9 Ways to Measure Digital Marketing SuccessRead Story
Once you’ve got your target keywords and you know who your target customer is, the next thing you want to do is do what we call, optimize your website. There are several steps to this. This is a huge benefit to a website in the beginning and it’s something that can be done fairly easily. The first thing you want to do is look at website structure. We talked to people about a 3 tier structure where you’ve got home page, then category pages … If you look at the internal navigation, the navigation bar at the top of the webpage, those would be the category pages. Then what we call content pages are the pages that are listed underneath the category pages. The next piece is a page title. It can be actually in the code that you go into. I put the keywords in the page title in the code. The meta description, which is what appears on a search result page below a page title and a URL. Then actually put the keywords in the URL as well as the headings in the content of the page. Then you’ll have images on your pages, and you’ll want to have keywords in, what’s called, the off text in that image. That begins in the code. Also, you want to have your keyword in the content.
In the past, people used to do what’s called keyword stuffing. They would put the keyword in many times in the content; sometimes the page would just be the keyword. That was truly classic keyword stuffing. Google has gotten a lot smarter and catches those types of efforts. You want to make sure that it is normally spaced in the content; it’s not overly dense in terms of how much the keyword is used in the content. You still want to make sure the keyword is used on a certain page. In this way, you would find that the website is structured well but also you have a keyword used throughout the page title, the meta description, the URL, the heading, the content, the image text on a page.
Here’s an example of a website, Telecom Solutions Inc., that has used their target term across the page. So, voice communication would be a target keyword here. “VoIP business services” is another one. If you see, it’s here in the URL at the top as well as voice business services. Then you’ll see it actually in the meta-description as well as the VoIP business services here. Then you’ll see it’s in the heading, voice communication, voice business services. Then throughout the content you’ll see a presence of those terms. This is a good example of somebody who has done a nice job of optimizing their page content for a search engine result that drives keywords that they are trying to gain traffic from.
Once you’ve selected your keyword terms and you’ve got your site optimized, now the question is how do I build content. Content is really critical. It tells search engines like Google, and Bing, and Yahoo, that you are active and that you are valuable and that you are going to have something new and useful for a visitor. All things being equal between two sites, the one that’s got newer content is going to come out higher in search engine results than one that doesn’t have new content. You want to add that content regularly. In a year you might add 50 pages or 100 pages, so one or two pages a week. You want to make sure you put them out steadily, so like I said 1-2 pages a week. You wouldn’t want to put out 10 one month and then wait a few months and put out 10 more, then wait a few months and put out 10 more. You want to drip them out regularly as opposed to having them appear in big bunches.
There’s many ways that you can build that content. Blogging is a very great way to do that. You can add new content, if you’re adding new services or products, or a description … You might have testimonials about your business. You could have a video that you’ve done and produced, or put out. You might have a press release or news item that you can add from a news page. You can also create pages around downloadable assets. If you do a presentation like the one that we’re doing today, you can put that up on your website. We can also have podcasts, webinars, all kinds of different kinds of content … Visual, audio, and text. Add those to your sites and do that on a regular basis. The more you do that, the more that search engines are going to index your site and the more they’re going to return you for those types of specific keywords that you’re trying to rank highly for. Be sure to do that. It’s ideal to do at least one, and best would be 2-4 new pages a week. The more content that you add the better that you’re going to come back with search engine results.
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