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Creating content that connects brands with audiences

How a website update can super-size your SEO reach

The secret to getting attention in a crowded online market comes down to one key question: WDGW?

SEO (Search Engine Optimisation) mastery is what can make the difference between great content and great content that reaches its target audience. And for the majority of web searchers looking for B2B content, Google is the go-to gateway. In fact, more than 90 per cent of all internet searches are made on Google or its related functions (YouTube and the like).

So if you are doing a website update, an important question to ask yourself is: What does Google want?

The answer, predictably, has an impact on a few areas:

For one thing, it wants users to find what they are looking for.

It also wants users to find it quickly and on any device.

And, importantly, it wants users to find new content that offers Expertise, Authority and Trust (the so-called EAT principle).

So, how can you use this knowledge to update your website content and improve your SEO position?

Give your readers the right content

When it comes to keeping users happy, a big concern is keeping your bounce rate low. In other words, you want the users that arrive at your site to stay a while and to visit a number of pages on your domain. Visitors who don’t find information of interest on your landing pages will just click off. This will leave you with no conversion. It will also give Google a reason to think your page isn’t worth a top-ranked position.

There are some reasons why Google might get your bounce rate wrong. But as a general rule, you will want to give your visitors reasons to linger on your website content.

Updating your website with fresh content will help. As will providing entertaining and informative blog content.

Update your most popular content

Use a website update to refresh content favourites

Part of your strategy should be to use analytics tools to find out what content your readers have most enjoyed (and the least). What pages are most visited? Which content has been shared the most on social media? Once you’ve done your homework, your website update can include giving your most popular content a fresh spin and fixing any copy that isn’t pulling its weight.

Remember though, to keep the same url and keywords so it doesn’t look like you are just repeating information (Google doesn’t like that and can penalise you for doing it). But this will give new visitors a chance to see this proven content and also means you continue to get value from it. Plus, Google will often reward you when it sees that your site regularly contains fresh content. Use what you know about your customers to add new content too. Adding new content that increases the word count can also increase organic search traffic.

Even if you’re not focused on analytics, it still makes sense to make site updating part of your scheduled routine. One easy way to update website content, for example, is to update any research or statistics you have referred or to check that links are still live.

Make finding content quick and easy 

Google has long factored speed into its search algorithm. And its updates in 2018 have increased speed’s importance. Particularly in terms of its ranking factors for mobile searches. In practice, this means it considers things like how fast your pages load on any device.

So, speed is crucial to keeping search engines on your side. Easy wins that can make a difference include making sure images are small enough to load quickly.

User experience is also crucial, so your site needs to be easy to navigate and a pleasure to use. A website audit might be useful to identify areas where you might be able to add new features that users will like. Could you build upon blog content that is consistently drawing visitors? What could you add to make social shares easier? This might be share buttons on every blog page, or ready-made URL links for Twitter, for example.

Perhaps most importantly, test your content and make sure it is mobile-friendly. Mobile devices are already having a big impact on B2B buying, says Boston Consulting Group, and this trend is expected to accelerate. Simple design fixes can include keeping images centred, and using big, finger-friendly buttons for navigation.

Provide content that is high quality

Stand out from the crowd by providing high quality content

Google has always preferred content that has Expertise, Authority & Trust (EAT). And according to techradar, this concept is “more important than ever”, with “content created by real experts, from websites that people can trust and which have authority in their specific niche … seeing the most benefits”.

At the very least your digital marketing content should offer accuracy, consistency and links to credible and up-to-date websites. To reach the best of best-practice, add in compelling brand storytelling, and original research that will show your customers you really know your stuff.

Other sources say that the summer’s Google algorithm update suggested that third-party reviews are having a greater impact on SEO strategy. With this in mind, build knowledge of what is being said about your business and how this can boost your SEO into any website update.

Think a bit too about what format you produce your content in. If you are concentrating only on text, you may be missing a trick. Video via mobile is fast becoming the channel of choice for many consumer groups. In addition to being easy to access and often entertaining, Facebook reports that users associate mobile video with positive feelings.

The technical part: SEO strategy

When it comes to attracting the right people to your digital marketing content with SEO, there’s no doubt this is more an art than a science. But there are tools that help make it easier to put the right pieces in place.

Once you’ve got the basics in place, go that little bit further. For instance, by building in long-tail search terms that accommodate customers who want to search by voice (Alexa, anyone?).

You can also go beyond traditional keyword search and involve terms regularly used alongside target words – known as TF-IDF (term frequency-inverse document frequency). For example, someone who wants to know about the best family car might also want to know about car seat safety or installation.

Need some insights on creating high-quality content? Caspian Media has produced an eBook on just this topic. Download your free copy here

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