The Power of Owned Media: Increasing SEO & Reaching Your Target Audience

By Mollie Leal

According to a report by Visual Objects, 76 percent of consumers look for a company’s online presence before visiting in-person. Now, more than ever, it’s important for businesses to optimize their online presence to reach potential customers. This post will help unlock the power of owned media to strengthen search engine optimization (SEO) and reach target audiences. 

What is Owned Media? 

Owned media represents all messaging that your company controls. It includes your website, newsletter, social media platforms, blogs, and more. The perks of owned media are complete control of brand messaging, multiple channels to connect with target audiences, and it’s a cost-efficient way to promote your business.

Owned Media and SEO

Owned media is a powerful tool to make your business more discoverable across search engines. Below are a few SEO best practices to make owned media as visible as possible.  

Consistent content development 

Consistently publishing content on your owned platforms is one of the most influential ways to help search engines find your business’ website. Identifying your company’s area of expertise helps pinpoint the type of content to develop. Examples of owned content topics include product tutorials, how-to guides, recipe blogs, or trend reports.

Search engines prioritize websites with new content, so it’s important to stick to a publishing schedule. Depending on the type of content, the frequency can shift. For example, blogs or newsletters can be published on a weekly or bi-weekly basis. However, companies need more time to develop trend reports and might publish those on a quarterly basis. The key is to find a cadence and types of content that work for you and to stay consistent with a publishing schedule. 

Keywords 

When developing owned media, create a list of 3-5 keywords and phrases to consistently use throughout the copy. This helps search engines like Google easily identify what your content is about and improve search rankings. Choose keywords by thinking about how your target reader might search for a specific page or blog post using easily searchable terms. Then repeat your keyword several times throughout the content, as well as in headings and other emphasis tags. 

Internal links

Adding one or two relevant internal links to your copy helps Google understand what your content is about and makes your business website more easily discoverable. According to Backlinko, if you use them strategically, internal links can send page authority (or PageRank) to important pages. So, identify your website’s most important pages and link to them within owned media, as appropriate. 

Social media amplification 

Don’t forget to amplify your latest blog, newsletter, or other owned media content across appropriate social media channels. You can use social media to draw more consumers to sign up for your newsletter, watch the latest product tutorial, or read expert insight from your latest blog. Additionally, interaction with links to blogs and newsletters through social media make your website appear more like a genuine, trustworthy source to Google and other search engines, according to Moz. 

The more places that search engines can see your brand, the more authority you earn, which supports visibility and search engine rank. 

If you’re seeking additional support in strategizing or developing owned media, get in touch with us at double-forte.com/contact/.