Although most site owners know the importance of content in attracting web traffic, very few focus on the structure of the content that they publish. This is unfortunate because search engine algorithms weigh content based on parameters such as relevance and quality. For this reason, it is wise to create content that will improve your site’s rank on search engine results pages. This article will discuss what the most effective elements are that should be included in a piece of content.
Every post you publish on your website should be accompanied by an appropriate meta-description. In simple words, a meta-description is a short summary of the content on a web page. Search engines usually display meta-descriptions below a website’s URL, but it is worth noting that this is not a standard or mandatory practice. Still, meta-descriptions make it easier for web users to determine whether webpages contain relevant search results. Finally, make sure you include content-relevant keywords in your meta-descriptions.
Use H1 headlines sparingly. In fact, the acceptable industry practice is to reserve H1 headlines for creating the main content titles. If you have to create sub-titles, use other header elements such as H2 or H3. This will make it easier for site visitors to quickly scan web pages and understand the message the content author intended to convey.
Introduce the topic you intend to cover at the beginning rather than at the middle or end of an article, blog post, or whiteboard video. Doing so makes it easier for readers to follow along. In addition, search engine algorithms usually pay a lot of attention to the ideas presented at the beginning of web pages or articles.
Use bullet points to draw the attention of content consumers to interesting points, recap main points, summarize list of ideas or highlight key attributes. This will also make it easier for search engine algorithms to identify important information and serve it to web users.
Include a relevant call-to-action (CTA) in your post. However, do not overuse a CTA or insert it at points where it may fail to make sense to your target audience. In other words, you should only include a CTA in your article if it adds value to the message or ideas you are trying to convey. More importantly, do not just insert a call-to-action and forget about it. Instead, deploy A/B testing to monitor the performance of the two CTA versions and eventually use the CTA with a better conversion rate. Moreover, incorporate relevant keywords into your call-to-action to help solidify the message in your content. Remember, most web users are quite savvy and expect consistency when reading or viewing content.
If creating text-based content, incorporate images because they can make it more attractive to web users. Nevertheless, make sure images used rhyme with the content message. Since your content will be viewed on desktop PCs as well as mobile devices, remember to make images dynamic.
The content published on your site should be both SEO and user-friendly. To achieve this goal, use elements such as meta-descriptions, H1 headlines, images, calls-to-action, bullet points and pyramid-style idea introduction.
If you are interested in content marketing for your business, L4 Group specializes in helping business owners and marketing executives throughout the United States. L4 Group uses the most effective online marketing strategies that will increase traffic, sales, and profitability with proven results. Call today for a free consultation and web analysis.