The content your company creates plays an enormous role in boosting your search engine ranking, driving traffic to your site and informing users about your business. Utilizing high-value keywords to attract relevant traffic is only the first step.

Companies need to dive deeper than common popular keywords their audience might search for. By knowing your target audience, what they’re interested in or how they may react to specific content, you’ll be able to shape your content and marketing strategies to promote more interaction with your business.

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Creating content that interests your audience and ultimately influences them to interact with your products or services is what’s known as creating content that converts. Conversely, content that isn’t interesting, relevant or helpful can detract from your appeal, undermine your status as an industry expert and lose potential customers.

So build a content strategy that keeps trends in mind, appeals to your target audience and engages readers of all types.

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Search engine optimization (SEO) is a fundamental piece of the digital marketing puzzle. SEO begins with the process of making critical website improvements to boost user experience (technical SEO). This fundamental basis of SEO involves ensuring your website is mobile-friendly, loads quickly and is simple to navigate, allowing users to access your high-conversion pages to become paying customers.