Sunday, 21 July 2013

Content Marketing Strategy and SEO Best Practice


Keywords So all business have now become publishers in their own right,  every webmaster has a content marketing strategy, and they’re churning out reams of content all over the web in the hope that some of it will encourage visitors to their websites and win them gold stars with the search engines. 

Sometimes this works and sometimes it doesn’t, depending on how intelligent their content marketing strategy and how relevant their content is.  To their market, that is, not to search.  And with Google responsible for between 90% and 95% of all search on the web let’s just call ‘search’ ‘Google’ for the purposes of this post and apologies to the others.

Keyword research is what you have to do before writing anything.  It’s what anyone involved in optimisation (of anything) will spend time on before they start to write.  If you’re writing content, no matter how enthusiastic you are about your subject, before researching your keywords and phrases then think again.  There’s a far better way to get results.

The whole point of doing keyword research (and I use the Google Keyword Tool) is to find out how others are searching for your products or services on the web.  If you don’t do your research you’re guessing at best, and wasting time at worst.  Take the time to find out a) what terms are being used most on the web and b) what the competition is – and look for other than high competition keywords and phrases.  Your content marketing strategy, no matter how involved, is wasted otherwise.

As I said before in a previous post ‘Write for Readers and not Rankings’.  Your content needs to be relevant, friendly, interesting and engaging.  And optimised.

Share your work or you won’t reap the benefits.  Once you’ve produced optimised, well written and interesting content relevant to your niche you need to share it via social media channels, your blog, and email marketing.  This is the only way to get your content shared (and increase readership), and without sharing you won’t generate backlinks.

I haven’t gone into the SEO worst practice tactics of article spinning and those who promise to get you on Page 1 of Google in a nano-second.  But anyone who promises you the latter and indulges in the former (changing your content and chucking it at the web in the hope that some of it sticks) should be avoided at all costs.  There’s far more hard graft involved in SEO now, and it starts with intelligent, optimised writing.  There are still those operating in the dark ages before Google’s updates.  So don’t put pen to paper without thinking about it first.

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