According to James A. Martin of CIO, SEO (search engine optimization) and social media walk hand-in-hand and drive the majority of content marketing successes today.
The first of these, SEO, has received considerable industry attention thanks to changes in Google's algorithm, but in many ways, the best SEO tactics remain unchanged year after year.
If you're ready to give your content marketing strategy a boost, implement these SEO tips on your web properties.
Use tracking tools to evaluate your progress.
The more you know about your SEO's impact on your content, the easier it becomes to optimize your efforts. Set up Google Search Console and copy your code on your website's back end so you know which search queries drive traffic to your site and which blog posts perform best upon release.
Keyword-stuffing doesn't work anymore, but that doesn't mean Google has rendered keywords irrelevant. On the contrary, keywords still help readers find your content, so conduct keyword research to find out what your audience is searching for online. Let the results of your research guide your blog topic choices and other content marketing efforts.
web design becomes increasingly essential.
Beyond the aesthetic benefits of making your website attractive across all devices, responsive website design also improves your search ranking. As of April 2015, Google considers responsiveness when it ranks a website in search results. A responsive WordPress theme, for example, offers an inexpensive way to make your blog content more search engine-friendly.
The best SEO strategies solicit inbound links from other websites. However, viewers won't provide links to your content unless they find it amusing, entertaining, persuasive, or educational. The more engaging your content becomes, the more inbound links you'll attract.
If you operate your business locally, don't discount local SEO as a significant way to boost traffic. A consumer searching for an HVAC professional to fix his or her air conditioner doesn't search for "HVAC companies." Instead, he or she searches for "HVAC companies in Detroit." Those are the keywords to target for relevant local SEO results.
Every blog post, social media snippet, and email blast should include an actionable direction for the reader. Invite your potential customers to get in touch for a free consultation or to download your free e-book. Giving the reader next-step guidance improves your conversions and makes your website more attractive to search engines. Whenever possible, include your targeted keyword in the CTA.
Google penalizes weak, irrelevant content, so don't publish it. You'll perform better in search rankings if you publish great content less frequently than if you post thin content twice a day. Wait until you can share something of value with your audience so you don't dilute your brand's message or negatively impact your website's search rank.
Mastering SEO takes time, but it's worth the effort. Search engines drive considerable traffic to blogs and websites every day, so don't waste the opportunity. If you need help with your content marketing strategy, download our ebook: The Ultimate Guide to Hiring an Inbound Marketing Agency.
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