How to Use Quality Content to Improve SEO

By Lisa Weinberger, CEO and founder of PearlyWrites, LLC

The concept and utilization of SEO throughout the Internet has quickly flourished since its introduction. Consumers are now using the web for their everyday needs, and businesses are utilizing the benefits of SEO and online marketing to drive consumer traffic to their site. While search engine optimization is nothing new, it has certainly evolved into a necessity for businesses looking to increase their ROI (return on investment).

How Content Affects SEO – Writing for the Web

While common phrases like, “Content is Key”, or “Content is King”, are somewhat cliché, they couldn’t be closer to the truth. Content is what draws a customer to your website, engages them, and with any luck, convinces them to purchase a product. Great content breeds customer loyalty, and creates return visits that lead to conversions.

Make no mistake, though, conversions have nothing to do with luck. Every sale comes down to careful calculation by the online marketing company to maximize the return on investment. Before a sale is made, the content of a site must first be optimized.

For content to be effective with being found organically in the search engines, it must be SEO friendly, original, fresh, and frequently updated. That means not only writing for the web with engaging copy on the landing and static pages, but also using content with online marketing tools such as blogs, press releases, and article marketing optimized with SEO writing to keep people coming back. Fresh information that offers the customer an incentive to revisit the site is ideal for making a conversion. Depending on the business, and demographic of the target audience, your clientele may visit your site 4 or 5 times before making a purchase. New and engaging content will keep them visiting, and will eventually lead to a purchase.

Content Strategy – Natural SEO Ranking

Creating an overall content theme and strategy is also vital to the functionality of a website and improving your natural SEO ranking. Content must speak to the target audience in a way they understand. For example, the tone and language used to reach a full-time professional will be different from those trying to target teenagers. Content tone and language directly affects an SEO campaign by determining how keywords will fit in to the copy and effectively drive traffic to the site. This means that the keywords used to drive organic traffic for a specific site should mimic and fit in with the content. Search engines are able to register content that is unprofessional and not optimized for the web as well as copy that does not offer information and is strictly being used for keyword stuffing purposes. Unprofessional content can lower your natural SEO ranking, and may cause a site to be less visible to potential customers.

Easily Maintain an SEO Campaign with a CMS

When used correctly, it can be very easy to maintain an SEO campaign and raise your natural SEO ranking with a good CMS. So, what are the qualities of a good CMS for a natural SEO campaign? A Content Management System should:

• Be easy to use for the non-technical user
• Allow you to create, edit, and publish content without difficulty
• Manage content across the web
• Include software that allows analytics and tracking capabilities
• Expand options for your online marketing team
• Quickly launch your site to register in top search engines
• Create, manage, measure, and improve your overall site and presence online

The proper utilization of a good content management system makes maintaining an SEO campaign simple and straightforward. CMS’s, such as CrownPeak’s Content Management System, allows you to quickly create, edit, manage, and publish content on the web from a single interface. Since content is key to a successful SEO writing campaign, a CMS that allows you to swiftly update, manage, and measure the success of content is ideal.

Marketing Online with SEO Writing

Once a site is launched and live with quality content, it’s time to drive more traffic to the site with SEO writing. Online marketing with SEO writing involves a variety of different solutions including blogs, article marketing, press release writing and distribution, and other SEO copywriting which includes social media marketing like Twitter and forum postings. All of these things can be strategically placed on your site and spread throughout the web to extend the reach of your site. The more optimized quality content that’s put out on the web, the more visible your site becomes to potential customers. Incorporating RSS feeds help ping your site with a link to other networks and in turn will draw traffic back to your site. This is a large reason when writing for the web, you just can’t write for the search engines but full marketing copy.

Professional online marketing companies, such as CrownPeak, will develop a strategic plan according to your businesses specific needs, and use blogging, article marketing, press releases, and other SEO writing for the web to manage and increase ROI.

Building an SEO Friendly Website for Organic Traffic

As search engines evolve, SEO evolves as well. SEO is more than simply using the correct keywords throughout quality content. It’s the placement of relevant content in a design created to target a specific consumer that makes search engine optimization effectual. By merging relevant keywords with engaging SEO writing in a usable design, companies are able to target specific markets through major search engines like Google™, Yahoo! ®, and MSN©. The more successful a company is at properly developing their SEO campaign, the higher their natural SEO ranking will be. This means a better spot in the search engines for certain keywords, and more traffic to the landing page of their site. Through the expertise and content management systems of companies like CrownPeak, businesses are able to build solid online marketing campaigns and employ SEO to raise their natural SEO ranking, and drive organic traffic to their site.

What is an SEO Friendly Website?

An SEO friendly website is one that effectively utilizes keywords throughout quality content in a design that is usable to the consumer. It is a website which is accessible by all browsers and visitors as well as has an ease of usability. One great way to drive the search engine spiders daily to your site is to have a blog on your site. While you are adding informative content daily for your visitors, enriched with keywords that are focused on your topics, the search engines are happy with new, updated copy which raises you up in the natural search engine rankings. By using a CMS to manage content for an SEO campaign, you’ll ensure online marketing success.

Lisa Weinberger is the CEO and founder of PearlyWrites, LLC, A Virtual Copywriting and Organic SEO (Search Engine Optimization) Company located in Southeast Florida and Phoenix, Arizona. She has over 15 years of experience in the educational and business fields where she has mentored and encouraged young adults into building their own businesses. Lisa has experience in marketing and branding of SMB’s and corporate clients both online and offline as well as using organic SEO techniques to brand and get exposure for her client’s products and services.