Every small business needs to master SEO as part of their inbound marketing strategy. It plays an important role in lead generation. SEO-friendly content attracts the right visitors to your website or landing page. With the right visitors, you increase the chance of converting them to customers. Here’s how to make your content more SEO-friendly.
Do keyword research
Before writing content, always perform keyword research. Keywords help search engines find your content. Google Keyword Planner is the most common tool to search for the best keywords but there are other free keyword research tools available.
Make sure to include long-tail keywords that can help your content rank higher. When doing searches involving specific products or geographic locations, people tend to search using long phrases. For example, “birthday cake shops in Fremantle Perth” or “best dives sites at Great Barrier Reef”.
Use headings and subheadings
One way Google crawlers find relevant content is by reading headings. In the past, keywords were considered important in headings for SEO purposes. Today, keywords in headings make little difference to page rankings. Google reads headings to understand what the content beneath it is about and if it is relevant to a search.
Adding headings to your content also makes it more scannable. Most people won’t wade through big blocks of text in search of info. They’ll simply bounce to the next site. Scannable content makes it easy for visitors to find information quickly.
Produce high-quality content
SEO content isn’t just about keywords; it’s about people. If your content isn’t useful or engaging, visitors will quickly move on. Google’s algorithms have also become better at skirting poor quality content and selecting websites that demonstrate higher authority.
How does Google determine a website’s authority? One way is by the number of backlinks your website receives. Another is through long-form content. To earn Google’s trust, you need to produce quality content over a long period of time.
SEO writing is a skill that balances writing content for people as well as search engines. It’s often worthwhile for a small business to outsource their content writing to a professional copywriter.