Content Strategy: What You Need To Know To Avoid A Failed Website Redesign (Part 3)

January 13, 2014

The launch date for your redesigned website is getting close. Your visual design is perfect and your content management system is ready to rock. You’ve conducted a content inventory, created new content, and outlined a governance plan. There’s just one thing left to do – optimize your content for search engines.

Optimize Your Content For Search Engines

Search Engine Optimization is an important tool for elevating your content in organic search rankings, which ultimately helps drive visitors to your site. While the rules around SEO are constantly evolving due to updates made to the algorithms and processes used by search engines, there are still plenty of ways you can ensure your content is optimized. This four-step checklist will get you started.

Write your content with marketing in mind. Use powerful verbs, write to inspire, engage, and sell. Create a draft that you are satisfied with.

Determine your keywords. Review what you have written and select the keywords on which you would like to focus for SEO. You can also use Google’s related search to help you define key search terms and phrases that people have searched for already and to discover new ideas.

Revise content with keywords in mind. Revisit your draft and rethink pieces of it based on your selected keywords and phrases. Find ways to naturally weave these into your content. Make sure you are using Article Titles, Page Titles, and Meta Descriptions.

Make sure your content is still excellent. After adding your keywords, review your content to ensure that it is still engaging and clearly communicating your message. It should be a healthy balance of compelling information and SEO rich content.

Create Visually Interesting Pages

While the importance of having a library of well written website copy can’t be overstated, page after page of text makes for a boring website. A design should incorporate page features that break up copy blocks and add visually interesting details. Making the decision early on to include these features as a part of your content strategy ensures that your CMS is configured in a way that allows for easy additions into the page. Some elements you’ll want to consider adding to keep the attention of your visitors:

  • Images
  • Sliders
  • Featured stories
  • Teasers
  • Videos
  • Pull-out quotes

Launching a successful website redesign is a massive project that requires effort from teams across an entire organization. There are lots of things to think about during the process, especially the content – how well it communicates your brand story, how it drives visitors to your site, and how it engages them once they are there. Outlining a content strategy at the start of the project will set you on the right path for meeting your goals and will help make the processes smooth and timely.

Key Takeaways For Your Website Redesign Content Strategy

  • Select a content management system that makes it easy to update and maintain content types across site pages
  • Conduct a content inventory that clearly outlines existing assets and defines assets that need to be created
  • Outline a governance plan that defines site ownership, roles, and permissions while ensuring a smooth content workflow
  • Drive traffic from site visitors by optimizing your content for search engines using applicable keywords and phrases

Read Part 1 of Content Strategy: What You Need To Know To Avoid A Failed Website Redesign

Read Part 2 of Content Strategy: What You Need To Know To Avoid A Failed Website Redesign


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