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Making SEO work

Coming fresh off a handful of events that didn’t lack for the latest industry jargon, and despite our decidedly mixed feelings about the use of buzzwords, it is easy to understand marketers’ need to dabble with them. These terms resonate with a wide audience (even if not everyone entirely understands their meaning) and signify a grasp of the latest trends.

Of the terms we’ve heard the most in recent weeks – blockchain, crypto, deep learning, fintech and natural language processing – the last one stands out in this context. This is the technology that informs the algorithms of online search engines – the agenda setters of our day – parsing through millions of lines of text to decide what’s most relevant and channelling it to the right eyeballs every time someone keys in a word or phrase.

This is where search engine optimisation (SEO) comes in – the science (some might call it the art) of getting your content to the top of millions of search results, and front and centre of users searching for information on a topic.

A good SEO strategy, as this post notes, involves everything from understanding the workings of a search engine’s algorithm to figuring out the right keywords to weave into the copy, getting those title tags, meta descriptions and even photo captions just right. While all this may sound intuitive enough, it can be challenging to put into practice, especially when one is regularly churning out content across a range of formats.

So, here are a few quick tips to get it right:

*Keyword strategy: Identify a primary keyword – one that best describes the main topic – and use it in the headline, lead paragraph, the URL, and throughout the article. Next, pick a handful of secondary keywords that are related to the subject at hand for use in the article where relevant. But, avoid ‘keyword stuffing’.

*Using links: Make sure to include links to external sources (always a good practice to attribute) as well as internal links encouraging users to click through to other content on your site.

*Optimize your site: SEO is not limited to just sprinkling the right keywords in an article. It is important to have an organized, mobile-friendly website that is free of broken links, and easy to navigate with a seamless user experience and fast-loading pages.

*Social media: Share posts on relevant social channels with the right hashtags to maximise exposure and shares.

*Quality content: Lastly, it’s useful to remember that good content is more powerful than any SEO tactic. Useful and relevant content will generate organic traffic and help improve your website ranking. And, as other websites begin to link back to yours, that can do wonders to site rankings and online presence.

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