When building a website, many companies enlist a search engine optimization (SEO) expert to take them through a keyword discovery process. While identifying which keywords a company should try to rank for is crucial, what does one do with them once a pay-per-click campaign has gone live and/or website copy has been optimized?
Embed Keywords in Blog Posts
While writing on timely and widely searched topics has value to search engines, integrating website keywords into blog posts offers optimal value. To get started, identify the broad categories under which the keywords fall. Then, identify any vertical and niche industries the organization works with. Used in concert, these two pieces of key information will help in creating blog posts that are both relevant to target audiences and well-optimized.
Optimize Status Updates and Tweets
Using Twitter as a business communication tool? Good news – public tweets are indexed by search engines! In addition to tweets, Facebook comments are searchable. Identify ways to seamlessly integrate keywords into Twitter updates and Facebook comments to enhance organic search optimization. Be selective and target one keyword at a time. This will allow updates to be easily digested by users and prevent them from becoming jargon heavy and convoluted.
Implement an Optimized Online News Program
A third way to increase the value of keywords is to embed them in online news releases. By building content-rich news releases that contain hyperlinks to the company’s website and social media platforms, businesses can improve organic search engine rankings while creating a steady stream of content to update the website’s newsroom. For optimal search value, focus on a couple of keywords in each release as opposed to including each and every keyword. In addition, place the chosen keywords in the beginning of the release for maximum search value.
When developing online content, it is important to integrate website keywords for consistent messaging and added search value. These organic search engine optimization techniques are cost-effective complements to an existing SEO program as well as a key tool for companies that do not have a paid search budget.