Catching fish: a guide to improving search ranking visibility through content marketing

Often we get asked about SEO, or Search Engine Optimisation. While it’s not an area of huge expertise and we can’t guarantee any results, we do have some practical knowledge of how to better help your website climb search rankings. 

Have you ever spent hours crafting the perfect website, only to find it languishing in the depths of search engine results pages (SERPs)? It can be frustrating, like casting a line into an empty lake. But fear not, fellow angler! Just like with fishing, there are techniques to improve your chances of catching attention online – and content marketing is your secret bait.

Here’s how you can use content marketing to reel in better search ranking visibility:

• Identify your target audience: Who are you trying to attract? Understanding their needs and search queries is key. Think of them as the specific fish you’re after.
• Reel them in with relevant keywords: Research keywords related to your services and niche. These are the search terms people use to find businesses like yours. Sprinkle them throughout your content naturally, but avoid keyword stuffing.
• Variety is the spice of life (and SEO): Don’t just rely on blog posts. Mix things up with infographics, videos, case studies, and even eBooks. Different content formats cater to various learning styles and can improve engagement.

• Become a trusted resource: Publish informative and educational content that establishes you as an expert. This builds trust with potential customers and positions you as the go-to source in your field.
• Optimise for search engines (SEO): Include relevant keywords in your titles, meta descriptions, and headings. However, prioritise creating content that’s genuinely valuable to your audience; Google rewards informative content.
• Catch and release (with a call to action): Provide valuable information, but don’t forget to include a call to action (CTA). This could be anything from prompting users to contact you for a free consultation to subscribing to your newsletter for more insights.

• Patience is key: Building search ranking visibility takes time and dedication. Regularly publish fresh content to keep your website active and demonstrate your expertise.
• Promote your catch: Share your content on social media platforms, relevant online communities, and even guest-post on other websites. This increases brand awareness and drives traffic back to your website.
• Track and analyse: Use website analytics tools to monitor your content’s performance. See what resonates with your audience and adapt your strategy accordingly.