Search engine optimization is all about getting your site to the top of the search engines for your target keywords. Several tactics are used to do this, some that take place on your site and others that take place off-site. By putting these measures into place, your site (hopefully) rises in the SERPs (search engine result pages) and eventually becomes the top dog in your niche.
So, what is content marketing optimization, or CMO? It's the practice of creating content that sends a variety of positive signals to the search engines. Those signals make them sit up, take notice, and start ranking your site where it should be positioned – at the top.
SEO and CMO are like close brothers. They help each other to make each one more successful. When one needs a lift, the other is there to provide the boost. Today, I'm going to give you 4 quick tips to make your content work harder for you in Google. These are tips that you can start using today to give your site a ranking bump.
4 Tips to Optimize Your Content for Google
#1 – Inject Action Into Your Page Titles
We've gotten so used to using keywords in our SEO copy that we sometimes forget that people search Google using phrases that suggest doing something. For example, suppose your dog barks his head off on a regular basis and you want to figure out how to make him stop. You might search for “excessive dog barking.” But a lot of folks would type the phrase “how to stop my dog from barking.”
Imagine coming across a page in Google titled “How To Stop Your Dog From Barking.” Doesn't that make you want to click through to the site? The title is action-oriented. It promises an end result along with the steps you need to take in order to get there.
Write your page titles with that in mind. It's a good way to draw more people to your content.
#2 – Make Your Content Shareable
As we've mentioned many times in the past, Google is relying more and more on social signals to rank content. That makes sense. The more people who like your material, the more they'll share it with their friends. Those shares, in the form of tweets, likes, etc., tell Google that your material is a hot commodity. Google loves playing the popularity game.
That means you should create content that has a better-than-average chance of being shared in the social channel. The material you've written for EzineArticles isn't going to cut it.
Shareable content might include infographics, tutorials, step-by-step guides, and research findings. It might include videos that have a built-in viral component. The point is to get content out the door that will generate some buzz in the social space.
#3 – Create Content That Encourages Engagement
From an SEO perspective, the more you can get people to interact with your content, the better. The fact that they're reading it is great. It's definitely a start. But it doesn't do much for your rankings. To get Google's attention, you need engagement.
Folks can engage with your content in lots of ways depending on how you publish it. For example, if you put it on your blog, they can get discuss it in the comments. Or, you can add social buttons to each blog post and encourage readers to share it, tweet it, or pin it. You can also add a rating function to your site that allows readers to rate each piece of content you publish.
The interaction helps Google figure out whether people think your content is valuable.
#4 – Make Your Content Comprehensive
The length of your articles, blog posts, and other types of content does seem to play a role in how Google treats them. How much of a role is still a mystery, but as a general rule, a 300-word “article” won't make much of an impact.
So, here's a thought…
Forget about Google for a second. Write detailed material for your readers. Give them the nitty-gritty for whatever you're writing about. Don't hold back. You'll find that many of your readers will share your content with their friends. They'll also be more likely to engage with it. This will create natural signals that make Google sit up and take notice.
A quick recap: SEO is about taking direct action to get your site ranked. CMO is about using your content to indirectly build a variety of signals that tell Google to rank your site higher. Neither strategy replaces the other. They work together, like close brothers or sisters.
How are you using your content to drive people to your site and encourage them to interact? What tactics are you planning to use for this purpose in the coming year? Share your ideas in the comments section!
Christine O’Kelly is the co-founder of Online PR Media, the press release distribution site that supercharges traditional media press releases with multimedia, social media, and search engine optimization. A recognized expert in SEO press release strategy and distribution, Christine teaches marketers, advertisers, and business owners how to gain more online visibility and publicity for their businesses. For a FREE copy of Christine O’Kelly and Tara Geissinger’s e-book, “The Results Driven Press Release Formula,” visit: http://www.onlineprnews.com/how-to-write-a-press-release