SEO Strategies to Boost Engagement and Visibility with Target Audience

SEO Strategies to Boost Engagement and Visibility with Target Audience
SEO strategies. A rocket blasting off surround by silhouettes of people. (AI image generated in Adobe Express)

Employing SEO in a Digital Remediation

Search Engine Optimization (SEO) encompasses a variety of techniques that creators of digital content can incorporate into projects to boost a web site’s ranking within search engines such as Google. I will be developing a digital remediation project in which I adapt word document instructions to newer media. The project will include pertinent SEO strategies aimed at increasing user reach and engagement.

The digitally remediated content will consist of the reagent preparation portion of the chemical analysis method NIOSH 7605, published by the National Institute for Occupational Safety & Health. The purpose of the digital remediation is to provide analytical chemists who work in the industrial hygiene sector with more straightforward instructions on how to prepare the reagents needed for the analyses. Dr. Gerald Lucas provides further information on digital remediation at Remediation in Technical Writing: Bridging the Analog-Digital Divide.

Tracking Engagement with Google Analytics

The final product is planned to be a webpage on my website, A. Williamson, that will feature an element composed of clickable tabs. Each tab will contain information required to prepare reagents and present the information in a more engaging manner than the original format of NIOSH 7605. Dwell time, navigation flows, bounce rate and general user engagement metrics can be tracked through a service like Google Analytics. If a webpage has low engagement ratings, that signals to the webpage developer that improvements should be made to the content. Google uses these engagement metrics to determine if a webpage contains relevant content and factors this into how high it ranks a webpage within its search results. Monster Insights elaborates on engagement in its article Top 5 User Engagement Metrics for Your Website Explained.

Screen capture of graphic depicting navigational flows taken by users.

Reaching a Broader Audience with Keyword Research

Since the NIOSH 7605 method details the analysis of hexavalent chromium using ion chromatography, I used these two terms to perform keyword research using Google Ads. The keyword search revealed variation in how users query information on search engines related to the two terms. For example, users may search for “hexachrome” rather than hexavalent chromium. Other users may shorten ion chromatography to “ic”. This keyword research demonstrates the need to strategically incorporate variations of queried terms within the web page’s content.

Screen capture of Google Ads dashboard during keyword research.

A related aspect of keyword research is the frequency that a term is searched for. Google Ads also offers keyword ideas which are suggested terms related to those entered by me. Some keyword ideas have significantly higher search frequencies than the terms that I chose. Inclusion of these related but more popular terms within content will increase the probability that a user visits a webpage. Knowledge of related terms can be used to precisely determine the content that is relevant to an intended audience and guide decisions about content to include in a website. OlsenMetrix, a digital marketing agency, provides more examples of Why Keyword Research is So Important.

The best keywords for your site are the ones most relevant to and popular with your target audience – the words and phrases they are most likely to type in search boxes. -The Yahoo! Style Guide, Chris Barr (397)

Consider Bing to Reach More Users

My website’s hosting platform automatically generates and submits updated XML sitemaps to Google. Providing XML sitemaps to search engines helps them index and list web site contents more efficiently. Statcounter reports that Google's worldwide search engine market share was around 92% in October 2023 making Google the most popular search engine. However, other search engines such as Bing are utilized by millions of individuals, so I plan to also submit my sitemap to Bing using Bing Webmaster Tools to reach more users.

Design Mobile-First to Decrease Responsiveness Issues

Providing a seamless experience to website users across different devices is known as responsive web design. In the book Learning Web Design, author Jennifer Robbins writes that most people access websites using multiple types of devices and these users expect to have a similar experience regardless of access method (486). I have observed responsiveness issues with my website regarding scaling on mobile devices. The issues can be attributed to not designing the website with a mobile-first approach. In a Wix blog post, Kylie Goldstein details Mobile First Design: What it is and Why it Matters.

As seen in the following image, text contained within some navigation buttons is cut off making the purpose of these buttons unclear. Orienting the mobile device to use landscape mode, a logical action that a user might take, does not correct the problem. If users are unable to engage with content easily and intuitively, then there is a higher probability that users will navigate away from the site. I plan to address this responsiveness issue by testing modifications on my device and other devices and then implementing further corrections as needed.

Mobile screen capture showing a navigational button with cut-off text.
Ashley Williamson

Ashley Williamson

I am working toward a Master of Business in Professional Leadership at MGA and have a Bachelor of Chemistry from Georgia Southern Univ. I work as a chemist with a concentration in electroplating.