Search Engine Optimization (SEO) and Content Marketing are the buzzwords for marketing online. Understanding Google and other search engines and how they rank you is vitally important to your success with content. Coupled together, SEO and Content Marketing can work for you and increase your rankings, customer satisfaction and ROI.
Google is really focused on the user and the user intent and defines the customer trends and the way people consume media as micro moments:
I want to Know
I want to Go
I want to Do
I want to Buy
If you can identify your clients moments, and be aware of the intent, your marketing efforts will be more successful.
Write for People, Not for Google
Not so long ago, marketers were packing articles with targeted keywords to rank high on Google and other search engines. But Google caught on to this tactic and realized the best results were not being delivered in searches and things changed. Google doesn’t like spam or articles that are not providing quality to the users who click through.
The #1 thing to keep in mind when writing articles and managing content on your site is to be true to who you are and write for your audience. Write something engaging, interesting and be as unique as you can be. Tweek the article after it is written to optimize for google.
Focus on your clients first, then tweek for Google
Once you have written great content and are ready to publish it on your website, there are a few things you should tweek.
- First, be sure that all of the keywords you want Google to index are in your title. Then make sure your first sentence is one that you want google to index as your meta description. This helps google rank it based on the user intent, so be sure to let your readers and google know what the intent of the article is.
- Check your article for keyword bloating. You should have your keywords spread throughout your article a few times, but if you used your keyword too many times, google will think it is spam.
- Start each paragraph with an H2 heading that helps identify the content and user intent.
- Add an internal link to another article or page on your website. This helps to build backlinks, increase traffic to other posts, as well as building trust and loyalty from your readers.
Be in it for the Long Haul
Learning what works and what doesn’t in SEO and Content Marketing takes time. Optimizing your SEO and Content Marketing efforts is ongoing.
Continually Refine and Adjust
You need to constantly be identifying what is working and adjust marketing efforts based on trends, what works and what doesn’t, and what best identifies your brand. Google makes it easy to see the insights on visitor trends. Check this often and use the data to re-evaluate, adjust and refine your marketing efforts.
Use New Technology
Most people think of content management as the written word only. But the expression, “a picture is worth a thousand words” has never been more relevant. Your content marketing should include images and videos that are optimized with key phrases and a good description. And remember that many today are using voice searches to find what they are looking for on google and youtube, so plan your key phrases appropriate to the spoken word.