4 Reasons Content Optimization Is Crucial for Your Content — and Your Brand

September 22, 2020 by David Henderson

“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.

Creating Relevant and Engaging Content Topics

September 3, 2020 by Rachel Lima

If there is one thing that you have heard over and over when looking for ways to improve your website, it is to create relevant and engaging content. Good content is not easy to develop without understanding your audience and being a valuable expert of the brand. To create enticing content, it must start with a good topic. Topic creation involves motivation, time and keeping up with current trends. It is worth putting in the extra research and effort at the beginning for a greater reward in the end.

Let’s start with knowing your audience! These days many platforms allow you to connect with your regular customers and reach new ones. To create topics that will grab attention, you must learn what your audience craves. Thankfully, there are several ways that you can see inside the minds of your customers without actually meeting them face to face.

Facebook or Instagram Poll: Social media is a great place to start asking questions and getting a feel for what your customers want to know more about. These platforms have the option to create a poll, do a survey, have a contest to gain more followers and just keep connected every day.

Google Analytics: The best way to see how your audience is reacting to your products and posts is to see how they are performing. This will give you an idea of what is working and what is not.

Content Research Tools: There are many great options available out there and are worth the small investment. Tools like, MOZ, AHREFS, SEMRush, just to name a few provide valuable statistics and insights that help make content and keyword research much easier for you.

Writing block is real, and so is topic creation block. I can say this from experience. When you need to come up with 12 unique blog posts each month for a client, topic creation fatigue can set in. How do I come up with something new and fresh that meets consumer demand and is interesting to read?

Well, the answer isn’t always a simple one but a helpful strategy to try is blocking out some uninterrupted time in your day where you sit down and pump out 20-50 topics at once. The benefit of this process is that you are focused on one subject, and you can build on the ideas that you come up with.

For example, if one topic is “How to get rid of mice” you could expand with other supporting issues that go into more detail.

How do mice get inside my home?
The difference between a mouse and a rat?
Tips to Prevent Mice from getting inside

Using this approach is just a simple way to take one subject and expand it into multiple blogs.

Make sure you are keeping up to date with what’s happening in the news. It is always beneficial to see what is currently going on in your marketplace and how to incorporate the blogs to provide advice, answer questions, and of course, push your product or service.

Once you have this long list of general ideas put together, you can then work on creating a compelling headline or title that will engage the audience. Making a captivating title can be difficult, especially when you are writing about similar topics regularly.

Be creative; take the time to find something eye-catching as it will pay off in the end.

Don’t forget about adding supporting images to your blog posts, especially because the human brain processes visual images faster than text-based content. The ultimate goal is to encourage users to click the link to read more, and pictures will help boost your engagement.

These ideas are simple and hopefully will give that extra boost you needed to tackle upcoming topic creation challenges. Our Content Management Team at Unwired Web Solutions takes pride in creating relevant and engaging content that will increase brand awareness and drive traffic to your website. Contact us today and learn more about how we can make a positive impact on your website content marketing plan.

Content Pruning 101: A Look at this Valuable Content

August 25, 2020 by David Henderson

In Search Engine Optimization (SEO), we all know that content is king. This is the reason why high-quality content should be your priority when doing SEO. Such content is essential if you want your website visitors to be informed as well as engaged through blog posts, product/service pages, testimonials, and so forth.

Simply put, the importance of high-quality content cannot be stressed enough. This is the reason why many SEO professionals put a premium on keyword research, competitive analysis, and market trends. But do you know that there’s one method that many neglect? What is it? You ask. Well, it’s a little something called content pruning.

What is content pruning?

In layman’s terms, content pruning is removing under-performing as well as out-of-date blog entries, articles, etc. from your archives because they are no longer relevant and therefore do not serve any purpose. If the content isn’t giving your website any benefit, it’s better to prune and get rid of it than stagnate your company’s growth.

Aside from that advantage, there are several benefits that content pruning brings. Some of the most notable ones are as follows:

Better Website Quality

Of course, we all want a website that’s better overall. In line with this, if you prune content regularly, you can significantly lower the probability of encountering old information that is no longer relevant. With this in mind, because your website’s content is up-to-date, you can improve your connection with your audience.

Boost Rankings

Old, irrelevant, and poorly written blogs, articles, etc. are considered as “dead weight”, and they may hurt your website in terms of rankings. This is the reason why you need to regularly prune content and replace or update it with content that is unique, relevant, practical, and easy to understand. This move can make it easier for Google bots to crawl your website.

Improve user experience

When online users visit your website, you want them to find the best and most relevant information; this is where content pruning comes in. Since you have less pieces but substantial content, they are going to have an easier time finding write-ups that they are going to interest them.

How should content be pruned?

Before pruning content, you need to be mindful of one thing: not all old blog entries, articles, etc. are bad. Some can still be useful and at the same time, can give authority to your website. So, hold your horses and take note of the following pointers:

Pinpoint what you’re going to edit

At the start of your pruning process, determine the pages that are indexed and still attract organic traffic. Chances are, you don’t need to ditch them, you just need to tweak the statistics, examples, and tips so that older content is more current in today’s world.

Identify underperforming pages

Next, you need to check which of your pages are performing poorly. To do this, go through your available content, refer to Google Search Console or Google Analytics, and use your best judgment. To make things easier, focus on entries that have not obtained clicks in a year or two.

Make a decision

Now that you’ve compiled the potential pages, don’t just prune right away.

That’s because you need to make two choices: get rid of the post or perform improvements. Both of these approaches work, and it’s basically up to you if you think that some old write-ups are worth updating. It boils down to your goals as well as workload. In line with this, bear in mind that in some cases, it might be better to write new content on existing subjects, that have more timely relevant information.

How often should you prune content?

Regular pruning, i.e. once every six months is essential if your website has up to 1,000 pages. If your site has more, once every three months is necessary.

When content marketing is talked about, many are so fixated on keyword research, competitive analysis, trends, and the like, that they forget other essential content-related methods like content pruning. Yes, providing new content for website visitors should be one of the primary objectives of your SEO campaign. However, you should also prune content or overhaul older pages that are still relevant. These are good moves that can do wonders for your long-term goals.

Reasons To Maintain Your Marketing Efforts During the Global Pandemic

July 23, 2020 by David Henderson

Most businesses are scrambling to recover from the economic impact of the COVID-19 pandemic. The public health crisis has changed the way companies operate both internally and externally. More than ever, businesses need to connect with their customers by accelerating online marketing services and efforts. Maintaining a positive, consistent presence in your industry is vital to weathering the storm of the pandemic, recovering profits and continuing business development efforts. Read below for more information on why it is important to continue your marketing efforts during the pandemic:

What Is Content Marketing?

Content marketing is a digital form of marketing that helps companies establish and enhance brand visibility and build relationships with customers. This form of marketing aims to provide the customer with valuable informative content. Content marketing first started as blog posts and link building and has evolved to include more sophisticated strategies, including social media and SEO tactics.

Online marketing is not focused specifically on promoting products and services. Instead, current strategies involve providing the customer with relevant and timely information. It is important to offer valuable content especially during times of crisis. If you have useful information for your customers now, you can build a relationship that will be profitable in the future.

The Challenges of Marketing During COVID-19

While traditional marketing efforts involve travelling and in-person presentations, the pandemic has caused companies to reevaluate their efforts and redistribute budget funds. Because most companies can no longer attend large events, they need to refocus their efforts more on online marketing efforts.

Another challenge is shifting priorities within company leadership. Changing priorities may mean that you are forced to put a project on the backburner that you have been working on for a long time. The importance of projects must be reassessed and flexibility is more crucial now than ever.

Why Content Marketing Remains Important

Most people are spending more time than ever on the internet. Many people are working from home and few are leaving their homes as often as they normally would. A recent survey found that nearly 95% of people have bought something online in the past month. This demonstrates how online content marketing remains a successful way to reach customers. There are perhaps more opportunities than ever to expand your online strategy. You can turn in-person events to digital events and have the opportunity to scale them internationally and increase customer engagement.

The pandemic allows businesses to focus on online strategies they normally would not have considered. From paid advertising to social media advertising, this is the time to try new content delivery methods. In essence, the current market is an opportunity to experiment and find new content marketing strategies that help your business grow. You want your customers to know you are still open for business and are ready to engage with them. Here are content marketing strategies to consider implementing to remain engaged with customers during the pandemic:

Create more targeted landing pages
Perform market research on your audience
Invest in social media marketing efforts
Target younger audiences with adaptive content
Create and take online training modules
Use native advertising

Online content marketing during pandemic requires creativity and adaptability. If you make an effort to better serve your customers, they will recognize those efforts.

Contact Unwired Web Solutions Today

If you need assistance with your online marketing strategy, contact Unwired Web Solutions today. We want to help your brand expand its online visibility and grow sales. We offer services including SEO, web design, content marketing, and social media marketing to help your brand succeed in an internet environment. Contact us to find out how we can expand your company’s online presence.