If you need help building a website, starting a business blog, or getting web pages to search engines, there are many SEO training this can help you get started.
But, once your website is built and your customers find your content online, how can you improve your search rankings and reach a wider audience?
While keyword research, overlap testing, and link building are all essentials in building an online presence, there is much more you can do to increase traffic to your web pages.
That’s why we spoke to experts on the HubSpot SEO team to find out how they’ve improved the content strategy over time. Read on for a list of their tips that can help you rank higher on search engines and make your marketing campaigns more accessible.
How to improve SEO like HubSpot
1. Encourage visitors to research your brand.
As your business grows, it’s important to increase the share of unbranded searches on your website. These are keywords that are not specific to your brand, but may be relevant to your industry.
For example, if you were a high pressure washing company located in Massachusetts, you would want to rank it for a search such as “best pressure washing companies in New England”. While your business name is not included in this search, you will still want your website to appear in search results when someone searches for pressure washing services in the New England area.
Once your business grows and develops stronger relationships with its customers, you can encourage branded traffic to your web pages. In fact, companies like Amazon have even influenced the search habits of their buyers, and now their customers add “amazon” to their search queries when they search for products on Google. This ensures that the best result on the SERP is most likely a link to an Amazon page.
Your business can have a similar effect on its customers by becoming a thought leader and a resource for topics related to your industry. For example, if customers had questions about how powerwashing works, its benefits, when you should do it, etc., then our powerwashing company might have a blog that answers all of these questions. As people read these articles and become more familiar with our content, they may change their search queries to include our company name so that they can access our content faster.
2. Update your content.
Search engines are constantly updating their algorithms and improving their tools to provide better search results to their users. This means that your content can become stale in a matter of months to a year and that keyword research what you did when creating a room may change as search engines adapt over time. That’s why it’s important to regularly update your content, so that you can keep an eye on its performance and ensure that it continues to rank high on search engines.
When updating content, you should replace old statistics and outdated terminology, and fill in any content gaps that you may have missed while creating the article. You should also fix any broken links or images and make sure the formatting and branding is consistent with your current content. Do this at a pace that works for you – for many teams, it’s every few months.
3. Analyze keywords beyond search volume.
When analyzing keywords, it’s easy to get locked in search volume and prioritize the keywords with the most potential traffic. However, it’s important to look beyond simple search volume and consider the intent of the keyword before creating content that targets it.
Open an incognito window and search for your keyword. Look at the content that is currently ranked for this and ask yourself if your content would match this SERP. If not, it may be difficult to categorize this topic with the content you are currently using.
Here is an example. Suppose our power wash company recently revamped their support team and we wanted to rank for the term “progressive customer service”. While we can write a lot about our new and improved service team, we likely won’t beat the insurance company, Progressive, by winning this keyword. This is because the intent behind this keyword is for the Progressive service team and not for content related to the customer service industry.
4. Prioritize internal links.
It’s easy to grow up organic authority when you post content consistently, but it’s just as easy to cap if you don’t consider where it should be posted. This is a form of SEO “tech debt” that can hamper your growth as your site grows.
To avoid this setback, it’s important to check your internal linking structure and identify the different pieces of content that need to be linked together. Adding links between internal pages helps search engines understand what content is related to each other as well as the keywords targeted by those pages. It can also help Google index new pages faster if they are linked from the right pages to begin with.
You can use a number of SEO tools to consistently find those opportunities and update the pages that matter most to your sales efforts.
5. Build strong relationships with your developers and designers.
As your online presence grows, you might be surprised to find that your SEO team works closely with your web developers and designers. This is to be expected, however, as SEO is significantly influenced by how your content is designed and maintained.
The better relationship between your SEO team and web designers, the higher your content will rank. After all, if your web developers understand the importance of SEO, they’re more likely to listen to your SEO team’s advice when creating and designing new content.
At the very least, open communication between these two teams can be the key to more cohesive digital growth. For example, if your web developers want to remove a page with 500 backlinks, they should first check with your SEO team to see if there would be any negative repercussions. Effective communication between your developers and your SEO team can help you avoid SEO headaches and maintain high search rankings.
6. Prune the contents after long periods of growth.
Not all of your content will come out of the park – and that’s okay. Some content will be shorter than you expect, and even if you update it, it may not get the amount of traffic you initially hoped for.
As this content accumulates, it can impact the speed and performance of your website. If so, you may want to consider prune these pages so that they do not negatively affect the user experience. Even if you lose a small amount of traffic from these pages, you will probably save a lot more by improving the user experience on your other more popular pages.
7. Optimize user-friendly content for searches.
Not everything you post will be search friendly, like ad landing pages, thank you pages, internal sales activation pages, and login pages. These pages are generally not targeted by search engines and therefore not as important to optimize for search.
Instead, you need to focus your attention on pages that are search friendly. These are the ones search engines are looking for and they play a much bigger role in the customer experience. If you can present this content to your target audience, they will eventually discover your other pages as they continue to crawl your site.
Optimize your content strategy
SEO is still a work in progress. As long as search engines keep updating their algorithms, marketing teams will need to create content that is not only relevant to their audience, but also easy to discover.
While SEO marketing software can help brands shape their content strategies, it will ultimately be up to marketers to create effective content that ranks high on search engines and attract new leads for. their business.
For more ways to improve your content’s search ranking, read these SEO Tips.