Writing good articles, blogs and creating high-vlaue content is one of the best ways to actually achieve this. But that must be hard, right? WRONG!

Writing a good SEO text is not that difficult at all

Especially when you have already done it a hundred times. Have you just started in the world of SEO? Did you just start a new business and writing content is fairly new to you? No worries. We offer a complete, comprehensive step-by-step E-book. And the best part…this book is COMPLETELY FREE!

What are you going to learn?

I assure you that after reading this E-Book, within the hour you can write a perfect SEO text for your blog, product page, category page or services page. The reading time for this E-Book is approx. 20 minutes. Of course you can also use this as a reference work too.  The 4 steps in this E-book are as concrete as possible.

In the example,  we are going to write a text for a category page for an online store (E-commerce website). In it we will focus on the keyword dresses. Although this step-by-step plan focuses on dresses, you can also use the tips from this blog for a service page or product page, for example.

SEO Copywriting like a pro: 4 simple steps

How to get started? Enter your email in the box below and we will e-mail your FREE Copy of How to write SEO copy like a real pro directly to your inbox. (30.min read approx.)

The post How to write SEO copy like a real pro! (FREE E-BOOK) appeared first on FML Marketing.

We are regularly asked if we know of any sites where you can download good free stock photos. Since we’ve been in web design for roughly 10 years, we know them all, so it’s just as handy to share this information with you in this article. There’s plenty of choice in this area, but we’ve listed our personal top 6 (in random order) below for you.

Freepik

Our favourite recourse for free stock pics is for sure Freepik. This website is a must for anyone active on social media or with content marketing. And it even goes beyond just photos. You can also download icons, vector/psd.ai files to customise later with photoshop or Illustrator. Best of all…the database is updated every day and we are sure you will find some relevant pictures here.

Unsplash

Unsplash’s database is impressive with more than 200,000 high-resolution photos. The platform grows daily with hundreds of new photos thanks to more than 40,000 photographers who have all made their photos available free of charge for both personal and commercial use. Visit website: https://unsplash.com/

Above we give the creator credits for his/her work, but this is not mandatory. We do it for blogs, but not for other pages on the website.

You can create an account on the website with which you can create your own collections. With an evening of inspiration you can easily create a beautiful collection where you can have a great time in your blogs or social posts. You can easily search for individual photos, but with each search term you immediately get to see the collections that others have already made on that search term.

Pixabay

Another very nice site with a lot of choice is Pixabay. This platform has over a million images to choose from and besides photos, it also has illustrations, vector files, illustrations and videos. As with Unsplash, you can use all materials freely and it is not mandatory to mention the source of the photo.

Pixabay is available in Dutch, so if your English is not too good, then this is probably a better option than Unsplash, for example. On Pixabay you can also create a free account with which you can save your favorite images, follow other users and even send messages.

Pexels

Pexels is a bit smaller than the other free stock photo services, but still a nice site to browse through. With an estimated 50,000 images, there’s always something in between for a blog post or a social post (maybe together with Canva). The database of Pexels grows monthly with about 3000 images, so it’s definitely worth a bookmark!

Magdeleine

One of the nicest free stock photo websites is Magdeleine. Although this platform does not have the offer of all previously mentioned websites, they make up for that with the quality of the photos. Magdeleine prides itself on the fact that all photos on the site have been personally selected on quality and nothing has been lied about. The many original images lend themselves perfectly to blogs or posts for inspiration. Especially if you do something in coaching or management we would definitely look for the tag “People” on the website.

Burst

Burst is a free photo database from Shopify (an e-commerce platform) and offers a nice collection of photos that you can use without mentioning any source. You can use and edit the photos commercially as well as non-commercially.

There is no need to create an account on this website and you can download photos in both low and high resolution. The latter is for example super handy if you need an image for printed matter such as a flyer or brochure. You can search the site in English, but you can also browse through various collections to see if there is something in between for you.

FML Marketing

Client that create a website or webshop with us always wget access to a number of paid stock photo services. For example, you can use up to 20 Freepik Premium photos to build your website or shop at no extra cost.

Thank you for reading our blog! FML Marketing is an online marketing agency, located in Alkmaar, The Netherlands and Estepona, Spain. We specialise in web design, SEO and PPC marketing campaigns.

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Free access Marketing Guides by FML Marketing

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Questions? Feel free to contact us for free advice on photos and web design!

The post Free stock photos: 6 of our favourite websites appeared first on FML Marketing.

What is CTR?

In the world of online marketing, it’s a common term: the CTR, also known as click-through rate, clickthrough rate or click through rate. Especially within Google Ads and Microsoft Advertising, this percentage is highly valued. This term tells you what the ratio is between the number of people that see your advertisement and how often they click through to your landing page. The higher this percentage, the higher the chance of a conversion.
The click-through rate is just as important for SEO. You want to know whether these high, organic positions within Google actually generate a lot of new visitors. Does only a small part of it click through to your website? This is a signal that the meta description, URL and page title have not been optimised sufficiently. These texts are not sufficiently appealing. High time to adjust that!

5 tips to increase the CTR of organic search results

Getting people to your website. As an entrepreneur, of course, you want nothing better. You know better than anyone that this is the first step towards a conversion. Fortunately, as the owner of a domain, you can influence the click-through rate of a landing page yourself. With the next five tips, you will attract more potential customers to your website.

TIP: Apply these tips to your existing content to increase the CTR of existing organic search results and content.

Tip 1: Create an attractive meta description

The meta description is one of the most important texts within Google’s SERP. It gives you an attractive description of your landing page. You have to sell your website, as it were, to the users of Google. Don’t fill in anything here? Then Google will get a random piece of text from your page. Of course, this flow of words is not written for visitors to click through. It is therefore not surprising that filling in a meta description often results in a higher CTR.
Example Meta Description
The good meta description tempts you to click!

Tip 2: Include the main search word in the URL

Not only Google but also the potential visitors of your website attach great importance to the words that appear in your URL. With these words, they determine whether the page actually answers their question. Many reports underline the importance of the right choice of words. URLs in which a specific search term is used, show 45% growth in their CTR. Non-matching words, which do match the search, also have a significantly higher click-through rate.
Keyword in the URL
The main search term of this page is used in the URL.

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Tip 3: Use 15 to 45 characters in the page title

The maximum length of the page title has changed regularly in recent years. However, research shows that these changes have little effect on the efficiency of the text. It follows that when a page title contains between 15 and 45 characters, the click-through ratio is almost 9% higher. Do you use more or fewer characters? Then you reduce your chances of a click.
Characters page title
This page title is – with 26 characters – short but powerful. Service + company name.

Tip 4: Ask a question in the page title

Google users are often looking for answers. How high is the Empire State Building? Where can I find a cheap pizzeria in Estepona? Best golf course in Marbella? It is, therefore, no surprise that asking questions in the page title is a good strategy. This is because you indicate that your landing page will provide the user with the correct answer. Do you use a who-, what-, true-, why-, when- or how-question in your page title? Then the CTR of your landing page is on average 14.1% higher than for variants without a question.
Question in the page title
This page answers the question of a visitor

Tip 5: Emotions in the page title increase CTR

In the world of advertising, you regularly come across them: texts that try to appeal to emotions. With Product X you become a leading professional! Or: Prevent mistakes on the shop floor with Product Y. It’s no surprise that this technique also works well in the world of online marketing. Even today, page titles with a positive or negative charge score significantly more clicks.
Emotion in page title
This blog title responds to emotion

Need help optimizing your organic results?

Getting visitors from Google or other search engines on your website. As an internet entrepreneur, this is a very important goal. To make this wish come true, it is important that you optimize the page title, meta description and URL structure of your landing pages. Do you need help with filling in these elements correctly? The SEO specialists at FML Marketing will be happy to help you! Contact us today.

Thank you for reading – 5 tips to increase the CTR of organic search results –

The post 5 tips to increase the CTR of organic search results appeared first on FML Marketing.

5 costly mistakes people make when advertising on Facebook

In this blog, I explain 5 possible causes that can make you pay too much for advertisements or get too little results. If you are just getting started with Facebook ads, I advise you to read this article first:

Facebook Ads Guide for beginners

How to build a professional Facebook Page

Error 1: Bidding against yourself

Like Google Ads, Facebook Ads are placed on the basis of an auction system and bids for views, clicks or conversions. A view of your ad is based on:

• Advertisement Quality
• Target group Relevance
• Bid Strategy for Campaign

When setting up your campaign, of course, you choose the option lowest cost. See the image above. This means that Facebook automatically offers more to get more results out of your campaign. Facebook does this very well unless you use the same target group in multiple campaigns or advertising sets. Then you bid against yourself, which is not in favor of your wallet…

Example: When in a Facebook account 2 campaigns have been created. In both campaigns, the same 2 target groups [SME owners] and [self-employed persons] are used. If you set this up in this way, you can promote with 2 different advertisements at the same time to exactly the same target group. In this way, you compete with yourself.

Accounts built up in this way will either spend far too much per intended result or will no longer be shown at all. If you do want to run several campaigns, you will have to split up and/or exclude target groups so that you do not compete with yourself.

Error 2: You are using too low a bid limit

When setting up campaigns, Facebook offers you the possibility to set a bid limit. A bid limit is a maximum price you want to pay for clicks, views or conversions. If you set the bid limit too low (which is tempting of course), your ads will not be shown at all.

Error 3: You are not using Budget Optimization

It is always wise to test multiple advertisements in one campaign. For example, you can vary ads based on different photos, ad texts, header lines, and CTA buttons. If you don’t use Budget Optimization, Facebook will continue to distribute the budget evenly across the ads. Even if one or more advertisements are underperforming.

The way to prevent this is to enable the [Budget Optimization] option when setting up your campaign. See the image below. CBO uses your campaign budget and your bid strategy – which might be, for example, the lowest cost per action (CPA) or highest return on ad spend (ROAS) – to automatically and continuously find the best active opportunities for results across your ad sets.

Error 4: You have fewer conversions than possible

The ultimate goal of every Facebook Marketing Funnel is of course to generate leads, requests for quotes, customers or direct sales. After all, we don’t advertise because we think Mark Zuckerberg is such a nice guy…

If your campaign doesn’t realize conversions or sales, you will have to pay more attention to conversion optimization. On the one hand, you can work on your offer (how to make it more attractive). On the other hand, you can work on the way your target group converts faster. For example, a faster website, a simpler form or checkout page.

Another possibility is to change your bid strategy. Automatically this strategy is set to lowest cost. If you use the \Target Costs’ option and set it to the maximum that you are willing to pay, you may be able to realize more conversions. Make sure you enter enough budget in the campaign and don’t set the target costs too low. Otherwise, you will achieve the opposite.

Error 5: Failure to take the relevance diagnostics into account

The relevance of your Facebook ads is a rating from Facebook that is divided over three parts. The new metrics are quality ranking, engagement rate ranking and conversion rate ranking.

• The quality ranking metric will measure an ad’s perceived quality compared to ads competing for the same target audience.
• The engagement rate metric will work the same way, showing an ad’s expected engagement rate compared to ads competing for the same audience.
• The conversion rate ranking shows an ad’s expected conversion rates when compared to ads with the same optimization goals and audience.

Relevance diagnostics say something about the relevance of the advertisement for the target group of the campaign. This score is lower when someone clicks on “I don’t want to see this” and higher when people look at your video or click more. If your ad has a relevance below the average, your ad will still be shown but you have to pay a lot more for a result than if your ad scores above the average of other ads.

More reasons why your ad relevance is below average:

People see your ad too often;
Your ad is not good enough;
The wrong target group is selected.

More blogs from FML Marketing

Thank you for reading our blog 5 costly mistakes people make when advertising on Facebook. FML Marketing is a digital marketing agency located in Estepona on the Costa del Sol. We are Facebook advertisement experts. If you have questions or if you want to improve your Facebook ads, feel free to contact us. Use the form below, or select our contact page from the header.

https://fmlmarketing.com/content-marketing-strategy/
How to improve your video marketing strategy

The post 5 costly mistakes people make when advertising on Facebook appeared first on FML Marketing.

We manage several large accounts within our company. Accounts that spend over 1000€ per month on social media advertisement. But Facebook ads can also work for you on a small scale. You can already start at 5 euros a day and can work very flexibly.

You may have heard stories about people boosting posts and only getting likes from false profiles. Indeed, this happens regularly when you use the Boost button.

Facebook Business Manager

But if you handle your Facebook ads properly, you don’t use the Boost button, but the Facebook Ad Manager. Sounds difficult? It really isn’t. In this blog post, I’ll give you a beginner’s training on Facebook Ads.

1. Why advertise on facebook?

Facebook is a huge platform. There are approx. 1.5 million registered people on the Costa del Sol and 75% of them even login daily. Moreover, you can find any target group on Facebook. You can use all the information that Facebook collects about its users to better attune your target group.

Unlike Google Ads, you don’t target keywords, but target groups. So you don’t have to wait for someone to look for keywords that are about your product and then try to place the highest bid. With Facebook ads, you can create the need yourself.

Facebook Ads is very flexible. You can start from 5 euros (per day) to hundreds or even thousands of euros per day. But above all: With Facebook ads, you can increase your impact enormously. Much more than is possible if you only focus on organic reach (or hope for viral reach).

2. Types of ads on facebook

Facebook has different types of advertisements. There are 3 major categories:

• Awareness
• Considerations
• Conversion

Maybe these words sound familiar to you, or do they ring a bell? They follow (more or less) the funnel or funnel in which your customers come before buying from you. Important for you to start is that you decide what you want to achieve with your advertisement. Start with the end in mind!

What do you want the ad to do? Do you want to reach more people with your update? Or do you want people to like your page? Do you want people to see your video, or do you want them to click through to read your blog post or even download your e-book? Depending on your choice you will get different options, your ad will look different and will be optimized differently.

Facebook Advertisement: campaigns in three layers 

We keep saying “Facebook Ads”, but a Facebook ad is more than just an ad.

Facebook ads are divided into 3 levels:

1. Campaigns
2. Ad sets
3. Ads

A campaign contains one or more ad sets. And each ad set contains 1 or more ads.

There are a number of settings at each level

1. CAMPAIGN LEVEL

BIDDING TYPE:
The bidding type is fairly new on Facebook ads. You can choose between “auction” and “range and frequency”. Range and frequency is mainly used for large campaigns. So I advise you to always go for the “auction” principle, where you automatically let Facebook bid for your ad. It may sound complicated but it isn’t.

OBJECTIVE:
What do you want to achieve with your ad? Each campaign has one specific objective. If you have multiple objectives (e.g. more likes and more visitors to your website) you have to create 2 campaigns.

2. AD SET LEVEL

GOAL GROUP:
Here you decide who you want your ad to see. You can set up target groups on the basis of Facebook data, or on the basis of your own data (e.g. website visitors or people on your e-mail list).

PLACE:
Where do you want your ad to be displayed? You can choose between computers vs. mobile, and between Facebook News review, Facebook Right column, Instagram and the reasonably new Audience Network (ads on other websites).

BUDGET & PLANNING:
Here you determine your budget and the duration of your campaign. You can let them run endlessly, only for certain days, or even only for certain moments of the day.

3. ADVERTISING LEVEL

INDICATION:
The classic ad has 1 image, but you can also create a video, a carousel (multiple images next to each other) or a slide show for your ad.

MEDIA:
Once you’ve chosen your format, choose the photos or videos you want to advertise with.

TEXT:
In addition to an image or video, you can also add text to your image. In any case, the text above it, but in the case of links, for example, the text below it as well.

PAGE & LINK:
Every ad on Facebook starts from a page. Here you determine which page (or which Instagram account) and where the link should lead to.

Note: if you promote your posted messages, you can no longer make changes to the text and image of the post itself.

Facebook is an auction system

Facebook ads work through an auction system. There are only limited places for ads to show to the people. Your ad will be shown to a person if you make the highest bid at that time. Well, that sounds complicated, but this all happens in fractions of a second and is fully automatic. All you have to do is decide how much you want to pay the maximum to display your ad. There’s a lot going on technically, but the most important thing to know is that the price you ultimately pay is influenced by the target group you target and the performance of your ad. The less active advertisements (from other bidders) to your target group and the better your ad works (conversions, engagement, landing page experience), the less you will pay.

Selecting the target group

On the Costa del Sol, Facebook has over 1.5 million users. And it would be nice to reach all 1.5 million, but not really realistic (unless you have a huge marketing budget.)

Suppose you could call 10 people from your address book to sell your new offer, would you choose 10 first or would you go for a selection of 10 people who you know are most likely to buy effectively?

The same applies to advertising on Facebook. The better you select who can see your ad…your target group, the better your results will be. The better you define your target group, the more people will click. And if people click quickly, you will pay less per click than if no one ever clicks. See the bidding system above.

That’s why it’s important that you make your Facebook advertisements as close as possible to your target group. Look at it this way: the more of those 1.5 million people you exclude, the less “waste” you have. The fewer people you reach who will never click (and buy).

How to select your target group

You determine your target group on the basis of data from Facebook, such as age, place of residence, gender, language, but also interests, employer, position, …

Play around with the options, add things and especially get started with “detailed target groups”. Try to reach your ideal customer on that basis. Here you can choose the suggestions from Facebook (browse through the categories), or you can type something yourself and choose from the options that come up. If the option is not available, you can’t target it.

In addition to these options, you can also target based on your own data, such as retargeting of people who have visited your website or people who are on your e-mail list. But that’s something we will cover in other, more in-depth blog posts. For now, let’s focus on the target group and the regular options within Facebook Business Manager.

Protip: You can put different types of target groups in different ad sets to test them against each other.

The creative (ad)

Finally, I’d like to discuss the creative. So the advertisement itself. Work with images or videos that attract attention: Bright colors that break the pattern of Facebook. And work with texts that appeal to and convince people. Preferably put no or as little text as possible on your image. Images of which more than 20% of the surface contains text will work much less well.

Protip: Create different images and texts and test them in each ad set.

Related article: How to build a professional Facebook Page

Getting Started with Facebook Ads

You now know the basics of Facebook ads. Now it’s mainly a matter of GETTING STARTED. If you need any help, or if you do not have time to do this yourself, contact FML Marketing. We are a professional online marketing agency. Specialized in online advertisement on the Costa del Sol. We are located in Estepona, between Manilva and Marbella on the Costa del Sol.

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Of course, you can also send visitors to your homepage or a product page, but if your landing page fits in seamlessly with your advertisement, the visitor will need to make less ‘effort’ to orientate him/herself.

The landing page is, in fact, a transition page that you place between the advertisement or expression with which you get the visitor on your website and prepared to show more about the products and services you want to show. Sometimes a landing page can’t be found in a menu because it’s specially designed to ‘receive’ visitors who have clicked on an advertisement. You don’t make a landing page per se to be easier to find. It is better to use (blog) articles in which you can place links to a landing page.

What’s the purpose?

as indicated, it is not so much about attracting as many online visitors as possible, but about attracting the right customers. In other words, the target group where all offered information, products and services are aimed at. Links and banners to these pages are distributed on the web, advertised and made findable in Google via SEO in such a way that they can reach customers with possible interest in the product optimally. Then landing pages make the visitors a suitable offer, in exchange for information or data.

Striving for more conversion

Landing pages are entirely focused on so-called conversion. Within internet marketing, this means that a certain predetermined goal must be achieved with the launch of the page. For example, generating more purchases, collecting customer data or registering for a meeting. In marketing, conversion goals are always described in measurable terms, often in percentages. For example, a conversion rate of 2% can be aimed for. Then it is assumed that at least two out of 100 visitors perform the action on the landing page.

What do landing pages yield?

Conversion does not always have to be about an actual purchase by the visitor. There are more online customer actions to which companies attach great value, such as:

• Subscribe to a newsletter
• Register for an event
• Information request
• Download demo
• Contact service
• Establish contact, for example with a callback request

For all these actions, the visitor deliberately, and sometimes also unconsciously, leaves data behind. Data that the company can use for product positioning and targeted web marketing. For example, web administrators and marketers use these landing pages for:

• Expanding the so-called ‘brand awareness’ among the target group.
• Offering more in-depth content
• Selling (online) products and services
• Getting to know existing and new customers better
• Generating valuable leads

What are leads?

An important goal of a landing page is to win leads. These are so-called ‘traces’ that can lead to potential customers. By collecting them and approaching them in a targeted way, sales transactions can ultimately be realized. Leads include telephone numbers, e-mail addresses and other contact details that visitors leave behind by subscribing to a newsletter or requesting information, a demo or a quotation.

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Importance of SEO and keywords

Keywords are central to landing pages. These keywords or related terms ensure that search engines and then the target group track down the page and visit the website. But it also important to match the keywords from campaigns to the keywords on your page. (See below: The advantages of a landing page)

Researching the right search terms and well-thought-out use of them in the web content is, therefore, an essential part of the composition of landing pages. But it does take some time. It is important that the focus is kept on the subject and that the number of primary keywords is not expanded too much.

The advantages of a landing page are

• Because your landing page matches your advertisement, your visitor does not have to think or search. This results in fewer visitors who drop out and more visitors who will read the message on the landing page.
• An additional advantage is that Google Ads looks at the relevance of your landing page and your advertisement. The closer they are to each other, the better you will be judged and you will have to pay less for a ‘click’. In other words, a good landing page will save you advertising costs.
• You can convince the visitor step by step. In your advertisement, you attract the visitor with an advantage. On your landing page, you can mention more advantages and confirmations with ‘social proof’. Think of reviews, quotes, references. Always provide a name and photo, otherwise, the “proof” has no value.
• All these elements together make the conversion go up.

4 Tips for a successful landing page

1. Make sure the message matches your ad. A very eye-catching title of your landing page may seem funny, but it’s not your goal to attract attention. If all goes well, the ad will do that for you. It’s all about trust and persuasion now!
2. Convince with advantages for the visitors. No list of specifications, but focus on concrete benefits. You finally have time to spare because of our solution… You save money thanks to our tool… etc. etc.
3. Keep it clear and make sure there is as little noise as possible. All elements that do not directly contribute to the connection between advertisement and offer can be removed.
   It is important that you keep it simple for the visitor. One goal, one call to action.
4. I don’t mean just one button. You can show multiple buttons, as long as there is only one goal. And the best goal is a page on which you can go into more detail about what you have to offer. More background information, specifications, references, reviews, and examples.

A solution to the above ‘noise problem’ is that you divide the benefits, social proof and information into several pages. You link these pages together so that the visitor is convinced step by step. This is also called a funnel.

Measuring success

The success of your landing page is very easy to measure within Google Analytics. The basic question is: “How many people come to the landing page and how many people go to the product/service page?” The larger the number of people who click through, the better and you can adjust your content to see if you get influence on this number.

Sometimes small differences, such as the text of your call to action button, can make a big difference. Once you have created landing pages, it is worth testing A/B and optimizing your landing page. See also: Within 5 minutes your first A/B test

With an A/B test, you can create different variants of your landing page and test if “Start today” works better as a call to action than “Request a trial period”. Do you have questions about landing pages? I like to read and answer them in the comment section below.

Thank you for reading our blog. If you would like to learn more or get started with landing pages, please do not hesitate to contact FML Marketing. We are a digital marketing agency, located in Estepona on the Costa del Sol.

The post What’s a landing page and why do you need it? appeared first on FML Marketing.

What is relevant content?

Knowing what is relevant starts with finding out which words your target group uses in search engines. With the right keywords, you can write specifically and answer the question your visitor has. Process the keywords in strategic places in your text. But don’t force it and stay relevant. You write a text to inform your visitors, not to please Google. Moreover, Google is becoming smarter and smarter and content is becoming more and more important.

Focus on the message

Keep the following questions in mind when writing:

• What do you want to say?
• Who is your target group?
• What do you want to achieve?

Do you want to inform or persuade visitors to order a product? Write targeted. In Search Engine Optimization terms, we call this ‘search intent’. To learn more about this, we recommend this short, yet effective article by Yoast SEO: https://yoast.com/search-intent/

Go for unique SEO-proof content

No matter how tempting it is to copy text from another site. Then remember that Google doesn’t like copy-paste. Your content must, therefore, be unique. Of course, you can get inspiration from another site, but write your text in your own words.

The influence of length

Search engines like texts with a body. Therefore, keep a sharp eye on the structure of your content. If you want a page to rank in the search engines, make sure it is over 900 words. But beware: make sure you have relevant and unique content. No endless synonyms of words, nobody reads that. Moreover, divide the text into paragraphs with headings. A list here and there is also doing well. Many visitors scan texts on their own, a clear structure makes that easier.

Structure

A good text starts with a title, followed by an intro and paragraphs with subheadings.

• Title. Provide a clear and concise title. Put the keyword first.
• Intro. Show the most important info in the intro. Use the keywords as much as possible in the first sentence. In your intro, answer the questions: who, what, where, why, when and how. With that, you cover the theme.
• Header. Use regularly subheadings. This is good for your visitors and Google likes to ‘read’ them. Choose an h2 (only one per article!) or h3/h4 header and process – if relevant – a keyword in your header. Below the header is a descriptive paragraph. Then place another header and paragraph and repeat it a few times. Finally, make sure you have a good ending.
• Finish. Repeat the keywords in the last paragraph and make a call to action, such as ‘contact’, ‘order’ or ‘subscriber’.

SEO Website Content

Thank you for reading How text affects your SEO. Need help to make your website SEO-proof? Feel free to contact us, we’ll be happy to help you. Our team exists of multilingual, talented copywriters that have experience in almost every sector.

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Good content is half the battle

Knowing what is relevant starts with finding out which words your target group uses in search engines. With the right keywords, you can write specifically and answer the question your visitor has. Process the keywords in strategic places in your text. But don’t force it and stay relevant. You write a text to inform your visitors, not to please Google. Moreover, Google is becoming smarter and smarter and content is becoming more and more important.

Learn more: Content SEO Audit

Faster websites are better for SEO

Good websites don’t just look sleek and neat, it also meets a large number of standards that are used. These standards help search engines to better index your website, allowing potential visitors and customers to find their way to your website. A website that meets modern requirements for SEO, will not only make a good impression on visitors but will also be displayed much higher in the natural search results. The design of your website definitely plays an important role in this.

Well coded functionalities

Websites are often equipped with all kinds of functionalities that enable visitors to perform certain actions. A like-button, a contact form or a registration field for the newsletter are examples of small and simple functionalities. Larger functionalities that are used in websites are, for example, the integration of a webshop, a forum or a photo album. The more functionalities your website contains, the more coding is required to display all of them correctly. All these codes can cause your website to react less quickly or to malfunction. This is not only noticed by visitors, but search engines also judge your website on good use of programming code.

How to solve it?

It is therefore important to use good and clean programming codes when building and designing your website, so that not only does every functionality work well, but this also does not have any negative consequences for the speed and findability of the website in search engines.

Read more: Why free websites are often not a good idea

Conclusion: Good design is important for SEO!

The content on your website, interaction with visitors and search engines all play an important role in the success of your website. Yet, all these things are packaged in the design of your website. After all, the design of your website reflects what you stand for as a company or as a private individual. It says something about your company, yourself or about the products or services you offer. A well-chosen design also fits in with the target group you have in mind and meets the important requirements for a good website. It is important to ensure that the design looks good, not only for visitors but also for the search engines. A website with a good design will be better indexed, will be higher in the search results and will, therefore, attract more visitors.

FML Marketing – Web Design & SEO Experts Costa del Sol

Thank you for reading our blog Does Web Design affect SEO?

FML Marketing is a digital marketing agency, specialized in Search Engine Optimization, SEO-optimized web design, social medial, and online marketing solutions. We are based in Estepona, near Marbella on the Costa del Sol.

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In our opinion, this form of association should be your focus when looking at search engine optimization. In this blog, you’ll discover why it pays off in a search for the right SEO content strategy to shift your attention to entire search themes (phrases too) and how to do this smartly.

The importance of search phrases and themes for the optimization of your website

Adjustments that are made on 1 page, take 5 to 10 minutes and add up to thousands of extra visitors per month. It sounds too good to be true but it is also possible with your website if you know how to optimize it in the right way. Don’t focus on what Google likes, but on your visitor. Ask yourself what questions your users have about a chosen theme. Do you know how to answer each of these questions in an appropriate way? Then you form an increasingly valuable source for your users, which does not go unnoticed by Google either. That the consequences of this strategy can be overwhelming proves a page that we developed around Content Creation. In this new strategy, a blind focus on the keyword ‘content’ made way for answering several questions about the theme of content creation.

As a result, people are able to find this page and at the time of writing, because it already ranks on 80 different keywords.

2 tools that help you build your SEO content strategy via search themes in a smart way

What questions do your visitors still have about your chosen theme? It is not easy to find out on your own. Fortunately, several tools have been developed to help you with this. We would like to introduce you to 2 of them:

Answer the Public
The tool Answer the Public helps you to get into the mind of your visitor and asks you to fill in only your main theme. The tool then immediately gets to work and provides you with a complete overview of all potential and relevant questions concerning this theme. Do you want to make sure that you don’t skip any important questions? Write them down, together with all the relevant keywords that emerge from them, in an overview and arrange them in the same order. This will help you to set priorities in the future.

UberSuggest
As the name suggests, this tool offers you, through various suggestions, the possibility to get inspiration around a specific search theme. Also with this tool, entering this search theme is sufficient. To complete the picture, this tool also shows the extent to which each suggestion is searched for. As you are able to answer more and more relevant questions, not only the size of your website grows but also the number of keywords on which you score.

Optimizing your website on themes in 3 steps

Have all the efforts been made to ensure that you have a clear picture of the questions that exist in relation to your search theme? Then include these in an extensive keyword survey. This will provide the basis for the development of the most valuable resource that can be found on the Internet in relation to this theme. Which steps you then take are presented to you in three phases:

Step 1: Process keywords in all your titles in the hunt for website optimization

Basically, make sure that the most important keywords always appear in the titles and headings you use. The sooner your visitor can see what he or she can get out of your page, the better. Processing keywords in all your titles and headers contributes significantly to this. Feel more than free to combine multiple keywords for maximum effect. However, don’t take this too far, make sure at all times that a text remains pleasantly legible and doesn’t appear to be written by a robot.

Step 2: Add headings that are relevant and solve questions

Build, scrape and tinker with your page until it answers all the important questions you’ve been able to find out through your preliminary research. Don’t just see each new heading as an opportunity to include new keywords, but above all as an opportunity to provide extra service to your visitor. Do you succeed time and again in providing your visitors with their needs? Then their appreciation will quickly translate into winning positions in the most important search engines.

Step 3: Stay sharp and replenish your content pages

Have you succeeded in answering many questions about the chosen theme on your page? Job well done! Time for a moment of rest. But not too long of course…The great thing about website optimization is that it doesn’t have an endpoint. Make it a habit to ask yourself every month how you can add to your page or make it, even more, user-friendly.

Get started and score on those themes Where the number one position in Google simply cannot be guaranteed to everyone, we can give you one more good advice.

Pass, measure, research, test, test, check and keep adjusting.

Focus fully on your chosen theme and let the consequences surprise everyone.

Good luck!

Do you need help with your SEO Content Strategy?

Contact FML Marketing to get the most out of your content creation. We are SEO experts and believe that content should always be the cornerstone of your SEO strategy. Feel free to reach out to us with any questions you might have regarding this topic. We are happy to help!

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Don’t you adapt the content in time? This makes your website less effective, lowers your search engine ranking and lowers your conversion rate. All this can be prevented with a content audit: an inventory and qualitative inspection of your content with which you know which content can be removed, modified or added.

Content SEO audit = health check for your content strategy

Usually, a content audit is defined as the process of inventory and analysis of the content on the website, including its performance. It is therefore already a ‘strength-weakness’ analysis, or a ‘health check’ of all the content on your site: text, images, videos, downloads, microcontent, but also meta tags such as the page title, which is important for search engines, for example. Do you want to know how up-to-date and relevant your current content is? What is quality? And how well does the content reach your target group? Then do a content audit!

Examples of outdated content: your price has gone up and you are still showing the old price, there is a sunny summer photo with an article about winter tires, the interesting background article on another site has been removed, but your link to this page still exists and now gives a 404.

These are all moments when your visitor can get confused and drop out. And you don’t want that!

When do you do a content audit?

Reasons to do a content audit are:

• Check How well visitors find, understand and do something with your content;
• Know how you rank in the search engines;
• To determine the content strategy;
• Before the launch of a new site and perform a content migration. With the audit you determine which content is useful and performs well and is allowed to go to the new site;
• You want to know which content visitors are still missing (the content gap) or which content you can optimize;
• As a regular check to optimize your content.

The goal of a content audit: measuring = knowing = improving!

After performing an audit, you know how (un)healthy your content is. And then what? Then you can start improving! With insight into the quality of your content, you can determine action points to solve the current bottlenecks, optimize your content, or still create missing content. This improves the findability of your content and increases conversion. This way you not only help your visitor but also yourself/company to achieve the objectives.

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Take your time

Yeah, an audit’s a lot of work. Especially if you have a large website with a lot of content pages. On the other hand, it also provides a lot of value if you implement the points for improvement from the audit. So plan enough time for your audit. Both for the inventory, the analysis and the implementation of the points for improvement. Determine whether you want to assess all content for each audit, or perhaps only certain content or pages. This already makes a big difference in the amount of work. Or maybe you have a colleague who is willing to help? My experience is that the initial inventory of the URLs, goal, target group and content owner is the most work. Therefore, record the results well! Then you have a format that you can use again and again. Keep it up to date when you delete or add a URL so that it remains clear.

FLM Marketing SEO Health Check

To get you started, FML Marketing offers a comprehensive Website SEO Health Check. You can use this as a start, and it is completely free. Learn more: https://fmlmarketing.com/seo-service-marbella/seo-health-check/

Sample
Another possibility is to do a representative sample. For example, do you have thousands of content pages and types on your site? Then you can choose a number of pages to perform the audit instead of all pages. Then choose the pages that are important for the goals of the organization, for the main user groups, for different content owners and at different levels in the site. So not only landing pages and homepage, but also the pages deeper on your site.

Automated inventory check
Tools are available to automate part of the inventory. For example, Content Insight, Screaming Frog or Google Search Console. Such tools provide an overview of URLs and sometimes more data. With large websites, this quickly saves a lot of work. However, the qualitative assessment of the content and the definition of the points for improvement are always a matter for people. After all, you also need knowledge of the organization, the objectives, the market, and the visitors. You just can’t automate this.

Do the content audit in 5 steps

Let get started with the Content SEO audit: check the health of your content strategy. Below, I will explain how to perform a content audit in 5 steps.

Step 1: determine your starting points

First, you determine your starting points, your context, for the audit. For this, you need to know the business, marketing and communication objectives. A company that, for example, has a target of concluding at least 90% of its lease contracts online and has a formal tone-of-voice, will have different objectives than a youth forum on how to use social media wisely. In addition, it is important to know what the purpose of your visitors to your site is. The wishes and tasks that a visitor performs on your site, determine which measurement points you include in your audit. For example, visitors to the intranet of a financial services company are well-known employees who look for information and take care of human resources, while a website with garden furniture gets unknown visitors who want to see product information and prices, compare and buy furniture.

The content pages and types of these websites have different goals and therefore different starting points.

Step 2: determine measurement points and make an inventory of your entire content strategy

Now that you have determined your starting points and the purpose of your content, you start by determining your starting points and do the inventory. Measurement points are for example: page title, number of sessions, entry points, communication message present on the page, tone of voice, content owner, number / % of visitors via search engines, content type (text, video, pdf…), page loading time, bounce %, English text present, which keywords are entered on the page, etc. Choose the measurement points that apply to your site. Put them in an Excel overview with the unique URL in the first column. Then add the selected measuring points to the columns behind the unique URL. You can use this as a start and adjust it where necessary. Depending on your objectives, you can measure more or less. For example: if you have a lot of mobile views, it is also useful to measure on e.g. readability on different mobile screens. Then you start with the inventory of the current content and add all the answers in your Excel overview. The quantitative data is taken from your statistics package such as Google Analytics. Choose a period of less than 1 year to get relevant figures.

The qualitative data such as ‘communication message present, tone-of-voice’ etc. are assessed by you per content item and you fill in the relevant column.

Step 3: analyze your current content plan

After filling in the columns, the real work begins…the analysis. Look at the data you have collected and assess the outcome. In any case, be critical and honest in your answers. It doesn’t benefit your content if you work half-heartedly. You can ask yourself questions like:

Readability and quality of content

• What kind of content is this (text, download, metadata…)?
• How easy is content readable?
• Which keywords belong to this content? Are these well processed in the title, URL, headers (H1, H2, H3, etc.)?
• Is text actively written?
• Customer focus

Does content answer the customer’s question?

• What is the desired core message and does the visitor understand the message?
• Is the tone of voice the same as in the communication objective?
• Is the loading time fast enough?
• Efficiency

Purpose

• What is the purpose of the content and what do you want your visitor to do with it (download, click on the button, share…)? Does your visitor do this or do they show different behavior?

Findability

• Is the content in a logical place on the site?
• How high is the page displayed in search results from Google, for example, and how can you improve your position (findability)?
• What search terms are used to find your content in search engines? What content is missing?
• Is the content even viewed?

Correctness and topicality

• Is the content of the content still up to date, correct and in line with the communication objective?
• Are the links still working?

Retain, update or delete content?

List what kind of action you are going to take. This helps you to understand the scope of your actions and to set your priorities.

Step 4: Turn insights into actions and create new content

Now that you know which content needs to be edited or deleted, you can create an action plan. Of course, this depends on the extent of the necessary changes, whether you can do everything at once, or whether you are prioritizing and planning with quick wins and longer-term improvement points. Adjusting a number of writing errors and repairing broken links is done quickly enough. Writing, determining the right place in the navigation structure, coordinating with the content owner and publishing new content pages with downloads, videos, call to action buttons often has a longer turnaround time.

The filter on the column ‘Follow-up action’ tells you exactly which content you need to edit or delete. Determine which actions you want to perform and fill in the column ‘Remarks’. For example, adding metadata, adding a link to a video, placing a page-level higher in structure, etc. The overview of actions can now be prioritized and scheduled in your calendar.

Step 5: implement, make it measurable and optimize the new content strategy

And now it’s time to make the desired changes. Determine what your desired result is and make sure you can measure it. After all, adapting the content should lead to improved findability and conversion, and you want to see that reflected. Is the content not yet optimal? Optimize it further until you achieve the desired results. The optimization is a continuous process and not a one-off action. Make the content audit part of your management activities and make sure you perform it periodically. This will improve the quality of your content, the findability of your site, the conversion and, at the bottom, your customer satisfaction!

Good luck with auditing your website’s content! If you have any questions, feel free to ask them!

FML Marketing – Online Marketing specialist Costa del Sol

Thank you for reading Content SEO audit: check the health of your content strategy. FML Marketing is a digital marketing agency located in Estepona. With our team of multilingual, online marketing specialists we help companies in Gibraltar, Estepona, Marbella, San Pedro de Alcántara and Málaga grow. Creativity, content, SEO and high-quality design are the key tags of our company. Besides our growing client base in Spain, we are proud to operate as an international marketing agency, with clients in Denmark, the United Kingdom and The Netherlands.

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The post Content SEO audit: check the health of your content strategy appeared first on FML Marketing.