With an increasingly digital world and the changing focus on acquiring customers via the digital space, there is a growing need for publishers to be found. Adding to this trend, Content is now becoming key to disrupting the customer’s buying journey. Publishers all around the world are wanting to be found organically through search engines. This need is driving organizations to better understand how Search Engine Optimisation (SEO) is going to help them being found.
So what is SEO? To quote Webopedia, “Search engine optimization is a methodology of strategies, techniques, and tactics used to increase the number of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) — including Google, Bing, Yahoo and other search engines.”
SEO is now being recognized as a key aspect of the marketing discipline that’s focused on increasing the visibility of your site in organic (non-paid) search engine results. SEO has many aspects to it, right from the words that are used on your page, to the way the links are built on your site (ie, how other sites link to you on the internet). In simple words, SEO helps to ensure that your site is accessible to a search engine and improves the chances that your site will be found by the search engines.
What does this mean for Publishers?
If you’re a Publisher, you may be wondering what SEO means for you, and what aspects of SEO Strategy should be in place for you to succeed. Well, you would be surprised to know that, you may have already implemented one of the key aspects of SEO and that is creating great content, that includes important keywords that people usually search for. You may perhaps have quite a few inbound links to your content, that goes on to add to your credibility. In addition to these, there are some more aspects you may need to look into to make sure your content is understood and found by search engines.
Here are a few more of these important aspects that you need to look into:
- XML Site Maps:
To ensure that your site’s content is always found and indexed, make sure that your Content Management System generates a dynamic sitemap.xml file. This is basically a technical requirement that serves as detailed map of your website for search engines to follow. If you don’t follow this step, you are basically not going to be found in searches.
- Content Type:
Apart from having great content through blogs and articles, make sure you add in content types that search engine algorithms love, like events, reviews, listings and more.
- Micro Data:
Embed rich micro data within your content like business information, more data around events, etc. This kind of data helps search engines understand what your data is about and hence deliver more relevant results.
- Flexible Site Structure:
Your site structure must be customizable because, as your SEO strategies evolve, you will learn more aspects of your readers’ behavior, What they are looking for and so on. If your site structure is easy to customize, you can add and modify sections, modules to fit into your evolving SEO strategy.
Create URLs (or web addresses) using keywords that people are searching for in search engines.
- Meta Information:
Optimize your URLs along with meta titles, meta description, and meta keywords to reflect what your readers are searching for. You would need to do keyword research to ensure that you know what people are searching for.
By implementing a well thought out SEO Strategy, you as a Publisher can continue to rank in the search engine results and increase your chances of being found by people that are looking for similar content. With more traffic, you can achieve a lot more results!