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Website Content: How to Write Engaging Content

Landing Pages

Landing pages are exactly what they sound like, they’re where people first land! These are the web pages that people are coming to directly from SERPs (Search Engine Result Pages). The best landing pages are designed to capture the immediate attention of a user so there’s a couple things you need to check off to in order to assure your page is effective.

 

  1. Relevant and helpful content
  2. Clear CTAs
  3. Quality Images
  4. Optimized H1s & Metadata (link to Infographic)

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Content

Ever heard the phrase “Content is King”? If you’ve spent any amount of time with a marketing professional, those odds are pretty good. That’s because most of what Google ranks you on is kept secret.

 

Google minimizes the amount that SEO and Marketing professionals that manipulate the algorithm to rank higher, but one of the things Google has told us is that content is very important.

 

Think about it this way – Google’s job is to answer the question of the user, and they aim to do this as efficiently as possible. How do they know if your page is going to efficiently answer the query of the user?

 

They look at your content! If you write your content in a way that is informative and valuable to a searcher, you’ll naturally rank higher in search results compared to people that are just throwing a bunch of keywords on a page.

Google places a lot of importance on meta data so it’s important you pick a keyword that’s relevant to your page and what you’re trying to rank for.

CTAs

CTAs (call to action) – These are opportunities for a user to convert to an action you would like them to take on the page.

 

Most common examples are buttons or hyperlinks. You can ask the user to do things like sign up for your newsletter, download some content, start a trial or demo, or schedule an appointment.

 

Whatever your goal for the page is, you should keep your CTAs simple and consistent. Try to keep your main CTA above the fold of the webpage. This means the user should be able to see your CTA without having to scroll.

Images

Image search is becoming more widely used with searchers. It’s important to have relevant and quality images not only for a visual aspect, but if you optimize your image alt texts correctly, you have the opportunity to show up in image searches as well.

Meta Data

The most basic (and easiest) things to optimize on your landing page is the H1 and meta data.
The H1 is simply the title of the page. Google places a lot of importance on these so it’s important you pick a keyword that’s relevant to the page and what you’re trying to rank for. SEO best practices are there be only one H1 per page. The H1 in the image below is bracketed in blue.

Title Tag: The title tag is what pops up as the title of the page in the SERP and also if you share a link to the page on social media or directly to another person. SEO best practices say to try to keep the title tag between 50-60 characters. The simplest way to see if your full title is going to be visible on a serp is to use a tool like Moz’s Title Tag checker. The title tag is backeted in blue in the image below.

Meta Description: While there is technically no SEO value that comes from your meta description, you should still update it as an engaging meta description can influence your click-through-rate (CTR). If you leave this blank, or Google doesn’t think it’s related to the page, they will go in and choose content from the web page and create their own meta description for you. According to recent algorithm updates, you should aim to have your meta descriptions be 150-160 characters. Our favorite character checker is Spotibo.

Blog Content

Blogs create a unique opportunity for SEO. They allow you to create content that is related to your field but you may not necessarily target. The perk of this being that you can get your content (and your business) in front of a relevant audience that may not typically stumble across your business.

Long-Tail Keywords

When you’re beginning to create content, we suggest you start by focusing on long term keywords. As a reminder, long tail keywords are phrases that have additional modifiers added to a broad keyword that is the main focus of your business. The benefit of using long-tail keywords is that they have lower search volumes and lower competition. These keywords will be easier to rank for, so you’ll likely see results quicker.

Examples:

  • Broad Keyword: Plumber
  • Long-Tail Keywords: Emergency Plumber Near Me; Good Plumbers in Dallas; Questions to Ask Your Plumber; Plumbers for Home Renovations

Another important thing to remember is you want to work these long-tail keywords naturally. Google and other search engines penalize you for copy they deem as “keyword stuffy”.

 

Instead of using the same keyword in your content 15 times, try placing it in your H1, page title, or meta description. Google is good at understanding related keywords, so if you use variations of the same keyword, Google can understand you’re talking about the same topic.

 

FieldPulse has a great example of this: We published a blog on Electrical License Requirements by State about a month ago. Since we posted it, we went from not being ranked at all to showing up on the second page.

 

You can see that I looked at the keyword “Electrical License” too. The search volume is significantly higher, but we’re not ranked at all. With that search volume there’s going to be a larger audience competing for visibility and it would take us a much longer time to be ranked similarly to where we are with “Electrical License Requirements by State” after only a month.

One of the most important things to remember about SEO is that it takes time. Don’t get discouraged if you’re only on the second, third or fourth pages after a month or two of posting new content. On average it can take Google four days to four weeks to even see new content.

 

Professional SEO specialists say to give your content 6-8 months before you see significant results. If you put in the research up front, you’ll save a lot of time in the long run!

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