Content marketing steps to optimize and develop webpages for top ranking

Content marketing becomes more challenging and time-consuming every year due to market trends and consumer behavior.

This dynamic activity plays a crucial role in attracting and retaining customers. Through this, marketers communicate brand messages and sell products and services.

Get into the car and let’s travel together in the topic to discover content marketing steps to optimize your article for top ranking.

As an entrepreneur, you have to sell your product/service in a manner that presents your brand as it is. The content you provide on your site has to solve your audience’s pain point to perform a buying action on your product’s page.

Content marketing and SEO work together to appropriately tackle ranking challenges. Without the knowledge of both topics, the articles posted on your site won’t become visible to the right audience.

If you want to invest intelligently your money in online marketing, you have to think about content development and optimization tactics. These are solutions that can help you reach the audience that is most likely to be interested in your product/service/brand.

When writing valuable and original content you have to do a proper on-page SEO before and after writing an article.

This post presents 9 content marketing tactics to help you optimize your article for top ranking and SEO succes:

  1. Keyword Research

Before starting to compose the article, do a keyword research using Keyword Planner in order to check if people are looking for the keywords you intend to have in your text.

Example Google AdWords Keyword Planner - BeEMK

Be focused on 2-3 keywords in an article, provide interesting information in such a way that your audience becomes satisfied. Try not to exaggerate when using keywords (over-optimization) and do not include text that does not match the topic requiring a separate post.

Learn to anticipate what query terms people may search on Google that can generate the traffic you desire. You need to check how popular (avg. monthly searches) your keywords are. Also, look at the competition to better decide if your keywords are a good choice or not.

Competition AdWords Keyword Planner example - BeEMK

In the example above, competition is high for ‘digital marketing‘, ‘content marketing‘, ‘online marketing‘ keywords. It’ll be difficult to achieve good rankings for those keywords.

Keywords with low competition like’content development‘ and ‘content optimization’  represent awesome choices to include in your content planning.

2. Title tag & meta description

Meta title and description still remain of great importance in terms of SEO. They let users and search engines know what your pages are all about. As long as you write them clearly, search engines will have a clue and rank the page as high as possible when a search is made.

However, to become easy for search engines to understand your pages, keywords need to be part of the title tag and meta description. Title tag and meta description of your page appear in SERP (search engine page). They let users know what to expect from your site before clicking on the page’s title.Title tag, meta description example Google SERP - BeEMK

As we can see in the example above, you have to complete the meta title and meta description after you finish writing your article.

It is recommended not to do it when you are in the process of writing your article. When you finish it, you’ll definitely write an adequate title and description both for users and search engines.

3. Eye-catching online copy

For a nicely written and polished article, choose a font size and style that are user-friendly and match the design of your website.

Also, you can highlight paragraphs using descriptive headings (H1, H2, H3) to let your reader know what the paragraph is about. When writing headings, bump up the type size and make them bold. It needs to be as attractive as possible to keep readers engaged.

To grab the attention of the users, in the paragraphs, highlight keywords and anchor text in bold/italic/underline or change their color. But don’t overuse it.

Your text has to be easily readable on any device.

The Ultimate List of Free Content Creation Tools & Resources‘ article found on blog.hubspot.com is a good example when doing content optimization.

So check it below to better understand the steps you need to follow when optimizing your site’s content:

Hubspot content optimization post example - BeEMK

4. Include internal links to your content

When writing an article, you need to be trustworthy and include additional information through hyperlinks. They help you link the selected keywords to any other information from inside or outside your site.

You have to use short-tail and long-tail keywords in the hypertext or anchor text to define the web page you will link to (see the content marketing analysis above).

5. Research websites to create external links

Research websites and add in your post external hyperlinks. They are helpful to add additional information to your text/article and make it complete.

For a quick and in-depth online research look at the article Advanced Search Strings for SEO off-page to find formulas that help you discover sites covering the subject you’re planning to approach.

There should be a real connection between the topic of your article and the webpage of the site you’re linking to. More exactly, the article you want to send a link to needs to target keywords similar to your anchor text.

6. Call to action phrases

Call to action phrases are always a good option when you want to capture people’s attention and make them click on a specific link to make a purchase. Make the call to action phrases visible and differentiate them from the rest of the text through font style or color.

Play with the font size, be creative but keep it simple.

From the example below, you will understand exactly how to integrate a call to action phrase within an article. Also, how it differentiates from the rest of the paragraphs.

The example is extracted from 'Marketing Psychology: 10 Revealing Principles of Human Behavior', blog.hubspot.com
The example is extracted from ‘Marketing Psychology: 10 Revealing Principles of Human Behavior’,blog.hubspot.com 

7. Check permalinks – page’s URL 

A permalink is the page’s URL. When you finish writing your article, check to see if the link is well-built. It’s an important SEO factor that helps your site gets adequate ranking in search engines.

More than that, a friendly URL structure needs to have keywords with hyphens between them.

Before publishing your article, make sure your page’s link is ready because it’ll be permanent.

If you want to change the URL use a 301 redirect. Otherwise, a 404 page with info about the URL that no longer exists will appear.

8. Optimize images – Alt Text or Alt Tag

When you’re done with your article, choose a high quality and inspiring photo to reflect your post’s message. After you upload the image, complete the Alt Text box to describe the image.

Don’t forget to include the focus keyword. Ált text or alt tag of your image should appear in HTML like this:

<img alt=”image description with keywords”> .

9. Include social media buttons

Put social media buttons (Facebook, LinkedIn, Instagram, Pinterest, etc.) at the beginning and at the end of the article. Buttons can trigger readers to promote your post, share, or like it. 

Then, above/below the buttons, write a call to action phrase and let your readers know what you want them to do with your article (share, tell friends, let people know, etc. ).

Furthermore, write the benefit they get when sharing your content. It can sound like this – help your friends learn how to optimize a site or get paid strategies for free to improve conversion rate, etc..

CONCLUSION

To conclude, you’ll discover more on this topic while practicing it. Arm yourself with a lot of patience, discipline and the right knowledge to achieve page optimization and reap the rewards. 

So, if you find this article relevant for your digital needs, copy-paste this link and share it with your partners/colleagues interested in online marketing. In this way, you help us grow our digital community BeEMK – Be E-Marketing. Thank you!

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