Purposeful, high-quality Search Engine Optimization (SEO) is the lifeblood of digital marketing today. Do you know how no one really ever goes to the second page of Google search results anymore? Well, without effective SEO, your site could be doomed to the obscurity beyond page 1 forever. There are plenty of ways to improve your site’s SEO, and a few of them have to do with creating new content.
Keep your content fresh
When Google is deciding the value of a website and how high it should rank one of your web pages in a search result, they take the age of your web pages into account. It makes sense, if a website is full of pages that have been the same for years, it seems like that website hasn’t been managed lately and may not offer a good experience. A real estate agent isn’t going to show a house that looks like it’s been abandoned for years, that’s not what people are looking for.
So, try to post a new blog or edit your web pages at least once a month. The average age of your web pages, as well as the amount that is older than 6 months, will affect your SEO score. Plus, this regular updating gives you the opportunity to keep your website exciting with interesting news and things that will keep people coming back. If you’re struggling to think of what updates you can make each month, changing your wording and promotions based on the season is helpful in keeping content relevant. Seasonality doesn’t just have to be mentioning the winter cold or summer sun, it can tie into your products and services. A cleaning company can update their website to offer “spring cleaning,” and a home goods store could highlight outdoor grills on their website when summer rolls around.
Plan your keywords carefully
If you run a small business that competes with a national corporation like Amazon, Walmart, Target, etc., you’ve got to get creative with your keyword targeting. These larger corporations will dominate the more broad keywords, so you have to find specific versions of those words that are easier to rank for. For example, if you try to rank for “baseball bat,” then you’ll have to do much more work and spend a lot more money than is likely reasonable for a small business.
But you’ve still got baseball bats to sell. So, what you should do is get more specific about your baseball bats. It’s going to be easier to rank for “baseball bats for kids,” “youth baseball bats,” or “metal baseball bats” than it is to rank for plain old “baseball bats.” This is because there is less search volume for these specific terms than for the broader one. This means less effort placed on them by the big companies, and if someone is searching for something this specific then they are closer to buying.
Rewrite your titles to be more specific
Drilling down your keywords to get more specificity is great, it’s exactly what a small business needs to do. But don’t just put these keywords you’re targeting in the body of your website’s text. The titles, the H1s, H2s, and H3s are where keywords really shine. Going back to the baseball bat example, if you’re a person looking to buy a baseball bat for their child, the title is going to make the difference in which site you click on. If a person is searching “baseball bat for kids” and the title of your page just says “baseball bat” while the body includes the “for kids” modifier, the person searching will never get far enough to see that. They’ll click on a page titled “Youth Baseball Bats” before they’ll click on just “Baseball Bats.”
One way to leverage making specific titles for pages is to break large product category pages into more specific groupings. This gives you more pages, which helps SEO, and it makes each page more effective at catching searches due to more concentrated keywords.
RCC Web Media Agency | SEO, website management & more
If you want to perfect your SEO, you’re looking at a full-time job. Not only do you have to take the time to improve what you’ve got now, but you have to continue improving and updating in order to stay at the top. There is a massive amount of competition on the internet, and it’s only growing. You’ve got plenty of other responsibilities in your business, so you can’t possibly devote most of your time to SEO without sacrificing something else. What you need is a team of digital marketing experts, like our team at RCC Web Media Agency. We know the best practices of SEO and are always keeping up to date with the newest techniques. We have spent years managing websites and improving SEO to increase sales and other conversions for tons of small businesses. Plus, once you’ve got strong SEO bringing your business more attention, our other services allow you to make an even stronger impression on potential customers:
- eCommerce Website Management
- Web Design and Development
- Email Marketing
- Video Creation
- Content and Blog Writing
- Pay-Per-Click (PPC) Ads
- Social Media Management
- And much more!