This document discusses 4 simple ways to optimize content for search engine optimization: 1) Use relevant keywords and phrases throughout content to increase search rankings. 2) Include photos and videos which engage users more than text alone. 3) Leverage user-generated content from social media which has shown improved metrics like lower costs and more impressions. 4) Incorporate testimonials and reviews to build trust and attract users searching for product opinions.

1. 4 Simple Ways to Optimize Your
Content for Search
You’ve probably heard of these tips before. But just in case you did, it won’t harm to be
reminded again by taking a quick glance through this blog post. If you’re reading any of this for
the first time, be my guest and make yourself comfortable….
If you’re a blogger, content writer or journo, your constant challenge is to find effective ways to
reach existing audiences and finds new targets using your content.
You’re also going to be on the lookout that the content you’re dishing out generates good
engagement and ultimately leads to conversion. There’s a strong correlation between audience
engagement and customer conversion. The saying goes “People buy from those they like”.
Below are some simple ways one can use to optimize the content they’re publishing to boost
keyword search, either generic or paid for.
1. Use Keywords and Phrases
With millions and millions of websites and blogs out there what are the odds that your
publication gets noticed? Fortunately there are a number of available marketing techniques to
help navigate this challenge.
Keyword search can be deployed in the form of pay-per click (PPC) and paid search formats. The
key is to find the most relevant and popular keywords or phrases for your site and its products.
Using specific keywords or phrases or links that you have sponsored increases ranking on
search engines for your website or publication.
The more advertisers are willing to pay for clicks, the higher the ranking for advertising, which
leads to higher traffic. But most important, you must use those keywords on site in a way that
will help generate and convert more traffic.
2. Use Photos and Videos

2. The importance of using visual elements as part of your content strategy can never be
emphasized enough. Human beings are visual by nature. They love to see things in picture
format, and not just read about them. A picture talks a thousand words.
Photos and video clips deliver higher engagement rates for your content. These visual elements
are more compelling in how they tell your narrative. When using photos please just ensure
they’re of the right quality to avoid pixelization. Video clips must be very short, just a few
seconds long at the most.
3. Make use of User-Generated Content (UGC)
Social channels are awash with captivating User-Generated Content (UGC) showcasing
consumers enjoying popular brands. Loyal patrons post a steady stream of high-quality photos
on social channels like Instagram and Pinterest. Sadly most of this earned media goes unutilized
by brand owners.
To demonstrate the effectiveness and potency of using UGC in achieving search optimization
I’m going to make reference to a memorable campaign done a few years ago by Crown Resorts,
one of Australia’s largest entertainment groups. Crown saw the rich potential of using its
earned media and hoped to use this to reach and engage loyal patrons on social media.
The UGC-driven campaigns produced remarkable results. When compared to concurrent but
non-UGC driven campaigns with similar budgets and targeting, there was a 21% drop in cost-
per thousand impressions (CPM) with 40% more impressions. Post Likes went up by 25% at 61%
less cost-per Post Like. These are impressive figures. To imagine that all of this was achieved by
intricately using UGC, which costs relatively next to nothing to package together!
The effectiveness of User-Generated Content is still largely unexploited. Social media marketers
are either too swarmed to take notice or there’s lack of interest in this form of owned media.

3. There’s just an avalanche of content on social media. One fact remains though…UGC brings
authenticity. It is undiluted content coming straight from a legitimate brand user. Who else to
tell a more compelling story about a brand than a patron posting on social media?
4. Use Testimonials and Product Reviews
More and more shoppers are now turning to the internet for product reviews when doing
product search. In fact more people now trust online reviews than before. With this insight in
mind, it is vital to include along with your website content testimonials from satisfied
customers. This strategy helps boost search.
Were possible, create a sponsored link that directs traffic to the particular section of your site
where you have posted those testimonials. Make sure your testimonials are authentic and up
to date.
If you have social platforms you’re using make sure all content on your timeline is customer
service friendly. Get into the habit of responding to customer queries or complaints, if there’s
any and try by all means to resolve them. Most consumers of popular brands give generous
positive reviews that generate more traffic, even from inquisitive on-lookers.
I hope the few ideas I’ve shared today will make a positive difference in boosting search engine
ranking for your publication. Try these free ideas and see what happens. Why risk wasting your
time and effort by working so hard on creating content that will hardly be seen by your target
audience? Apply these freely given tips and see positive results. Good luck.
By Spencer Chatora | August 16, 2017 |
About the author: Spencer Chatora
Spencer Chatora is a Marketer. He regularly comments on
social media and writes on marketing blogs.
Twitter: @spenchats
www.regewalltechnology.co.za