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How to boost SEO long-term for your published website

SEO Series

In the Mantis Digital ‘Writing for SEO’ series, we have introduced you to the concept of search optimisation and crafted guides for keyword research and choosing content, writing effective SEO prose and content entry tricks for further improving the rankings of your web copy. You’ve hit the ‘go live’ button, and you’re waiting for the SEO long-game to play out.

So, what else can you do to continue boosting your search engine rankings?

Production cadence is crucial to long-term SEO success

Production cadence  – the pattern, frequency, connectivity and style of your content output – is important in an ongoing SEO strategy. Search engines value ‘ fresh’ content, and it’s in your best interest to keep your site and landing pages as up-to-date and relevant as possible. You can continue to add SEO value to your website over time, and rank for a larger range of search terms, by making regular blog posts, news updates or case studies. The frequency and form of new content will vary depending on your industry.

Choose what is right for your brand and audience; are there enough frequent developments enough to say about in your industry to warrant weekly content production, and would your audience be willing to engage that frequently? For most niche industries, a monthly piece of new content seems to be effective for boosting SEO in the long term without a large strain on resources or time. Also consider what type of content your audience will want to consume long-term – will they engage with long, data-driven case studies or short insights? 

Make sure all content, new and static, is united by the same tone and key brand messaging.

Track your SEO efforts with analytics

Once your page or article is published, continue to monitor its long-term performance on Google Analytics to determine whether your chosen content and keywords are helping you climb the ranks. 

Take note, not just of how highly your pages are ranking, but which topics and pages are getting the best clickthrough rates and which content keeps readers on the page. This will inform your ongoing SEO strategy and help you iteratively improve future content.  

Spread the word on social to drive traffic to your website

While social media activity doesn’t directly affect your rankings, sharing your content across your social platforms will generate more traffic to your website and increase general brand awareness – especially while you are waiting for the SEO long game to play out.

Share snippets from your blog posts and web pages on social media with compelling imagery, and encourage people to learn more by linking to the full web page. Keep your tone consistent with your other content when posting on social media. 

Google ‘crawls’ links and reviews on Facebook to help determine relevance, and this platform, along with Twitter, makes it easy to share and boost content. Both are known to be relatively high engagement platforms for businesses. LinkedIn has been shown to be a particularly useful content sharing platform for B2B companies. LinkedIn profiles also come up on search, so make sure to include the focus keywords of your brand in your personal and company profiles.

Is this all feeling a bit too hard? 

Effectively optimising your website takes a lot of research and time, and can be particularly complex when it comes to niche (and therefore low search volume) businesses and products. However, the long-term payoff in website traffic, sales and greater visibility than your competitors is definitely worth it. 

If you don’t have the time or skill set to take advantage of SEO techniques, we recommend bringing in optimisation and copy professionals to make sure you don’t miss out, and that you get SEO right the first time around. Contact us for more insights and advice on boosting your website rankings.