Content Marketing Works: 8 Steps to Transform Your Business by Arnie Kuenn & Brad Kuenn
Author:Arnie Kuenn & Brad Kuenn
Language: eng
Format: mobi
Publisher: VM Press
Published: 2015-01-22T14:00:00+00:00
Optimizing Your Pages for the Web
In their book Audience, Relevance, and Search, James Matthewson, et al,22 offer a guiding philosophy that addresses the way you ought to approach your content in the context of SEO. They state: “Writing for search engines approximates writing for people. Your pages should work for a human first — that is, a human should be able to understand your content and derive meaning from it relative to the search query that was performed. If that can happen, it will work for the search engine, too.
When you create metadata for your pages, it should also be recognizable and relevant to a human looking for content relative to the keywords in your metadata. Your content's metadata is part of the larger framework for your content and will help boost the content's relevance in search. It follows, then, that content development should include an optimization plan to be sure that all content is optimized at the outset.
Optimizing metadata is a matter of knowing who you are targeting for each page and the appropriate messaging. If your business has an SEO and a content specialist managing content creation and launch, those two will need to be in close communication (sometimes they might even be the same person). You can ensure that your pages will always be optimized by instituting a plan that governs the handoff of the new page from the content specialist to the optimization specialist for launch. That way everyone knows who's in charge of the process and can rest assured that it's being implemented properly.
By nurturing your content through SEO, you will do yourself a huge favor. Ignore SEO, and your awesome content ideas will have less chance of being found in search. You don't want to miss the opportunity for your content to pack a full punch. If you include optimization as part of your content development process, rather than as a separate round of work, you can be sure that the details, like optimizing the title, body and metadata, don't become an afterthought. This will lead to more naturally optimized content and ultimately more efficient output.
The header of your page is set apart in the code by the tag <Head>. The metadata within the header gives a huge amount of information about the page to the bots. The metadata also provides information about the page that appears in the browser and in the SERP, which searchers will see but may not consciously recognize as page content.
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