Content Marketing for Search Engine Optimization
With millions of products and services available in the World Wide Web, it is no wonder that business owners have to work overtime to attract consumer’s attention. In recent years, they used every possible SEO technique which they hoped would lead to mind-boggling ROI.
Some of them made it, others did not. Why? Because they failed to realize that SEO is nothing without good content marketing. Yes, Content Marketing or New SEO as some would have it, is the only thing you need to make viewers visit your page, stay a while, and buy from you. And it is not new- it has been in existence since man has learned to promote his products in order to make a sale.
But, marketing is no longer the marketing we knew decades ago, when broadcast and print media were the kings of advertising. Back then, businesses had to advertise with no actual target in mind. But with the arrival of the internet, everything has changed- big time.
Viewers today have the option not to watch your broadcast or print ads- they have cable TV and DVRs. And they seldom read print media too- there are lots of e-magazines and e-newspapers for them to choose from. They can also choose which websites to go to. The question is, how will they find you? That’s where Content Marketing comes into the equation.
What is Content Marketing?
Content Marketing Institute has a very good definition that states: Content marketing is a technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. Because really, sales is the ultimate reason for marketing and good content is one of the few things that can help you make that sale. But contrary to what others think, Content Marketing is not the new SEO; rather, it works hand-in-hand with SEO.
Good content is wasted without SEO and vice versa. It still uses the same SEO tools like optimizing keywords, adding and optimizing images, etc. This combination has and always will be the ONLY SEO that will really take your site away from the realms of page 101 to the wonderful world of page one on Google. Well, that’s good news to sites which have been providing the viewers with factual, helpful and original content but very, very bad for those that verge on stupidity.
How Content Marketing can Influence SEO
How does content marketing influence SEO? The answer is plain and simple. You’ve got to have killer content- something real valuable to offer to consumers so that they’ll be loyal to you and your product or service. One good example is the success of Sears. Unknown to some, Sears is the largest-seller of fitness products. What’s their secret? They have a good Content Marketing strategy in the form of FitStudio.
Sears knew that they had a target audience- those who wanted to see a lighter, healthier version of themselves. They also knew that these people needed guidance- what to buy, which equipment to use and how to use them. The solution was to create a site (FitStudio) that would provide their audience with the information they needed from health fitness experts- for free. And since viewers trust those experts and the valuable tips that they give out, they recommend them to their friends who also recommend them to others, and so on. And yes, they also buy, giving Sears a huge ROI. That’s your SEO fueled by the power of content.
For additional reading, visit Visual.ly. It has a very good illustration of how Content Marketing influences SEO, so go check it out.
Best Content Marketing Practices for SEO
Does Sears’ success inspire you? Well, you can succeed, too. We’ve researched far and wide for the Content Marketing strategies of the most successful businesses which we are sharing with you. Here they are: Know Your Product Well. The first rule in Content Marketing for SEO is to know everything you need to know about what you’re selling and how it can benefit your users. Invest in Quality Content. Did you know that the most successful companies invest 25% of their marketing budget for Content Marketing? It’s because they know just how important it is to invest in really good writers, editors, web designers, etc. Of course, these pros don’t come cheap- they have already developed their expertise in their chosen niches. But wise entrepreneurs are aware that these specialists will pave the way for their success, and of course, ROI.
Do SEO! If you can do it yourself, do it. If you can’t, hire SEO Experts. And don’t settle for less- with Optimize Up you work only with the best in the business!
You should:
- Optimize titles, descriptions, images, etc.
- Check anchor texts, outbound and inbound links
- Check spam
- Search your site for malwares and viruses
- Monitor redirects
- Spread your content effectively through:
- Your blog
- Company website
- Publications
- Social media (Facebook, Twitter, LinkedIn, etc.)
- Press releases
Know Your Target Audience. Now that you have unique and recurrent visitors, make a survey: What do they want? What do they need? What is it in your product that they would like to change? When you can give them relevant and valuable answers to these questions, they will become your loyal followers and recruit even more visitors to your site.
In conclusion
It turns out then, that Content Marketing and SEO are not separate entities. They must always go hand-in-hand to ensure your company’s success.
Further Readings and References for Content Marketing and SEO:
- http://www.searchenginejournal.com/content-marketing-tips-from-the-best/53166/
- http://www.forbes.com/sites/marketshare/2012/05/18/sears-explains-their-success-in-content-marketing/
- http://www.sproutcontent.com/blog/bid/133241/How-Much-are-Companies-Spending-on-Content-Marketing
- http://searchenginewatch.com/article/2270206/The-Myth-of-Content-Marketing-the-New-SEO-Penguin-2.0
