Whiteboard with writing.

By Paul Parcellin, Staff Writer
November 9, 2015

High-quality content usually speaks for itself – wouldn’t you be more apt to visit and revisit a site that offered you great articles and terrific photos and graphics? 

However, high quality alone may not be enough to attract the number of visitors that you’d like. You might want to consider using search engine optimization (SEO) techniques in your marketing campaign. The aim of which is to make it easier for Google to find and index your pages, and in turn, for visitors to find your pages in their searches.

Here are the actions you may want to take to optimize your content:

Keyword Bloat

Many marketers think that their online text ought to be stuffed with keywords, that all inbound links help improve a site’s ranking and that a vast quantity of mediocre material will make search engines sit up and take notice. But a lot of these commonly held beliefs are either fictitious or outmoded. 

That’s not to say that keywords are without merit – you can use them to draw traffic to your site. It’s the misuse of them, such as keyword stuffing, that you should avoid.

Keywords can help prospects connect with your content. You’ll want to use good tools to help you learn what topics attract the kinds of visitors you seek, and the words they use to describe things they’re interested in. The keywords you choose should sound natural and help define and clarify your message. Avoid using words or phrases that have been awkwardly shoehorned into the copy.

Make it Worthwhile 

The bottom line is that high-quality content is all important. You can better attract the kinds of visitors that you want to do business with by providing them something that is worth their time. If promoted properly, good content is the first step toward driving traffic to your site. Another benefit of posting solid content is that your visitors may share it with others who have similar interests. An important truism to consider is that you should write for your visitors, not for search engines.

Avoid Gimmicks

It used to be that certain tricks could fool the search engines into believing that shabby websites contained rich, relevant content, extensive numbers of backlinks and lots of pages. But that’s all in the past. Search engines are smarter now, and they can spot sites that use keyword-stuffing, link-swapping and article-spinning gimmicks to exaggerate their popularity and usefulness. 

Instead, create and post high-quality content that your readers will value. Your visitors will appreciate it, and you’ll avoid penalties that Google and other search engines will level at you for trying to game the system. Make the visitor’s experience on your site as rich as you possibly can. Be truthful about the things that you are offering, and be sure to spin a good yarn now and then whenever it’s appropriate.

Besides article, photos and graphics, think of other kinds of content that you can use to get your message across. There’s nothing wrong with articles and pictures, but you might find that certain other media might be more effective in telling your story. For instance, a podcast or a video may reach prospects who aren’t apt to pore over long, detailed articles presented online. Alternative media might even expose your content to new audiences, attracting a new range of visitors, different from the ones you’ve been reaching.

Consider what your visitors are interested in and what material would benefit them. You might also think about the kinds of information that is in short supply, and provide content that will fill that void. Remember to write what your readers want to know about, not simply about the things you want to say.



Keep it Current

It’s a good idea to blog about timely events. If you’re writing about news, current events and contemporary gossip, chances are the search engines will smile upon you. Your readers will undoubtedly like it, too.

Keeping an updated blog that provides information that your target audience will be interested in is a good way to improve a websites popularity. If possible, you may want to integrate a blog into your website to help improve your visibility.

Adding Reviews

Sites that specialize in user-generated reviews, such as Yelp and TripAdvisor, attract many readers and aspiring writers. Since the owners don’t have to produce the content, there’s less heavy lifting involved in running them. Reviews might be a good source of traffic if you incorporate them in your pages. You can find many tutorials online that will instruct you on adding reviews, polls and comment sections to your site.  

Button Up

There are two kinds of social media buttons. One is a “share” button, which may appear in an online article you’re reading. Click on the share button to let your Facebook, Twitter and other social media buddies see the content that you want to share. The other kind of button is a “follow” button, which lets others subscribe to your public posts, and clicking may allow followers to see more information about your business by giving them access to your online profile. You may want to add a link to your landing page to drive more traffic in that direction.

Easy to Find

If local searches are most important to you, it’s a good idea to be listed in online maps, including MapQuest, Google Maps and other online services like them, and you may also want to use keywords that are specific to your location. 

Effective Site Design

Your website design should make it easy for visitors to read and navigate your pages. Your design should also be geared toward search engines. A Moz article outlines some website design features that make it easier for search engines to find and evaluate your site. Among the characteristics of a search engine friendly website are the following:

Content that search engines can index. You increase the chances that your pages will be displayed in relevant search results pages. Make sure that your content is in part at least in HTML text, which search engines can find. Images, Flash files, Java applets and other non-text based content will often be ignored by search engines.

Link structure that crawlers can browse. Your site should let crawlers find passageways to all of your pages. Don’t be one of the sites that structures its paths in ways that prevent crawlers from accessing them. Avoid creating orphan pages that have no direct links to the rest of pages in the site.

Post Script

You can potentially reach a global audience, so it might be a good idea to think about creating multilingual content on your site. When you translate your text to other languages, you may increase your potential to spread your message to great numbers of people that would otherwise be out of your reach.


Translate key on computer


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