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It’s important to maintain your content and make sure it’s following SEO best practices to ensure that you can avoid any penalties. Because SEO is an ever-evolving field, there are some things that may have worked in the past that need to be updated years or months down the road. Regularly review your past and new content for:
Links make it easier for search engines (and users) to find and crawl your content. Think of links like a spider web or a roadmap that is telling the search engines where to go.
Using proper keyword anchor text ‘hints’ to search engines what the link should be shown for in search results (SERPs).
Use site search and search your topics and keywords in content to find additional pieces of content on your site to link to. If you have ‘cornerstone content’ – a major piece of content, for example, an e-book – have the smaller pieces of content, like social media images or blog posts, link to the big pieces.
Internal linking is good for user experience because it allows users to find and discover not only more of your content in general, but to find more information on topics they are interested in. Be sure to only link to pages the user will actually find useful (always adopt a user-first mindset).
So when it is applicable, link to your service or product pages or other pieces of content, like blog posts. Search your website for related content and link to them. However, don’t link just to fit links in. This won’t necessarily harm you SEO-wise (unless you go completely overboard, and put five or more links in a single paragraph consistently), but it’s bad for user experience.
You can make any call-to-actions you include SEO-sound by including proper anchor text and ensuring the link isn’t broken.
Make sure that your images aren’t broken and that they accurately represent your content. Here are some other considerations:
When it comes to broken link monitoring, you should be monitoring weekly - and if not weekly, at least monthly - because you need to make sure that any broken links are fixed as soon as possible.
If a search engine is crawling your site and they find a broken link, that’s like a stop sign to them. They might exit your page, they might not index that page, and that can affect what pages on your site are indexed and shown in search results.
This is also frustrating for the user and leads to a bad user experience, as they click on a link expecting to be taken to a different page, and it doesn’t work. Nothing is worse than wanting to learn more about a company’s services, but then finding you’re unable to look at the company’s service page because the link is broken.
Follow these steps to fix and moderate broken links:
As a rule of thumb, you should:
Broken link checker tools you can use include:
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Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:
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ABOUT THIS DIGITAL MARKETING MODULE
This module covers the key concepts involved in SEO and content marketing. It outlines best practices for researching your SEO content and aligning it with your content strategy. It also covers best practices for creating content in a productive and efficient way, and demonstrates how to evaluate the performance of your content to ensure that it is meeting your content strategy objectives.