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How to use content to give search engines what they want

How to use content to give search engines what they want

By Darren Jamieson, Senior Creative Developer at Just Search

On a typical day, 19 million people go online to research a product or service  so it is more important than ever that organisations make their websites search engine friendly to increase their visibility on the web.

In a competitive market where Google is favouring regularly updated websites, it is no longer enough to just perform SEO, a company needs to build a website’s presence and one of the best ways to do this is through content.

Content is the backbone to the web and holds everything together, so when it comes to improving search rankings, it is a vital part of the search engine optimisation process. The question that you really need to ask yourself is: how can you use content effectively to keep search engines coming back to your site? There are a number of ways to do this.

Selecting the right keywords
All content contains keywords and key phrases that are repeated throughout a website and this is what draws the attention of search engines. This does not mean a page should be stuffed with keywords, you should be writing content for users to read. You should make content interesting. You should also remember that by forcing keywords where they don’t belong won’t help your SEO and will just put visitors off from returning to the website.

Achieve Long Tail Searches
A key aspect of content that many marketers often neglect is that it can help achieve Long Tail Searches – something that isn’t generally targeted through a natural SEO campaign.

Long Tail Search relies on longer phrases and specific or niche terms being found by the search engine and result in a higher number of conversions as the user is looking for something specific. A managed website that uses content to target Long Tail Search will help drive more relevant and targeted visitors that are more likely to become potential leads.

Make it news-led
For a website to rank at the top of Google, it needs to be the best resource for that particular industry and the most effective way to do this is to add daily news and articles. The greater the amount of relevant and fresh content that is integrated throughout a website, the greater the chance of being picked up by the search engines.

Also, by adding content regularly that conveys well written industry news, a website’s chances of becoming part of the Google News service can be increased.

Branch out and integrate
Content isn’t just about words anymore. Google’s universal search offers a more integrated and comprehensive way to search for and view information online, so try to maximise visual media.

Videos, images and other formats should be indexed if they are relevant, so it is effective to integrate them as part of the web content as this will increase your site’s visibility further.

Encourage users to interact
Writing regular blogs gives you the best platform for you to provide your expert views and opinions on your industry.

It also gives your readers and potential prospects the opportunity to interact and participate with your site by inviting them to leave comments and generate discussion about current issues. This is a great way to differentiate yourself and set yourself apart from your competitors offering a similar product or service to you.

Don’t forget to keep things relevant
This may seem obvious, but this rule is often forgotten.

Using the right content will lead to online success – boosted web rankings, increased brand awareness and lead generation.

By producing content that is well written and regularly updated you will enable users to interact with your site and will ensure more prominence is placed upon your website by the search engines, pushing it further up the rankings. 


For SEO training, contact the experts at The Knowledge Engineers who can help you to achieve SEO success.


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