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Optimizing Web Content As You Write

Posted Mon, April 29, 2013 by Julie Short

Search and social media technologies have evolved vastly in the last few years by modifying and building tools to make digital media landscape more accurate, useful and interactive. 

SEO isn’t a purely a technical concept. At its core, SEO revolves around marketing. As technology changed and evolved, SEO became more content centric. SEO gives brands with good content, especially smaller operations, the ability to put themselves in a winning position. SEO boils down to technology and human behavior. Content marketing and content management systems play a large part in this relationship. 

The Shift
In the past, content marketing and SEO departments generally have been separate disciplines. Originally, CMS systems weren’t designed with SEO as we know it in mind. SEO was a totally different game. Mastering SEO would help brands trick their way to the top of search engines. Uploading thin content just to have something on your website, forgetting about design and focusing on rankings are ways of the pasts. 

As Google has shifted to focus on quality, relevance and content, it's essential that brands bridge this gap and time lag between authoring and optimizing content. Published content that isn't search engine friendly with errors that can be easily penalized by Google. To make the most of this content marketing opportunity and it's important to optimize content as you write it.

Integrating your content and SEO process provides you with learning, scale, and efficiency across content and SEO teams. Users can create and optimize in sync without having to switch from SEO tools to CMS systems. 

The result is great content that is SEO friendly that allows you to maximize results from search (search rankings, traffic, conversions, and revenue).
As an organization you can coordinate content creation across SEO and editorial teams to ensure the content turns is optimized, of high quality and produced efficiently. Any content changes can also go live sooner and impact results faster.

The Relationship Between CMS and Content Creation
Having a content management system empowers people within your organization to actively contribute relevant content to your website. What type of content am I talking about? This content could be blogs, news, adding to your growing portfolio as you complete new projects or adapting your descriptive information to reflect your evolving business. Your business is alive and changing. Search engines reward websites that regularly contribute quality content because they expect for your site to be an extension of your living business. 

SEO as You Go
Before you start adding content to your site, make a strategy. What do you want to accomplish with your site? What does your target audience search for online? Those are the kinds of topics you want to address within your site. Here’s some SEO best practices to apply to your content as you write:

  • Create a simple directory. Avoid having subdirectories and using directory names that have no relation to the content in them. 
  • Improve your URL structure. URLs that are simple to understand and easy to remember will help people reach your content. Use real words in URLs. 
  • Use brief, but descriptive titles. If it’s too long, search engines will only show a portion of it in the search result. 
  • Accurately describe page content. Titles that don’t specifically describe what they’re about could get lost in search. Often, inferences won’t cut it, even if they’re cute or funny. Be as direct as possible. 
  • Customize your post by being as unique as possible in content descriptions. Also, mention any sub-topics in the content. 
  • Offer exclusive content. When you’re writing something, find your unique perspective and insight. Ask yourself, what can I offer that will set this apart from anything else online?
  • Write content that’s easy to read. You’re not writing a scientific study. Make sure what you’re writing isn’t boring. Don’t fill sentences with unnecessary or difficult to understand words and ideas. 
  • Organization is key. Don’t write a long block of content. Break things up with subheads and bullet points. 
  • Create content directed at the user, not the search engine. Your content should be easily accessible to search engines, but should accommodate the visitor’s needs as well. 

Concluding Thoughts
Empowering content writers with SEO capabilities allows your business to scale the impact of your SEO team. Technology and CMS integration enables your content team to make optimizations that drive traffic and conversions. SEO professionals can also analyze error distribution, identify common SEO errors and the source of these errors, and take corrective action.

Posted in : SEO/SMO/SMM | 
Tags : content , google , seo


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