SEO and Social Media: working together effectively in Digital Marketing
When SEO experts think about optimising a site, they usually focus on where to place their keywords in the content. However, this approach often overlooks deeper strategic opportunities that could yield greater results in the long run. Search engine optimisation is no longer just about keywords, but also about how you can deliver valuable content to readers and search engines alike.
But how can these optimisations be taken to a higher level and go beyond basic tactics? In this guide, we show you how to do this effectively.
Strategies and Methodologies
Use of advanced SEO strategies can help you not only be present in search results, but stand out from the competition. Effective strategies focus not only on technical optimisation, but also on user experience, relevance and credibility, which are key to successful SEO. The following sections detail the steps you can take to achieve success:
How do we move from keyword-based thinking to topic-based optimisation?
Instead of repeating keywords, it is worth using a topic-based approach, which focuses on the deeper context of the content. Use tools that help you identify relevant concepts and topics. Not only does this method provide a more natural user experience, it also provides more valuable content for search engines. Thematic optimisation allows you to offer a unique and comprehensive approach to competitor content.
SZHM (Expertise, Credibility, Reliability)
The concept of SZHM („expertise, credibility, trustworthiness”) can also contribute to a higher level of content optimisation.
Expertise: Look at the biography of your authors. Highlight their years of experience, training and ideas, so your site will look more credible to both Google and your readers. This will strengthen the site from both a user and technical point of view.
Information-gathering scores: This is a concept where Google favours content that adds value rather than simply repeating it. Think about how to provide unique data or special insights to readers.
Indication of sources: Sites like Wirecutter are excellent examples. They collect information from reliable sources and link to it. This increases the reliability of the article, while also giving the reader access to valuable links.
Content Freshness
Updating content is very important. Studies show that updating the timestamp of an article or the content itself increases its visibility and traffic. Google is increasingly favouring topical content, so it's worth updating your page regularly. Timely content shows both readers and search engines that your page is relevant and up-to-date.
Competitor Change Analysis
Don't just look at what competitors are currently doing, but how they got to this point. Use tools like the Wayback Machine to look back at previous versions of a page and analyse the changes.
„Text diff” comparison tools to highlight changes in the text to better understand what strategies competitors are using. This approach can help you identify subtle but significant strategic changes that can make you more successful.
Keyword Segmentation
As with traffic data analysis, it is also worth using keyword segmentation. Tools like STAT allow you to create keyword groups and compare their performance after each optimization.
This will help you understand which strategies work best for your particular sites. By looking in detail at which optimisations are successful, you can more effectively design your future strategies.
Conclusion
By using advanced SEO optimisation techniques, you can not only improve your rankings, but also offer more relevant and credible content to your readers. Whether it's an entity-based approach, SEO or content refresh, these strategies will help you be more successful.
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