Posted by Sam Battin, Senior Search Specialist (Natural Search)
An effective content optimization strategy starts with solid keyword research. Keywords that drive conversions must be determined before optimization efforts take place. Keyword volume (e.g. the popularity of a search term as determined by the number of times it’s typed into search engines) plays a role in keyword research, but is not the most important aspect. A keyword research methodology that produces lasting dividends seeks to uncover the keywords that distinguish a particular brand, along with the keywords that a Web site’s qualified consumers are actually using on the engines. Understanding the competitive landscape, identifying a site’s audience profile, and interpreting the natural search needs and search habits of the intended audience is paramount to discovering keywords. For example, even though a site may have a lot of good information about sneakers, the best keyword for the site may not be “sneakers” but instead keywords that define a specific audience for the site and differentiate its content from the competition, such as “children’s sneakers” or “running shoes.”
Once the “right” keywords are determined, it’s time to focus on optimizing the site’s content for those keywords. This includes optimizing the title tags, body content, ALT attributes, link anchor text, navigation, and Flash/video content. For best results, high-volume keywords can be mapped to targeted landing pages that organize content by theme. Sometimes new landing pages may have to be created to capture traffic for particular keywords. Creating other hubs for content (such as a blog) is also helpful in driving natural search traffic. This creates effective landing pages for searches with a very specific focus. In addition, meta-description tags are an essential part of content optimization. While these tags won’t help a site rank higher, they do act as a call to action on the search engine results page and can convince searchers to click on a site’s listing.
Performics’ Natural Search team uses content optimization to distinguish your brand from your competition, highlight your site’s appeal to your target audience, and increase valuable traffic from visitors who are searching for exactly what you have to offer.