Positioning your website content to take full advantage of organic search and the ‘long-tail’ is a smart business investment – the continual addition of quality content over time is the recommended approach. Here are the 3 steps:
1. Realignment
Enhance existing web pages with fuller product or service level detail, e.g. specs, geographies. Align page headings, meta titles & descriptions. Insert aligned ‘alt text’ to all images
2. Micro-Segmentation
Identify exiting web pages containing more than one key market concept and break each into a separate page. Begin the process of publishing new pages that are targeted at specific micro-segments (use ‘buyer personas’)
3.Content Marketing
Inform and empower your marketplace by publishing layer upon layer of quality information via the website and/or a blog