Many people question the importance of content in successful Search Engine Optimization (SEO) efforts.
The marketing culture has certainly evolved since the days of simple newspaper ads or radio segments, and to this day it is an ever-changing vessel. The one thing that has and will remain constant in marketing is the need for one trait: value. The search engine favors that very trait and that trait alone.
Internet users are more hip to the advertising gimmicks and shameless self-promotions than ever before. 200 million people now use ad blockers. According to eMarketer, three out of every 10 internet users will be using ad blockers by the end of 2018. In fact, music services such as Spotify and Pandora leverage ads as a means by which to get customers to purchase ad-free listening experience.
Content marketing however, costs 62 percent less than outbound marketing and generates more than three times as many leads.
To really take hold of the opportunities of SEO, content marketing is absolutely crucial. Whether your website is updated, active, and a useful source of information has a direct impact on your rankings as search engines strive to provide users with exactly what they need. If you can harness the potential of expanding your website with high quality content, you can see incredible results and can even beat out your competition.Continue reading “How Content Marketing Impacts Your Rankings”
When building your business online, you probably know that a website is incredibly important. Of course you need the right domain name, design, and writing for your website, but one of the most important factors in a successful website is often overlooked or under stressed: photos.Continue reading “Increase Your ROI With Great Photos”
Content marketing is widely agreed upon as a key component of any internet marketing campaigns. As more and more businesses turn to content marketing to build relationships and generate loyal customers, it’s becoming increasingly important to incorporate it as a part of successful marketing strategies, in order to keep up with competitors. Let’s examine what content marketing is and how to use it to reach out to your customers and make a real impact.
In the elusive search for successful SEO efforts, the spotlight has been turning increasingly toward content marketing efforts. While some sources claim that content marketing has replaced SEO, this misunderstanding of the dynamic between the two areas accounts for many failed attempts at reining in the potential benefits of both content marketing and SEO.
The development of Google’s algorithm, with the overhauls of Panda, Penguin, and Hummingbird updates, has forced SEO experts and strategists to re-examine how we approach marketing efforts across the internet. Gone are the days of keyword emphasis and word order above all other practices. As Google turns more firmly to providing content for searchers that is relevant to their topic, rather than simply their keyword, marketing teams must drive their efforts toward producing truly worthwhile content.
As technology accelerates at breakneck speeds to support mobile devices, faster internet speeds, and the ability to connect with audiences more quickly, content has also expanded to more than just text. Although blog posts and articles are undeniably important aspects of content, images, infographics, videos, and other types of content are steadily becoming more important players. These can all be used to gain a wealth of SEO benefits and a greater audience for your future content.
Give Google The Content it Wants
Elevating your rankings through SEO efforts still involves special management of your keywords. A successful SEO effort will include a plan focusing on the keywords that you want your business to rank for.
When a person searches for that keyword, Google demands relevant content to deliver to them. You must provide that content. As you become the source of results for more and more topics and ideas related to your keyword, Google will reward you with higher rankings for your entire website.
This strategy of targeting keywords isn’t anything new, but content marketing must be a part of this, as you have to have relevant blog posts, videos, and images to offer as a possible search result. By regularly providing content that meets the needs of the industry you’re looking to dominate, you’ll see your website rise as a result.
Google also wants to provide results that are referenced by others as being relevant and high quality. This is the concept behind the well-known value of backlinks. While there are many strategies to gaining backlinks, from the Skyscraper technique to guest blogging, the most crucial part of any of these is creating quality content. You must have a great piece of content that others will want to link to and talk about. These don’t have to be just blog posts; case studies, infographics, videos, and other media. In fact, creating a variety of content will be more effective in reaching a range of customers and providing different SEO benefits. For instance, taking advantage of the ways to optimize a video for SEO can create new links for you than just written content. No matter the format, though, taking time to create new, dynamic items that people want to read is the crux of driving attention to your business, which leads to the importance of your content being shared.
Give Your Audience The Content they Want
Of course, creating all the content in the world won’t help you if you’re not meeting a need for your customers and giving them what they’re looking for. Producing content that truly engages your audience and either answers or anticipates their needs is the difference between successful SEO and a waste of resources. Moz provides an excellent and thorough account of how to Know What Your Audience Wants Before Investing in Content Creation and Marketing.
There are many ways to determine what people want to read about, and researching what content would provide benefit for your SEO efforts can be as easy as a few searches.
Areas to look for great content ideas include:
Your competitors blogs
Google keywords related to your industry and see what articles are popular and what questions are being asked
Use Topsy to find out who is featuring your competitors blogs on topics in your industry, and offer them content to feature as well
Ask on your social media for questions from your followers and topics they’re struggling with
Look on Ask.com, Yahoo!Answers and other question sites for questions that are frequently asked in your industry
If you know that a need exists for the information provided in your blog post or other content, you’re sure to find an audience that’s interested in your topic. With a piece of content that’s meeting a need, you can apply your best SEO practices to it, put it in front of your audience, and reap the SEO benefits from the traffic it receives.
Effective content takes many forms, but it always provides useful information or a unique idea. It’s no secret that social media marketing is ingrained in any significant business growth, and your audience wants to see content from you. While social media attention may have a less direct impact on your website than backlinks or other visible results, the long-term benefits can be equally powerful, if not greater. Delivering content that people will want to share encourages brand recognition, trust in your company, and even customer loyalty. As your posts are shared, retweeted, and followed, you’ll gain a bigger audience, leading to more traffic to your posts, leading to better rankings.
Quality Content will Keep You From Being Left Behind
To be convinced of the effects of content marketing on SEO, one only has to look at trends in other businesses. According to Contently, U.S. companies will spend more than 50 billion dollars on content marketing along in 2015. They also report that about 25% of marketers are devoting over half their budgets to content, with 57% of organizations employing two or more people who are dedicated solely to content marketing. The results of content marketing are speaking for themselves and more and more businesses are turning to it as the most valuable source of SEO benefits.
As seen here, marketers are focusing more and more of their efforts on content creation, as the potential benefits become more apparent.
Use The Available Content Resources to Your Benefit
With so many great SEO blogs online, you have some competition, but you also have an abundance of available resources. SEO leaders are sharing their insight on using content marketing to its fullest potential and boosting your rankings, with topics everywhere from adding images to your content to using Pinterest for your content marketing. Take advantage of this wealth of information to steer your content marketing in the right direction.
If you’re ready to take your SEO further with content marketing, we highly recommend Epic Content Marketing by Joe Pulizzi of Content Marketing Institute. Our staff gained valuable insight from it, and it thoroughly covers the importance of content marketing and how to effectively tailor your content creation efforts.
Moz also provides a full SEO resource area to learn everything about SEO and internet marketing. This includes beginner’s guides to SEO, Link Building, and Social Media, plus a ton of other useful articles and links. This is a great place to start for those entering the field and anyone looking to brush up on the basics. The Whiteboard Friday video series is also an excellent way to keep your team up to date on SEO practices and ideas.
Quicksprout’s 9-part Advanced Guide to SEO is a thorough explanation of the many aspects of SEO. As it’s an advanced guide, though, this may not be the best place to start for newcomers.
Google’s Search Engine Optimization Starter Guide, however, is a great place to begin, with everything from creating titles to interlinking. At around 30 pages it’s a big lengthy, but it thoroughly covers the basic areas of the field.
It’s incredibly easy to make a typo. Even the most seasoned of writers and editors can’t stop a stray error from occasionally slipping through the cracks. Whether it’s a blog post, a billboard, or a newspaper, typos are a problem in any written media. Research even indicates that these mistakes can have a real impact on your business by driving a significant number of your potential customers away and costing you real dollars.
As stated in an earlier Marketing Mixer newsletter, when approaching the updates of Google Panda and Penguin, your content is always king. Because your content is so important, and Google’s algorithms for SEO rankings are changing so regularly, it is imperative to keep your content fresh and clean for each new Panda implementation. Google is continuously improving their search techniques to satisfy the millions of users that survive on their service every day almost as fast as they roll out each new Panda update. However, even though Google is no longer announcing exact dates of when they are implementing new Panda updates, there are a few ways to make sure you keep your content up to Google’s standards.
Making sure you update your website regularly with fresh up-to-date content is important for better rankings and to keep your current rankings. Why? Because if you’re not and your competition is, their website will eventually out rank yours.
If you add content about your industry on a regular basis such as: new services, tips on what to look for and stay away from, diy info, real projects your business has completed, etc… then people searching those topics will pull up your information which creates traffic to your website. As your website creates more traffic, the search engines recognize that your website is becoming more “authoritative” with valuable content. As this happens, the search engines tend to rank your website better and better over time. Continue reading “Why Update Your Website Content Regularly?”