Write Better Content with These 5 Search Engine Marketing Tips
- PostedMarch 21, 2017
The bedrock of a good inbound marketing strategy is content and search engine marketing. Content as we have said before: gives you a broader reach. Using great content to educate your customers and to tell your story more effectively is why inbound marketing is so effective.
Here are 5 great tips to help improve your content and improve your SEO.
1.Answer Questions Your Customers Are Asking
Think about all the questions a new customer asks during their meetings with you--both before and after a sale. These questions offer an untold number of topics to address with quality content. We suggest starting with the easy ones.
Why should I choose you over them if you cost more?
When can I expect delivery?
What exactly is covered by your warranty?
How many other Colorado not-for-profits do you work with?
Start with the very broad and work your way to the very specific.
Once you have more defined topics, you can begin using the Google Search AI autofill to gain more questions that haven't come to mind yet.
By focusing on what your customers are looking for, not only will you write relevant content for them, you’ll also begin to think in more detail about your own services.
Customer focused introspection has more than one benefit.
2.Create Titles Around Search
Once you have your questions, you must learn which topics are most important. Understanding what your customers care about by doing keyword research will help your remarkable content find eyeballs through organic search.
These tools are a great place to start.
Although Google Adwords is specifically designed to allow you to place bids for sponsored Google Ads, it does provide an excellent tool for keyword research.
Once you have created an account and a campaign, you have unlimited access to the Keyword Planner Tool. This free tool can help you learn new keyword ideas and gain insights in search volumes and trends.
Keyword Tool is excellent tool when used in conjunction with Google Adwords. Keyword Tool Essentially uses Google Autocomplete to find long tail keywords that won’t show up when researching keywords with Google Adwords.
Another plus is that you can research for YouTube, Bing, Amazon and the App Store. Oh, and it is free!
Mad Crane Marketing
We don’t want to toot our own horn too hard, but we can definitely help you get started with a free consultation. We can also provide you with keyword research month after month.
3.Keep It Natural and Organic
When you are conscious of search engine marketing, writing content can become a means to an end. If you are not careful, you may begin to sound like a robot or a PhD student trying to explain a complex thesis.
Remember the reason you are writing is for your visitors.
Avoid the urge to stuff every sentence with keywords and jargon. This will only make your writing seem forced, and your readers may not fully understand what you mean.
Write for your audience and be yourself.
Once all the research and strategy has brought you to a new topic throw it out and write what you know.
If you are new to writing, it may seem awkward or embarrassing. Trust in your own knowledge and tell your audience what you know, in the way you would if you were face-to-face with them. The authenticity will come through and your content will be better for it.
4.Optimize Your Content
Optimizing your content is the easiest part and often the most overlooked part of content marketing. SEO (search engine optimization) is not the hyped-up, end-all-be-all of digital marketing that some would have you believe, but it is important.
As hard as you may try, you can’t turn a Chevy into a BMW just because of how you label it. Keywords and meta tags optimize good content. They don't resurrect bad content.
Truth be told, meta tags, title tags, meta keywords and descriptions are only useful if you have written good, interesting content. However, forgetting these easy parts is just silly.
Using meta information helps Google and other search engines catalog your content.
Other aspects of SEO include having a single, simple URL for each page and blog post. You don’t want to have multiple URLs pointing to the same article.
Page load speed is important, too. If you fill your blog post with large graphics, gifs or video make sure you have minimized their file size without affecting graphics quality.
Finally, if your content or website isn’t mobile friendly, Google will be harsh in determining your ranking results. If mobile friendly is a new term to you, check out our previous post for more information.
5.Promote Your Best Content
Even the best inbound marketing strategy relies on push marketing every once in awhile. While yes we believe that outbound marketing can be detrimental to your image, paid promotion does have a place in any content marketing strategy.
With that said, promotion should be used sparingly and on content that has already proved to be working well. Using targeted and strategic promotion can help elevate great content and boost your readership, drawing new customers to your website.
When considering promoting your content, it is always prudent to start with a budget and determine which advertising channels will work best for your content and budget. When done correctly, the results are well worth the effort.
Not all Tips are created equal
Focus on answering your customers questions first and foremost. In the end they are who you are speaking to. Be yourself and let your authenticity come from your own voice. Forget Google, SEO and your research and let your personality come through your content.
Research, SEO and promotion are all important, but, without knowledgeable content that is unique and written for your customers, they can’t do much. Becoming a thought leader and educator in your market space is based on the content you convey through your experiences and personality.
Consider content and search engine marketing a cake. The content is the cake. Your personality and voice is the frosting. Research helps you deliver the right cake to your patrons. SEO is simply the cardboard platform on which the cake sits, and promotion is advertising your cakes.
The best bakers make the good moist cake with great frosting. Same with content marketers.
Focus on the content.