@Infusionsoft drives people to download high-value content by promoting it with prominent graphics.
Paginate non-gated long-form content
If you’re not gating whitepapers or e-books and would like to feature their full text, we recommend paginating the asset, rather than using an infinite scroll. This allows search engines to crawl and index individual pages, whereas text that appears after the first load on an infinite page may not get crawled – thus missing key data that may help you rank for keywords.
Best practices for infographics, quizzes, and interactives
It’s challenging to get the full SEO value of visual content because it doesn’t have the backlinks and text that search engines crawl and use to rank content. To compensate, include an introductory or summary blurb about the visual content. This will help search engines better index these pages and give readers more context about the content they’re about to consume.
Plus, optimize the following formats using these tips:
Quizzes are great middle- to bottom-of-funnel content. The interactivity usually results in a very engaged audience that’s invested in learning their results. This is why every quiz should end with a CTA – you can use the results to direct readers to a product page or a high-value action, like filling out a contact form.
Best practices for podcasts or audio content
Because audio content also lacks written text, you need to take a few extra steps to help it rank with search engines. Consider including a written transcript below the audio player in order to make the content crawlable. Promote serial listening by including a full player somewhere accessible every page, like the right rail. This may also boost return listens, as users won’t have to search for the article that has the audio embed within it.
Best practices for video content
Similar to other types of visual content, it can be challenging to get the SEO value of video content, since search engines don’t index content served via an embed code. Include a quick, text-based introduction to your video, or feature the transcript, in full, below.
Include CTAs on video pages
Consider higher-value CTAs on pages that feature video. Video watchers are a highly engaged audience, and that CTA will be there for the duration of time they are experiencing the video. Use this real estate wisely!
Utilize play buttons or autoplay
If your content hub can support autoplay, that is a surefire way to get people’s attention. However, autoplay may inflate video play metrics, so be aware of the potential compromise if you go down this route. An elegant alternative is to overlay a play button on an image still from the video to indicate what format the visitor is about to experience.
Kathleen Conley is a Content Marketing Advisory Services Director. Victoria Golden is a Senior Marketing Specialist on NewsCred’s Analytics Center of Excellence team. This article was written by Kathleen Conley and Victoria Golden from NewsCred Blog and was legally licensed through the NewsCred publisher network. Please direct all licensing questions to firstname.lastname@example.org.