How to Create Engaging SEO Content
In the world of digital marketing, there are two opposing views on search engine optimisation. On the one hand, there are the so-called SEO expert, gurus, ninjas, and whatever else they like to refer to themselves as who will make big promises when it comes to driving traffic to your website. Whether they can deliver on these promises, or not, will depend upon the SEO firm that you choose.
On the other side, are the anti-SEO group on digital marketing professional who will tell you that Social Media, paid advertisements on Google and a number of other online marketing techniques will lead your brand to the promised land. The anti-SEO establishment will call SEO experts frauds who are trying to trick Google. When the reality is, that search engine optimisation is a valuable and effective part of any digital marketing strategy and to ignore it would be a mistake.
Search engine optimisation isn't the only way to improve your brand's standing online. Rather than looking at SEO as the holy grail of digital marketing, SoBu Social Media Marketing encourages you to look at it as a piece of a larger hole, and the hole that SEO fills, primarily, in content marketing.
Successful Content Marketing with SEO
The key to a successful content marketing campaign is to interweave SEO basics with great content. What follows are 6 tips for creating perfect content that marries engagement and SEO.
Include Keywords in "High Realestate" Places: What we mean by this is that, when deciding upon things like the URL that you will be using for your brand's website, you should consider the domain name's SEO value and select one that includes keywords intrinsic to your brand.
You should also include keywords in the titles of every page and blog on your website; in the first 100 words of every piece of copy you have on your website; in the alt-text of the images on your website; and in section headers on every single page of your website.
Focus on the Topic, Not Keywords: Often, we see content, mainly in the form of blogs and landing pages, that has been created around several targeted keywords. Rather than creating content in an attempt to allow for keyword opportunities, write about a topic that your target audience is actually searching for, and the opportunities to utilise relevant keywords will present themselves naturally in your text.
LSI Keywords: LSI keywords are ones that relate to your targeted keywords. LSI keywords are not necessarily synonyms of your main keywords, rather, they are just similar in meaning and relate directly to the keywords you are intending to target.
Google uses certain related keywords and phrases to determine if you are talking about a particular topic. With this in mind, it is important to research synonyms and related keywords to use in your copywriting and blog posts. With some LSI keywords in mind, include them in some of the section headers of your post.
When using LSI keywords, however, it is important not to shoehorn them into your writing. Included them where it is natural to do so, and write in a conversational tone rather than forcing keywords into sections of your content that they don't belong.
Do a Lot of Linking: When it comes to ranking your brand's website, Google takes into account the content that you link to as well as your content itself. While it might seem counterintuitive, and you might worry about driving traffic away from your website, it's important to include links to more authoritative content. This doesn't mean including link to your competitors' website in your blog posts, rather, we're talking about including links to influencers in your niche market.
In addition to linking to authoritative content, your brand's linking strategy should include linking your own content together. A great example of linking to your own content is this blog post we created for our clients Essential Life Aromatherapy where we use links to refer back to content we'd already posted about using Essential Oils to bet procrastination.
Write Until You Have Nothing Left to Say: Long form content is an important part of search engine optimisation. The key here, however, is to write long form content, only when you have a particularly juicy topic on which you have a lot to say and what you have to say will be of value to your target audience.
Often, brands will create long form content by adding useless words, or worse, will pad blog posts out with excessive use of keywords. Instead of implementing these potentially detrimental strategies, let your content flow naturally, and if you have a lot to say on a particular subject, say it. If you don't have a lot to say, keep it brief.
It's important to note that the length of your content is far less important than the consumption of your content. Sometimes your audience won't want to sit through a long rambling blog about SEO. Other times, they'll have all the time in the world to listen as you jibber jabber on about why your brand should hire a Social Media Marketing expert.
Write Killer Headlines: A key measurable the will improve your brand's search engine ranking, is your click-through-rate, or CTR. Your CTR is the number of times your brand's website has been returned in a search engine results page, or SERP, and the user has clicked on the link. The more people click on your page, the more relevant Google thinks your website is.
Crafting killer headlines will increase the likelihood that your website will be clicked on a results page. To be more compelling, your headlines should appeal to a person's emotions; be between 55 - 70 characters in length; and should showcase different types of content, including blogs, video and infographics. Once you've come up with a headline, you can test out it's potency with a headline tool. Our personal favourite is Advanced Marketing Institute's Headline Analyser.
Content by SoBu Social Media Marketing
The team at SoBu Social Media Marketing is comprised of a diverse group of individuals who are experts in their field. Among the experts that we put to work for our clients is a highly skilled group of copywriters who work closely with our SEO manager to ensure that all of the content that create will hit its mark, drive traffic to your website and take your brand far beyond followers.
To learn more about the content creation and search engine optimisation packages that SoBu Social Media Marketing offers, or to learn more about Social Media and digital marketing, contact us here. One of our account managers will be happy to answer any questions you might have.