Quick tips – 3 ways to improve content presentation and achieve higher rankings
Still not getting the web traffic or conversions that you’re looking for from your content? Well, trying alternative ways to present your content could be worth trying, so give these 3 things a try and to improve your content accessibility, and boosting your rankings at the same time:
Try a table
A table of contents, such as the kind you find in every Wikipedia article, can transform your long-form content from a daunting mass of text to an accessible piece of content marketing. Long-from articles are a great way of establishing your brand as an authority online, and of achieving the ‘long-clicks’ necessary to appeal to Google’s search algorithms, but only if they’re easy to navigate. Tools such as Table of Contents Plus (https://en-ca.wordpress.org/plugins/table-of-contents-plus/) are a great time-saver for this approach.
Highlight the key points
We all do it, yet we often forget about it when producing content – people tend to skim a lot of content online to find their answers. So the easier it is to find the key information in your text, the more likely they are to stay on your site. Make sure to use clear, descriptive subheadings (not quirky magazine headlines), bold text and numerals, and introductions, to get people’s attention where it’s needed.
It’s also a good idea to offer alternative media options such as pdf downloads, or even audio and video options, for content that you know to have a good conversion rate. Just make sure to offer these options early on, rather than allowing the user to read the whole article first.
Get rid of any clutter
A classic mistake is to overload your copy with adverts, promotions, or invasive sticky headings. A user will mostly pay attention to the upper half of the screen, so anything that encroaches on this territory will make them feel that the content is cramped and hard to read.
These are just a few examples of how small tweaks to your content marketing efforts can get you the results you need. If you have any ideas or thoughts, get in touch and they could form part of a future Quick Tips.
The Quick Tips series is intended as a 2 minute read on digital marketing things – from recent changes in the scene and how to accommodate them, to tips from other digital marketers we know.