SEO can be overwhelming when you begin to delve into the many tips and tricks published online, especially when there are constant updates from Google to contend with. As a marketeer how can you focus on your website, branding and lead generation as well as keeping up with what is going on in the world of search engine optimisation?
Rather than chasing algorithms, I’d suggest looking at long term, sustainable strategies for your SEO that keep your content relevant. I’ve put together three key areas to focus on when creating your online content strategy that should be prioritized to ensure you are hitting the right marks.
User Intent
User intent or search intent is the primary goal of the user when searching online, aka what are they looking for?
An example of search intent is, if I search for ‘Supermarket’ I am shown the closest supermarket to me rather than shown the head office at the other end of the country.
This is a great way to simplify your thought process when creating content, what is the purpose of what you are putting together? Is it a video created to showcase a new product or to explain what you are currently working on as a company, and why would somebody be looking for what you are creating? Are they looking for a solution to a problem, or to find out about a project that has been published elsewhere? Setting a clear user journey for your keywords is a great starting point to ensure you have considered the intent of both your user as well as your intent behind creating supporting content.
Content Quality
An acronym to make sure you remember when creating content is E-A-T Expertise, Authoritativeness and Trustworthiness. The key here is creating content that is factual and useful. The big winners will be those sites known for their contributions to their targeted subject matter, this is where your white papers, webinar videos and thought leadership content is going to shine.
Putting across content in a way that showcases your brand’s E-A-T whilst also being engaging to your audience is the key here to not only having quality content but content that is easy to digest, understand and is useful to the user.
Make the most of the people you work with, the expert authority and experience you have within your company can be easily showcased and proven in your online content. Utilize the product managers and technical scientists at your disposal!
Make sure to create profiles on your website to show who is creating pieces and what their credentials are, you can also link to social media profiles to prove that they are real people.
Unique Visual Content
Loren Baker founder of the Search Engine Journal, predicts a decline in reliance on stock imagery. In the SEO in 2022 Podcast Baker says; “Sites with unique images will see a large boost in Image, Product, and normal search,” continuing to add “By rewarding sites that use original imagery, more will be created. Google Lens then learns more”.
The impact on your SEO of a stock image will not have the same user experience as an original high quality image or video as well as having less chance of ranking on relevant searches.
Keep in mind that large images are more likely to be featured in Google Discover as Google recommends in its Advanced SEO resource, “Large images need to be at least 1200 px wide and enabled by the max-image-preview:large setting, or by using AMP.”
Unique visual content has an impact on your user experience as well as being a smart way to directly benefit those within your target audience with less knowledge around the specifics involved around your products and services that may make it more difficult to understand why your offering could solve their problem. Video and clear infographics can make complex information much easier to digest.
The aim with your content should be to stay relevant to your audience, keep up to date with the industry and ensure that what you are putting out there is easy to navigate, understand and most of all has something to offer the user.
