The beginner’s guide to website content optimization
On-page SEO refers to the optimization of website pages so that they achieve a high-ranking search engine results page (SERP) position, and drive high-quality traffic. This includes a number of different factors – such as the quality of and demand for your content, your title tags and alt tags, your descriptive metadata and your URL.
Off-page SEO, on the other hand, refers to factors like external links and other methods of promotion. Ensuring these elements are correct and up-to-date are key when it comes to optimizing your website for search engines.
According to eMarketer, 60% of marketers create at least one piece of content each day. With so much time and effort dedicated to effective content creation – ensuring website optimization is part of your strategy is pivotal.
Choosing the right words to get your brand noticed is an important skill for B2B marketers. Your website content needs to be digestible, engaging, and written with your target audience in mind.
Your headlines are the first things that potential customers will see, so it’s crucial to get your titles right! The title tags you choose to include need to accurately describe the content you are sharing in just a few words. They should be engaging and relevant to your audience.
Meta descriptions are the next thing your audience will see – displayed directly under headings on search engine results pages. These should contain keywords, add further value to the title and encourage users to click-through. Ensure your content is unique, includes keywords, is simple to read, and includes both internal and external links.
The images you use on your B2B website can have a big impact on your search engine success. Not only do buyers want to see an attractive web page with engaging imagery relevant to them, but optimizing your images can also help you get noticed further.
Currently, search engines aren’t able to fully understand images without the context and metadata to support them. This means that the size, format and description of your on-site images matter.
Alt tags and image tags, for example, describe what an image is displaying so users will know what it is, even if it can’t be displayed. This can happen if there’s a problem with page loading time, for example. To avoid this, ensure your image file sizes are appropriate to your site.
According to Forbes, the average user spends 88% more time on a website that contains video. And, Citco found that, by 2022, 82% of global internet traffic will come from video streaming and downloads. So, consider hosting videos directly on your website, as well as on channels like YouTube and Vimeo.
Your video titles should be engaging and include keywords – and your descriptions should clearly describe what the audience will be watching.
Remember, write for your audience first and search engines second — otherwise, the likes of Google will see right through your approach.
Consider including transcripts in your videos to make them more widely accessible and easily searchable, and ensure videos are the central focus of the pages they’re on to ensure it’s not hidden.
Using content to improve website conversion optimization
Optimizing your web pages and on-site content for search engines will help you drive more traffic, improve your reputation, and increase brand awareness. But, to generate leads, acquire new customers and create opportunities, when visitors land on your website, they need to be making a conversion.
So, how can marketers ensure their content is also designed with conversion-rate optimization in mind? The more relevant your content is to your audience, the more likely they are to engage. Consider creating different content for the different groups that make up your wider audience, use campaign-specific landing pages and embrace technology to support your strategy.
According to Smarter HQ, 72% of consumers only engage with marketing messages that are customized to their specific interests. And, a Monetate report discovered that conversion-rates can as much as double thanks to an increase in personalization. Host a mixture of free content, like educational blog posts and videos, and gated content like downloadable eBooks and webinars. Load your pages with personalized calls-to-action, display CTAs above the fold and make it as easy as possible for visitors to get in touch. Try using SEO and CRO together alongside a personalized content strategy for the most impactful results.
Bespoke website experiences are the future of B2B
Webeo is the innovative personalization software leading the way in on-site personalization. The tool works by utilizing a global leading database of business IP addresses and creating a personalized user experience for each and every visitor in real-time. Users can alter the language, imagery, content, greetings and calls-to-action that appear on their website – and, in turn, boost your CRO, enhance your customer experience, see your bounce-rate drop, and increase the time spent on your site.
Discover the power of website personalization and book your Webeo demonstration today!