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Do you have a fabulous Squarespace website that showcases your business beautifully?

Are you disappointed that very few people are landing on your well-designed, attractive site?

Chances are, you’re not yet making the most of Squarespace SEO content strategy. But don’t worry, we can help you with that. We specialize in helping businesses and freelancers generate more targeted traffic and improve rankings on search engine results pages (SERPs) organically.

We’ve created this ultimate guide on Squarespace SEO content strategy to help you optimize your site’s content and give your website the visibility it needs for your business to grow and thrive.

Through this guide, we’re providing you with actionable steps you can take, starting today (even right now) to create better content that will give you the SEO results you need. We’ve listed some of the best strategies you need to implement to start making it to the top of search results. All right, let’s get started!

Table of Contents in Detail Hide

Build A Solid SEO Content Strategy That Brings Results

The good news is that you most likely do not need to overhaul your entire website to benefit from a solid SEO content strategy approach. You probably just need to focus on a few areas and optimize what you or your developers have already built.

If the writing on your site is engaging, relevant, and helpful to your audience, don’t get rid of it. Optimize it instead.

If you’re not sure what it means to “optimize” content, you’re not alone. Rest assured, by the end of this guide, you’ll have a far better grasp of what optimizing content means, along with the tools to optimize effectively. Every successful SEO content strategy centers on good optimization practices.

But before we talk about that, let’s take a closer look at who you’re trying to reach.

Identify Your Target Audience

Good Squarespace SEO begins with knowing who, exactly, your target audience is. Who are you marketing to? Who are you writing for? Who are you trying to reach?

Is your target audience comprised of businesswomen in their thirties, forties, and fifties who want to network with other like-minded women to create business opportunities?

Or is your target audience stay-at-home dads looking for real solutions to some of the challenges of raising young children?

Maybe you’re targeting teens who want to do something about climate change, widowed seniors looking for romance, or technology buffs hungry for the next great tool or toy to enrich their lives. Or your target audience might consist of people who adore their pets, caregivers who need apps or home equipment to better serve the individuals they’re caring for, or couples in their forties and fifties who get together on weekends for motorcycle rides along the coast.

You get the picture. The more precisely you can identify and understand your audience, the better you can create an SEO content strategy that’s fine-tuned to their needs, wants, cultural sensitivities, age demographics, specific interests, and – most importantly – their online searches.

General Audiences Can Be Narrowed Down Further

Even if you’re marketing to a general audience, you’ll need to narrow it down better to know what types of articles to write and which keywords to include in your content.

For example, if you run a family fun center with a mini-golf course, your audience consists of a wide demographic. You can still narrow down your broad audience into several narrower segments, such as families with elementary school-age children, teens hanging out with friends, nostalgic young adults celebrating a birthday, or stressed-out workers looking for a fun, relaxing, and low-key outdoor weekend activity, for example.

What other possible categories can you think of for these businesses?

What about for the business you’re running?

Once you’ve identified audience segments, you can create content that speaks to those particular groups.

Pinpoint Keywords That Meet Your Audience’s Needs

After establishing who your audience is, you can start to come up with keywords that will work. An important point to keep in mind is that you don’t need hundreds or even dozens of keywords for your SEO content strategy. You just need a few really good, well-placed ones that you can use to your advantage.

Say you’re a local vendor of specialty macarons. Some of the keywords you may want to capitalize on in your local market area could be specialty macarons, French macarons, authentic macarons, vegan macarons, and gluten-free macarons (assuming you carry these). You may not need to try to optimize for more general terms like specialty desserts or French pastries. People searching for what you have to offer are probably looking specifically for some type of macaron.

Squarespace provides SEO-friendly tools to assist with your search engine optimization efforts, but you still have to come up with the best keywords for your particular brand, to match up with searches people in your region are doing.

Tools like Google Analytics can be helpful in pinpointing the right keywords and checking which ones work better than others.

One more thing … when you do keyword optimizations, be sure to optimize for your audience’s specific needs, any topics they might be interested in, and when appropriate, the geographical area being served.

Format Content For Featured Snippets

Speaking of Google, have you heard of something called the Google Answer Box? This is a SERP result that shows up at the top of search results and serves to deliver quick answers to commonly searched questions.

Users conducting a search will typically see a Google Answer Box before they notice any of the organic search results. Also referred to as a featured snippet, a Google Answer Box answers questions typed by people conducting searches. Because it appears at the top of search results, your goal is to optimize your content such that it answers some of these most-often asked questions in your industry or specialty, in the hopes of being included in an answer box.

Google has different factors that come into play for this particular search listing, apart from the usual organic search ranking factors. What’s most important, though, is making sure that your content is well-formatted and prepared to adapt to these sets of queries.

Focus On A Single Keyword Per Page

We can’t emphasize this enough: Don’t spread yourself too thin. There is no need to sprinkle each page with dozens of potential keywords. This can actually dilute your efforts and send you to the back of the line in searches.

Instead, pick one keyword phrase per page, and focus only on that one. Strive for excellence with that one term on that particular page. Not only will you end up with higher-quality content, but you’ll likely get picked up by search engines for the word you’re targeting and get listed higher on searches.

While domain authority is important, Google ranks pages, not sites.

Improve Readability

Are your pages enjoyable to read, or have you tried to stuff them so full of keywords that they’ve lost any rhyme or reason? (Please don’t resort to keyword stuffing … this is a bad practice.)

Before you even think about adding keywords, you have to make sure that your pages are a joy to read. The content must be professionally written, engaging, and useful. It must be free of typos, spelling errors, and grammatical issues.

In addition, be sure to break up your written content with headers, subheadings, bullet points, visuals, and other items that make your pages more fun (and less work) to read. Nobody wants to see a wall of text. That’s too intimidating! Break up your pages to keep them more interesting and digestible.

Aim To Convert

When you’re creating content, you’re not just informing your readers. Sure, that’s a big part of it, but you’re also aiming to convert. What does this mean?

Essentially, it means that part of your SEO content strategy is to create fans for your business. You want to turn visitors into loyal customers and supporters of your business. That’s what it means to convert.

One important way to convert visitors is to get them to take some sort of action on your Squarespace site. Taking action could mean any of the following:

Signing up for a newsletter
Contacting you via phone number or online contact form
Clicking on your products or service packages
Making a purchase
Downloading a freebie

To encourage your visitors to take action, be sure to include calls to action on your pages.

Even if they don’t purchase from you yet, if visitors provide you with their email addresses by signing up for your free newsletter or downloadable PDF, you have the opportunity for ongoing engagement via future emails. This may turn into a conversion in the form of a sale or purchase down the road.

Remember, every bit of content you create must have its own goal and serve a purpose. Most of the time, content is built to get sites ranked for the campaign’s target keywords.

Invest In Visuals

People may want written information in the form of articles, blogs, product descriptions, and service pages, but they also want images! A site without visuals is lackluster and unappealing. Make sure your site includes beautiful visuals that are a joy to see.

Your images have to load quickly, otherwise, they’ll slow down your site and you may lose visitors who get tired of waiting and end up going elsewhere.

Add a few videos to your site, too. Your short videos can offer instructions or demo your products, for example.

When you add quality images your visitors will enjoy, be sure to tag them so that Google can index them properly.

Do Original Research

When you have original information you’ve gathered through studies, research, and surveys, you can present it in such a way that places you as a specialist in your arena.

By publishing original studies and research you’ve conducted, you create opportunities for other sites to link to your content, thus increasing the number of eyes on your site.

The more that other reputable sites link to you, the better it is for your Squarespace SEO and your business!

Breathe New Life Into Old Articles

Take a look through your site. Do you have old, outdated blogs and articles that could stand to be refreshed?

Whether the writing is stale, the information is no longer relevant, or the articles simply aren’t drawing attention like they once did, you can give them a facelift so they can shine once more.

It’s not always a good idea to remove blogs and articles from your site. That’s because others may have links to your articles. By removing these old blogs, you end up removing those important links to your site.

Instead of getting rid of old articles, update them. This way, you’ll maintain the link structure that has been established over time, AND you’ll give your readers new, relevant information they can really use.

Keep Optimizing Your SEO Content Strategy

Finally, the key to higher search engine rankings and long-term organic SEO benefits is a willingness to keep optimizing your strategy.

When it comes to SEO content strategy, what may have worked three years ago may not work today.

Similarly, what works today may not work a year from now.

You have to be willing to keep learning and keep optimizing your SEO content strategy to make your Squarespace site work for you.

The first plan that you take action on will not be your final plan. In the coming months, you will learn more about your audience and find out what content works best for your site.

What’s more, Google will probably change its ranking formula again, as it does periodically.

The best way to keep your SEO content strategy fresh and working for you is to continually tweak it for optimum results.
If you’d like to learn more ways to improve your Squarespace SEO, take a look at the free guides we’ve made available.

Squarespace SEO Content Strategy: The Ultimate Guide!