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Digital Strategy: Part Three

How to Optimize Your Online Content

The Internet has opened so many doors when it comes to the way companies market their business. And Search Engine Optimization (SEO) should be an essential part of any digital strategy. SEO helps you get attention online, bringing traffic to your online properties and therefore, securing you more customers (at least, that’s our hope). SEO utilizes several techniques in order to increase a business’s rankings on search engines such as Google, Yahoo or Bing! If you haven’t already optimized your online content, now is the time to start establishing your online presence and gaining authority in your space.


To get started, first you must understand the importance of keywords. No matter the type of content marketing you’re trying to achieve in your business, keywords will always play a large role in whether you are successful or not. Keywords ultimately help people (potential customers) find you online, whether it on YouTube, Facebook or your company website. As for coming up with the best keywords for your business, it can either be really simple or quite tricky. Think of what services you offer and how you would search for a company on Google. Don’t limit it to just single words; consider using phrases as well, such as ‘lawn care services in Denver,’ for example.

Where & How to Use Keywords

It’s critical to use keywords properly. Here are a few tips to ensure you are getting the most out of your digital strategy.
  • The beginning of an article, a webpage, or a blog post, should be more keyword-heavy. The first 200 words are where it counts most; but don’t over-do it. If you deliberately make 15 of those 200 words keywords, Google and other search engines will be able to detect that and therefore, penalize you.
  • Focus on meta-data.
    • The title and heading of your article, webpage, blog post etc. should contain keywords. This will help improve search engine rankings and will tell readers what the content is going to be about. Keep in mind, headings should be short – only about 1-5 words.
    • The description should also incorporate keywords, but remember only use them as they are relevant to the subject because if it doesn’t make sense due to over-use, search engines will penalize you.
  • If you’re not sure where keywords can fit into your content, another approach would be to write your article or page, whatever it may be, and then pepper your keywords in after the fact.
Internal Linking – Hyperlinking

When you’re creating content for your website, internal linking can be very beneficial by generating more traffic and providing the reader with a better (and longer) user experience. If you’re not sure of what we mean by internal linking, think of hyperlinks within your online content that point to the same domain as the source’s URL. For instance, by clicking here, you will be redirected to an internal link (a different article or page, but still hosted on Hyperlinking this way is beneficial as it allows users to navigate a website and boosts traffic, establishes information hierarchy and helps the overall growth of your website.
Regardless of your experience with online content creation and SEO, the Internet is a wealth of knowledge and improving your digital strategy is definitely a subject that you, as a business owner or manager, should consider reading up on.
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