Articles in the Content Strategy & Optimization Category

Take your content production to the next level with help from MoreVisibility’s content experts. Learn how to create effective content strategies for onsite, link building, social media posts, blogs, and more, as well as tips and tricks for optimizing every piece of content you create.

January 10 2012

Build your Site Content with an FAQ

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For many websites that want to increase their SEO, they must also increase their onsite content. For some companies the question of what to add to their site is an easy one. Still, others struggle with the concept; what will their target audience want to see and what is the company actually able to produce?

In many cases, an FAQ or a Q/A page is a good fit. It’s not too difficult to get into the head of your audience and anticipate what questions they may have about your product or business. However, if you are not sure what your audience wants to know (or you want to expand your page with even more questions), you can invite visitors to your site to participate.

Set up a form that allows visitors to submit their questions. Monitor what comes in and keep an eye out for question trends. You can add more common questions to your FAQ, or write short articles or blog posts for other questions.

Don’t forget, you can further optimize this page by inserting links to relevant pages on your site — including contact pages, services pages, and even other answers. In the process, not only will you be optimizing, you may also be learning about the needs and concerns of your target audience.

October 10 2011

4 Tips to Write the Best Titles

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Titles are among the most important elements of the content you produce for SEO. Not only do titles define the content, they also play an important role in getting your content ranked in search engines and whether a user will click through. More often than not, users will read just the title of your content — so a good title is often your only chance to convince them to click through. With that in mind, your titles need to be as effective as possible. Here are some tips to remember when you write your headlines.

Be Simple and Accurate: This is necessary from a usability standpoint. Your title needs to simply and accurately convey what your content is about — it needs to stand alone. If users can not immediately understand what your content is about from only reading the title, they are likely to pass it by.

Keep Keywords Near the Beginning: This is an important element for search engines, which assign more importance to the words near the beginning of a title. This is also important for users because they typically only read the first few words of a title before looking at another search result. If you can capture their attention by having their keyword near the beginning of a title, you increase your chances of getting a click through.

Use Modifiers and Numbers: You will want to use modifiers and numbers in your title for slightly different reasons. Users often modify their search queries with words like “buy,” “best,” or “reviews.” Including these terms in your titles will increase their chances of ranking higher in SERPs.

Conversely, users tend not to include numbers in their searches. However, having a number in your title conveys meaning and attracts attention to your title, which can increase click through rates. It also increases the accuracy of the title. “5 Tips to Improve your SEO” gives a more concrete image of your content than “Tips to Improve your SEO” — which could be very long and broad.

Shorter is Better: Having a short title helps you to be simple and accurate, but there is a more technical reason to have one. When displaying a title on a SERP, Google and Bing only show the first 69 characters (Yahoo! shows the first 72) before truncating the title with an ellipsis. In addition, if you want people to spread your content via Twitter, you should take into account the 140 character limit for Twitter posts. Remember these character limits and try to write your titles accordingly.

 

September 19 2011

How to Maximize your PDF Visibility

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The truth is: search engines love PDF files. It may be a different file type than HTML, but crawlers are able to index and understand the information they contain with relative ease. It’s really not uncommon to see PDFs holding a 1 or 2 ranking in SERPs.

Unfortunately, they do not usually work as strong drivers for SEO campaigns. All too often, PDFs are used because they can be more convenient, faster, and easier to build than an HTML page. But in the rush for this convenience, PDFs don’t get optimized the way that they should to boost your main website and brand.  
Follow these basic tips to help maximize the SEO return you get on your PDF files:

Include links: This is a very common mistake — you open a PDF and it contains only information with no links to the original source. This is bad for two reasons. Firstly, you’re not giving the people who find your PDF a way to learn more about you or visit your site. The second is that you are missing out on back links. Remember, crawlers understand the text in a PDF the same way they do for an HTML file. This means they can see and account for the links included in your PDF.

Make the most of your title: PDFs are files, but they do not deserve standard file names like “Report2627FINAL.pdf.” Both crawlers and users will not think highly of such a non-descriptive title. Give your PDF files descriptive, keyword-rich titles to increase their SEO impact.

Don’t go overboard: It can be all too easy to load a PDF with images, styled fonts, and other design elements. However, the more you add, the longer it takes to load — which is not good from a usability standpoint or an SEO standpoint. Try to use a streamlined design for your PDFs and always compress them when saving.

PDFs are convenient web elements with a wide variety of applications for your online presence. It’s worth it to take steps to optimize them, just like you would for the rest of your web pages.

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