One of the most important building blocks of creating a Website that is Search Engine Optimization ["SEO"] friendly is content. Leading tourism companies consistently invest in Website development and maintenance, creating new offers, new Web pages, frequently updating information on the site so it is timely and relevant for consumers. On the flip side, many companies make significant investments of time and money in content development, with the majority of the effort being made during the initial stages of a new Website or major site revision. Once the content is completed, it for the most part remains static. Content is developed against tight timelines, and for the most part, staff members assigned to the project write content without SEO in mind.
To gain better search engine results, the content development process needs to begin with keyword and phrase research first. If you’re looking to improve your search engine [rank] position, content is key to gaining the success you’re looking for. Here’s what you need to do:
Research:
Complete research on the keywords and phrases that are most important to your business. How are you stacking up against your competitors and what key words and phrases are they using as part of their SEO strategy? For more information on researching competitive keywords and phrases, please read What keywords and phrases are your competitors using for SEO?
Selecting the right keywords and phrases will determine the success or failure of your organic search engine strategy. This is the single most important element in creating a successful web page. Write your content using the key words and phrases most relevant to your topic.
Be Page Specific:
For each page of content you are developing, develop a keyword strategy that is specific to each page. Make sure your targeted keywords and phrases appear in your content [ensure relevance]. Use the most important keywords in the title of the page, the first headline, and in the url, for example, www.yourdomain.com/keyword.php. This will help the search engines when they are indexing your site.
Update Content:
If you Web content remains static, your search engine rank position will not change. In fact, over time, you’ll lose your search engine position to more relevant [and current] competitive offerings. To remain relevant, schedule Website updates daily, weekly, and at the very least monthly to ensure your site content remains fresh. This will keep the Search Engine Spiders coming back to crawl your site for updates. For example, if Google visits your website and sees that your content has changed, Google will visit your website more often [to check for updates] so that it can re-index your content and make it available in its Search Engine.
To do this quickly and easily you can use a Content Management Solution ["CMS"]. One key reason we partnered with Hot Banana is due to their market leading position as a CMS solution provider that delivers SEO results [and tools] to help your organization achieve these goals. For more information please visit www.hotbanana.com.
Lastly,
Test and Measure:
Test and measure. Make keyword and phase adjustments along the way and continually monitor your success.
