Businesses of all sizes and within every industry will benefit from a powerful online presence, but learning about the nuances of search engine optimization is no easy task. Luckily, business owners that focus on the production of high-quality content will be giving themselves just one more tool to edge out the competition and improve their conversion rates. Here is a look at six ways that you can begin producing effective and optimized content today.
1. It Must Be Original
Before writing a single word, those that are creating digital content must do everything necessary to make sure that the information is completely original. Large search engines such as Google continue to show just how much of a penalty they put on content that is partially or fully duplicated from a different domain. When this copied content is found to be malicious in nature, the penalties can be exceptionally harsh and will drive down the site’s rankings.
2. Start With a Great Headline
Once a writer has an idea about a specific topic and how they can add a unique perspective to that topic, it is then time to start thinking about a great headline and catchy sub-headings. Studies continue to show that 80 percent of traffic will read a headline, but only 20 percent of visitors will read the entire article. Writers should do everything they can to come up with catchy headlines that will get traffic to finish the entirety of the content.
3. Give Readers Actionable Content
Writing content just for the sake of writing content will quickly become apparent to the reader and affect how much time they spend on your site. All of the content that is produced must be actionable in some manner. While not every article or blog will lead to an immediate conversion, it should give the reader something to do as they come to the end. Some of the most common CTAs include downloading a white page, signing up for a newsletter, purchasing a product, or simply contacting the company.
4. Double-Check Your Facts
It will take some time to build up one’s reputation as a leader within any industry, but it only takes one mistake to bring all of that hard work to a grinding halt. Outside of the rare opinion piece, all content should be backed by credible sources. This is especially important for anyone that is writing content for professional fields such as law and healthcare.
5. Blend Long-Form and Short-Form Content
There are quite a few benefits of writing both long and short-form content, and this is why it is important to strike a balance between these two types of content. Long-form content is generally seen as articles over 1,000 words in length, and this content is better for addressing complex subjects that require large volumes of information. Short-form content is on the opposite end of the spectrum as it provides readers with information that is easy to digest and key points that can be understood in moments.
6. Don’t Neglect Media
Visitors that see a large block of information with absolutely no media will almost always navigate away from a specific website or page on that website. Content writers must spend some time breaking up their major points, adding media, and making every page as attractive and eye-catching as possible.
No matter how many optimization tactics and strategies are used, a website that is not filled to the brim with high-quality content will never be able to achieve the best search engine rankings and maintain high conversion rates.