Search engine optimization will drive traffic and change the way your website performs. Increase your digital footprint and spread awareness of your company in local and professional circles. By optimizing your site you immediately begin to signal to search engines what type of searches you want your site to be displayed.
Through specialization and a deeper focus on specific topics, you can assert your dominance in long-tail keyword searches and cater to the specific needs of your clients. With a narrower focus, your company is able to reach a more targeted audience that addresses the issues that impact their lives on a more personal level.
Satisfying search intent is now a familiar goal because it puts your website on the first page of search results. Search engines are extremely efficient at determining what a user wants when they type in a keyword and assess the content on websites for the best solutions to the query. Publish in-depth, long-form evergreen content to satisfy search intent while increasing the volume of traffic and conversion rates your website generates.
Publish pillar pages in a hub and spoke structure
Search engines will use a number of clues when determining a website’s ability to satisfy search intent. The depth of a topic a website publishes is a factor that indicates expertise. You can demonstrate expertise in a topic by using the topic cluster model.
The page in which your major keyword topic is optimized is your pillar page. This page should cover a wide range of related topics-without diving too deep into any individual topics. Instead, you create additional articles that provide a narrower focus on each of those topics according to pillar page best practices.
The pillar page will link out to these more focused articles and they will link back to the pillar page. Use anchor text links to optimize the pages. This internal linking structure creates a topic cluster because it demonstrates the central topic you want your website to rank for and provides supporting articles that help cover additional aspects of your central topic in greater detail. This model demonstrates comprehensive coverage of an entire topic, which helps prove that your site has the ability to satisfy search intent.
Increase engagement to rank higher
Engagement metrics play a role in establishing a site’s ability to satisfy search intent because they show how users are responding to your website. When a user lands on your site after searching a keyword and the amount of time they spend on-site and the number of pages they clicked through indicates their level of engagement.
Search engines will compare those statistics to the average results from other websites that rank on the first page for the same keywords. If your site exhibits better statistics than the average website it will most likely move up in rank. If your visitors come to your site and back out immediately then the lack of engagement will lead to a drop in ranking.
Take a deep dive in detail to open possibilities
This model for structuring and optimizing content has influenced the publication of long-form content. In-depth, long-form content presents more opportunities to rank for more keywords and more potential to satisfy search intent.
The notion that word count is a ranking factor is really a misconception that people have because of the success long-form content has had in ranking on the first page of results. It isn’t the actual word count that creates a top-ranking page but extensive coverage of topics within the content that is able to satisfy search intent.
Give away value in the content you publish
Publishing insightful content that legitimately solves problems has been a popular strategy for success. You need to give to get. Provide a solution to a commonly faced problem as a resource on your site. There are a few major benefits that will spur on the success of your website to attract more clients.
High-quality content that solves problems builds confidence in your ability to provide effective solutions that will benefit lives. Make a positive impact in the lives of your readers to qualify the expertise you possess. This type of content makes your site a valuable resource, which leads to higher conversion rates, and the ability to drive traffic through repeat visits.
Drive traffic from your social circles
Content that solves problems will be shared more often in your social media channels and creates more traffic to your website. When someone has something of value they are excited to share it with others. A call to action asking people to share it with their network is all you need to prompt people to share with their network. Great content will accelerate the process of expanding your social network and get more people to your site.
Attract more links as a resource site
The more people you can get to read your content, the more likely your page will get linked by people who have websites. Acquiring backlinks is one of the largest factors that improve your pages rank in the search results. When your content is good enough that people link to your page as a resource, your site will naturally move up in the search results.
Long-form content typically ranks for multiple keywords, not just one. Each keyword your site ranks for drives a different stream of traffic. This is yet another bonus to creating high-quality content that solves a problem or is insightful enough to be considered a resource.
Jumpstart your ranking with a few quality backlinks
Link building strategies will accelerate the process of ranking and drive traffic in a shorter period of time. The bulk of the traffic your content receives will typically be from the organic search results. A few good links from reputable websites within your niche can jumpstart the process and get traffic flowing much faster than just waiting for your content to attract links.
Outreach campaigns are a popular method of acquiring backlinks when you have a linkable asset. If your content is changing people’s lives for the better, why wouldn’t someone want to link to it?
Make a list of the potential sites that would be likely to link to your content and reach out to each owner one by one through personalized emails letting them know about the content you’ve published. A few good links may be all you need to get the ball rolling to get your page ranking for a few search terms.
Enjoy the benefits quality content brings to your business
There are so many factors that contribute to a top-ranking page in the search results, but none so important as the value of your content and how it affects your readers. Satisfying search intent could arguably be one of the most important aspects of your content creation. Satisfy search intent through content that solves problems to drive traffic and increase your website’s conversion rates.
Related reading: Marketing Strategies To Increase Your Customer Base