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You’ve probably heard it a million times: SEO is crucial to the success of your content marketing program. What you may not have heard as often is the reason why it’s so important.

What does SEO mean?

Essentially, it’s an acronym for “search engine optimization.” Search engine optimization is a quantifiable way to bring organic traffic to your website without having to pay search engine companies for positioned ads. By having good SEO, your website will appear higher on search engine results pages. Many companies gear their strategies towards Google since it owns about 75% of the market share, but other engines such as Bing and Yahoo follow the same process for choosing qualified websites.

Search engine optimization brings organic traffic

The more optimized your website is, the more likely that your website’s traffic will increase. When positioned towards the top of search engine results pages, it is more likely that people will choose your website over a competitor who is farther down the results list. How do you get your website to appear at the top though?

Components needed to make a successful strategy

In order for your initiatives to be successful, you’ll need to focus on both on-site and off-site factors. Utilizing both will help you to build trust and credibility while providing your audience with a better, more engaging experience. Consider these factors when building good search engine optimization:

  • On-site: Build site maps, add focus keyword phrases, utilize good website code and update your older content.
  • Off-site: Concentrate on link building, get other trustworthy websites to add links to your page, get news sites to publish your press releases and have guest articles written about your company on other websites.

An effective strategy means distributing content that is regularly updated, informative and actionable. Landing on page one of SERPs (search engine results pages) doesn’t happen overnight, but if you commit to your strategy, you’ll demonstrate value and position yourself as an authority in your industry.

SEO isn’t a project that has a beginning and an end – it is an ongoing effort. As such, the quality of your content plays an important role in creating a good search engine optimization strategy. If you’d like to learn more about Tempesta’s content solutions and how we optimize your content, contact us today.

Kristan Manley is the Director of Customer Success for Tempesta Media. She has been crafting messages and content for just over a decade and has been in the Customer Success business for 15+ years. She is the mother of 2 beautiful children (and 3 cats) and is an avid book nerd.

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