The beauty of SEO is that, instead of pushing a marketing message onto folks who don’t want to hear what you have to say, you can reverse-engineer the process to discover exactly what people are looking for, create the right content for it, and appear before them at exactly the moment they are looking for it. It’s pull vs. push. – Cyrus Shepard
Optimized Website Content
Since goods and services were first marketed online, the requirements for website content have changed dramatically. Early on, the responsibility for a website's copy often was assigned to someone in the company's marketing department with little to no Internet experience. At best, the latest advertising materials were replicated and made to fit on the web page; but, not today. If you want to compete for top listings in organic search or paid inclusion, Google uses your content and website scores to determine which sites receive the Top Rankings. Mobile First Search is just that. If you are considered to have one of the best answers to a user's query, then your website is "In Play". If not, you join the rest of the also-rans. Although your website's content may have the most influence on mobile rank, your website's LOAD SPEED is equally important.
When your company decided to compete online, you entered a world where Content is King. A world where consumers, clients and patients prefer to be educated rather than sold. Inbound marketing concentrates your efforts around a single message or goal that is relevant for your target audience. Content Marketing Institute recently reported that 80% of business decision-makers prefer to get information about your product or services in a series of articles versus in an advertisement.
Content controls how visitors navigate your website as well as how the algorithms choose to index the information provided. Win-win is a good user experience and latent semantic indexing (LSI) for your web copy. Latent semantics allows search engines to give your website credit for valuable keywords and keyword phrases (long tail keywords) that may not appear on your website at all. LSI overcomes one of the most problematic constraints of Boolean keyword queries, where multiple words have similar meanings. For example, if you own a childrens clothes store, Google's algorithms understands that you would also sell kid's clothes. A mathematical technique called singular value decomposition allows for distributional semantics but only when the website is considered to be an "Authority" and is trusted as such.
Brand Keyword Research
With the competitive techniques used today for search engine marketing, how your site says "what it says" has become increasingly important to both the search engine algorithms and your website's human visitors. Nowadays, search engines automatically expect good optimization as well as the highest quality content. To start, our SEO copywriting team will position your web pages to compete online with expert keyword research and selection.
Specific keywords are most often selected for pages with product-level content, whereas keywords that are more generic are used when optimizing pages with a broad array of content. We can show you how the most effective keyword strategies are created using both targeted keywords and generic keywords. Semantic variances of your most important keywords also should be sprinkled throughout your optimized content to direct your site's web traffic to the most important sections for the highest conversion rate.
Organic Search Content
As the major search engines continue to refine their algorithms, the end result remains focused on determining the search relevancy of your website's content. How well the "Theme" of your web site is presented and how well it is optimized influences your chances for achieving top organic rankings. Optimized website content utilizes keyword-rich, naturally flowing and originally written web copy. Your website also should have a natural look to the search engines and the reader should have interesting bits of information to support their decision making process, so it leads to the next conversion.
Google introduced the use of Latent Semantic Indexing, or LSI, several years ago. This technology examines the words and phrases in your web content and determines whether they are semantically similar. Latent semantic indexing allows the search engines to determine a page's relevancy based on subject matter rather than keyword density. This allows a website that sells children shoes to rank high in organic search for kids sandals, even though the content does not contain those exact words. However, LSI only occurs when the website is a considered to be a trusted authority.
Digital Marketing Content
Now that your website is "In Play", it is important for your company to set strategic goals for your search engine marketing campaigns. Your keyword strategy will become increasingly important over time as you continue to optimize the content for selected web pages. You don't have to optimize every page of your website all at once. However, your goal should be to optimize each page by implementing a long-tail keyword strategy to support the flow of fresh content that you will be adding to your site routinely.
If you are optimizing content for an existing web page, you will need to select one or two keywords that best summarize your competitive goals. Tweaking the website for old content can be tricky, as it will require you to manipulate the existing content to make sure your target keywords stand out from the rest. Whenever our SEO copywriting Orlando team is asked to produce content, the focus is always to gain organic rank for the specific keywords that you have selected. Building new content for your website allows us to semantically link targeted keywords to better support your site's thematic relevance.
- "The Ultimate List of Marketing Statistics for 2018" HubSpot, 2018. https://www.hubspot.com/marketing-statistics