Ways to Amplify Your Reach
We’re continuing our discussion about On Page SEO. In Part 1 we dug into the first two strategies: consistent publishing of quality content and what elements to optimize. Our last three strategies focus on amplifying the reach of your content.
3. Website Structure
Think of your website as an antennae. The more content indexed by search engines, the larger the antennae. When your content is focused on a specific topic, the clearer the signal it broadcasts.
So how does a website’s structure affect SEO? This is where keyword research, a sales funnel, and content architecture merge together. See strategy #2 to refresh your memory if this is Greek/geek to you.
Once we have figured out the search phrases for a client, we map out a website’s structure. Most likely you have high-level informational pages in your top navigation. Supporting it should be secondary pages. Your optimized content (web pages or blog posts) should support the funnel. Regardless of where visitors land on your site, layout content so they can logically navigate up for broader information) or down if they are closer to a purchase. Effective White Hat SEO really hinges on knowing where your audience is in the decision-making process.
Your website’s structure is only one piece to On Page SEO. For more advanced techniques, you’ll want to pay attention to where long-tail keywords are used. Then don’t cannibalize your SEO rankings through over-use or improper placement of keywords.
4. Shareable Content for On Page SEO Juice
This is Social Media 101. Search is becoming social, so make sure your optimized content is shareable. When a visitor lands on a page, they might want to share it with a colleague. Content Management Systems like WordPress make this a cinch. Savvy consumers are used to seeing social media icons near the content or somewhere on the page.
Search engines like Google and Bing are factoring in how often content is shared into their search algorithms. Once you’ve mastered On Page SEO, we recommend that you take advantage of Google+ and Authorship for your business… now. Get in early as this is a rising wave.
Now you’re doing everything right. You’re using an in-depth keyword analysis to optimize your content. You’re publishing quality content regularly. As you optimize each page and post, you’re strategically supporting your website’s architecture and online sales funnel. You’ve made it easy for those who land on your content to share it. Now what?
Don’t assume that your customers, colleagues and friends subscribe to your blog. This On Page SEO strategy is all about broadcasting your message. eNewsletters are now a business communication staple. Use opt-in best practices (read: don’t spam). Segment your list so you share quality information and compelling offers your audience is likely to be interested in. Not only does it show respect for people’s in-boxes, it reflects on your business’ brand. You’ll be rewarded with qualified leads drawn to your content and what products/services you give.
Those are our 5 top On Page SEO strategies. Anything you’d like to add?
How can we help?
Need to connect keyword research to your website’s architecture? Or, are you tweaking your landing pages to improve sales conversion?
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