How Content Marketing and SEO Can Work In Unison - 1 Digital Agency
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People use the internet to find information on a million different topics a day.  With the recent changes to how Google lists web pages to match queries and the never ending desire for businesses to have the most innovative and attractive website, it seems many have forgotten that the best strategy for your website and its content should be to help users. Google’s best practices have users in mind and you should have users and Google in mind.

There are 3 main processes Google goes through to provide search results: Crawling- a computer program uses an algorithm to decide what websites to crawl and which pages to use.

Indexing- Googlebot creates an index of all the words on a page and where they are on the page.

Serving Results- When a search is made, machines search the index and provide results based on relevancy.  Relevancy is based on a multitude of factors.

This is a lot of information to consider, so here are a few simple tips to help you in your journey to having content a more accessible website

Google is rewarding websites that are geared towards helping users and, frankly, that is what will keep users coming back to your website. Google’s goal is to yield the most relevant information possible, to enhance the user experience. Your goal should be identical.  Google suggests having an “information-rich” site will enhance your SEO.  Use this as an opportunity for content marketing.  It is well known that providing detailed information to users, in the form of a blog, can help users become customers.  When users have questions, they turn to Google.  Create an active, consistent blog that offers valuable information in your field.  This will help you to 1- be included in Google search results, 2- once you are there, provide the detailed information users are looking for so that 3, you can gain new potential users and customers.

Now that you have useful information users are searching for, enhance the visibility of the content. Google offers “in-depth articles” features, which appear above search results when users search for people and broad topics.  This is what you should be doing to help Google find your detailed articles:  Provide a headline, alternative headline, indexable image and description to your content.  This helps Google recognize your content as useful information and helps users realize that your search result is the best option.

Your logo is like a calling-card, it helps users quickly recognize your business.  Google can potentially use this image if you direct them to it. Creating a Google Plus page, adding your logo as the default image and linking it to your website will help Google to know which logo to use for your website.  After all, you’ve spent all this time branding your business, you want to be sure the right images are being used.

Users have a very small attention span, so it’s not surprise that you use dynamic images on your website to attract their attention.  There are a couple things you should keep in mind when uploading these images.  Be sure the image you are using is surrounded by corresponding information.  For instance, you don’t want to have a picture of a meteor in your blog post about losing weight.  Google will recognize this and it can hurt your rankings.  And when you upload images related to your content, be sure to create descriptive alt text.  This will help Google use your information for related searches.  For example: <img src=”benchpress.jpg” alt=”Man demonstrates how to properly perform bench press”>.

A users web experience typically begins with the need for assistance. Your website and its content should be designed to help users, this will help your chances of being listed on Google and of having users select your website as the resource they need. And in the end, this well help you build your customer base.

 

 

 

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Joe Chilson

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