The right content on the page, including the right keywords, is the goal of SEO consulting services

Once we have a good, targeted keyword list, we need to deploy those keywords in page copy. The list itself will suggest topics and “pain points” that your prospects need information about because they are looking for a solution. The analytical and strategic process leads to ideas for deeper content, and we already know that continually adding content improves your company’s search rankings, because Google measures “freshness” as a ranking metric.

RefreshWeb’s SEO copywriting services include finding the gaps in your company’s website narrative, and working closely with key people in your company to tell your whole story. The “main nav” copy has to be thorough and linked in logical, compelling ways to other pages on your website. The companies we have worked with successfully all do something better than the competition, whether it be greater customization, faster delivery, support for manufacturing, etc., and it is important to bring that out on the website.

Remember, the goal of great content is top rankings. When you’re on Google’s first page, they’re saying you’ve got one of the 10 best pages on the web.

The companies we have marketed with SEO most successfully all do something better than the competition, whether it be prototyping and customization, faster delivery, dedicated support for manufacturing, etc.

Getting that across on the website is equally important to drawing in new prospects.

The companies we have marketed with SEO services most successfully all do something significantly better than the competition: they embrace change.

Here’s the heart of the matter: Google can detect “deep copy” organized around a focused set of keywords. Google also thinks the best web properties are never finished adding content and their high rankings are because they’ve earned them. Over time, continually adding to your argument with more and deeper content improves your rankings. So work with a B2B Content Strategy Agency to put the best copy you can on your website: premium optimized content.

If you want the power of B2B content marketing, start with the kind of expert SEO consulting only a content strategy agency can provide.

We see too many companies that expend much effort and many resources on web design and usability and treat their copy, particularly on the main pages, as something of an afterthought. Companies will come to us and say they want to improve their rankings, but their website has main pages with 150 words of copy on them, with few compelling ideas. The first thing we tell them they need more copy with a good argument in it on main pages…Google likes to see 300-500 words of copy (minimum…your competition could have 1500 words), with your search terms included in multiple ways.

The title meta tag is the single most important piece of data on a web page; it tells Google what the page is about through the keyword or phrases used. A title tag is also the most prominent sentence in a SERP (search engine results page), so it tells searchers what the page is about also. A title tag should be about 60 characters (w/spaces), which is what Google displays in the SERP. A title tag should be coherent but it should always try to include as many keywords as possible, particularly on main pages.

A meta description is not important to rankings, but is very relevant to SERPs. The meta description is the second sentence of the SERP, generally. If the search term is included in the description, it will show up as bold text, which helps the user to trust the search result. For Google, it should be 155 characters (with spaces) and form an interesting sentence that piques curiosity, while also consistent with the content on that page…it’s an ad for your content.

There is art and science to placing keywords on your company’s website in a way that optimizes traffic AND engagement. Keywords and phrases should absolutely be in the title tag, which tells the viewer what to expect from this content. The main pages should have keywords with good volume and limited competing pages, but must have keywords that work in the context of the copy on the page — there are always tradeoffs. Long-tail keywords can be assigned to pages deeper in your website. Spread a wide net by using as many keywords in your site as possible, while using them correctly.

The process of developing a potent SEO strategy gives us a behavioristic perspective of your prospects’ information needs. We know it is all about the words on the page, the words that bring prospects to your website to investigate your solution. Since we are monitoring both your rankings and site performance, from there we develop and structure the information on the website to increase pageviews and time on page, and lead to conversion.

We use the word compelling because we want content on your website that leads prospects to a conclusion and further action, whether it be downloading a white paper, signing up for a newsletter, registering on your site, etc. First we engage prospects, then we give them options to go further down the sales funnel.

One of the guiding issues for developing compelling copy is to understand the contradiction: prospects must get the information they need quickly, but they also like “deep copy” that gives them the vocabulary and decision metrics to make a good choice. So we front-load the “who, what, where, when and why,” but provide access to more thorough information down the page or with an intuitive linking structure or imaginative use of callouts that users can navigate to. We have found that “length = depth = engagement” for many prospects, but nobody smiles when they open up a 5,000-word webpage. You have to be smart about it.

A web redesign and relaunch is a long, arduous project, and many companies understandably launch the site and move on to something else. But your analytics will be constantly giving you real time information about what is working and not working on your website. A good sales team never stops trying to come up with a better sales pitch, another way to get to “Yes!” Neither should your website, your 24/7 online salesman. Your company should continually be adding more pages, conversion opportunities and other content to the site.