“In the past, it was about marketers trying to promote what they wanted people to see. Today it’s about delivering what people actually want to see that will give you an SEO ranking boost.”
Every client I meet with is concerned with SEO, as they should be. If you can’t be found on Google, you just don’t exist, right? But in today’s increasingly competitive Ad Word market, especially in major cities, Ms. Birkner’s article was a refreshing reminder that keywords aren’t the be all and end all of great SEO. While it is still important to include relevant search terms in your website, your main focus should be on sharing your expertise with relevant content for which your audience is actually looking.
The other big take away, at least for me, was that content should be much longer than the 300-400 word briefs we’ve been putting out there. Looks like we need to up the ante with longer articles – 1,200 words!
Key Take Aways:
“According to an August 2015 study on the future of SEO by Moz Inc., a Seattle-based SEO consulting company, the most important factors for SEO impact next year will be mobile-friendliness, which will increase in impact by 88%; analysis of a page’s perceived value (up 81%); usage data such as dwell time (up 67%); and readability and design (up 67%). SEO factors that the study reported will decrease in impact are the effectiveness of paid links (down 55%) and the influence of anchor text (down 49%).” – Read the full article: AMA Online.
- Intention IS everything – Google is super smart – they get what you mean.
- Key words are NOT everything – don’t be limited in your creative writing by just a few words
- Focus on your user’s experience – what are they looking for, vs. what you want to say
- Longer Articles – around 1,200 words vs. 300-400
- You better be mobile ready – seriously, enough said!
- Images are important – try for unique whenever possible
Want to learn more about building or developing your Content Marketing strategy? Read:
Since you focus on solving their problems, clients keep coming back for more information. You become a resource of trusted information, an authority. Only by publishing consistent, quality content can you keep consumers engaged.
You spend 90% of your time and resources developing educational content for your client base that establishes your expertise on your products and services; and only 10% on selling to them. This builds trust, relationships and authority – which does the selling for you!
You own it!
You create your own message, and publish to your audience. You can reuse and repurpose as often as you like.
As a consumer, you want to be heard. So do your clients. By opening this line of communication you can provide better service, quickly respond to concerns, and make faster adjustments to your products to meet the needs of your customers. Customers are more likely to provide positive reviews to businesses that make them feel heard.