Get the best exposure for your website content

09 May 2017

Get the best exposure for your website content

Up until relatively recently, search engines inadvertently encouraged the production of low-quality websites. The early algorithms focused on technicalities such as the use of keywords and backlinking, which made it possible for content-poor websites to get to the top of the search rankings by means of black-hat SEO techniques such as keyword stuffing and paid, promotional link exchanges.

Over recent years, however, the search engines have been working hard to put a stop to this and to reward high-quality, informative sites, with places at the top of search results. Hence, SEO these days largely amounts to convincing the search engines that your site is full of informative content.

Here are three tips on how to achieve this.

You need to niche

There are some very successful, broad-base websites out there, Wikipedia probably being the ultimate example, but they tend to have large teams of content producers. If you’re an individual or part of a small team, you’re probably going to benefit considerably by niching. To put it another way, you want to be a big fish in a small pond, i.e. the go-to source in a defined area, rather than trying to be all things to all people in a broad area.

Do everything you can to learn about who your customers (visitors) are (by means of website analytics) and compare the reality with your assumptions about your user base. If there is a difference, see how you can tailor your content to suit your current user base and also attract your “ideal” users.

Make your site mobile-friendly

This is a must; it really is that simple.

If you’ve had your website for a while, then make sure you give it an audit for mobile-friendliness and, if you’re starting from scratch, make sure that mobile-friendliness is incorporated into every stage of the design.

Content production too, needs to keep mobile in mind. The main point to understand in this regard is that when people use voice search on mobile devices, they tend to speak to the mobile device as though there were speaking to a person. For example, someone typing in a query might enter “chocolate cake + recipe”, whereas someone using voice search is more likely to say “recipe for chocolate cake”, so make sure your keywords cover both options.

At the same time, remember your SEO basics. Headings, meta tags, alt-tags for images and data for local searches all count towards your overall ranking.

Commit to your content

Commit to publishing great content to a regular schedule. As the old joke goes, “It takes 10 years to become an overnight success”. Well, in today’s internet world, it is unlikely to take 10 years, but it is very likely to take time to get the ball rolling and you need to be prepared to keep pushing it along the way.