No doubt, there are a lot of acronyms in the world of professional freelance writing services. One that you’ll certainly come across throughout your marketing efforts is SEO. This means Search Engine Optimization. And it’s a Really Big Deal.
In a nutshell, its purpose is to:
- Communicate to the search engine your intentions so that it can recommend your website for relevant searches;
- Create a seamless and great user experience.
That said, your links, social media advertisements and paid searches are beneficial only in the case when the content, information architecture, content management system and infrastructure of the website is of great quality. Without those things in place, all of your efforts are useless.
Let me repeat that: Without great content writing services and a solid content management system, and without appropriate infrastructure, your efforts at SEO will fail.
What Do Search Engines Look For?
When a user searches for something, the search engine does its job by referring users to websites. That is, if your writing services have done its job well. The likelihood that your website appears depends on the following components:
- Content: blog content, page titles, headlines
- Performance: speed and abilities of website
- Authority: number of inbound links from authoritative sites
- User experience: low bounce rate
What to Avoid
As people learn ways to “trick” the system, search engines also become savvier. That’s to say, what worked to boost ratings two years ago doesn’t necessarily work today. There are some old approaches that can count against you today.
- Overuse of keywords
- Purchased links
- Too many ads
Multiple Channel Optimization
Along with utilizing a keyword strategy, it’s important to consider different channels to market your products or services, including:
- Radio or TV ads
These platforms will help your branding efforts and help customers use the specific phrases you are optimizing for.
Steps to Optimization
Analyze your target market
Website analysis and competitive analysis are very important. You have to see your website Meta sets, keywords, and visible text to analyze your results. You should also look at the content keywords and engine rankings of your competitior’s websites to determine an effective positioning strategy.
As the most popular search engine, Google is a great starting point to determine what keywords people are searching for online. Google AdWords allows you to unveil the search engine queries and the competition for each keyword. Note that it’s important to do this on a weekly basis so that you have the most current, relevant search terms.
All qualified marketing writing services will underscore the importance of content optimization. It is particularly crucial for landing pages and anywhere that leads to content on another page. To optimize content, you’ll need to carefully examine each of the following (which will be explained in more detail in another post):
- Title tags
- Meta descriptions
- Meta keywords
Continuous Testing and Assessing
About the only thing consistent regarding SEO is that it changes frequently. As such, you should continuously analyze your search engine ranking and the traffic on your page. Pay attention to the content that drives traffic into your site and remove any content that doesn’t bring visitors, or merely serves as a distraction.
Optimizing a site for SEO can be a delicate balance between doing what’s relevant now and predicting what will be relevant in the future. Employing freelance copy writing services is one way to ensure that your content stays optimized for the best SEO.