In 2018, no company can afford to ignore the value of search engine optimization (SEO). Optimizing your content for improved search results is essential for boosting the visibility of your website, attracting the attention of potential new customers, and increasing your rate of conversions. Without a smart SEO strategy, even the best content won’t be as effective as it might be otherwise.

All too many companies, however, approach SEO in precisely the same way. As a result, their content is virtually indistinguishable from that of many of their rivals. One of the best-kept secrets of the online world is that specific, individualized content is far more effective than vague, generic content. The way to make your content truly stand out is to develop an original SEO strategy that will show your company at its best.

Make your content as unique as possible.

Producing truly original content is one of those strategies that may be more easily declared than achieved. After all, few companies have no competition at all, and most businesses offer products and services that their rivals will also be writing about. Fortunately, it’s entirely possible to get past this problem and begin producing content that impresses readers, reflects your company’s values, and is written in a unique and compelling voice. Here are some guidelines that will help you:

Be aware of mistakes to avoid.  

Before you can optimize your content, it’s important to make sure that you aren’t repeating the same errors that other companies have stumbled into. You’re not the first company to try to launch a successful online marketing campaign, and you can learn from the mistakes of others. Some of the most common errors include:

  • Publishing poorly written or insubstantial content.
  • Failing to update or change your website regularly.
  • Not posting enough—or posting too much—on social media.
  • Focusing on social media platforms where not enough of your customers are.

Never forget your purpose.

Your business’s website doesn’t just exist for its own sake—and it doesn’t just exist for the sake of making sales, either. What is the purpose of your website? As far as the internet is concerned, your website exists to serve a concrete, practical purpose for your customers. If you’re a dentist, your website is there to help your customers get dental care. If you’re a hardware store, your website’s purpose is to help your customers find the tools they need. If you forget why your online content exists in the first place, it’s going to be that much harder for you to stay effectively focused on your ultimate goals.

Pay attention to your rivals.

This doesn’t mean that you should try to copy your competitors’ work—quite the opposite. In fact, being aware of what your rivals are doing on the internet can make it easier for you to establish your own voice. Take a look at some of your strongest competitors’ websites and study some of the ways that they try to appeal to their audience. Does the writing on their sites flow smoothly and exude a sense of professionalism? Do they write in a way that makes readers trust them? Have they developed a distinctive voice that could not be confused for anyone else’s? Is their approach consistently engaging and surprising? Do they use any techniques that you haven’t tried yet?

Study the most successful sites.

After you’ve absorbed the lessons of your competitors’ sites, you can use online tools such as SEMrush to reveal their SEO secrets. Pick some of the most successful sites in your industry and do a comprehensive study of how they handle optimization. Analyze everything about the sites, from keyword density to the length of the individual URLs. The more thoroughly you examine how other companies make use of SEO, the better equipped you’ll be to make use of it for your own online content. And the more knowledgeable you become about the smartest SEO tricks, the more tools you’ll have to make your content better.

If your online marketing strategy leaves something to be desired, don’t underestimate the potential of working with an experienced team of content creators. At Pennington Creative, we work to bring out the best in all of our clients through providing top-quality content, from stunning graphics to finely polished blog posts. If you’d like to discover how we can help you achieve your goals as a company, visit our website and send us a direct message.

About the Author

Justyn - Digital Marketing Manager, Special Projects
Justyn Dillingham

Digital Marketing Manager, Special Projects