Recently I shared an article which talks about the three pillars of SEO, with content as one of the three pillars. Which I personally think is the most important and the easiest element to get right but equally to get it wrong.
Properly optimised website content will increase your rankings in search engines, which in term will increase your website visitors, enquiries and orders.
Today, I am going to give you some simple tips to make sure that you optimise your web content properly, so that you can improve your rankings and drive more visits to your website.
Where to start when optimising website content for SEO
Website copy and content is important for search engines to have a clear understanding of what your site is about, they will rank you for relevant search terms.
What you MUST always remember is that when you write copy it should be primarily for users and not search engines.
- Match your content to customer needs
- Match your content to what customers are searching for in search engines
- Make sure your content is better than your competitors
Now I am going to break down how to do this for each area.
Tip 1: Match your content to customer needs
When writing your website content try and think about what customers need to know about your product or service.
Avoid using jargon, these may be industry specific terms that your potential customers don’t use and don’t understand.
A recent client used the term SMP, I queried using this term, what does it mean? Statutory maternity pay? No scalp micropigmentation – what? Scalp hair replacement tattooing for hair loss. Oh that makes more sense 🙂
Even if there is a piece of information that is obvious to you, it won’t necessarily be obvious to your potential client.
The better your content is the more confidence it will give your visitors in your product or service.
Tip 2: Match your content to what your customers are searching for
What are your customers actually searching for in search engines? If you don’t know, there are plenty of tools that you can use to find out.
Both Google and Bing have tools for you to check search volume.
Simply log into Google adwords, in the top navigation you will see “Tools and Settings”. In the drop down click “Keyword Planner”.
It will tell you which search terms are used and roughly how many searches are made per month. These should be used as a benchmark.
Tip 3: Make sure your content is better than your competitors
When you have found the search terms that you would like to rank for, check out who is ranking for those terms. Make sure your content is better than theirs with information that meets your customers needs and matches the right search terms.
If your content is existing content that you would like to update, then before you start, check which search terms you are ranking for.
I have recently used these techniques for a client and increased the number of relevant search terms that the page is ranking for by 80% in just under 6 weeks.
If you would like help with your website content, I offer SEO content audits for small business owners who feel like they don’t know where to start with their SEO and want to grow their business.
I can help you to understand how well your content is performing and what you can do to improve your SEO content writing so that you can drive more traffic and enquiries to your website.
Unlike SEO I am not scary, you can book a chat with me here or just drop me an email at firstname.lastname@example.org