As I’ve said many times before, SEO is still a thing – a big thing. The trick is knowing how to implement it properly and also in keeping up with the inevitable changes that happen over time.
With that in mind, I’ve developed a short list of ways you can ensure that all your content lines up with how people are consuming it in 2016. If you’re already implementing some of these, read carefully and see if you might be able to make a few improvements to the way you’re doing things right now.
Strategy #1 – Optimize for Mobile
The way people consume content has changed drastically over the last few years; starting last year, Google began more heavily scrutinizing the way websites are presented, giving precedent in the rankings to those with high levels of responsiveness.
While not exactly a copywriting issue, I mention this here because the presentation of your copy in this context matters. You need to make sure that your copy is readable on any device. That means choosing formats, fonts, and colors that are conducive to consumption on smaller screens.
Your font should be large enough to eliminate squinting but still small enough to look “normal.” You want to keep entire paragraphs visible above the fold when possible, and that means shorter, more concise paragraphs with line breaks – not just indents – in between.
Font color will vary based on your background, but the clearer and more visible the text is, the better. Oftentimes, it’s the background that determines readability more than color. Stick with neutral backgrounds and either dark gray or black text for an easy-on-the-eyes experience for your readers.
One final note about optimization: In 2013, it was estimated by Google that about 18 percent of all Internet traffic was flowing through mobile devices. At the end of 2015, it was 50 percent. Yeah, mobile definitely matters.
Strategy #2 – Perform Regular Keyword Audits
You would be wise to regularly monitor and research your keywords and develop copy that includes them in adequate but not overwhelming volume. The 1.5% rule is diminishing a bit when it comes to rankings. These days, Google is more concerned with fluidity than with keyword density. That said, you still don’t want to over- or under-do it with keywords. They still matter, too.
Don’t go back to earlier articles and change the keywords. Remember that people still search the older ones, and you will be missing out on a significant number of clicks if you make changes that are too drastic. Let your copy evolve naturally with deference to current trends.
Strategy #3 – Make Sure Your SEO Extends to Social Media
How your social channels rank in Google is gaining on your website in terms of importance and significance, so do a bit of Googling to see how yours rank. If you discover that it’s difficult to find your own stuff, that means that you aren’t creating enough of a presence on social media.
It’s not enough to make regular updates and seed with content. Your social media presence will help SEO as you interact both with your own audience and with other pages.
Facebook and Twitter are the most powerful tools in your social networking arsenal. Don’t neglect them, and don’t focus too heavily on your own channels. Be the brand that interacts with the thought leaders and authorities, and you will find that more people start interacting with you.
Strategy #4 – Make Use of Long-Tail Keywords
This is especially important if yours is a local small business and you need to amp up local SEO. Your long-tail keywords should be ones that target local traffic and include phrases that your potential clients and customers are likely to use when searching for the products or services you offer.
Think about it: If you own a real estate agency in Nevada, what difference does it make if someone in New Mexico finds you on the front page of Google? Develop long-tail keywords that will attract business within your service footprint.
Strategy #5 – Keep Your URLs and Meta Descriptions Concise
The simpler your URLs are, the better for SEO purposes. Try to seed URLs with popular keywords, but don’t obsess over it. Make it clear in the URL what the page is about, and run some paid traffic to it to spur clicks and visits.
Make sure your copy is high enough quality that people stick around and view more than one page. A low bounce rate can help tremendously with page rankings.
As for your meta descriptions, keep them to 150-155 characters, and try to include a strong keyword every time. Not writing meta descriptions for all of your articles and blogs? It’s time to start. It doesn’t always help with rankings, but it will elicit more clicks.
Now we’ve come to the part where I extend a hand to those of you who are reading this and thinking, “I don’t even know where to begin here.” That’s why professional copywriters and custom writing services exist. Don’t be afraid to reach out for help. The little bit of money you spend on content creation can reap some serious rewards.