A good inbound marketing strategy recognizes that every page published on the web has long-term search engine marketing potential. A particular blog post or article may serve a more immediate purpose, like sharing breaking news, but content optimization best practices and attention to keyword density can make the most of the permanent Internet address being established and its potential to attract traffic to an inbound marketing stream over time.Writing for Your Readers
The search engines care first and foremost about the human experience. When search engines fail to provide the best results for searchers’ queries, those searchers seek other search venues. In the past, some marketers abused keyword density to achieve high rankings for low quality content, so the search engines are constantly evolving their methods of promoting good content over low quality spam that has a high keyword density but little value for humans.Your content optimization should begin with creating content that provides information in a clear and engaging manner that readers enjoy. You should choose the particular keywords you plan to highlight in advance, so your content can feature these phrases organically, and your prose will not sound forced. Stories and metaphors help people comprehend new topics more easily, humor takes the pressure off challenging topics, and intriguing headlines draw clicks in social media. All of these techniques add interest and value to your content that general readers will appreciate, making new concepts more accessible and injecting life into dull subjects. However, keep in mind the limitations of the search engine bots when it comes to comprehending the topic at hand and its relationship to the words on the page. If you digress too far and the majority of your words are related to an allegory about animals, a search engine bot may think your keywords are misleading, and your clever story may fail to support your inbound marketing goals. An intriguing title that drew a lot of clicks on Twitter may annoy a searcher who feels your content failed to deliver on your title. Content Optimization for Search Bots The search engine bots look for certain pieces of information when attempting to classify your page and determine the queries for which it would be appropriate. Most search-engine-optimized content management systems add these meta tags to particular content items. Including your chosen keywords naturally in these content items helps to draw attention to your page’s suitability for these keywords.
Titles and URLs - Search bots assign a lot of weight to the keywords used in your content titles and the page URLs. A good content management system will assign URLs based on page titles.
Headings - Headings not only help readers navigate through content, but they also reinforce your page topics. You need not use your keywords in every heading, that can look forced and put off some readers, but you should use your keywords in at least one heading on the page.
Image Alt Tags - These tags hold the text that will substitute for your images when images are disabled for your content and add another layer of context with the search bots when they suggest you have visual content related to you keywords. However, you should remember that these tags will be seen by readers who have disabled images on their devices. Stuffing these tags with keywords will look unprofessional and forced.
Keyword Density – The search engines have grown suspicious of keyword stuffed content, so it is important that you maintain a natural word flow and avoid repeating your keyword phrases too often in your content.
Finding the Right Inbound Marketing BalanceContent writers are caught in a catch-22: They need to please the people, or the search engines will not respect them, but they need to highlight the right information, or the search engines will never show their content to the people. The following questions help ensure content that readers prefer and search engines will share.
- Are keywords used naturally in the title, URL, and at least one heading?
- Do the image alt tags make sense and use keywords where practical?
- Does the content deliver on the title’s promise?
- Is the content arranged logically using headings to guide the reader?
- Does the content use a variety of related terms rather than abusing keyword density?
- Is the overall topic always apparent despite digressions?
If you focus on creating engaging content that makes sense for readers and contains your target keywords in the meta tags for the search engines, you will give your optimized content the best opportunity to rank well and drive new prospects to your inbound marketing funnel for years to come. You can also rely on the free InboundWriter application to guide you to a balanced approach.