You have done the hard yards and have created an amazing piece of content, but no one knows it exists. What do you do?
There are several things you need to be aware of to improve content discoverability, the main one being SEO.
SEO or Search Engine Optimization is one of the key strategies you need to employ to give it the best chance of being discovered and ranked in search engine results pages (SERPs).
SEO is the strategy content creators and businesses use to get free organic inbound traffic from search engines.
Search engines are websites and platforms which crawl the internet to deliver responses to queries people enter into a search box to find something – an answer, product or service.
So, an SEO strategy is an approach used to improve your contents’ position in those results and creating searchable keywords and other things like alt text on images and back links are just some things that can improve content discoverability.
We will include products and services as content in this context.
The goal is to try to appear in the first few results of a search, to give your content more chance to be seen.
There are several factors that go into helping your content ‘rank’ in search engines.
Many companies offer services advising they can help you rank in the number one spot for organic search.
With a targeted approach, using specific keywords, it is possible to attain a higher amount of traffic which may see you rank in the top results of a search query.
The process is really about reverse engineering someone’s search query and ensuring your content answers the specific question or topic being presented in search.
For example, you may have arrived at our article because you entered, “What is SEO?”, or “What is SEO Strategy?” into a search engine.
These are key words, we have targeted in this content.
Which basically means, we chose a topic to answer the question you were looking for in your search.
So, we targeted answering your question, by using the phrases you may have typed, and now you are here we hope you are reading this and we are answering your query.
That is how basic search engine optimization works.
However, it is more than just key words, you must deliver quality content that fulfils the needs of the query to give the desired results.
It also included building search engine friendly content that contributes to a positive online experience for the user.
Other SEO ranking factors may include.
Not dissimilar to a customer journey, you want the person who discovers your content to enjoy what you have to offer.
There is nothing worse than searching the internet and clicking on a link which does not answer the query you originally entered.
For an SEO content marketing strategy to work, it takes time for search engine algorithms to build the data to identify who resonates most with the information you share.
Results can take several months to years to achieve maximum results, but the returns to building brand awareness can be well worth the effort with an evergreen content strategy.
Also, be aware the first few results which appear in response to search queries are usually paid results.
So, when applying an SEO strategy to achieve inbound organic traffic (i.e. unpaid) you are still likely to appear lower than the top paid results.
Appearing on the first page of a search is probably ideal, as very few people will look at results beyond the first 2 or 3 pages.
Many will never peruse beyond the first page results.
Also, webpages with videos embedded were recently included as a ranking factor for search results by Google. This likely means any page containing a video embedded from say YouTube for example will improve its chances of being shared or discovered.
Lastly, when people think of search engines they tend to think of Google, Yahoo and Bing etc.
Search Engine Optimization strategies can also work with other sites where people are trying to find results to their query.
Understanding SEO will also help you create content and promote other products or services on other platforms too, not just internet-based search queries.
If you want to better understand how to create awesome content to engage your audience, followers, customers or fans, be sure to check out our Viral Content Creation article.
Here are some sites that can help people find what they are looking for (i.e. answer their search queries.) where some SEO strategies can also be applied.
I, content marketing coach Craig Rowe can help you or your marketing team develop marketing strategies to deliver outcomes for your business or brand. I consult on various content marketing approaches and methods to help improve your chance of being discovered via inbound organic online traffic. (firstname.lastname@example.org)
You can book an initial consultation on the front page of modernmediaschool.com
Interested in reading another content marketing article by Applaudable Media? Click here – > The Best Social Media Platforms for Marketing