Content is one of the most important and powerful marketing tools out there. But it’s not enough to just create a piece of content and then expect people to find it – you need to put work into optimizing and promoting it to increase its visibility. So, to help you with that, here are 5 tips that you can use to make sure you are getting more eyes on your website content. Read on to find out more.
Optimize your content with the most suitable keywords
Keywords are certain phrases or words that people use to find information through search engines. Using the most appropriate keywords can boost your SEO and help you to reach the right people through the search engine results pages.
To conduct keyword research, you can use keyword research tools like the ones from Ahrefs or Ubersuggest and input the phrases that you think are relevant to your audience. Then, you’ll need to sift through the results. You should ideally opt for the keywords and phrases that have good search volume, as that means a good amount of people are already typing those into their preferred search engines on a regular basis.
Also, try to filter the keywords based on searcher intent. This refers to the primary goal that a person has when using search engines. Some people are searching because they are ready to buy an item while others are using search engines to get more information.
You’ll need to take that into consideration when selecting your keywords to choose the ones that align with the type of content you are creating. When you’ve chosen your keywords, try to make sure you weave them into your content in a way that still reads naturally. If you need any more help in this area, HubSpot has a great guide to conducting keyword research that will talk you through the process from start to finish.
Outreach your content so it attracts more links
Building backlinks to your content is a great way to send more traffic to your site. Link building is also important for SEO because securing quality backlinks tells search engines that your website is trustworthy and contains authoritative information, so they’ll want to rank you higher.
If you want to get the best results from your link building efforts, you need to be strategic about what websites to approach. To put together a long list, you could do a simple search on Google with a query that looks like this: “write for us + [your niche]”. This will bring up a list of related sites that already accept guest posts.
Then you can look through the results to see which ones would be best to pitch to. Make sure you go with sites that are known for their quality and authority, as links from spammy sites will do more harm than good for your website. Also, look through the sites’ posting guidelines to see if you are comfortable with their rules and can adhere to their requirements.
One good tip is to reach out to the editors of these sites on social media before sending them emails. By liking their posts and engaging with them, you’ll be able to cultivate a professional relationship that will make them more receptive to your pitch.
Let’s take a look at some types of content that tend to be very link-worthy, so you can get some inspiration for your website.
Infographics are visual representations of data. They make it easier for people to understand complex or technical information and can also be very eye-catching. If you are able to create an infographic that is attractive and well-detailed, other websites will be more inclined to link to your content so their audience can learn from you.
To create eye-catching infographics, you can invest in a tool like an infographic maker from Venngage to make the process much easier. You’ll be given access to ready-made templates and attractive designs you can customize.
If you can conduct original research to answer common questions or help people to better understand your field, this will help you to secure plenty of backlinks for your site. To gain as many links with this tactic, try to make sure that you do really in-depth research, be very detailed with your facts and figures, and document all the results you obtain.
You can base your research on experiments or tests carried out by your company to achieve a particular objective or even make case studies about problems that your clients had and the solutions you proffered to help them get desirable results.
As the name implies, an ultimate guide is a comprehensive piece of content that allows you to fully explain a certain topic to your audience. They work very well as link-worthy content because of how well-detailed they are and the amount of value they provide for readers.
Here are some examples that show how you can create great ultimate guides to get more quality backlinks to your site.
For instance, Venveo is a digital marketing agency that specializes in helping building manufacturers improve their presence online.
And, on their website, they have a definitive guide for selling to architects. The guide covers everything from creating an architect’s buyer persona to how people can identify and market to architects through websites or trade shows. It’s very detailed and split into 7 chapters so the audience has enough information even if they’re new to the act of selling.
Aside from being very useful, it’s also comprehensive enough that other websites in the building and construction industry might want to link to it to give their readers more information on how to attract and sell to architects.
Our second example is from Moz, a provider of marketing tools that can help with SEO and other digital marketing efforts. They have a beginner’s guide to SEO that serves as a great ultimate guide and will attract plenty of links as a result.
This piece is split into several sections that extensively cover the intricacies of SEO, from the basics of keyword research to how you can implement technical SEO techniques. There are many people browsing search engines looking for this kind of content, be it marketers or business owners, so publishing this guide is a great way for Moz to attract more people to their website. There are also online blogs that teach marketing who would only be too happy to link to this content so their readers can learn from it.
If you want to reap the same benefits for your website, try to come up with relevant topics for ultimate guides that will really help solve a problem for your audience. To do this, you can look through the comments or questions that people send to your customer service team. This will give you an idea of the topics that would interest and benefit people in your audience.
Interactive content includes the likes of quizzes, try-on features, calculators, games, or other elements that can attract attention and allow people to engage with your website for a longer period of time.
These types of content attract more links because they are useful and engaging especially if they’re in the form of a game. They entertain and also educate people so other sites will be inclined to include links to your site if it is relevant to their audience.
For you to create engaging interactive content, try to think of fun questions that are relevant to your niche and can attract the attention of your target audience to keep them intrigued. To give you more ideas on the types of interactive content to use, take a look at this guide from We Push Buttons that explains how you can add interactive games to your website.
Consistently share your content on social media
It might seem obvious, but one of the best ways you can get more eyes on your content is by consistently sharing it on social media. A lot of businesses will promote their content when it’s first published, but the trick is to continue posting about your old content to extend its lifespan and improve the probability of it being seen by new eyes.
Now, it can be a bit hard for you to consistently post and promote content, but one way to work around this is by bulk scheduling social media posts. And, when you’ve done this, you’ll want to know if your efforts are getting results. You can do this by using social media analytics tools that let you track and analyze data from the content you’ve already posted.
Always focus on providing real value with your content
One of the main reasons content doesn’t attract attention is that it might not provide true value for your target audience.
If you are able to provide value with your content, it will show customers that you understand them and it also ensures that people have a positive experience dealing with your company before even making a purchase. This will give them enough motivation to come back and spend their money with you.
Let’s look through the different types of content that can help you provide real value for your customers.
How-to guides or tutorials provide information on how people can perform specific tasks. They usually contain step-by-step instructions to make it easier for people to follow them without needing any other resources. They can also attract a lot more eyes to your website, specifically because of the value they provide. Included below are some great examples that can illustrate this concept for you.
As a financial lending company, My Canada Payday has a guide that talks about how Canadians can file their taxes during the pandemic. This is very valuable at this time since a lot of people were hit hard by the Covid-19 pandemic.
The guide explains the process of filing your taxes, provides details on how to know if you are eligible for interest relief and even outlines the different payment methods for filing taxes. Many Canadians will find this super helpful because some of them might not even know the first thing about filing their taxes.
FlexJobs is an online job board for people seeking remote, part-time, or freelance jobs. On their blog, they have a great guide on how to structure your day when working from home. As a company that gives people remote job opportunities, they are aware that a lot of people in their audience struggle with getting work done while working from home.
Some people may have been used to an office setting all their life and might be less productive during those first few months of working remotely at home. So this guide is one that can be very useful to them as it includes practical information that they can always refer to anytime they are having trouble working from home.
Something you can learn from these examples is how to identify issues that are affecting people in your target audience or niche, and then create comprehensive content that shows them the exact way to solve those problems.
If you want to find relevant topics for how-to-guides, you can take a look at the questions or comments people send to your customer service team and then craft topics from there. You could also join social media forums like Quora or Reddit to see discussions about topics in your niche and then create how-to-guides to provide more information on areas where it seems like people need help.
Buying guides or comparison pieces
For people who are trying to make up their minds about buying a product or service, buying guides and comparison pieces can provide a lot of value.
Buying guides outline what you need to consider before making a purchase, while comparison pieces compare and contrast a specific set of similar products or services.
Usually, they include all the features and specifications of these products as well, as the pros and cons of using them. Nowadays, people always have a lot of options to choose from, so creating a piece of content that makes the process easier will definitely attract more website visitors.
To give you an idea of the kinds of buying guides and comparison pieces you should be creating, here are some examples.
In VPN is an online resource that teaches people about the best types of VPNs to use. In a blog post on their site, they have explored the best VPNs, according to Reddit users. They let readers know why the opinions of Reddit users matter, and then they go on to provide information about 7 types of VPNs, their features, and other details like the security of these services as well as their compatibility.
This post can automatically attract the attention of any visitor who has been thinking about what VPN to get, and it mentions specifications that can really help people to streamline their choices.
Here’s another example from Wayfair, an e-commerce store for furniture and household items. On their website, they have a refrigerator buying guide for people who are thinking of buying a refrigerator for their home. They talk about the different types of refrigerators, features that should be included in an ideal refrigerator as well as other additional features. It’s a great piece that can get the attention of people on search engines looking to buy a refrigerator (especially first-time buyers).
If you want to create examples like these for your site, you’ll have to do a lot of research on the different product options available and their individual features so you can present a well-detailed piece of content that will help your audience make better buying decisions.
Free tools or templates
If you want to get more eyes on your website content, you should think about creating free tools or templates that can attract and provide value for the people in your target audience.
One thing to note when creating free resources is that they have to be relevant to your niche or industry. So, if you want to create an invoice template, for example, your business should be in the accounting or finance industry. You can also make the tools very interactive and engaging so as to hold the attention of visitors when they land on your site.
To decide what kinds of content will provide real value for your audience, try to look through comments or questions they might have left on your website or social media platforms. You can also ask your customer service personnel for the common questions they’re asked by people in your audience, as those will give you a much clearer idea of the type of content to create.
Publish user-generated content on your site
A report from RMIT Online cites user-generated content as one of the best advertising techniques right now. And they’re not wrong. One way to build stronger relationships with your target audience and get more eyes on your site is through publishing user-generated content.
People tend to be drawn to more organic content, rather than business blog posts and guides that can seem promotional at first. And, if someone lands on your website to look at your user-generated content, they’ll then be more likely to stick around and look at more of your site. So you could decide to publish customer photos or blog posts written by your fans, and you can also share social media content like videos and tweets from customers.
You should always ask permission from your customers before reposting any of their content. Also, make sure you aren’t publishing anything offensive, even if it promotes your brand. One way to stay on top of this is to have a document where you outline guidelines for sharing user-generated content and make sure everyone has access to it.
Attracting more people to your website can seem daunting at first but, with these tips, you should be able to attract more eyes and even make more conversions. Just make sure that you optimize your content with the right keywords, try to get more links, focus on providing value, and publish user-generated content so your audience can connect better with your brand. It won’t be long before you start to see results.
Author bio: Alex Ratynski is a Content Strategist at Loganix, an SEO fulfillment partner that works with agencies and marketers. The company focuses on helping businesses to improve their online visibility, so they can grow and reach their goals. If you enjoyed this article, visit the Loganix blog for more expert advice.