The 3 Pillars of SEO

In today’s reality of information overload it seems that every household appliance is vying for your attention. As the worldwide amount of information is increasing exponentially, attention has become the scarce resource, fought over by every business. So how do you make your brand stand out from the competition? How do you ensure that you’re found on the web by your target audience?

You have to understand the main ideas behind Search Engine Optimization (or SEO), and your brand’s website has to reflect this. Over the years search engine bots, which crawl, analyze and rank your website have evolved into sophisticated AI. This means that the search engines can no longer be tricked into moving your site to page one of search results by simply creating thousands of fake backlinks. If anything, such gimmicks can actually hurt your site’s ranking. You absolutely must craft the content – and, specifically, the language – of your website, in order to improve its organic search ranking.

Three concepts are crucial for search engine optimization: your content has to be unique, relevant, and engaging.

Even if there are hundreds or thousands of other brands in your competition, your brand is unique. Its uniqueness may be reflected in your personal story, or a one-of-a-kind offer that you have, or the purpose behind your business – among many others. If you don’t know your unique value proposition, find out what it is, because this will be your competitive edge. The language on your website has to reflect the uniqueness of your brand.

In order to make your content relevant, you have to put yourself in the shoes of your target audience. The more you know about your target audience, the better you will be able to cater to them. What exact language do people use, when they look for your site online? Some research may be necessary to get this right. Make sure that these specific words and phrases are prominent on your site – preferably in headings, but – as the minimum – in the body text.

How do you make your content engaging? There are many ways. Ask questions that will make people think, and provide opportunities for them to answer and start a discussion. Write expert blog posts on topics that are directly and peripherally related to your business – this will keep your visitors reading and learning, so your marketing is already providing them with value. (Another benefit of writing blog posts is that it creates more quality content for search engine bots to index and rank your site higher.) The main point here is to get your visitors to spend more time on your site – make them want to bookmark it in their browser.

In order to hit these three marks, the objective comes down to crafting the language on your site. I can help you distill and clarify the essence of your brand, to identify your unique value proposition, and then make your content unique, engaging and relevant. Write me to schedule a free 30-minute consultation.


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