Among the many factors that go into creating engaging articles, there are many other elements that go into making your article content searchable within search engines. With content marketing, the very essence from a technical SEO perspective is that sharing your articles helps with your search engine rankings – the more you’re shared, the more you’re viewed as popular and relevant by search engines and therefore the more ranking you’ll get. The below elements will help to share your articles and therefore increase your SEO:
1. Number Of Friends
Social media sites like Facebook, Twitter and Google+ all encourage users to connect with each other. Search engines like Google and Bing then consider your connections and the quality of those connections and make algorithmic decisions based on the information they have access to in order to help them rank your site.
2. Do They “Like”, “Share” or “Follow” Your Articles?
The number of followers and subscribers are really good indicators as to whether readers actually like the content you produce. More importantly many social media platforms track this type of information and search engines use this information to rank your website.
Social media indicators are utilised by search engines to determine the amount of authority your website or you yourself as an author (author rank) may have. The theory is that the greater your authority, then the greater your chance of performing well in search engines.
There are lots of really great ways to help your readers share your content:
1. ShareThis (www.sharethis.com), great toolset that allows your readers either to share your content with their personal and professional networks but also has the option to get a reader to go directly to your social media page and become a follower or “like” it.
2. AddThis (www.addthis.com) provides the ability for complete analytics on the sharing of your content and can integrate well directly into Google Analytics.
Keywords and LSI Keywords
Use keywords that are targeted to the information you’re trying to develop and are relevant to the searcher. Longtail searches in search engines don’t always have that result you are looking for. There are many ways to highlight the keywords in your article but it’s best to perform keyword research to help determine what keywords to use and how your article complements your ongoing web strategy. Once you have selected your keywords, use the below guideline to maximize your opportunities:
- Use at least 3-5 keywords or key phrases within your article
- Use a keyword/key phrase in the H1 or H2 header of the article
- Highlight or italicise the keyword or phrase
- Use anchor text and link internally
- Utilise rich media and pictures
When you search for a particular keyword such as “marketing expert Melbourne”, sites that may have been optimised between the links and page text for “marketing expert Melbourne” or “Melbourne marketing expert.” In this case the search engine needs to come up with something of significant value to show you, so it will look for semantic equivalents to your search and displays the closest it can find that relates to what it thinks you are looking for. This is known as Latent Semantic Indexing.
A trick we like to use to determine which keywords you can use for your content to make its context look more relevant and targeted around an industry-specific keyword is to make use of the tilde (~) when searching for your “root keyword” in Google. In the below example we searched for “catering” and returned results that are not ‘catering’ but Latent Semantic Indexing (LSI) result.
When using LSI words that relate to your keyword strategy within your articles, you will be targeting your content with much more precision so that the search engines will have the most accurate way of looking at your content. In turn you you be rewarded with ranking on the SERPs.
Internal Linking (Anchor Text)
An internal link is a hyperlink that navigates you to another part of the article or another article within the same website or domain of the internet. You’ll notice that these internal links contain contains a visible text and this is called ‘anchor text’, this is a piece of text that search engines uses in conjunction with the link referral location and processed through an algorithm to identify, categorize and catalogue where and how it should be displayed on the search engines. Internal linking tells readers that there is information on your site, on another page, that relates to this keyword. Search engines use these links to get around your website just like your readers and visitors.The anchor text associated with your link is an indicating tool that search engines use to help rank your site on SERPs.
In content marketing, producing high quality and targeted content that will bring people back to your site is ultimately your main goal. Some recommended tips include:
1. Identifying your audience
Identifying your audience is very important to do from the onset. By identifying your audience you’re able to structure your writing style according to your reader, their areas of interests, and the tone and style that will attract them the most to your content.
2. Identifying what and why you are writing
What you are writing should be clear and concise. Identifying your goals and objectives of your content will help hone in on what you want to say. Business content in particular will have some technicalities, but should certainly be understood by your intended target audience.
3. Keep it simple approach
The only reason you’re writing an article in the first place is to attract the maximum number of potential leads and clients. Almost all audiences want simple, clear and comprehensive content that will help them understand the objectives of your business quickly. Flowery language or superfluous information does not attract targeted audiences longer and gives an unprofessional look to your content in general.
4. Simple vocabulary over difficult words or jargon
Using difficult words can clutter up your articles and will distract your readers. Great content in general contains little if any clutter. Passive voice should not be used where possible, simple and precise writing will attract a larger audience, give an impressive look to your site and get more opportunities to be rated highly in search engines.
5. Make your content user-friendly
Structure your web content with headers, subheadings, bullet points, inset quotes, etc. to make your content look as appealing as possible. This will make your content easy to understand and look amazingly well organized at the same time. Splitting your content into smaller chunks for online writing will make your website stand out much more, also consider using something called pagination, which is splitting up long articles over several pages.
6. Proofread before releasing your article
Proofreading is one of the most important but forgotten parts to article writing. You can quickly lose credibility by not proofreading and correcting your grammar, punctuations and spelling mistakes. Your writing will certainly go through a few revisions but by ensuring your final copy is free of errors, you will make the largest impact with your newly created content.
7. Rich Media Content
Ensure you add alt tags with your rich media such as pictures and videos.
If you’ve been using Google recently, you may have noticed a trend where some people’s picture show up in a Search Engine Results Page beside a link? This is a newish feature designed by Google to help bring credibility to your story/article or whatever you’re writing. The below are a few items to consider to increase your author rank:
- Engagement on G+
- Connections to other Authors
- Number of G+ Circles
- Authority on other social platforms
- External engagement
- Shares and +1s
- General authority signals like citations and mentions via news sources and the like
- Inbound links
- PageRank of individual articles
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