Search Engine Optimization Brings the Eyeballs to your site

A well-planned search optimization strategy will maximize visits to your site and blog.

Get Found to Get Results

Now, let’s start learning how to use SEO to bring the right eyeballs to your site.

If you have read my earlier posts, you have now learned how to use copywriting on your landing pages and posts in order to drive the actions you want visitors to take on your WordPress site and blog. But if no one gets a chance to see the media content on your blog you will not see any results. There are many ways to drive traffic to your site. The way most prospects who are not familiar with your business will find you is via search engine results (serps).

The Next Web has posted stats that show just how critical SEO is for your company:

  • 80 percent of consumers search for a product/service before purchasing it
  • 70 percent read online reviews before making purchase decisions
  • 68 percent of consumers begin their decision-making while searching for a keyword
  • Websites that blog regularly receive 55 percent more traffic and over 80 percent more leads compared to websites that don’t
  • Over 70 percent of search clicks are organic

Because SEO is an aspect of content marketing that changes monthly, weekly or maybe daily, I will only cover the basics of search engine optimization here. The search optimization service, Moz, has some useful resources that are always up to date at http://moz.com/learn/seo

Let’s start with a few definitions:

  • Keyword – an informative word used in an information retrieval system to show the content of a document. Searchers often combine them in keyword phrases. Hence, they are also known as search terms.
  • Guest Blogging – writing blog posts for external blogs with a link back to your site’s content in the author’s biography.
  • Hashtag – a word or phrase preceded by a hash or pound sign (#) and used to identify the topic of social media messages.
  • Algorithm – a process or set of rules followed in calculations that search engines use to determine their results.
  • URL – uniform resource locator. Also known as URL address (what shows up in a browser’s address window).
  • Backlink – an incoming hyperlink from one web page to another website.
  • SERP – search engine result page.

Ranking factors for search engine results

The two factors that most impact your serps are external links to your content and your pages/posts titles.

Links

If you want to use the major component of search engine ranking to drive traffic to your content, there is one single, but time-consuming thing you must do. You must create extraordinary media on your blog. Content that people will want to share with social media and link to on their website’s pages and posts. These are inbound links to your site from external websites, not links in your content to other sites.

Your content must provide real value to visitors and make their lives better. When other people link to and share your content, it shows Google and other search engines that your site is authoritative, trustworthy, and useful. They will then feel comfortable recommending your posts and pages in their search results.

Backlinks

Acquiring quality links back to your site takes a long time to bear fruit. You must get them via shareable content if you want to show up at the top of the results for your keywords. You must post fresh content consistently and regularly. Longer posts show your expertise so make sure they are around 500 – 1000 words in length. Posts larger than this are hard to consume on mobile devices. This content must inspire people to link back to it from their sites.  Moz has a tool, Open Site Explorer, which will show you who is linking to your site at http://moz.com/researchtools/ose/. You will need to paste individual page/post URLs into the tool for analysis.

Guest blogging on other websites is an excellent way to get links back to your site. But, the content of your guest posts must be just as good as anything you would put on your site. It must be unique content to the third-party’s site not something you have copied and pasted from your blog.

One thing you should never do is buy links. Ever. Google in particular only credits you for links from sites that do not sell links. If you buy links, Google will punish your rankings.  Continue reading “Search Engine Optimization Brings the Eyeballs to your site”

How to make sure your blog posts are seen and read

If your site is your online salesperson, its posts are the subtle tools of its trade.

Let’s start learning how to write a blog post and how to get the most out of them for your small business.

Posts are Most of Your Content Marketing

If your blog is the heart of your content marketing world, your blog posts are its lifeblood. They are what will move visitors from being prospects to becoming customers. They are what you will share with social media to draw people to your site so you can convert them into customers. And they are what you will promote in your email marketing to current customers in order to deepen loyalty and gain a larger share of their wallets.

Blog posts are the most important form of your marketing media.

Blog posts will be where you establish thought leadership in your industry. They will demonstrate your expertise and authority. They will create trust and get people to like you and your business. They will build your brand and your business. They will draw relevant traffic to your site, the types of visitors that will buy your products. Your posts will show your value up front. They will qualify your leads. Paradoxically they will generate leads best if you don’t try to generate leads. If your site is your online salesperson, its posts are the subtle tools of its trade.

Posts are also an excellent resource for your sales and customer service teams. They can share posts in their email conversations with clients and prospects. They can even be used to educate new employees and win over vendors. They can help you gain access to capital. Blog posts are the most. So, let’s look at how to write a blog post.

What to put in your posts

Continue reading “How to make sure your blog posts are seen and read”

Power tools you need in your content marketing toolbox

There are many marketing mediums requiring strategic and creative tools in order to be used successfully. 

Marketing Essentials

The power tools you need in your content marketing toolbox

Most businesses are small businesses. And yours is probably no different. Unfairly or not you, have to compete with larger and better-funded opponents. Content Marketing is a weapon that your David can use against their Goliath. But to do it right, you have to have the right tools. This post lists many that can help you attract visitors to your website and convert them into customers.

There is an ever-growing myriad of digital marketing mediums and platforms. And they require many marketing tools in order to be used successfully. These include strategic and creative tools. In this post, I want to share some useful lists of mostly free ones that I’ve come across. I will also note which tools I use in the various categories to create effective content marketing.

Before I get into the lists, let’s look at the dominant player in content production tools, Adobe. For your in-house design and marketing efforts, Adobe’s Creative Cloud products are a no-brainer. Programs like Photoshop, InDesign, and Illustrator allow you to create project proposals and marketing pieces that as are as professional as any on earth. This service is a paid cloud-based toolbox that is an incredible value in my opinion. The price is around $50 a month and up. You get every creative program Adobe makes and always have the most up to date version.

See all the Adobe Creative Cloud programs here
. They allow you to create print advertising, websites, eBooks, videos, podcasts, animations, mobile apps, and more. So if you are creating your content marketing pieces, I recommend using what I do, Adobe Creative Cloud.

However, the lists below include free and nearly free marketing tools that let you do some of the same things designers do with Adobe’s professional-grade products. You must have a strategic plan in place before begin creating any marketing content, and a few of these lists describe tools for developing one.

So whether you want to create some of your content marketing in-house, are a freelance designer, or just want to understand what your agency or content strategy partner is talking about when it comes to production – here is some useful knowledge to absorb.

Read through the post first and then go back to check out the lists and other links. Bookmark this page to reference later. It is extensive, and you may want to peruse it at your leisure.

Continue reading “Power tools you need in your content marketing toolbox”