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    • Dec 28, 2023
    • 10 min read

22 SEO Strategies to Boost Content Discoverability



22 SEO Strategies to Boost Content Discoverability

To unlock the secrets of SEO and boost your content's visibility, we've gathered twenty-two insights from top industry professionals, including SEO specialists and digital marketers. From writing relevant content and updating regularly to focusing on bottom-of-funnel SEO, these experts share their most effective strategies for climbing the search engine ranks.

  • Write Relevant Content and Update Regularly

  • Create Content That Outranks SERPs

  • Leverage Google Discover

  • Utilize an Optimal Internal Linking Structure

  • Generate Content from Customer Queries

  • Optimize Meta and Canonical Tags

  • Refine Content for Better Rankings

  • Boost SEO with Social Sharing Icons

  • Employ OG Tags and Compelling CTAs

  • Schedule a Three to Six Month Refresh Cadence

  • Build Keyword-Focused Content Clusters

  • Place Keywords in URLs and Titles 

  • Target Long-Tail Keywords for Niche SEO

  • Attract Authoritative Backlinks

  • Implement Schema Markup for Visibility

  • Enhance Content for NLP Comprehension

  • Adopt the EEAT Principle for SEO

  • Use the “Low Hanging Fruit” Strategy

  • Post Linkable, Data-Enriched Content

  • Prioritize Mobile-Friendly Website Design

  • Tailor SEO with Website Analytics

  • Focus on Bottom-of-Funnel SEO


Write Relevant Content and Update Regularly

Writing—what people are searching for out there! The easiest way to discover and rank is to stay relevant, as search engines always strive to provide people with the most relevant information.


Yeah, and the second most important thing is updating! Your content needs to be updated every time something fresh comes into the market, as stale content will do nothing but overburden your website.


Priyalshri Chattar, Content Marketer, ExtraaEdge


Create Content That Outranks SERPs

It might sound overly simplified, but the best tip is this: Create great content. Everyone says it, but only a few people actually do it. Whenever you're setting out to create content that ranks, check the SERPs to see what's ranking already. 


How are they approaching the topic? How much detail do they go into? What sort of UX do they provide? Once you have that information as your baseline, create something at least 50% better. Blow them out of the water and make your content difficult to catch up with.



Leverage Google Discover 

In this day and age, there are so many different ways in which you can promote content through SEO. One of the most recent ones is by using Google Discover, where Google serves content to users based on their interests and search behavior.


Some of the best techniques you can use to enhance eligibility for appearing in Discover include  effective and enticing titles that don't have a clickbait nature, high-quality images that are likely to attract attention and clicks, and timely, relevant content based on search trends


An effective internal linking structure will help Google find the content on your site quickly and also attribute authority signals by gaining links from established, popular pages.



Utilize an Optimal Internal Linking Structure

One of the SEO strategies I love to employ is optimizing internal linking. Internal linking is great at telling search engines and your users what the connected topics are (given you use descriptive anchor text) and which other parts of your website they should go to. Done properly, it helps them understand and make use of your website better, leading to improved discoverability of your content!


Veniz Guzman, SEO Expert and Content Strategist, Promet Source


Generate Content from Customer Queries

Use your current customers as a source. They are full of insight and questions regarding your product or service. Chances are, if a handful of your customers ask a question about what you offer, then others have the same questions. 


Using these questions, build FAQ pages, add information on product/service pages, and craft blog posts based on these topics. And don't forget to add the appropriate schema to these pages as well!


Cari Bacon, Associate Director of SEO, Direct Agents


Optimize Meta and Canonical Tags

Giving importance to meta tags is more crucial than ever. As Google focuses on increasing the quality of content and the user experience, it is essential to ensure that your website's meta tags accurately reflect the content on each page. 


If you have a single-page URL with the same content as other multiple-page URLs, you should use the canonical tag as an HTML link element. By implementing the canonical tag in the code, we can prevent other duplicate page URLs from being indexed by search engines and inform them that this URL is the main page.



Refine Content for Better Rankings

Enhancing your content can be challenging sometimes, and I can share an SEO strategy that I have used to elevate my content in Google search. I picked some blogs published on my blog, but they were not discoverable by real users. 


I changed the whole outline of the blog and changed the focus keyword as well. I added some insights and FAQs as well, just to see if these tweaks would work, and they worked incredibly; the blog started to rank on Google search on the focus keyword.


Your goal should be to write for your target audience, not the search engine. If you write according to your customers, then your blog will not only do well in the SERPs but it will also reach the relevant audience.


Hamza Hanif, SEO Strategist, Post SMTP


Boost SEO with Social Sharing Icons

All marketers desire social media shares for their brands. Sharing your material with your followers will help it reach a wider audience and attract more relevant visitors. This has the effect of letting search engines know that when users visit, interact with, and share your material, it offers them a positive and pertinent experience when they search for the same thing later on.



Employ OG Tags and Compelling CTAs

Use Open Graph (OG) tags and custom images with a call to action (e.g., a button with "Read More") for each piece of content to improve your website's discoverability and shareability. 


Benefits include enhanced social media visibility, increased click-through rates, consistent branding, better targeting and personalization, and an enhanced user experience—and, as a result, better content discoverability. Ensure that each piece of content has relevant and optimized OG tags and is accompanied by a custom image with a compelling CTA to implement this strategy.


Oleh Sorokopud, Head of Digital Marketing, Softjourn


Schedule a Three to Six Month Refresh Cadence

I have tried and tested many strategies. I have found the most successful is to review and optimize content three to four times in the first six months of being initially indexed.


This means that when Google comes to re-crawl the content, it is updated with fresh, up-to-date copy that is more suitable (the world around us is ever-evolving and changing, so being as industry-relevant as possible is crucial), resulting in an enhanced user experience.


Using this technique has allowed us to rank for very competitive keywords, even with smaller niche websites.



Build Keyword-Focused Content Clusters

Create comprehensive content around a brand-relevant core topic and include various related subtopics. Identify popular, relevant keywords using SEO tools such as Ahrefs, and build clusters around them. Develop in-depth articles or pages for the main topic, each targeting a specific keyword within the cluster.


Interlink these pages strategically to boost overall SEO, and regularly update content to stay relevant and maintain search engine visibility. This approach will cater to diverse search queries while establishing your site as an online authority on the overarching subject—for example, women's health.


Conduct methodical keyword research using SEO tools to understand user intent and emerging trends within your niche. Brands can regularly monitor and update these keyword strategies based on shifts in search behavior. You enhance your content's discoverability by staying adaptive and continually refining your keyword clusters.


Ila Dayananda, Chief Medical Officer, Oula Health


Place Keywords in URLs and Titles 

This question requires a multifaceted response, but one crucial aspect is to use the target keyword in your page URL and page title. This is easy to do when writing blog posts but somewhat more complicated on a general page of your site. Platforms like Squarespace make it very easy to add page titles, descriptions, and to update page URLs and set up redirects when needed.



Target Long-Tail Keywords for Niche SEO

One SEO strategy I advocate for is diversifying keyword targeting beyond high-volume, short-tail keywords. As an SEO strategist, I often see companies get tunnel vision on short-tail keywords. While those are enticing as they convey high purchase intent, focusing solely on them limits visibility. Long-tail keywords have less search volume but are gold mines for capturing highly targeted user queries—including revenue-generating ones.


For instance, a cybersecurity client of mine became hyper-focused solely on ranking for "anti-phishing software." While this keyword was crucial for their business, we diversified the strategy by targeting long-tail variations like "best anti-phishing software for small businesses" and did the same for industries (finance, legal, etc.). This shift not only captured more targeted user queries but also helped establish their authority in specific business sectors.


So, look at your target keywords and see how you can get more specific with long-tail options. Embracing these terms allows for a more nuanced approach to addressing user intent and helps you establish authority within your niche.



Attract Authoritative Backlinks

Attracting backlinks from high-reputation authority sites always enhances the discoverability of content. Although the process can take some time, the outcomes are always satisfying. There are many ways to attract high-quality backlinks. 


For instance, you can invite a well-known blogger as a guest blogger. They can share their thoughts in the comment section of your content, or you can add their expertise to the content itself. High-authority sites always prefer such content. Another way is to reach out to influencers. 


If they promote your content, it will quickly seize the attention of high-authority sites. Besides these aspects, ensure your content has high shareability value. As more high-authority sites provide backlinks, the discoverability rate of your content will increase.


Jarik Oosting, Managing Director and Founder, SmartRanking


Implement Schema Markup for Visibility

Adopting Schema Markup is beneficial. Incorporating Schema Markup on your website significantly aids search engines in comprehending your content, thus enhancing your pages' visibility in organic searches and potentially earning your assets a "featured snippet" or a "rich snippet." 


This can lead to higher click-through rates and a boost in organic traffic. Those not adopting Schema Markup risk falling behind, as Google increasingly favors websites utilizing it. It will give you a distinct advantage in the competitive digital landscape.


Sara Borghi, SEO Consultant and Senior SEO Strategist, SEO&More


Enhance Content for NLP Comprehension

NLP, or natural language processing, is important for search engines to understand your content, especially when writing definitions or answering questions. It's crucial to write the paragraph as if it were a stand-alone text. 


For example, never start a paragraph with "yes" or "no" in your content; instead, repeat the question or rephrase the definition. This could look like this: <h2>What Is the Mix of Red and Green?</h2>

<p>When you mix the two colors, red and green, it will produce the color yellow.</p>


This little trick will help Google and Co. to understand your content better, and therefore, rank you higher, even in featured snippets and "People Also Ask" search results.


Sascha Hoffmann, Lifecycle Marketing Consultant, Back2MarketingSchool


Adopt the EEAT Principle for SEO

As an SEO professional and the founder of an SEO agency, the only rule of thumb that anyone attempting to adopt successful SEO strategies should follow is the EEAT Principle. This principle stands for Experience, Expertise, Authority, and Trustworthiness (EEAT), and it facilitates effectively allocating priority as per these steps. 


Focusing on each of these traits will easily set your content apart from the competition. Simply avoiding low-quality content, earning high-quality links from trustworthy publications, and requesting consumers to give favorable ratings for the services you provide will help you strengthen your authority and discoverability.


Brad Russell, SEO Expert and Founder, Digital Hitmen


Use the “Low Hanging Fruit” Strategy

My effective SEO-to-revenue strategy is called the "low hanging fruit" strategy. Instead of going for vanity keywords, which are difficult to rank for, I target long-tail keywords that have less volume but are less competitive. Often, these keywords have commercial intent, as opposed to informational, which results in more sales.


This means more results for a lower budget.


In summary, a focused approach to long-tail keywords and quality content not only improves SEO but also drives increased organic traffic and revenue for my company.



Post Linkable, Data-Enriched Content

I employ various SEO techniques to improve the discoverability of my content. Some of them include creating highly linkable, well-researched posts and incorporating industry statistics and facts into the content.


I identify niche-based, relevant Facebook groups and create polls about interesting topics related to the industry. I gather insights and data from the poll results and integrate them into my blog posts.


On the other hand, I ensure that my content is enriched with relevant facts and statistics from my industry. Many individuals frequently seek statistics to incorporate into their content. You can find relevant statistics on 'Statista', which improves website traffic and attracts more backlinks.



Prioritize Mobile-Friendly Website Design

Ensuring your website is mobile-friendly is critical in the current era. Google prioritizes mobile-first indexing, which means that when calculating search rankings, it looks first at the mobile version of your site. 


A responsive design not only accommodates users across multiple devices but also helps your search engine rankings. Prioritize a seamless mobile experience to reach a larger audience and to comply with Google's preference for mobile-friendly websites.



Tailor SEO with Website Analytics

Always check and analyze your website insights when building an SEO strategy. An analytics-based approach to SEO is more effective, accurate, and cost-efficient. SEO is such a broad spectrum that it's hard to know where best to start, but analyzing your website insights first will point you to the areas of your website that need to be optimized and what those optimization issues are. 


This allows you to plan a more customized SEO strategy that will address the weak parts of your website that need to be prioritized, rather than doing a generic SEO campaign and crossing your fingers that it works magic.


Carolyn James, Consultant and Trainer, Website Insights


Focus on Bottom-of-Funnel SEO

Bottom-of-funnel search engine optimization is the most efficient way to do SEO and the least likely to be disrupted by generative AI chatbots like ChatGPT.


For years, I've done SEO for Fortune 100 enterprise companies—the biggest companies in the world.


All the big players are saying that Search Experience Optimization is the new SEO.


Bottom-of-funnel targeting is a huge component of this new SEO.


This means targeting purchase-intent and use-intent keywords—keywords at the bottom of the funnel.


Additionally, with answers to these bottom-of-funnel queries, generative AI can't generate solutions. It only generates recommendations on how to access solutions.


For example, if you ask ChatGPT for an incredible CRM, ChatGPT isn't going to make it for you. It's going to give you the best CRMs it has in its dataset.


This is the heart of bottom-of-funnel SEO.


It's helping searchers who know what they want but who don't know a brand to give it to them.


It's also the most durable form of SEO, as it's what is most likely to stand the test of time with generative AI chatbots.


Edward Sturm, Fractional CMO, Edwardsturm.com


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