Before you even start to write, identify the best keyword to target. Enter a phrase or term that is related to the topic of your page. Use the filter to limit search results to terms that are low-competition keywords , closely related to your phrase, popular among users, and not a term that is already driving traffic to your site.
View the report and choose one keyword that is within your competitive reach indicated by the bolt icon on the report and widely used by searchers has a high popularity score. Assign this term to your page as the primary keyword. Once you go through keyword discovery and select your primary keyword, read on to learn more about how to write content for a website. Which pages will your page compete against? If you know this, you can spot opportunities to create a better page.
One way to do this is to simply enter your target keyword into Google and see which sites are currently showing on page one of the results. Go through them one by one and take note of:. Finding pages that resonate with people on Twitter, for example, can give you valuable clues to what people want to read about. Now you should have a good idea of the type of content that you can make headway with.
Gather ideas and resources, factoring in time for interviews with subject matter experts and sales staff at your organization to help formulate your outline. To help initiate that activity, use a clear call to action at the end of every page. Use these tips to tell the reader exactly what you want them to do and why they should take action. Websites are designed to trigger action by readers, so use a clear call to action at the end of every page.
Click To Tweet. You probably wrote a headline for the page when you started working on the copy. Many mobile sites only display a portion of the content that their desktop counterparts display.
Bottom line: Structure content into its smallest building blocks in your CMS so that content can be re-assembled flexibly for use in different contexts and on different devices.
Metadata, in a web development context, is a set of programming guidelines that web developers can use to help search engines and other applications better understand content on a webpage. Google and Yahoo! Metadata enables search engines like Google and Yahoo!
Bruce Lawson is a web standards evangelist for Opera Software and a major pusher for the adoption of metadata. He points out that, although there are quite a few different metadata standards that have emerged over the years, he recommends microdata as the standard to choose, primarily because it has the backing of all the big search engine adoption Google, Yahoo!
So why should online content strategists be concerned with metadata, when it sounds like something developers get excited about? Bottom line: Get your developers to wrap your content with metadata to achieve a greater visibility in search results and a richer user experience when browsing.
Web standards are a set of standardized best practices that developers can, and should, use when building websites. The standards have been written by a group consisting of all major browser manufacturers and the big search engines.
To help non-developers understand web standards, we can think about newspapers: the front page of a newspaper is typically reserved for breaking news, the back page is typically reserved for sports news.
There is no law or governing body that says it has to be this way. Rather, it is a commonly accepted convention amongst newspaper publishers, and something that newspaper readers have become accustomed to. The main reasons for getting your developers to build websites with web standards are so that the content on our websites:. HTML5 is effectively a superset of web standards.
This is a good option for tailoring free content for your website without spending a ton of time and money on graphics. Thankfully, there are plenty of resources you can turn to for free or low-cost tracks. Some of our favorite databases are:.
Make sure to check the fine print that comes with any audio files you decide to use. Some are not allowed to be modified with editing software, and others require that you credit the artist on your site. Gather enough of them, and you may not need to shoot any new footage at all.
So, where can you go to find copyright-free video clips? Pixabay and Pexels Video are two of the most reliable sources for high-quality videos. One of the best ways to get free content for your website is to ask. Many writers and website owners are more than happy to have their articles, photos, and videos repurposed for another site. You get content to help build your site, and they get to have their work displayed to a wider audience than it would otherwise reach. Flipboard is a neat app that condenses the internet into nice digestible bite-size blocks.
They share content from every major publication you can think of, and they target it to the people who are looking for it.
Creating an account and posting your content to it is a great way to drive traffic directly to your blog. It is also a great way to keep track of industry insights, and even your own social media feeds. What really sets this apart is its simplistic interface, which is backed by some serious clout, algorithmically speaking.
Boasting organic traffic over two million monthly users, Scoop. It has become a powerhouse platform for marketers. Offering content curation software, they help marketers find authoritative content in their industry, which can then be easily shared on social media. You can post your content in the hopes that others will also see it and share it with their followers. Everyone wants to share their content with the world, and this tool makes it easy. It is also a great way to come up with new topic ideas based on what is trending.
Another great content curation tool out on the market is Listly. With a web application and an official iOS app, it makes creating lists of content simple. As an added benefit, it even allows your audience to cast a vote on the items on your list, providing you with more insight on what your audience values at that moment. This site is a leader for professionally driven content distribution — a community of thought leaders, marketers, writers, etc.
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