“Content optimization.” You’ve heard the phrase before, and you’ll likely hear it again and for a good reason. Search engine optimization is the backbone of any content marketing strategy. Without it, the content you worked so hard to create risks getting lost in all the noise, pushed to the depths of the search engines by content that contains just the right mix of helpful information and optimization. If you’re not optimizing your content, it’s time you changed that. Our SEO team at Unwired Web Solutions shares four good reasons to do so.
1. Optimized Content Helps You Attract the Right Visitors
Optimization gives you control over who finds your content and at what stage of the buyer’s journey. For instance, say you sell high-end snow gear. To search for your products, potential customers are likely to use phrases such as, “best snow boots for men,” and “best winter jackets for negative temperatures.” By optimizing your content for specific keywords and phrases such as these, you can target the exact type of person who is in search of your products.
Go deeper than keyword optimization and create content for specific stages of the buyer’s journey. Identify what matters most to customers. For instance, customers in the consideration stage may be looking for the most affordable snow gear designed for below-freezing temperatures. You can offer a comparison guide to assist them in the decision-making process. To make buyers aware of your products, create articles about the importance of warmer and more protective gear, and about how to store your gear in the off-season. Offering this type of valuable, optimized content gives you control in the busy online marketplace.
2. Optimization Improves the User Experience
Optimizing your content makes it easier than ever for visitors to find the exact information they’re looking for. When a person types “Size 7 snow boots for women” into the search bar, Google is going to deliver the most relevant results. If you optimize a product page with this or a similar phrase, you stand to rank near the top. Not only is this great for your business but also, it helps streamline the shopping process for the consumer. You can be even more helpful for consumers by including a search bar on your website so that, when there, users can quickly navigate to the information they need.
3. Optimization Helps the Search Engines Understand Your Page
Despite its seemingly omnipotent powers, Google is not a mind reader, and nor is any other search engine. Brands need to help the search engines find and deliver the most relevant results by using words and phrases that explain what the page is about. Content optimization helps brands do this.
4. Optimized Content May Increase the Number of Indexed Pages You Have
Say you sell hundreds of different types of products for all different seasons. If you neglect to optimize each page for targeted keywords for each specific product, you deny your business ample opportunity for growth. On the other hand, if you do optimize each page, you increase your odds of rankings for dozens, if not hundreds, of different types of searches, thereby increasing your chances of connecting with potential customers and making the sale. Though optimizing each individual page may be painstaking, it’s well worth it when your brand begins to enjoy increased visibility and expanded opportunities.
Content optimization is a necessary component of any effective content marketing strategy. However, we understand that optimizing content can be a meticulous and time-consuming task. Let our experienced team do it for you so you can focus on other pressing business matters. Learn more, or get in touch today.