Search (Owned Media)
Today, the majority of website traffic still comes from organic search. Therefore, businesses cannot afford to let their owned media underperform. Owned media — your website, social media profile, video content, and other multimedia you produce — it is the cornerstone of your digital presence. However, without optimisation, even the most compelling content can go unnoticed.
Bliss Agency is a trusted leader in SEO and digital marketing, with a proven track record of driving measurable results for clients across industries. We leverage advanced data-driven strategies to ensure your content not only reaches your audience but delivers tangible business outcomes. This article explores the challenges of owned media on search, our strategies for optimisation, and the results you can achieve with the right approach.
Challenges with Owned Media Search Visibility
Despite its potential, owned media often struggles to gain the search visibility it deserves. Why? The answer lies in how search engines work. Platforms like Google use automated crawlers to index and rank webpages, favouring those that are fast, user-friendly, and answer the user query.
Yet, many businesses face roadblocks:
- Technical Issues: Slow-loading pages, broken links, or missing sitemaps make it difficult for search engines to index your content.
- Unoptimised Content: Poor topic authority and irrelevant or outdated content lead to low rankings.
- Weak Linking Strategies: Without internal and external links, your site lacks the credibility and structure that search engines prioritise.
The result? Fewer visitors, disengaged users, and missed growth opportunities. These are challenges that businesses cannot afford to ignore.
Strategies for Improving Search Performance
Optimising Technical SEO
A strong technical foundation ensures your owned media performs well in search. Focus on:
- Mobile Optimisation: With mobile-first indexing now a priority, your webpages must be responsive and user-friendly on mobile devices (of varying screen sizes!).
- Page Speed: Slow-loading pages can lead to higher exit rates and lower rankings. Tools like Google PageSpeed Insights can help you identify and fix issues.
- Structured Data: Adding schema markup helps search engines understand your content, improving its chances of appearing in rich search results.
Enhancing Content Quality
Content remains king in SEO, but quality matters more than ever. Here’s how to make your content stand out:
- Keyword Research: Identify what your audience is searching for and address this search intent within your content.
- User-First Approach: Write for your readers, not just search engines. For example, if your audience is searching for “simple marketing strategies,” offer practical steps rather than a dense industry report. Clear, engaging, and informative content keeps users coming back.
- Optimised Metadata: Titles and meta descriptions should be concise, unique, and relevant to their search queries to improve click-through rates.
Building Strategic Links
Links play a vital role in SEO by helping search engines navigate your site and boosting your authority:
- Internal Links: Guide users to related content via meaning keywords, such as “read our case studies”, not “click here”. This improves user navigation and retention.
- External Links: Earn backlinks from reputable sources to build credibility and improve your rankings.
By integrating these strategies, you can transform your owned media into a powerful driver of traffic and engagement.
Impact of an Effective SEO Strategy
What happens when you combine technical expertise with a strong content strategy? Measurable success. Businesses that invest in SEO see a high ROI, over 6 to 12 months. By optimising your owned media, you can achieve:
- Increased Traffic: Higher rankings lead to more visibility and clicks.
- Improved Engagement: Content tailored to user intent keeps visitors on your site longer.
- Enhanced Conversions: The right audience, paired with the right content, drives tangible results.
Start Owned Media Optimisation Today
Optimising owned media isn’t just a best practice, it’s a necessity in today’s digital landscape. Start by addressing technical inefficiencies, creating user-focused content, and building strategic links, you can transform your website into a powerhouse of visibility and engagement.
Don’t let your owned media go unnoticed. Take the first step towards SEO success today. Contact Bliss Agency to schedule a consultation and discover how our proven strategies can unlock your website’s potential.
