It is a well-established fact that in order to rank well with the search engines, a website needs a huge amount of high-quality content. The term content includes written text, images, audios, videos everything that draws people to your site. The single most important point search engines look for is how relevant is your website content to the search query.
I) Focused theme
What is my website about? The answer to this question gives you a foundation for all your content planning and writing. From the very beginning identify the main subject themes of your website and plan a landing page devoted to each theme.
For each landing page, you need to assign a primary keyword or keyword phrase. You need to build each of your webpage centralized around important keywords.
Do not add keywords as decorative devices. Instead, use them in the text in such a way so that each page appears relevant for the assigned keywords.
Your goal is to help search engines understand that each of your landing page is the most relevant for its keywords. The better you can focus on your targeted keywords, the higher your URL is likely to be in the SERPs. Each landing page about the main category must be considered relevant both by searchers and spiders to read and enticing enough to move to supporting pages.
As a general rule, each primary landing page must have at least 500 words of written text and should be supported by 5 pages each of 500 words as well.
Writing so much may seem difficult but it’s not if you remain focused on your subject themes. Write as much as you can about the subject theme, provided it’s relevant, even if it sounds obvious to you. What seems obvious to you may become a valuable piece of information to someone unfamiliar to the subject, after all that’s why someone would come to your site to read what a subject expert has to say.
II) Conversational tone
You need to create your content in the language your visitors understand best. A conversational style using simple everyday language is advocated. Include keywords and keyword phrases often enough so that the spiders pick up the most important words.
Do not use too generic or too specific keywords. It is a balancing act. Broad keywords must be used on primary landing pages and more specific keywords and keyword phrases must be used on supportive pages, for e.g. a generic keyword like content can have long-tailed variants like high-quality content, content for website use.
You need to include secondary words that help clarify what your main keywords are about. Using supplemental words and phrases help spiders to match queries to words that can be found in close proximity to each other. You can also match to more search queries by including keyword synonyms.Thesaurus is a good source for synonyms.
You can also enter your keyword into Google Keyword Planner and find which words Google considers relevant to broaden your search, these are relative words for your keywords according to Google.
III) Starting a blog
You need to start a blog on your site and update it regularly. A blogpost must showcase what is the latest. It serves as a platform for your voice to be heard and interact with your target audience.
A blog post should be about 300 words, it needs to be more conversational in tone than your webpages and present information in a friendly and interesting way. The blog environment is perfect for showing the human touch.
The blog connects people to your website and supplies them with fresh, timely content that can be shared across various social media channels. A blog puts a face on your brand. Not just companies CEOs carry out such human interaction, but best brands encourage even their trusted employees to use their names and faces to become recognized individuals in the industry.
When a company empowers its blog writers to be themselves, the audience sees the people behind the logo. This fosters a strong relationship and your brand becomes more human and more trustworthy in the eyes of the customers.
IV) Creating a persona
Personas are fine instruments to create brand loyalty. You need to create a fictional web persona that represents your target audience based on calculated averages of your customers’ buying processes, goals and demographics.
Companies use personas as user archetypes. These archetypes are a compilation of general personality traits, behavioral patterns, wants and needs attributed to a type of target customer which can be applied to a large category of customer types.
You need to create a persona that encompasses the most complete picture of your target audience so that they can easily identify with your web persona and feel as he feels and do as he does. In fact, you need to create multiple personas to represent different segments of your target audience.
V) Using various types of content
Today is the era of blended search. Blended search is the search engines’ method of combining different types of listings such as webpages, news, articles, images, videos on SERPs. This means besides having a good amount of relevant text content, you need to spruce up your webpages with images, videos, audios and other interactive technology commonly known as engagement objects in the SEO world.
Engagement objects provide a wholesome experience to the searchers. Audios & Videos are media content that search engines definitely consider in their ranking equations.
In order to include an audio or video on your website, the best SEO practice is to embed it within the applicable page. This helps the spiders to consider the multimedia element as part of the page.
When you use these elements on your website you need to describe them in the surrounding text. This text helps search engines to read and index the audio or video or image and it also helps the visitors to understand their intended meaning.
The filenames of multimedia files should also contain actual words. You can also place descriptive text into the Alt attribute to any image.
To enable a video embedded page to load faster use an expandable Div tag that works like a toggle switch expanding and collapsing the video as per the users’ choice.
It is extremely necessary that you use multimedia elements in such a way that do not stand out exclusively but blend finely with the written text, enriching the user experience. The embedded video validates the point how companies use videos as engagement objects to promote their products & services and provide a rich user experience.
VI) Deepening the content
The search engines look for the depth and the breadth of content on a subject to confirm that a webpage really knows what it is talking about, hence it deserves to be a search result. Make your webpages a source of adequate content.
If you have offline printed materials like brochures, flyers, catalogs, articles they can be polished a little to become a website content. Installing an FAQ (frequently asked questions) page is a very popular feature. It not only provides visitors with valuable information but also leads them to conversion.
Listening to customers keenly and analyzing how they talk about your company is a proven source for building user-friendly website content. You also need to analyze your competitors’ content but do not duplicate it.
Many times minute details become sources of solid content. Creating a huge amount of quality content needs alertness to grasp and precision to convert even small tit-bits into pieces of valuable and interesting information.
VII) Keeping content updated
Search engines want to provide the most current and updated information to their users. You must create frequent posts on your blog regularly enough to merit frequent visits from readers as well as spiders. You can keep calling spiders again and again to your site by refreshing your content, this improves rankings. News sites are crawled constantly because of new stories every day.
It is also essential to use an effective and flexible CMS (content management system) WordPress, Squarespace, Shopify, Wix, Bigcommerce that takes your content and automatically builds your webpages from it. CMS must add content dynamically making it feel natural, using keywords in the proper amount, distribution, creating unique keyword-rich heading tags and title tags.
Create your content centered around a focus theme producing primary landing pages and supporting pages.
Use natural language, conversational tone, commonly used words/phrases. Create your website content in a way that the readers feels easy & enticing to grasp it.
Start a blog, use a persona, embed various engagement objects to deepen your content.
Refresh your content on a regular basis so that your webpages are frequently crawled by spiders leading to higher rankings in the SERPs.
The gist of the discussion is you have to create a huge amount of relevant, fresh, dynamic and original content to get the highest SEO rankings.