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You may have heard that old saying, “content is king” but have you ever wondered why? Because starting from the logo of your brand to the “thank you” a salesperson says after the customer has made a purchase, all constitutes content. Effective content marketing starts as soon as you establish your business and continues for as long as your business exists. Even after your business dissolves, your content has the potential of leaving a mark in history where one would recall what you said and did during your years of existence. That’s the power of content and marketing. 

When it comes to building content assets, blogs and other written forms of content such as videos and podcasts play a crucial role in building your content marketing plan or strategy. But if there’s one single place all these forms of content can be sourced from, it is the search engine result pages (SERPs). 

In this blog, we tell you about the most effective content marketing practices that you can follow for higher search rankings. But before we dive into that, you need to understand why it is important to rank higher on search engines and how it will benefit your business. 

Why Should A Business Rank High On SERPs? 

Results on search engine results pages, or SERPs, are so abundant that most people don’t even give them a second thought. For internet users, they resemble a bland waiting room—somewhere you stop for a moment while en route to your actual destination. In contrast, SERPS are crucial for companies that want to increase their online visibility and stay on top of the mind of their target audience. They not only influence whether or not people visit websites, but also determine your standing in the marketplace. 

Although SERPs continue to provide the top results for queries, they have grown more dynamic, making the work of an internet marketer more difficult. Today’s SERPs are busier than ever because of newly added features like Featured Snippets and People Also Ask, in addition to paid advertisements. Even the top spot on page one, which was the goal of every company, is frequently insufficient to generate visitors, and this is where effective content marketing comes in. 

For most companies that are new to the concept of marketing based in content, it is often suggested that they take the help of SEO content writing services to get ranked higher on SERPs. Irrespective of whether you are working with a content marketing team or not, there are some things that your company cannot do without when it comes to content marketing. Let’s disclose what these are. 

Accurate Metadata (Titles & Descriptions) 

Meta titles and descriptions are the gist of what potential visitors will see before they click on the link on the SERP that takes them to your website or webpage. 

According to Google, descriptions that are the same or identical on every page of a website are ineffective when individual pages appear in search results. If you are able to optimise your meta descriptions and titles for each webpage, it is probably the best way you can optimise your website for SEO and conversion. 

When possible, accurately describe each page in your descriptions. Use page-level descriptions elsewhere and site-level descriptions on the homepage and other website pages. Try prioritising your content if you don’t have time to create descriptions for each page; at the very least, write descriptions for essential URLs like your home page and the sites that receive the greatest traffic.

Comprehensive & Scannable Content 

We have discussed the “attention web” with you quite a few times now and it will rear its head every time we discuss retaining visitors for a longer time and reducing website bounce rate. 

Online consumers seldom ever read entire articles word by word. They prefer to skim pages instead to get the information they require. This basically means that if your material is made up of lengthy, difficult-to-scan text chunks, few individuals will stick around to read it all. Making your pages scannable will allow users to access content more quickly, keeping them on your site longer.

For this make sure to mix up your content to include not just text-based but visuals, audio and other engaging forms of content. One of the most effective content marketing practices is to add videos and infographics to your blog page. This not only breaks the monotony but gives the readers more “consumable” bits of information that they are motivated to engage with. 

Not sure how you can mix things up and create high-quality content that can keep your audience engaged? Take the help of a content writing agency to get this done effectively!  

Repurpose Content 

Many businesses and influencers start off strong, but over time they learn that their SEO performance is what they expected. This typically happens for two reasons: either a failure to combat the aggressive marketing of rival websites or a lack of user interest sparked by dated and out-of-date content. If you don’t exactly want a multimedia seo content strategy, the next most effective thing you can do is repurpose your existing content. Turn the outdated content to meet the recent trends, topics and keywords. It might now be required to remarket your brand, retarget your user base, or both.

This can significantly boost your SEO and can help you resurfaces pages that no longer bring any traffic to your website. With new and updated content on your old pages, you can signal the search engine that your webpage is still relevant. An SEO service agency will be able to help you with spotting the latest trends and fetching keywords and topics that your content team can write about. 

Even the highest ranks for a firm can so far without effective content marketing. Despite the fact that so many companies place a lot of emphasis on SERP rankings, many miss out on incredible opportunities to rank high. Remember that traffic is what actually brings in the revenue, and to achieve this, you need to keep ranking. Understanding the best practices, keeping up with the recent updates and continuously brainstorming with your content team will definitely bring out the best results for your company’s content marketing efforts. 

All the best!