If you’re reading this then your digital marketing is suffering in some way, and this is probably not the first article surrounding digital marketing and SEO that you are in the midst of understanding. The truth is, with Google and SEO being the number one way in which companies can digitally market their product or services there are companies and experts increasingly trying to vie for your attention and tell how you SEO can change your brand’s future and monetary fortune.
And, if we’re being honest, much of that is just the same of what the hundred other people said on their articles – keywords this, H1 that – and whilst this is all true, we’d like to offer something a little more niche. Something that may just surprise you when it comes to the realm of SEO, because what’s the fun in doing something the rest of the world is doing. If you’re going to stand out then you want to do the things that not everyone is doing. Here are just a few tips that not everyone knows about when it comes to improving your search engine ranking.
Tip #1 Featured Snippets
Google’s whole shtick is that it wants to provide as much information to as many people in as little time as possible. To this, it has come up with many inventive ways to share this information with its many millions of daily users.
One such method has turned into something that is quietly very popular and effective for Google users, Featured Snippets. You know that little box that comes up and answers a question that you typed in without even clicking another link? That is Featured Snippets in action, and what it does is find an article that it think best answers your query and features it on the top of its search engine. This means that the user doesn’t have to click through to another website and read through paragraphs of information before finding their answer.
If you’re a savvy SEO connoisseur you’d realise that it may seem counterproductive for users to not click onto your website, but as it turns out there is actually a much greater click through rate for website whose article includes the featured snippet. So how do you get the lauded features snippets on your article, then?
Well, it’s not as easy as you may think. For one, you need to ensure that your content answers the question that you’re targeting. But on top of this, you want to make sure that you choose questions with nice, long, juicy titles so that your answer isn’t revealed or given away in just that featured snippet sentence. Give users more of a reason to click through to your site – not less! Similarly, make sure you’re looking at the trending pages and topics that have the best chance of becoming featured.
Thinking you might not have the time or money to dedicate yourself to your website any more than you already have? Get in touch with Framework Marketing and speak to us about our SEO, email marketing, and website services.
Tip #2 LSI Keywords
As we all know, keywords are obviously important to cracking down on your SEO strategy. However, after several updates to Google’s algorithm keywords aren’t the only thing of importance; much more nowadays an effective SEO keyword strategy has to do as much with context as it does with content alone. And with millions upon millions of searches being made every day, the space for which your company competes for the top space is becoming increasingly crowded. This is where LSI keywords come into play.
LSI (Latent Semantic Indexing) keywords are to do much more with the synonyms associated with a search, and finds relationships between words and concepts amongst content. In other words, it’s to do with search terms related to the main keyword you are trying to target, because they bolster your content by adding more context and making it easier for Google to understand.
In this way, LSI keywords help search engines understand your page and boost its ranking power. Similarly, LSI keywords improve content’s relevance because adding related words helps ensure you don’t keyword stuff with your main keyword. Also, related words increase the number of people who find your content because it helps provide a better search experience therefore more ranking factors like bounce rate.
On top of Google scanning for main keywords, it will scan for related keywords so it can figure – generally- what it is you’re going to be talking so it can understand the content of yours much more.
You may also be interested in How Social Media Can Drive traffic To Your Website
Tip #3 Keeping archive content fresh
Believe it or not, content on Google has a lifespan. Once it has been crawled and ranked, and has begun gaining traffic there will soon become a point where it will just…stop gaining traffic, and once that happens it slowly but surely dies in the eyes of the internet. Remember – nothing lasts long online, and so you should act accordingly.
So, if your monitoring efforts show that your traffic has begun to reach its peak and is only slowing down, that’s when you begin to make adjustments. This ensure that you’ll have ‘evergreen’ content on your site for years on end as opposed to having stale, old work left to rot and decay.
To avoid the latter, here’s what you can do:
Primarily, you want to go over any content and evaluate which bits of it may not be as relevant or contemporary. This may not be the case for some pieces of content – for example, all the articles discussing how to survive a lockdown when the Covid-19 pandemic demanded it are basically not relevant for today’s world anymore considering the effects that the virus has on the world are nowhere near as potent as they once were, especially in developed countries like the UK.
When you’re doing this, you want to make sure that any titles with years or dates on them are updated so that it’s relevant for present or future consumption. For example, our previous piece on ‘Working from Home in 2022’ will be updated come the new year.
Are you struggling to plan your content out? Don’t know how to spend your time planning and organising your content? Finding it hard to convert your audience to paying customers? Framework Marketing have a bespoke content planner FREE for your perusal that will help you organise and hone in on the most effective content for your company and show you some creative ways to boost your brand.
Want to read more? Check out the latest Framework blog post here!
Hasta la vista, baby.
