Search Engine Optimization (SEO) helps you improve your content’s position in search results.
Why bother? Because you want people to find your content if it’s relevant to their searches.
If the content is for marketing, improving your findability could increase sales. And if you’re responsible for post-sale content such as technical documentation or support articles, improving findability could lower support costs and increase customer satisfaction.
Organizations that have improved the findability of their support content have seen increases in readership of 100% while reducing support calls by 30%.
And what deserves a top ranking? High quality, high relevance, and high popularity:
Even if you’re publishing technical content on a dedicated support portal with your own search engine, you want to respond to searches with the most relevant content. That’s why keyword placement matters.
When you use a search engine, you enter “keywords” in a search box, press the “Search” button, and view a list of web pages that best match the keywords you enter.
Some people think SEO is about tricking the search engines – which is, in fact, how SEO got started.
But the search engines want to deliver high-quality, relevant content, so they’ve fought back. Search engines have become difficult to trick, so SEO people have shifted focus. Instead of trying to gain an unfair advantage, they simply try to help content get what it deserves.
But if you pay someone else to add keywords to your content, then you can only afford to optimize a small fraction of your entire website, and you have to pay again each time you update your content.
And if you’re publishing large amounts of content, then outsourcing keyword placement doesn’t scale well at all. It’s just too expensive and too slow.
If you don’t optimize your content for search, you may not realize you’re falling behind. Many companies optimize at least a few of their pages, often by working with agencies that specialize in SEO.
SEO agencies perform valuable services. They help you:
Instead of hiring agencies to add keywords, the most efficient approach is to help your authors do it themselves.
Acrolinx guides your authors to insert keywords, add metadata, and make other improvements. Instead of optimizing a small portion of your web content, Acrolinx lets you save time and expense while you optimize your entire website.
You can use Acrolinx to check dozens of factors that could affect your search rankings such as:
Acrolinx produces a detailed report that tells you how well your content measures up and how you can improve it.
Acrolinx works with a broad range of content authoring tools, which means that regardless of where your content originates, you can optimize your content at the source.
In addition, Acrolinx helps you optimize content in multiple languages. For multinational companies who operate all over the world, optimizing only in English is not enough.