In a modern world where users are faced with millions of search results, it’s important to create content that’s engaging. Otherwise, what incentive do visitors have to stay on your page? In order to stay on top of the SEO game, you should be creating high-quality content.

What Critical Engagement Issues are Affecting Your SEO?

Take a second to think about (or better yet, look at) the content on your site. Does it encourage users to click through your site? Do you invite users to call or email your business? If you have an e-commerce section, is it easy for users to interact with?

If you’ve answered no to any of the questions above, it’s time to sit down and revise your existing content.

As you look through your site, keep an eye out for any of the following issues as you’ll need to address them right away.

Minimal conversions

If the content on your site doesn’t match your visitor’s query then conversions will be limited. The most important thing you can do to improve your SEO is to review existing content against keywords as well as the users’. If the keywords in your content are a little off, there’s a good chance that customers at the top of the funnel are finding content that’s geared toward those at the bottom and vice versa. They’re not converting because your website is horrible, it’s because your site’s content didn’t match and satisfy their needs. If you’re a local business, remember to always think about what your local demographic is searching for. So as a local business in the Cedar Rapids and Iowa City area, be sure to work in terms that people in the area are likely to search for.

Poor click-through rate on pages with high rankings

If one or more of your pages rank high but have low click-through rates, it’s likely that competitors are using featured snippets to steal your traffic. Featured snippets are used to shuttle organic traffic by using ranking position “zero.” How do you combat this? Take a step back and do a depersonalized search using your keywords and try to determine if competitors are appearing in position zero. If you see this, try to prioritize your existing content for currently featured snippets.

Minimal organic social sharing

Having content shared on social media is an excellent and fast way to spread the word about your business. If you’re struggling to have your content shared, then you likely have a content quality issue. Examine your site’s existing content again, this time focusing on whether or not it’s unique and comprehensive. Don’t be afraid to spice up your headlines to be more enticing to users. Some business owners feel this is cheesy or false advertising in some way, but there’s nothing wrong with being excited about your business is there? Once you’ve done that, run A/B tests on your headlines to determine if the content caters to users’ intents. If you spot fluff content, rewrite it. Beef up shallow content by expanding it. You can also have fun and experiment with various content formats to see if users react to one type over another.

While it’s tempting to become overwhelmed or to fall down a gigantic SEO rabbit hole, remember that there are many important engagement issues that should be on the top of your list. You don’t have to tackle them all right away, so start with those that demand your attention the most. If you start with the list of examples above and work your way to the minor engagement issues, you’ll be just fine.

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