Search Engine Optimization (or SEO) is often used in digital marketing. It’s a way for content to be easily discoverable on popular search engines, like Google, and drive traffic to websites. This could be achieved through keyword research, page optimization, technical SEO and building links.
But how can you leverage SEO to step up your digital prowess? Here are some of the best practices.
Make a List of Keywords
This goes beyond the “buzz words” in advertising. Keywords can be as simple as “energy” or “architecture,” but it can also be as complex as “energy efficiency” or “property management techniques.”
Take “cooking,” for example. This word signals to the search engine that whenever “cooking” shows up as a hit, it will present that link to the person conducting the search.
Short-tail keywords are single word phrases. Then there are two-to-three-word phrases and long-tail keywords, which could be four-word phrases or more. Long-tail keywords do not clamor for attention, while short-tail keywords have high competition. Niche topics will be easier to find when using a long-tail keyword.
Returning to the cooking example, if a user looked up “cooking,” but then extended it to “cooking breakfast” and then “cooking for a family dinner,” the search results would get smaller with more words added. Analysts suggest making a list of 10 keywords as a guide.
Consider Other Digital Footprints
Reviews, directories, images and brand awareness can be overlooked when it comes to SEO strategies. Traditionally, SEO strategies are thought of horizontally, or casting a wide net over users with general interest for a topic. But the case could be made for a vertical approach that niches down and gets more and more specific. Vertical approaches take into account factors that influence each other, sometimes with different amounts of influence. These could be images, brand awareness, reviews and proximity to the user.
In the case of a digital publication, key places that could spark hits on an internet search are advertisements, sidebars and graphics. This allows cross-platform branding and encourages a cohesive strategy to marketing by using the same keywords for optimization purposes.
Related: Easy Strategies for Marketing Your Digital Publication to Your Members. https://innovativepublishing.com/easy-strategies-for-marketing-your-digital-publication-to-your-members/
Related: How to Make the Most of Your Digital Editions. https://innovativepublishing.com/how-to-make-the-most-of-your-digital-edition/
Be Where Your Audience Is
Not every product is created equal for every audience. It’s best to understand how your content will be presented to different demographics, including age, gender, socioeconomic status and culture. For example, if you were tasked with presenting information to Gen X, you would have to know what sites and platforms they use often to get maximum exposure.
Optimize Webpages and Content
This is the technical side of SEO. Reorganizing your website to have a uniform list of keywords across your site, especially in URLs, is almost like a breadcrumb for users to find. It will make it easier for content to be searchable. You may notice blog pages will use the name of the page as part of its URL, which can help link the page to the topic.
Grouping similar pages in a directory also makes content easier to access. It’s a “search-friendly” way to set up webpages if a user was not already on the site.
Linking relevant websites and resources is a great way to be discovered in search results. If your content is associated with another, it can add value. Experts say many of the new pages found on Google come from outside links.
Strategize Content Design
The look of a website can be just an SEO concern as much of a design one. Ensure that every page is organized and easy to read. Focus on compelling, updated and unique content. Advertisements should not distract from the content or make it harder for users to interact with the website.
Optimizing content for mobile versions is also becoming more popular. Many consumers operate through their smartphones, so it’s important to look at how a site or content appears on a smaller screen.
High-quality images can be used to attract viewers to a site, especially if the photos or graphics have context to best match the search. Placing text near a related image helps search engines understand what the image is about. If you searched “boats,” you should see an image of a boat, or a section dedicated to boating.
Use Tools to Track What Consumers Are Clicking On
Social media, along with websites like Google Trends, are adequate resources for finding out what people are searching. There are free resources, along with paid subscriptions.
Share Results – But Take Notes
While noticing progress is great, it’s also essential to analyze what this data means for your product. SEO gives a chance for improvement and updating your content to fit your audience. Website traffic and user behavior (such as the number of times a user views a site) are just some of the ways to audit SEO performance and adjust accordingly.
Read More:
www.wix.com/seo/learn/resource/seo-tips-for-2025#viewer-858is19751
www.developers.google.com/search/docs/fundamentals/seo-starter-guide
www.backlinko.com/seo-strategy
www.councils.forbes.com/blog/mastering-seo-for-agency-leaders
Brittany Caldwell is an Editorial Assistant at Innovative Publishing. She can be reached at brittanyc@innovativepublishing.com.
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