As many of you are probably aware, SEO is a massive part of any company’s digital marketing program. Search engines are not going away anytime soon, and their popularity is showing no signs of dissipating either, which means that organic results are incredibly valuable for marketers. The more your brand appears in search queries that are specific to your industry or products, the more traffic you are going to get to your website. Even with paid ad formats changing a little bit on search engines such as Google, users still trust and use the real results that they find on the first page of their results, as opposed to any of the paid advertisements and links.

It has become a little harder for brands to get a good ranking for their keywords, because Google has become better at figuring out who are the real industry leaders when it comes to specific keywords and queries. Their updates, most notably the Penguin and Panda updates, have helped them a great deal in this regard. And that does make it a little more difficult to get a good ranking, but it does not mean that you can omit SEO from your marketing strategy.

Google wants to give their customers the best and most consistent search engine results for all queries, which means that you need content that is high quality and regularly updated. With that in mind, we have made a list of a few steps you can take in order to ensure that your company’s online content is constantly improving where SEO is concerned.

These steps will not only help your customers, but they are going to really help your company as well:

  1. Content

The first and most important thing you have to take into account is your content. You must have content that is providing value to your audience. Not only must the content be as high quality as possible, but you have to be updating it regularly to stay on top of the search engine results. Google places a huge importance on the freshness of content, which means that the more often you upgrade, the more accurate Google is going to assume your high ranking is. Search engines want to give their searchers the best possible experience, and your regularly updated and relevant content ticks all the necessary boxes.

These days, great content means you are getting a ton of social media shares from people who are reading your articles and blog posts. Social media does not directly have an impact on SEO, but it is likely that content with a ton of social media shares is going to get more interest from your target audience. And the more times your content is shared, the more media companies are going to get alerted regarding the things you are posting, which will make them more likely to use your content as a resource when they are updating their own articles. And all of this ensures that you are doing something that is pivotal for SEO: building quality links.

  1. Backlink Profiles

Search engines still place a huge amount of importance on the amount of authoritative links that are going back to your website when they are making their final rankings. Having a proper backlink profile is something that is going to help your SEO and overall marketing strategy a great deal. The more links you are getting to your site from reputable sources will indicate to Google that you are a well-respected and proper source for information on specific topics. Backlinks mean that professionals and users have found your content incredibly informative, fresh and unique.

If you are desperate to gain a good rank for specific keywords, work on ensuring that your digital PR strategy is focused on improving the ranking through the most traditional PR best practices. The more unethical strategies, such as getting links through directories or via paid listings, do not work as well anymore.

It is much better to focus your attention on reaching out to bloggers and journalists who are reputable and relevant to your industry. If they can cover stories that are specifically about your niche content, and they link back to your website with the content, you are going to get a much better search engine position as a result of such actions. One of the tools that can help you reach out to journalists is the “Help A Reporter Out (HARO)” tool. The idea is to connect journalists to reputable sources that will help them provide compelling content for their readers. If you are a compelling source, you will not only improve your reputation, but your SEO ranking is going to fall into place as well.

  1. Relevance

SEO is all about keywords. If you are simply adding random keywords in order to obtain a ranking, but those keywords have very little to do with your business or what you are selling, you are taking a big risk. Not only is Google going to penalize you for having irrelevant keywords, but you are also going to confuse the people who may end up stumbling on your page. It is much better to focus on relevant content that is going to appeal to the people who are searching for those keywords. For instance, a bakery has no need to focus on keywords such as “machinery” or “football,” because they have nothing to do with their core business.

Non-topical content is going to make your keyword attempts appear inauthentic, which is something that Google can flag and penalize fairly efficiently. The focus is also on proper discussion and information about a particular keyword, not stuffing said keyword into your content in an inauthentic manner.

It is much better to target specific keywords and topics, and then develop quality content around those keywords. Not only does this make you a reputable source, but it ensures you are providing your customers and readers with the type of content they will enjoy reading.

  1. Technical SEO

One thing that you really have to focus on is ensuring that your site is as optimized as possible. The nuts and bolts of your site should operate in a way that helps Google read your site efficiently. The technical tactics that you can adjust can really improve the way search engines interact with your site. For instance, you want a site speed that is as high as possible, which you can achieve by having the proper file size for images and ensuring that your site is hosted on a fast and reputable server.

The title tags that you have should not exceed 60 characters, and they should appear descriptive and as relevant to the rest of your content as possible. You should always have meta descriptions for your content, and these should never exceed 160 characters. And when you are creating a new page in order to replace an outdated one, make sure you are using the 301 redirects, because you want to make sure your SEO is flowing properly from the deleted page to the new one you have created.

SEO Strategies for Business Growth

The best SEO strategy is going to play a pivotal role in your business growing, both online and offline. By ensuring you are meeting all the guidelines that are set out by Google and other search engines, you can ensure that your SEO rankings are as high as possible. This will allow more people to see your site, which leads to them exploring your content, products and services.

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