Google may keep its search rank algorithm a secret, but content creators aren't in the dark about how to achieve search engine success. Today's successful SEO content isn't stuffed with keywords and saturated with links, so creators can't just cut corners and try to game the system like in years past. Content today more closely reflects the preferences and desires of online consumers searching for relevant information. Brands that want to reach these audiences have to take a sincere approach to creating content.
While this sets up content for organic success, quality isn't the only determinant of performance. Content creators must also develop strategies for prioritizing their content and amplifying it to reach a wider audience — while boosting their own SEO credentials.
We all know the first step is creating quality content, so let's assume you've already got that prerequisite down pat. Now, you're ready to attend to the work of amplifying your content to reach a larger audience. Here are some things you can do.
Target Secondary and Long-Tail Keywords
Content creators should be ambitious when it comes to keyword targeting. Keywords' value depends on how they rate with certain criteria, such as the volume they see on search and the transactional intent they typically indicate. While short-tail keywords drive higher search traffic, they also drive lower conversion rates. Long-tail keywords, by nature, reach consumers that are more apt to convert because they speak to more specific topics consumers might be searching for. You should be targeting multiple long-tail keywords with strong transactional intent. In doing so, you can potentially offset any loss in search traffic from short-tail queries and reach a larger, more engaged audience.
Build a Distribution Strategy
A number of distribution strategies can help improve SEO for your content. Newsletters, partnerships and RSS feeds all broadcast new content to interested parties and create new links and site visits in the process. Social media is also critical: Social links contribute to the SEO of a piece of content or a branded website, so you'll want to be aggressive through social channels distributing and promoting your content, notes Business 2 Community.
The more distribution channels you add, the better you'll be able to promote content on your own, but this legwork will also add incremental gains to your SEO amplification — an extra bonus.
Evaluate for Content Gaps
Are there steps in the consumer path to conversion that aren't addressed by any existing content? If so, these are gaps that could be costing you traffic. For example, your company might focus heavily on consumers who are unfamiliar with your brand and are gathering information about your products or services, and you might have content that addresses consumers near the precipice of making a conversion.
There's a lot of territory in between those phases, however, and content can help bring consumers further down that path. You should audit your own content and see where these gaps are located, then create SEO content that can fill them in and round out your strategy.
Content amplification requires some elbow grease, but that hard work will pay off when your organic traffic starts to rise.