SEO for the contents of guides and publications

SEO for guide and publication content SEO is the set of strategies and techniques we use to improve a website’s visibility in search engines, with the aim of attracting more organic and relevant traffic.

This is the technical definition, but… Do we really understand the concept?

Let’s imagine that Google, the world’s largest search engine, is an ocean. We get it. Now let’s imagine that the users are the fish and we are the fishermen. SEO is the tool we have at our disposal to stand out from the rest of the fishermen and catch as many fish as possible.

How do we do it?

It is true that the rest of the fishermen also have the same tool, so whoever makes the best use of it will end up getting the fish they are fighting for.

The first thing we need to do before starting an SEO strategy is to know where our website is, how it is positioned, how the algorithm works, what strategies have been done before and what tools are available to start with.

The next step is to identify our target audience, what their needs are, what content they are interested in and what we can offer them to satisfy their concerns.

What results can I expect from a good SEO strategy?

A good SEO strategy increases your visibility, improves your reach and demonstrates your value proposition to potential customers. It requires constant dedication and slow, painstaking work, but the results are long term.

What can RABUSO achieve with an SEO strategy?

In the short term, we can grow our database. In the medium term, by working with these new contacts, we can get people to attend events. In the long term, by building relationships at these events, we can get them to become members of the association, sponsors or collaborators.

What SEO aspects should I consider when publishing my content?

First of all, I need to choose a keyword or phrase to position in the search engines, Google’s suggested questions are a good indicator to choose the keywords and the content to publish. Google Ads also provides us with a very powerful tool: the keyword planner, which shows us the search density, the competition and gives us personalised alternatives.

For good SEO, the title of our publication is essential. We must try to ensure that our keyword is at the beginning and that the title is not too long. The SEO tools that we have integrated into WordPress help us to identify this type of aspect. They also allow us to modify the meta description, i.e. the description that is shown to users in search engines. We should try not to exceed 160 characters and include a call to action to encourage users to click on our link.

It is also important that our texts are legible and easy to read, and that we enrich them with images (always captioned with the keyword and their alt attributes), highlight the most important words or phrases in bold, include quotes and even videos. Anything that makes the text more attractive and easier to read will help us with our strategy.

We must not forget to include both internal and external links in our texts, both within the text and at the end. In addition, internal links will help us to improve user retention within the page and we will be able to redirect users to make them travel around the web, discovering other sites of interest to us or taking them directly to the form where we want them to provide us with their data.

The use of social networks also has an impact on our SEO, so if we integrate them well into the web and use them to help spread our links, we will be doing our strategy a favour.

What is the authority of a website?

Google measures the authority or popularity of our website by the quantity and quality of inbound links, i.e. the websites that link to our content or talk about us.

If we do a good job of contacting the media or working with specialist media so that they publish our press releases, this will benefit our SEO authority enormously and Google will understand that our site is relevant, so it will show us above others that it considers to be less so.

How can I tell if my SEO strategy is working?

There are a variety of SEO metrics, but the ones we consider key are: firstly, organic traffic, i.e. measuring the number of visits to each page we have optimised and monitoring this over time. This allows us to see if our strategy has increased traffic and which pages are attracting the most users. With this data, we can redirect people through the different content and improve it.

Another important measure is the conversion rate: How many of the users who filled in our forms came from optimised pages?

A very important data to measure is the time users spend on our site, the pages they visit and the path they take. This can be monitored using the tools provided by Google Analytics.

What can I do to improve my results?

Once we have the measurement data, we can adapt on an ongoing basis. We can optimize the content, improve its quality or adjust the keywords. We can also make behavioural adjustments, making sure all the links are working properly. Finally, we should review the content of the pages and keep them up to date and useful to prevent them from becoming obsolete.