On the modern web, developers, designers, journalists, editors, marketers, and publishers – all essentially work from the same standard set of tools.
They are web sites, emails, blogs, newsletters, podcasts, series, and even news, all read by a constantly growing audience of consumers. The advantages of a Web-based organization are that you can distribute content across devices and platforms quickly, efficiently, and cost-effectively.
The downside of the Web is that development is similarly dynamic. It requires at times a lot of investments in time and even money in order to develop creative products that engage a wide variety of target audiences, including end-users, marketers, event planners, advertisers, and journalists.
Like most things in life, though, the quicker the better. To help you meet the rapidly changing demands of the current era of digital marketing, we looked at some of the key factors that influence web search rankings and provide some tips on how to improve your rankings.
Online content
All the web content you create depends on what your audience is looking for, so it is important to focus on creating content that either resonates with them or helps you get to them in the first place. That means interesting, easy to understand, and often entertaining web content. The most successful web content allows for SEO (search engine optimization) as a way to rank your web properties. This is why it is important to add content on a regular basis. The quicker you can write, respond, schedule or publish, the more likely you are to gain web search rankings.
Ensuring that your entire content strategy is optimal is another critical component. You don’t want to put out too much, be too voluminous or long, or offer too many features – all of which will obviously do nothing to increase your search engine ranking. There is also the fact that some styles may not be appropriate to the current keywords that you are targeting.
Sharing and links
It is possible to increase your rankings in search engines by sharing your content and creating a means for readers to subscribe to or link to your site. But it is important to do this only when you’re sure the link is functional. If a link doesn’t work, you can’t guarantee the connection will improve your rankings. Be careful when using social media including “loops,” as this may imply a direct connection between a user and your web properties, which may not be possible.
Guest blogging
These days, there is no one more important than a great guest blog post – one that is insightful, engaging, and relatable. When you create a guest blog, think about the niche of the audience that is shopping for your product, or researching your company or service. The reason that the article is effective, and likely to be clicked, is because you have clearly written something that highlights your expertise and your company, and shows that you are knowledgeable about the topic. Plus, your guest blogger will benefit by having exposure to your readers and driving traffic to the guest blog.
Diving deeper
Add value to your fans and potential customers. That means that you have to keep them coming back to your website, and bringing them back online to other web properties. Social sharing of your message by users, friends, and family can help move your link into the top 10 or so positions for that search.
In addition, you can also have your content displayed as a widget on the shared pages of your partner site. A simple traffic generator widget will drive thousands of impressions at a time, for a low cost. Even a single super-focused, controlled network of site referrals – look for a traffic Facebook page with an engaged audience and some high-quality video links – can help increase traffic to your site in a big way.
Make sure to also get into social media, do YouTube tutorials, and do regular columns on your site that can be shared on your other platforms.
Those are just a few tips on improving your search rankings. There are so many other important factors to consider when you are creating web content and in developing your social media presence. Pay attention to all of the things you are doing and ask yourself if your ideas and strategy are working. Every time I ask myself these questions I realize that my web strategy is not working quite as well as I once thought. But I know that I can improve it, so I ask myself these questions more often.
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