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”

The Essentials of Pinterest Marketing

Images and video are driving engagement on the web and social media. Pinterest helps you with both.

Here’s what your business can get from Pinterest

You’ve no doubt heard of Pinterest, a virtual and quite shareable bulletin board of a social media platform. Like Instagram and Tumblr, it’s a visually-oriented one. Pinterest is more focused on emotions than some of its counterparts. It’s current demographics lean toward women, but more and more men are using it.

With Pinterest, you create a variety of boards based around topics. These should focus on your core content, what your audience’s interests are, and what you want to communicate.

It is also very useful as a vehicle for highlighting your product categories. You share information, especially benefits, about individual products with “pins.” Thus, it can be a valuable supplementary catalog of your products. Up can even use Pinterest to drive traffic to your retail location(s) or sell products with Buyable Pins.

Pins link back to pages or posts on your website or to content you are curating. When you post interesting, informative, and entertaining content people will follow your boards. They will like and share your pins.

You will want to pin consistently. Images with text overlays and that are vertically oriented do better. And always include a call to action.

Create a company page

If you are a business, you will want to set up a company page.

Optimize your “about us” section with search in mind. Be sure to do the same with your board descriptions and names. Like any content marketing use the language and phrases, your audience does when searching for your products. Use unique and specific hashtags as category references but don’t use too many of them in individual posts.

Most importantly don’t forget to add your website address.

Include your keywords in the names and alternative descriptions of company images you pin.

Pinterest may be perfect for you if you are a:

  • style-focused business
  • food-focused business
  • craft brewer or distiller
  • design-focused business (especially home decor)
  • craft/DIY oriented business
  • photography-focused business
  • art-focused business
  • tattoo parlor
  • travel-focused business
  • outdoor sports-focused business
  • B&B, Air B&B, or resort
  • any business focusing on customization

Be sure to add a link to your Pinterest profile on your website and make it easy for visitors to pin content from your site. Promote your profile on other social media channels and in your email marketing.

Continue reading “The Essentials of Pinterest Marketing”