Before diving in here I want to take a brief moment to define (in my mind) what dynamic content is. Websites are made up mostly of static content; static because it’s likely been there a while without change. Most websites are made up of mostly static content, which isn’t necessarily a good thing, but it is common.
Dynamic content is fresh. Blog posts, videos, content streams that make their way onto pages of your site. This is the content that most people prefer to consume. Sure prospects are going to read some of that static content to understand what you do and maybe how you do it. At the end of the day, however, this dynamic content is generally more engaging and paints a clearer picture in your prospect’s mind as to who you really are.
This dynamic content is critical for search engine optimization (SEO). In fact, many of the Google algorithm adjustments over the past couple of years have put (greater) emphasis on dynamic content. Well written blogs and helpful videos (as example) that add new content to your website can have a huge impact on search rankings, site traffic, user engagement, and overall online brand visibility. When paired with social media outreach, dynamic content can really help your business.
While SEO has certainly evolved considerably over the last few years there are still SEO 101 best practices that can have an impact on your site’s success and one of those is on-page optimization. Using Meta titles and descriptions, alt image tags for imagery, smart use of keywords in body copy, and effective interlinking can all boost SEO impact.
Take a look around the internet and you’ll see many companies large and small that do a good job at SEO. Their static pages are following SEO 101 best practices with good use of keywords. And many do a great job of adding dynamic content regularly – blogs, videos and the like. But there’s a problem, AND we see it every day! These companies are not working closely with their SEO agency.
I’m not sure where the disconnect is here, but it needs to be fixed.
What do I mean? Well, while it’s nice to see steady streams of dynamic content, it needs to be optimized like the rest of the static content on your site or it’s not working up to its full potential. Has your SEO agency provided Meta data and optimization recommendations for that latest blog post? How about your most recent video?
To check, just right click on one of those pieces of dynamic content. Choose the ‘view page source’ option and look for a Meta title and description. Chances are you’ll see the video or blog title as the default title, but take a closer look at the description. Is it auto generated or cut off or not there at all?
We’ve seen this lack of optimization from some of the largest companies in the world right on down to the small startups. They understand the importance of dynamic, engaging content yet they fail to optimize it like the rest of their site.
Don’t forget to include your SEO agency. We call this GapSEO™ and its part of our SEO offerings to all our clients. They just send along their content as it’s being created and we turn around SEO recommendations. When they implement their content they include (or not) our recommended Meta data and other suggestions so that it works harder.