The right application of digital marketing can help any business rank higher on search engines. Even though it may not be its primary or only objective, it is certainly a great benefit for the company. When it is done right, digital marketing can prove extremely useful in increasing incoming traffic to the website, generating leads and revenue. So how can a business achieve that?
The primary way is through the content. With the right strategies, companies can create content that can help their website rank higher on search engines. In this article, we are going to discuss some of the easiest ways to ensure that digital marketing efforts can help a company rank higher and faster on search engine result pages (SERP) in 2021.
Continuous and Fresh Content
Publishing content on the website must be an ongoing effort for any business. It not only helps the company showcase their experience in the subject, but it also provides the opportunity to include fresh keywords on the website. Google places a lot of importance on the freshness of the content that gets published on a website.
Therefore businesses should ensure that they get sound content marketing advice from a reputable marketing company like loungelizard.com. The factors that Google users to judge the website’s content to rank them are:
- Regular updates to the blog page, or any other pages of the website
- New pages that have been created on the website
- The increase in the number of links towards other pages of the website
- Increase in the amount of traffic that reaches the pages of the website
Therefore, in addition to older posts, businesses must keep updating their web pages with fresh content so that they can help them rank higher on search engines.
Repurpose the Old Content
Just because you are adding fresh content to your website does not mean that you should ignore or delete your old content. There are several ways in which you can utilize the old content to ensure that they help in ranking your website higher.
As we mentioned before, linking your pages internally can help your website go up on SERPs. Therefore you can include links to your old content in the new blog posts. You can also use your old blogs to create new types of content, such as:
- Blogs with directions
Repurposing existing content can help you to revamp your website without spending too much time or money. It can also help you to get a fresh supply of posts when your existing stock has run out.
Repurposing old client content can also help you improve engagement with your target audience. For example, visitors may not have time to go through every written content, so they might choose to watch videos or read infographics on your website.
Create Relevant Headlines
The headline of your content can greatly affect the search engine position. Google gives a lot of importance to a user’s experience these days. That means if a user does not feel that the content is relevant to the headline, he or she will exit the website immediately. This will hamper the site’s ranking.
Therefore ensure that the headlines are not only catchy but also relevant to the information provided in the content. An ideal headline must have four qualities:
- It must provide value
- It must be relevant to the content
- It must be simple to understand
- It must be appealing and catchy
Digital marketing experts suggest that you must place keywords in the title. However, the keywords must be placed in a way that sounds natural and does not sacrifice the flow of the language. Avoid making the headlines into click baits, as they would prove counterproductive. Users may click on the link, but exit soon afterward, which would affect the page ranking adversely.
Your digital marketing agency can help you to create catchy and relevant headlines. You can also use one of the online headline creators, but it might take some expertise to get the desired results from them.
Include More Visual Content
Visual content is one of the most powerful ways to grab a user’s attention. As we mentioned before, some visitors may not have the time or patience to go through written articles on a website. Visual content is ideal to prolong their engagement with the posts so that it helps the website rank higher. They are also great at creating first impressions, so you can use them to hook a visitor to the web page.
When you upload an image, bear in mind that search engines cannot crawl through images. However, that does not mean that you cannot use them for search optimization. Make sure that you include the relevant keywords in the image title and alt text description so that it shows up in searches and helps in ranking your page.
Even though search engine optimization may not be the only task of your digital marketing agency, it is still one of the most important ones. Therefore they may conduct thorough research to get the right keywords that can help your website rank higher.
The first step is to understand what your target audience might be searching for on the internet. Marketing experts often use analytic tools to create buyer personas to understand potential customer behavior. Once they have a thorough understanding of the topics, they use a keyword research tool to get the relevant keywords that you can use in your content to rank higher on search engines.
Enhance User Experience
We cannot emphasize it enough that Google will only rank those pages higher that provide a good user experience. Therefore your digital marketing efforts on your website and its contents should ensure that they provide the best possible engagement for the visitor. These are some of the ways to ensure a better user experience for a visitor:
- Quality of the content
- Ease of website navigation
- Loading speed
- Type of content
- Language and structure of the content
The more time a person spends on your website, the higher the chances are for it to rank higher. Therefore your website should be appealing, functional, and provide value to your potential customer.
Applying the right digital marketing strategies can help your business not only survive the pandemic but also thrive once it is over. Therefore you must take advice from a reputable digital marketing agency that can help you utilize your existing resources to their maximum potential.