July 15, 2015
Chances are that if you are a successful business owner, you have a website to promote and grow it. If you are really successful, then you are also actively tracking the traffic your site receives to see how much and where the traffic is coming from as well as a little bit on search engine optimization (SEO).
However, with all of the algorithm updates and changes that Google has made with its search engines, the water has become clouded and a confusion has been formed in regards to what you should do with your marketing and how to get traffic. The simple answer is content marketing, but with a content marketing strategy.
Before you start writing hundreds of articles, you must first come up with a strategy to ensure you get the best results possible.
Get out a pen and paper and write the name of your business at the top. Underneath, write out what your business provides to your customers (make sure to leave some space under each service). Now that you have what you provide written down, evaluate each service, good, etc. and write out why a customer would want or need this as well as the questions they would ask about it.
*A Note on Keywords: With the new algorithms from Google, the power that a keyword has has diminished a bit. In the past, to boost page rankings, one would simply come up with a list of keywords and bloat their website with them. Now, instead of looking at the words themselves, the algorithms are looking at why someone is typing those keywords in; they are now the “so what?”
Refer back to the list you made of why a customer would want what your company provides. We are going to use this to find the key phrases that we will use to optimize your website.
Google has within their search engines what is called “auto complete”. Auto complete is the terms or phrases that other users of the search engine type in to find something.
Take the whys provided by your customer list and type them into the search. Do not type the query in too fast, we want to pay attention to what is suggested in the auto complete. For each of the whys as you are typing, make a list of the phrases or terms that you see pop up. After doing this for each of the whys, you will have a list of keywords that we will use to optimize your website.
Now that we have our list of keyword (auto-complete search) phrases, we can create the content.
There are mainly two ways of creating the marketing content: doing it yourself or outsourcing it.
Doing It Yourself: Google will now penalize your page if it overly saturated with keywords. The basics of what you need to know is to make the meta tag description, title tag, h1 tag, and within your first and body paragraph have the selected key phrase from your list.
The number one thing to remember is that your selected phrase must satisfy the search or question that the user is looking for. Your goal is for the user’s search to end at your site. If they have to jump to another site to satisfy their question, want, or need, then Google will see you as a less reliable resource and your rankings will go down.
Outsourcing It: Outsourcing your content marketing will be an easier route. You can use a multitude of sites that are able to provide the content you need with the criteria you set.
Some great sites to outsource with:
Pro’s: You save a lot of time, and can have all the content you need in a matter of days.
Con’s: It is suggested that you proofread the content that you outsource. Regardless of how specific you set the parameters for your content creation, there will always be room for error in the interpretation.
While this article mainly focuses on article content, there are other forms of content i.e. videos and images. The focus of each of them can also stem from the same process we used in this article. Stay tuned for future articles on how to get the most out of these other content marketing formats.