How to Promote your Content For FREE: Search Engine Optimization
Search Engine Optimization or SEO
is about getting your site in front of the right people who are searching for products and services.
To make sure that your website ranks as high as possible in the search engine results, it is essential that we know what words people actually type in to search for those particular products and services.
Knowing what related phrases and topics people are searching for, may produce results which are worthwhile too.
Optimize your content for the specific topics and keywords for which you want your brand to be known.
Keywords are words or phrases which potential customers are most likely using when searching for information relevant to your area of business.
Finding these and understanding the customer’s motivation will help you improve the way your content shows up when these words are used to search.
Photo by Christian Wiediger on Unsplash
How to help search engines find and understand your site?
Create good and relevant content
By good I am referring to useful, engaging, authentic, and yes even fun content that inspires, pleases and meets the expectations of your buyers.
Your site should feature an inviting clean layout and work in harmony with the theme,
with every page on your site doing exactly what it is supposed to do.
Search engines have algorithms that help them order the list of results.
They’re constantly scouring the web for new content and try to make sense of who it’s for and how relevant it’s to something they search for.
Where your website appears in these results is affected by the words you use on your website.
The higher the relevance of the information to a user,
the higher the chance that it will be shown before other results by the search engine.
This matters to you, because, within the billions of internet users, are your best potential customers looking for services and solutions in the markets in which you operate.
Consider a bakery.
Think about exactly what your potential customers might be searching for if you ran a bakery.
If they want croissants, they might search for that word.
A search for just that word, is considered a broad search.
Because it is not a specific search for a specific context, the searcher is equally likely looking only for a photo of croissants
or perhaps when it was that croissants were invented.
If your aim is to appear on searches for freshly baked croissants in your city,
create relevant content to support this search phrase.
You could focus on how it’s made,
or how you deliver fresh croissants straight to your customer’s door.
This can help your website appear on searches for “freshly made croissants”,
or related searches like “best croissants near me”
Think of a search engine, like a matchmaker.
The goal of the search engine is to match a searcher, the user, with exactly what is most relevant of all that’s available today on the entire internet.
How does this work?
For best possible results, the search engines find and process as much information as possible including:
how popular a site is,
what other people are saying about the site
words on web pages
key words in the code of a page to better understand the topic
the searcher’s geographic location
the device on which the search was made
Each of these components help search engines compute the best match for your search.
To effectively promote your website online you must have designed content to be authentic, engaging and relevant to your products and services.
Always keeping your audience in mind, you must have a plan.
Start with keyword research
Find out what your potential customers are searching for
Free tools like Answer The Public https://answerthepublic.com/
And Google Trends https://trends.google.co.uk/trends/?geo=GB
will help you to find the words and phrases that your potential customers use when searching.
Back to our bakery:
Are they looking for dairy free products?
Weekly deliveries of bread made using organic ingredients?
Looking for other related topics, will help you make your keywords more relevant and specific to your intended target audience.
As part of your SEO plan, make sure to keep your keywords up to date.
Once you’ve learned how to recognize good keywords, do a search on Google for those words.
How many of these words and phrases bring up your website on a search engine?
This information would help you figure out if what you’re doing is working
Once you’ve identified the missing pieces in your SEO performance, the next step is to think about how to improve.
Search Engine Optimization is an ongoing process that you will need to maintain in order to improve your website’s visibility when people use search for products and services related to your business.
To recap
Understand how search engines work
There is a lot of free content out there that will offer information on any updates, new features, algorithms changes and how to better optimize your website in the search
results
Optimize your website for mobile devices
According to official Google statements, more than 50 percent of search queries globally are done from mobile devices.
Check your competitors
What do they offer on their website?
What keywords do they use?
Where do they appear on the search engine pages?
Get inspired and adopt similar practices that are the most relevant to your business.
And not least, interact with your customers
We can’t know what we don’t know, so your customers may have better insights on what content or angle you are missing.
Ask them about how your product has impacted their life.
Perhaps you could use their way of describing your product as a form of keyword research,
since most likely they will use the same terms when searching online.
Paying attention and understanding what your visitors want,
creating and sharing the content they're most likely searching for,
and being willing to always tweak your tactics when needed,
will help you match your products and services to the right people at the right time.
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