The Blog

If you’re looking for content strategy that works, it’s important both your target audience and search engines love it.

A lot of marketers try to focus content on writing for search engines, which results in content that isn’t helpful or interesting. This alienates the people looking at the site and search engine algorithms are sophisticated enough to recognise poorly written content. This makes the content unfit for purpose all while making your site look unprofessional to the very few people that might have been able to access it.

So, you know that both people and search engines like content that is well-written but how do you ensure it’s suitably optimised so plenty of people can see it?

It is absolutely crucial that the content on your site resonates with your audience. This could be a blog on an interesting topic, news about the company and even industry news. We recommend that you build a list of timeless topics that you can supplement with more topical posts as and when they arise.

Now you have high-quality content, it’s time to make sure it’s properly optimised. This means it should load quickly on all devices and have a clear URL.

SEO practices encompass a range of tactics, but keywords remain crucial when correctly implemented. For example, long-tail keywords are ideal for articles as these are often what people will search.

Separate your content with subheadings, bullet points and numbers to allow both readers and search engines to gain a greater understanding as to what your site covers and which parts are the most important sections.

Utilise title tags and meta descriptions. The title should state what the content contains and the meta description should entice your audience to click through. These are both important as they allow the content to be properly indexed and bring your readers in.

When you add images to your content, make the files as small as you can without impacting the quality. This will allow your site to load more quickly, which is something search engines take into account when recommending your page. Ensure your image alt-tag has a description of what the photo contains.

This blog has outlined the basics in optimisation. It is important to keep in mind that, primarily, you are writing for your audience. Not only will this help you cultivate a great relationship with them, but it will be recognised by the search engines too.