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How to Tailor Your Messaging When Creating an SEO Campaign

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Like other marketing channels, Search Engine Optimization (SEO) requires you to consider your message and how it will impact your audience. By having a plan in place to identify and adapt your messaging strategy,you’ll have the opportunity to increase overall performance.

The cornerstone of a messaging strategy is upfront and ongoing keyword research. By understanding how people search and the words that they use, you’re better positioned to adapt your SEO campaigns.

When it comes to SEO, there are three distinct aspects of your messaging to consider:


Search engines focus on titles and descriptions as a way to understand the topical nature of a page. Through research, you can get a long list of keyword opportunities and based on volume and fit, you’re able to decide what language makes the most sense. Traditionally, you want to find ways to put the highest volume keywords in the beginning of your titles and descriptions since search engines assign priority based on where the content is. For descriptions, the goal is to find a way to capture and define what someone is able to find or do on the page.

Furthermore, it’s critical to ensure that titles and descriptions complement each other.Titles are generally 60 characters or less and descriptions should beless than 160 characters.  While you can use more characters, you run the risk of a search engine truncating or rewriting these parameters to better fit the page.  This is an issue on PCs, but is a bigger issue withsmartphones. Since smartphones have smaller screens when compared to a PC, it’s important to find a way to quickly capture someone’s attention in order to get them to engage.


Page content is leveraged by search engines when they crawl on a page in order to understand which keywords are the most relevant for someone on keyword search.With content, you want to focus on readability, keyword density, formatting and content length. Longer content tends to perform better since it gives search engines more information to base decisions on. Targeting 500 – 1,500 words is a good range to keep in mind for pages that you want to rank organically. You can have longer-form content and push it to 2,000 words or more, but some topics may not provide enough data to exceed 1,500 words.

Regardless of your customers, it’s key to make sure that your content speaks to them in a way that resonates.  By using your customer’s average education level as a guide, you can make sure that they don’t leave the page when they get there. People are more likely to share content that speaks to them and that becomes incredibly difficult if the content uses words or phrases that they aren’t familiar with.

Keyword density is another important aspect when it comes to content. There’s a line that you have to be careful about crossing when it comes to keyword density to make sure that you’re leveraging keyword research to discuss what your customers care about and how they talk about it. When search engines find pages that focus too heavily on specific keywords,then those same pages may find that their rankings are negatively impacted. Search engines care about trust and authority when it comes to ranking pages. While there’s no issue with making sure that target keywords are sprinkled within your content, just make sure you’re not overdoing it.

For content formatting, the color of your content is something you need to consider. You’ll want to make sure that there’s a big contrast between the type on your pages and the background color of the page. It’s also important to experiment with the use of paragraphs versus lists. Now that more  and more people are using voice search, there are opportunities to have your content featured by Google. Considering what someone is looking for, voice search can help pave the way with finding where that information can be found and whether it helps someone get the answer they’re looking for faster. If your content page is already optimized for not only providing the most relevant content but also finding the most optimal way to present it, you’ll be in a better position to capitalize on getting found regardless of how the search process evolves over time.


As people continue to get bombarded with messages, it’s hard for them to remember what differentiates one brand from another. That said, it’s important to focus on both finding the right keywords and adding them across your pages, as well as incorporating those keywords across your other channels. If you post content across different social media channels or create videos as a way of promoting your brands, be sure to add similar keywords when discussing topics that already exist across your site.

Byconsidering all of the abovemethods to improve your SEO campaigns, you’ll be in a great position to improve rankings, traffic and conversions.

    Luigi Ferguson | Assistant Vice President, SEO Ansira

    Luigi Ferguson
    Assistant Vice President, SEO Ansira
    Luigi is currently working at Ansira as Assistant Vice President with specializing in handling SEO. He has almost 15 years of experience across the digital marketing spectrum. His interest in the Internet and how it connects people started back when 56k modems roamed the earth and songs took hours to download. He has worked with some of the largest and most dynamic brands in the world. Some examples include Capital One, Carnival Cruise Lines, Domino’s, Newegg, T-Mobile and many more. He not only builds trust and drives results by sharing insights and telling stories that encourage but also inspire and help better connect brand strategies with consumer behavior.

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