Writing engaging copy that also ranks well in search engines is a delicate balancing act. Sometimes, it makes you wonder whether it’s even possible to write content that both ranks and converts.
Understanding how Search Engine Optimization (SEO) and content marketing relate makes the writing and optimization process much easier.
In this post, we’ll teach you how to optimize your content to capture the most important real estate on the page—that space known as ‘above the fold’.
The Importance of ‘Above the Fold’ Content for SEO and Content Marketing
‘Above the fold’ refers to the content visible in the browser screen when a web page loads:
With responsive design and variety of device sizes now the norm, what counts as above the fold content is tricky. There is no universally accepted definition, so your best bet is to view your website across multiple devices to get a solid idea of what content is likely to be above the fold.
Above the fold content is so important because it plays a huge part in determining how the viewer will proceed. They either engage with the content and choose to continue reading, or click away in disinterest.
This matters greatly for SEO, because search engine rankings are impacted by ‘pogo sticking’, which is when a user leaves your page right away to click through alternative search results. Google tracks this, and pogo sticking can negatively impact your position in search results.
Additionally, the effectiveness of your content marketing strategy depends, clearly, on whether the reader actually consumes your content. Without reading the page, the reader simply will not convert.
3 Effective Strategies You Can Apply to Content Above the Fold
With the above in mind, below we introduce three effective strategies applicable to every page of your website. They will help to strengthen both your onpage SEO and the effectiveness of your content.
1. Strengthen Page Titles With Keywords
The title of a page or your post may be the highest on-page SEO factor. Why? It’s part of multiple areas that are important for optimization. Your page title or your blog post is critical and should include your keywords. By default, doing so also ensures your keywords are part of the URL and the main H1 (header tag) on your page.
As a rule of thumb, keywords close to the beginning of the title hold more ‘weight’ in terms of their influence on search engines.
All of these factors contribute to a well-optimized page that is sure to maximize the potential of your organic visibility.
2. Add Engaging Media
User interaction refers to how a user engages with your page. Two important metrics that people use to measure this are:
- Bounce rate, which is the percentage of people who immediately leave your site after visiting. Lower bounce rates are desirable.
- Time spent on page (or ‘dwell time’), which is the number of minutes people spend on each page, on average. Increased times typically correlates with greater engagement.
These metrics are important ranking factors in search results. Increased interaction can show exactly what persuades viewers to get involved beyond a cursory click, which is important for marketing.
Multimedia is a strong tool to this end, because it breaks up text with interesting visuals. This often reduces your bounce rate, while increasing time spent on page.
You can achieve this by including intriguing and engaging images, diagrams, or videos above the fold. However, don’t forget to optimize your images before uploading them! Otherwise you risk counterbalancing the good they do by creating a poor user experience.
3. Reiterate Keywords Throughout Your Content
Strategically placing your keywords throughout your content is also good practice for both SEO and content marketing. Search engines algorithms and humans alike benefit from clear signs as to what the focus of the content will be, and referring to your keyword is one obvious way to do so.
Incorporate your keywords into your introduction or opening. However, don’t be too flowery within your introduction. Get straight to the point and include your topical keyword right at the beginning. Reiterating your target keyword early on is important. Also, be sure to incorporate related keywords into additional headers in your content and in the body of your text when it works naturally.
The Must-Know Strategies for Above the Fold Content
Not understanding the impact of SEO on content marketing can make it difficult to craft effective content that serves both. Understanding the relationship between them will help you to write highly targeted, quality content that should achieve all your aims.
Let’s recap the strategies we’ve discussed above that you should apply to content above the fold:
- Strengthen page titles with keywords.
- Add engaging media.
- Reiterate the keyword early on in your content as well as headers.
What type of content do you use for better optimization? Let us know how you find the middle ground between SEO and content marketing in the comments section below!
Image Credits: Igor Miske
Solomon Thimothy is the co-founder of Clickx, an all-in-one local inbound marketing platform for SMBs. With over 10 years in the marketing industry, Solomon has helped thousands of businesses transform their online presence. Follow him on twitter at @sthimothy.