantically related texts (walnuts and peanuts, knitting and wool, toys, and Lego), their algorithm will pick up on that and decide that your text is relevant. Therefore, don’t keyword stuff. This will get you penalized by Google (as well as your visitors, who will think you’re a simpleton who can’t write well). Instead, use Latent Semantic Indexing, which creates more naturally flowing text and still appears relevant according to the Google algorithm For Tricks.
Longer texts are better texts.
At least, according to Google, they are, as longer texts are more likely to contain the information that people are looking for and, therefore, are likely to be more authoritative. For this reason, skip the 500-word blurbs of yesteryear and instead focus on in-depth texts that get to the heart of matters and explore the ins and outs of an issue (basically anywhere around 1500. You’re starting to look good). If you do this, then all things being equal, you’ll outrank the shorter pages. And that is obviously what you’re after.
