If you are at least somewhat unfamiliar with the concept of SEO (search engine optimisation), then chances are that you’ve dressed your website with a lot of text without stopping to think specifically about how it could affect your site’s search rankings on Google.
These rankings warrant your close consideration, as they influence where your site is listed in searches for things your organisation offers. Fortunately, even if you’ve already written a lot of your site’s content, honing its SEO could potentially only require you to make a few modifications — like those described below.
Update and add to existing text copy
If you scrutinise your website’s current text, you could notice that some of it includes outdated references, such as to statistics from 2014 and 2015 rather than, say, 2020 or 2021.
Alternatively, you could simply spot certain parts of the text that don’t cover their respective subjects in quite as much depth as you had expected. Don’t fret if you don’t consider yourself a natural at writing, as we have digital copywriters who could skilfully edit or expand the web copy on your behalf.
Rearrange how the text is laid out
Maybe the problem isn’t so much what the text says but instead how it comes across from an initial glance. If an awful lot of the text comprises large, chunky paragraphs uninterrupted by subheadings or bullet points, you should look at potentially inserting a few to help break up overinflated paragraphs.
A clean layout with a decent amount of white space is less intimidating to readers, as it can help them with scanning the content to find just the bits that most interest them.
Throw in a few pictures, too
No, not simply in a random fashion. While sprinkling some images across text-heavy content can indeed make it more visually interesting, you should ideally use images where they would effectively help you to get that content’s ideas across.
So, for assisting readers with digesting otherwise bewildering statistics, you could place an easy-to-follow graph or diagram nearby.
Add internal links
When you see the term ‘link building’, you are probably initially reminded about many website owners’ efforts to get other websites to link to theirs. However, persuading the owners of other sites — especially popular ones — to link to your own website can be both tricky and time-consuming.
Fortunately, linking between pages of this site — i.e. building internal, rather than external, links — can be a much easier way for you to fuel your SEO.
Set up — and link to — a blog
This is very much a ‘one for the future’ move — as, once you’ve got the fundamentals of a blog all in place, you could start publishing a series of articles touching on subjects relevant to your target audience.
Ideally, many of these subjects will be sufficiently evergreen to attract a steady supply of visitors to your blog for years to come. Sometimes, though, you could get a burst of attention by commenting on other, more time-specific issues that have implications for your particular industry.