Marketing research we’ve seen shows nearly 75% of consumers would rather research a business by viewing content, like articles and videos, instead of watching advertisements.
In case you didn’t know, consumers now wield more power than ever. They are visiting your website – and those of your competitors – before ever sending you an email or calling your company. And just like bad breath, nobody will tell you if the content on your website is turning people away.
That’s why it’s critical to listen and learn from your website visitors. So you can give them what they want. You don’t have to guess at what articles, blog posts, videos, and other content to create! People will tell you by the questions they ask.
To attract high quality traffic, your content should meet the following criteria:
Is it useful, valuable and worth sharing?
Does it provide a solution?
Is it unique to your website, written or created in your voice?
Is it comprehensive and well researched?
ow does a subscription business generate revenue?
Is it engaging enough to catch and hold interest?
Is it created in a personal, one-to-one voice that resonates with your audience?
Can it be shared easily on social media?
Is it optimized for keywords that matter to your business?
You’ve no doubt heard that “content is king.” But content by itself is like a king without a country.
Yes, content marketing is the keystone of any high traffic website. But on page optimization is the keystone of your content marketing. Because if Google can’t find your content, none of it matters.
Not only do you have to create and publish content that drives traffic to your website and grows your business. You must make it easy and attractive for Google to find and rank.
Get your content right and good things will happen for you, like more social media shares, links, branding, and higher search rankings in Google.
Again, that’s a partial list of on-page optimization factors. We’ve identified more than 15 of them.
Today, on-page optimization is not an option. You must get this right if you want to rank higher in searches.
If you don’t follow the guidelines, you’re saying, in effect, “Screw you, Google. I don’t care that you notified me a dozen times about mobile capabilities, speed optimization, and all that stuff that make a user feel they’re in the right place. I’m going to do this my way.”
That’s not a recipe for success, is it?
Here’s what’s important: On-page SEO cannot be automated. It cannot be trusted to software or to a $5/hour amateur. It takes a skilled professional to optimize a web page so that it delivers the best experience to another person.
It all starts with the right framework for your website. Just like the foundation of a house. You can build on sand, ignore Google’s guidelines for on-page optimization. Or you can build on rock: create a solid website structure that delivers the best user experience.
One last thing: Google evolves and changes the rules for on-page optimization almost daily. So, if you’re serious about getting more customers or clients from your website, you probably don’t have time to do all this yourself. You need a partner who is able to create a better version of yourself and your business, and fight all your battles for you.