When trying to optimize content and boost rankings on search engines, many marketing pros look to search engine optimization (SEO) as their north star. These three magic words (and letters) help teams measure and increase general brand awareness and engagement with target audiences. By investing in SEO, businesses interconnect their marketing efforts with the architecture of their website so that all content produced, and shared aids in increasing the visibility of their website. When a company makes it easier for key audiences to access content, they can drive more traffic to the website, and as a result, create greater opportunities for new business.
SEO can be a daunting area to fully master. As with any communication objectives and accompanying strategies, it is critical to identify and track metrics that will help marketing teams measure the success of such efforts. There are many metrics a company can use to track SEO performance such as organic traffic and clicks, time on a page, Domain Authority or keyword ranking. Google Analytics and Moz’s proprietary authority metrics offer insights that can help companies measure their SEO efforts. For specific guidance on metrics and how to track them, consider reviewing Moz’s Tracking SEO Performance page.
Just as there are many metrics to help track SEO performance, there are also several ways to boost SEO. Updating content such as website copy, images, URLs, navigation panes (and location of this content) on a company website can help improve efforts. For example, updating website copy to include keywords that your target audiences are using to search for businesses or solutions can help optimize the website. A couple of other best practices are to make the URL friendly to search and share, and to add a physical address on the website pages so that the company comes up in local searches. Listing a business’ address on the website can drive local traffic and generate business leads.
In addition to website architecture, a promising way to boost SEO is through blogging. According to SEO leader, HubSpot, “Blogging helps boost SEO quality by positioning your website as a relevant answer to your customers’ questions. Blog posts that specifically use a variety of on-page SEO tactics can give you more opportunities to rank in search engines and get customers to visit your site.” This means that there is an opportunity to improve an SEO score in each blog post and web page.
Below are a few intuitive yet impactful ways to boost SEO efforts through developing and distributing content on a company blog.
SEO is a long-term, multifaceted strategy. It requires commitment and consistency to ensure all content checks the relevant boxes to be considered “optimized”. As companies evaluate how to improve their SEO ranking, blogging is a great strategy to explore. Not only can blog content strengthen a company’s SEO investments, but blogging can also reinforce a company’s thought leadership and topic authority, which will build trust and credibility among target audiences. For more on this topic, visit Communique PR’s growing library of SEO related blogs.
Tags: business development, community engagement, guidelines, hyperlinks, keywords, link, performance metrics, Search Engine, search engine optimization, search rankings, search results, SEO, traffic and visibility, web traffic, webpage, website analytics Filed under: COMMUNIQUÉ PR, Media, Monitor and Measure, Planning, PR trends, Social media, Strategy
1 Comment
AlexM |
This is a really great article, thanks for sharing such helpful tips. As a beginner digital marketer, it will definitely help me. I generally follow https://kuware.com/ for digital marketing tips, adding this article to the list for future reference.