Three Easy Content Opportunities you Might be Missing Out On

If you’ve been running your own online marketing campaign or if you’ve hired a third-party to help out, you know by now that Content is King. You’ve probably perfected your on-site content from the inside out, created a blog, and set up some social media profiles – after all, creating a web presence is the essence of SEO. But there are some lesser-known, yet equally simple, content opportunities that not every company knows about. When you’re looking to boost your rankings, you simply can’t pass up an opportunity.

Stretching Content with Social Shares
Did your company recently make a commercial that got posted to YouTube? Did you write an insightful or helpful blog post? Did you make an infographic about the upcoming holiday? Once you post a piece of content, you’re not at the end of your rope – share it!

You probably have a Google+, Facebook, Twitter, LinkedIn, or even Pinterest account for your company, so you’d be silly not to circulate your content around those social channels. When you post a new blog, let your Facebook and Twitter followers know. When you post a tutorial on YouTube, it should go straight to Pinterest. Content isn’t a dead end – you can even re-share old content if it suddenly becomes relevant again.

Writing Press Releases
When you release a new product, partake in a charity event, or run a major holiday sale, the world deserves to know about it. Write a press release and have it promoted through one of the many press release distribution sites. Most SEO companies have a membership with a distribution site already, so don’t be afraid to let them know you want to take advantage of the opportunity to spread some news. If not, there are plenty of free, one-time, and inexpensive memberships available.

Getting Into the Media
If you’re not signed up with HARO – Help A Reporter Out – you should be. They send daily e-mails that let you know when reporters are looking for stories on certain topics. You’re the expert of your business, so if something relevant comes up, why not take the opportunity for some free press? All you have to do is check these e-mails and respond to reporters who are looking to write a story on something that’s up your alley.

The people who put in that little bit of extra effort are the ones who make a name for themselves. Any coverage of your company is useful to you, especially when it’s on another site. Make use of social media profiles and news opportunities to get your name out there and create useful, organic links!

The Importance of Successful Blogging in Your SEO Campaign

While the goal of SEO is obviously to move higher in the search engine rankings with various white-hat tactics, all of these techniques also help your brand become known as a thought leader in your specific industry. One major component of SEO is blogging. You may have heard the phrase “Content is King,” and for search engines, it’s true. However, blogging also aids in developing leads, keeping site visitors engaged and coming back for more, and becoming the go-to for industry news, tips, and great content. By blogging yourself or with a reputable SEO company, you will solidify your stance as an industry thought leader while creating relevant and unique content to keep readers coming back – this in turn creates an increase in organic traffic, along with improving your technical SEO.

So what makes a successful blogger?

  • Update Regularly

While updating daily is not necessary, it is important to update your blog on a regular basis. By providing fresh, new content at least once a week, readers will keep coming back and Google will recognize and reward your efforts.

  • Write about Trending Topics

See what’s trending in your industry and write about it. A great way to see what people are talking about is to check out the trending Twitter hashtags or online news outlets. Google allows you to create an alert using different keywords, so that when a news story comes out on the subject, you’re alerted immediately. By writing about what people want to read, you will increase your site’s traffic naturally and again, become the place people go to first when they want to know what’s new in the industry.

  • Write Easy-to-Read Copy

Keep in mind that you’re writing a blog, not a research paper. Therefore, copy needs to be easy to read, as most people tend to skim content online. Make use of headings, bullet points, and lists – anything that makes your content appear more user-friendly. Avoid large blocks of text and keep in mind that blog posts should only be about 300-500 words. Break up text with mixed media every so often, as well.

  • Share via Social Media

Get the word out about your blog and communicate with others in the industry and potential customers by using social media. Great social media outlets for blogging include Twitter, Facebook, LinkedIn, and Google+. Ask others their thoughts on your most recent blog topic to get the conversation started and comment on other people’s blog posts – they will likely return the favor.

These are just a few things that make a successful blogger and, therefore, a successful SEO campaign. By creating a blog and updating it regularly, you will make your brand known and develop leads while organically increasing the traffic to your site. Aside from improving technical SEO, blogging is a great outlet to solidify your stance as an industry thought leader.

“You’re Backwards”: What to Say to Self-Proclaimed SEO Specialists

Almost every day, I ask myself what makes the SEO profession so appealing to people. For me, SEO enables me to help build the online brands of passionate visionaries and companies on a daily basis. I get to talk to motivated and informed people, learn more about the industries that make this country great, and contribute to the growth of original ideas. This is why I love the SEO biz.

But a lot of people in the SEO industry love it for a different reason – its potential. Not its potential to benefit clients, but its potential to fool the same people I love to help.

For instance, there are some people who read the first edition of Search Engine Optimization for Dummies published in the late 90s and instantly consider themselves industry experts. After reading that and a few SEO-based articles online, they go ahead and build a simple website. They then contact clients with limited SEO knowledge who are looking to build their online business, and when they find them, they give them a spiel.

This spiel, as you probably know, is total BS.

What follows are some of the things self-proclaimed SEO specialists say and how you can reply. Arm yourself with this information and you’ll never be fooled like the thousands of other people have before you.

 

Keyword Usage

 

SEO Specialist: Have one or two keywords in the title, one keyword in the first sentence of the first paragraph, a 5% keyword density, and NEVER lose focus of your keyword.

You: You’re backwards.

I’m aware of the fact that keywords are very important. But have you forgotten about readability and the potential for virality across social platforms like Twitter, Facebook and G+? This is what makes content great. It’s also what makes content rank well. My target market wants information that’s engaging and informative. By writing with this in mind – not keywords – I’ll dish out content that’s fresh. The content that I produce, or the content produced by a seasoned SEO company with best SEO practices in mind, is the content that will make my company most successful.

Don’t you know anything about what accounts for the success of websites that rank the highest? According to the 2013 Rank Correlation Chart by Search Metrics, social signals and backlinks are the most important factors of SEO success. These are achieved with high quality content that focuses on the target market – not the target keyword.

Proper keyword usage in page titles, “h” tags and body text still plays an important role, but nothing like the role it played before Google updates like Penguin and Hummingbird.

When you read the latest edition of Search Engine Optimization for Dummies and demonstrate your dedication to high quality content, then we’ll start talking.

 

Interlinking

 

SEO Specialist: You want to have interlinking on every page in your body text. This makes your website a well-connected web that Google can crawl like a spider.

You: You’re still backwards.

Are you going out of your way to ruin my conversions? While I recognize the importance of proper interlinking, I’ll never adopt the habit of interlinking unnecessarily on my website. I consider my website a “customer experience” and, therefore, only want my clients to go to other pages that enhance that experience.

Interlinking in body text solely for Google is not in my nature. I want my pages to be filled with relevant information and links and, ultimately, to be set up for conversions. If I insert unnecessary links on pages to “strengthen my web,” I’ll ruin my site’s conversion producing funnel.

Also, having exact match anchor text is bad, which is probably what you’ll end up implementing if I hire you. I could give you 5 reasons why exact match anchor text is bad, but I’ll hold off for now.

 

Article Submission and Link Portfolios

SEO Specialist:  After I produce an engaging, highly informative article for you, I’m going to publish it on various article directories. With a link that has keyword-rich anchor text, this article will promote clickthroughs to your site and build your link portfolio.

You: Okay, after I explain this, I’m hanging up.

While article directories were effective back in the day, in today’s online world, they have no real value. While you do have a point about getting your content in different places, there’s a better way to do it than publishing the same article on different directories.

Instead of publishing the same article on directories to build my link portfolio, I think I’ll do this instead:

  • get different websites to sponsor links to my original content
  • reach out to bloggers and websites to publish my unique content on their sites in exchange for a link back to mine.
  • invest in pay-per-click advertising that generates traffic back to my content

All these tactics will target relevant traffic from people more responsive to my information and offering.

Call me back never. Thanks!