Now, you’ve taken out the task of finding effective content creators, and they’ve written some resounding content that your audience likes… But then, “content strategy” isn’t just about strong writing and figuring out what your audience is into; there are also several technical elements that are to ensure that your content is successfully working for you.
One, how does your audience find your pages? If you’re focusing on searches more than getting your existing audience to share your content, there’s some mechanical maneuvers that need to be deployed on your web pages.
Two, success with searching isn’t Solely based on the use of Keywords.
Now, you need know that the hallmark of a successful content strategy is that you’re achieving the proper mix of sharing, as well as getting a nice chunk of search traffic in. Keywords are an incredibly important part of that since you need to know what people are looking up, but keywords aren’t the only things that you need to pay heed to.
To harness the power of search traffic, there are many mechanical nuances to working with the right keywords, and determining which ones should take down the spot as your area of focus. Once you’ve sorted out the right keywords and gotten some quality content put together, then it’s time to get technical on a more granular level, and literally clean house and step up.
You want your content to be CRAWLABLE, so you need to do a cleanup, as your content cannot get crawlable if you’ve got a technically-messy website.
What does “crawlable” mean? This is the actual “optimization” part of the “SEO” acronym. Crawler bots, also known as spiders, are how search engines add web pages to their indexes. Search Engine Indexes are essentially massive warehouses full of words and their locations on web pages. You definitely want your web pages to be in that warehouse, but to do so, you need to properly tag your goods.
The way these spiders weave their webs begins with visiting your main website and then following every single hyperlink you have there. By following the hyperlinks, the spider adds each webpage’s content to the search engine index, so you definitely don’t want broken links.
STEPS TO TAKE TO MAKE YOUR WEBPAGES CRAWLABLE –
Your web infrastructure should prove to be integral for maximum crawlability:
* Keep the most important links three clicks or less from the homepage. This is referred to as click depth, and your goal is to make it as shallow as possible. The most important pages you want visitors to see should be navigable within three clicks or less from your main page, or else you’ll face inefficient crawling, which isn’t a good feat.
* Don’t neglect Meta content; one of the first things that people see on Search Engine Results Pages(SERPs), are Meta titles, descriptions, and tags. These tiny pieces of Meta content are not only important for first impressions, but they’re also searchable themselves.
* Fix broken links and orphaned pages. These Spiders follow every single hyperlink on your website, so you should ensure that every hyperlink goes directly where it’s supposed to go. Check that all links are going to the right places, and that there aren’t pages that can’t be accessed from your homepage, sitemap, or other parts of your website.
* Be sure to clean up your sitemap; you don’t want a tangled sitemap with too many URLs in it, as this puts you at risk of getting ignored by Search engines, or being ineffectively crawled by Spiders. The XML file should also be updated whenever new content is added to your site.
* Get rid of pages that aren’t working or indexing. Those 404 or 4XX pages? Fix or dump them. Too many redirects, orphaned pages, and pages that don’t index are sure to contribute to a cluttered sitemap, which equals bad outcomes for SERPs.
SERP placement is affected by keywords as well as how often your content is linked, but without taking the above precautions in maintaining your website and sitemap, Spiders would struggle with the proper indexing of your content, and giving you the SERP placement you earned as well.