29 January 2021

We can succeed in Organic Search and content marketing with the right strategy

If we have a presentation with a very powerful message about the mission of our brand, we are qualified to speak on the subject matter because we are passionate about it — and our audience cares, because what we do makes a difference in their lives.


Image Source : marketingland.com

This is the scenario brands face today while working online is getting the right message in front of the right people. This is why organic search presents one of the greatest opportunities to find those with whom our message will resonate best.


Some simple steps we could follow are


1. Define a Keyword List

It’s unreasonable to assume that we will pull top rank in Google for every keyword relating to our industry. Our goal should be to secure high organic rankings for our most desired keywords. This is an exercise that will take the effort of both marketing and management. Think about how people would search for our products and services, make a list of these keywords, and check the traffic and competition for each term with a tool like BrightEdge or Google’s Keyword Planner. Keywords with high volume and low to medium competition are the best— they have high traffic potential and are easier to aim for.

2. Good Content Will Win in Organic Rankings

Before we dig into some of the more technical aspects, we must , always remember that writing high-quality content is what attracts interest and compels visitors to share it and link back to it. Good content has the best chance of becoming viral content, and Google rewards content virality heavily in its rankings algorithm.

3. Create Key Pages

If we have 10 pages relating to the same set of keywords, Google will have a hard time determining which page is relevant. Instead, we could merge our content into a single key page. With one authoritative key page on a specific topic, there is no SEO confusion, and we should rank higher.

4. Work Keywords and Related Variants in Page Content

The best way to rank for a keyword is using iy. We should include these early in our page titles, headlines, and body text, since early placement can be a signal of relevance. We should use our focus keywords often throughout our content — but never at the expense of good writing. We should be wary of “keyword stuffing” as even Google penalizes pages that use keywords excessively, in ways that interfere with the reading experience. 

5. Optimize our Page Titles

The <title> HTML tag defines a web page’s title and is meant to be a concise description of the page’s content. It is the first line of hyperlinked text Google displays in their organic search results, and it is what appears in the top frame of most web browsers for that page and in tabs. This is considered a crucial on-page SEO element. When  we write our page titles, keep them less than 70 characters, since any text beyond that will be cut off when listed in Google’s organic results. We should include our important keywords in the title, preferably in the beginning. If we have extra space, we could consider including our company at the end to increase brand awareness.

6. Write Meta Descriptions that Drive Clicks

The <meta name= description content= > HTML tag is meant to be a concise explanation of the content. The meta description beneath the page title in their organic results by Google. Their function is to drive clicks from users. People read descriptions as a preview of the page and use it to determine if our content is worth visiting. Therefore, we need to provide a clear value proposition about what they’ll gain by visiting our page and reading your content. We could consider using words that inspire action like “learn more,” “find out,” or “get…” 

We should keep our meta descriptions 150 characters since Google won’t display text beyond that.  We should also include keywords in our text, since any words matching a user’s search query will be displayed in bold.

7. Use Keyword Variations as  Text for Internal Linking in Anchor Text

The text is the visible text that hyperlinks display when linking to another page is called anchor text. Using descriptive and relevant text here helps Google determine what the page being linked to is about. When we use internal links (links on web pages that point to other pages on the same web site), we should use anchor text that is a close variation of our  keywords for that page, instead of phrases like “click here” or “download here”. Using close variations will help us improve our organic Google rankings for more keywords.

8. Don’t Forget ALT Tags

ALT tags are HTML elements used to specify alternative text to display when the elements (such as images) can’t be rendered. ALT tags are a signal for Google’s ranking algorithm, so when we have images and other elements on your web pages, we always use a descriptive ALT tag with  keywords for that page.

9.  URLs Matter

Search engines prefer URLs that are readable for humans, so we must keep ours relevant to the page.  We must avoid blocks of numbers and special characters. Shorter URLs perform better in search rankings than longer ones, we must keep it to a minimum. We could also include keywords in our URL names, and try to place them closer to our domain name.

10. Make it Mobile friendly

 All search engines, including Google have been gradually increasing the importance of mobile friendliness in its rankings

11. Adhere to Google’s EAT Guidelines

 EAT is one of the top three factors for gauging page quality. The acronym means:

Expertise : The website must show expertise in the field it is about. This is especially relevant to the medical, financial, and legal industries. We can establish expertise by providing clear, accurate information and citing reputable sources in your content.

Authoritativeness: This is shown through credentials, positive reviews, and  testimonials. We can highlight this information throughout our website.

Trustworthiness: To make sure users feel safe on our site, its important to have an HTTPS site and an SSL certificate, especially if we accept any monetary transactions online. 

12. Avoid Black Hat Techniques

Black hat refers to the practice of trying to trick search engines into giving us higher rankings by using unethical tactics, such as buying links. With this, one shall be wiped out sooner or later altogether.

13. Increase Social Presence

Social signals are impacting organic search engine rankings 

We need to setup some social media pages such as LinkedIn, Instagram, and Facebook, and start engaging with our audience there.

14. Use a Strategy for building links

This is the practice of acquiring new links to our site from external domains. Beyond creating great content people want to share. Inviting guests to blog nd asking webmasters from authoritative sites relevant to our business to link back to our pages are great ways to build links. 

15. Track Visitors

To prove our value and optimize our results, it’s important to measure the impact of your efforts on web site traffic and lead/sales generation. We could use tools like Google Analytics to help us here.

In Conclusion

The marketing industry is still converging to marry more traditional marketing with digital channels. By following the above steps, we shall surely be winners in the digital game. Let us begin soon.

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