SEO for Better Content Marketing

Posted by frank harris on 12/02/19 10:21

content marketing 0119As marketers we should provide our customers with quality experiences. One way is by implementing a customer focused content marketing programme.

 

Content marketing includes blog posts, infographics, email, podcasts, and many other content types. Every online channel provides a unique way for us to reach our personas. So, we need to optimise every piece of content to make it easier for people to find.

 

Competition for your audience’s attention has never been higher and it’s challenging to get your content in front of your personas. This challenge continues to become more difficult as over 91% of B2B marketers claim they already use content marketing. Although that number is high, many can better optimise their existing content.

 

Here, we’ll cover basic SEO tactics you can deploy to make your content easier to be found by search engines.

Keywords

The first step for writing online content is choosing the right keywords to target. Conducting keyword research is an important optimisation process. First identify a group of selective keywords that are semantically related, i.e., share similar interest to your personas. By choosing a semantic group of keywords to target, you broaden your reach by ranking for multiple keywords instead of just one main keyword as search engines are getting cleverer at determining what keywords are related.

 

To help explain semantic keywords, a keyword glossary would include the following terms for “marketing book reviews:”

  • Marketing book comparison
  • Marketing strategy book
  • Reviews for marketing books
  • Best marketing book
  • Marketing books to read

Your semantic keyword group should contain some long-tail keywords that are less competitive. Long-tail keywords are much easier to rank for and brings most of your organic search traffic.

 

Another advantage of using a semantic group of keywords is the ability to sprinkle keywords naturally throughout your content. You will build relevance for the overall topic by doing this.

Content Marketing Structure

When creating your content, ensure you plan the structure. Content should be presented in a way that provides a solution for the issue your personas are searching for - answering a question, finding a product or anything else. Writing good content that solves a problem gains audience interest and potential visibility via social shares and links. Your engagement rate will be better, which sends positive signals to search engines.

 

Creating structure for your content is challenging. To create structure, fashion an outline of how you want the content to be viewed, with the most important information near the top of the page.

 

If your post gets long, use anchor links to push people to the content. Use heading tags (<h1>, <h2>, etc.) to break content up to allow users to skim and scan the content. Avoid using long blocks of content, and if content is becoming long, visually break it up by:

  • Images
  • Videos
  • Infographics
  • Testimonials
  • Bulleted list

Creating a fluid structure for your content will help improve your audience engagement metrics by making the user experience friendly.

 

The structure of the content should be considered at the beginning of the optimisation process.

Build a Map to your Content

After writing optimised content, the next step is to build backlinks to it. Backlinks help people and search engines crawl and find your content more efficiently. They can be related to three areas - internal, external, and social links.

 

Building backlinks can be like a map. For example, you have the most amazing beach and you would like to charge admission. You’ve put in a lot of work to make your beach the best in the area and you know people would love to visit. The first problem is that no one knows how to find it. So, you build paths to make it easier for people to get to the beach (internal links). Next you place signs near your beach for local visibility (social shares). Now people start coming to your beach and they love it so much they go and tell their friends (external links). Soon, your beach is filled with happy and paying customers.

 

The moral of this scenario is to optimise your content by building links to your content. Links are still important to receive organic and overall traffic. The easiest way to get some links to your asset is to build internal links strategically with correct anchor text. Use keyword variations and long-tail keywords as your anchor text to not over optimise the content, which sends better relevance signals to the search engines.

Share your post on social media with a promotion plan to gain more visibility via referrals. Increasing social shares for your content sends more positive signals to search engines about how popular it is.

 

Lastly, focus of earning backlinks from credible sources on other websites. Reach out to influencers that might be interested in your content, so they can either share socially, or even better, on their website. Also, reach out to websites that are linking to the pages that are ranking for the keyword topic to see if they will link to your content. Hopefully, your amazing piece of content goes viral, which helps earn backlinks naturally and easily.

Writing more Optimised Content

This can be challenging. We can optimise content, so our personas can find it easily over our competitors. Optimised content will lead to more organic traffic and ultimately potentially higher conversions/ROI. We don’t need more content in general, but we need more optimised content that helps solve the audience’s problem.

 

For more on up to date SEO follow this link>>>

 

new website seo checklist

Tags: small business seo, content marketing, small business seo marketing, b2b content marketing, small business content marketing, seo for b2b business, b2b seo programme, website seo

Are we making Website SEO too complicated?

Posted by frank harris on 05/02/19 16:34

b2b seo 1218-1SEO has a lot of moving parts - and that can mean a lot of wasted time and effort if we're not organised.

Here’s a SEO process that stays focused on results.

 

With the world of SEO crowded with options and resources, it’s time to get back to the basics and simplify the process, especially when launching a new website.

 

So how can you use all of the data and great tools available to create a more streamlined and simplified approach to SEO?

Simple doesn’t mean easy

Simple is about focus, consistency and results. You need to focus on delivering results.

 

By simplifying your SEO strategy, you will strip from it some of the “extras” that don’t really matter and begin to focus on the tasks and actions that help your site achieve its overall purpose.

Website SEO begins with goals

You must have a plan. Goals help us define your desired destination. Once we define what you want, you can work backward to create a strategy to get there. Here are a few questions to ask:

 

1.  What is the purpose of my site?

Is it to drive leads? Sell a widget? Connect with content? Your site’s purpose is directly related to the kinds of goals you will see.

 

2.  What do I want to achieve?

This is where you outline what your end goal looks like. Is it revenue-based? User-based? Traffic-based? Defining what it is you want will help you determine whether you are succeeding.

 

3.  How will I measure success?

After you know what you want to achieve, you need to know what to measure. To be sure that you have a positive ROI, you must know what numbers count. For instance, if you need to generate leads, you are going to need not just to drive traffic, but to drive traffic that will convert. It makes no sense to have thousands of visitors if none of them convert.

 

4.  Who is my competition?

Knowing what you are up against is important. Looking at your competition, what they do and how they do it can give you some ideas on how to take advantage of the holes in their search marketing strategy.

Action-based strategy

Once you have your goals in place, it’s time to build an action plan. Again, you must understand that every site is different and what worked in the past may not work now.

 

When building your strategy, ensure you stay focused on the end goal. Forget everything that doesn’t help you reach your SEO goals. Identify the tasks that will get you the desired results, and then prioritise them.

During this phase of the cycle, think about key strategic partners you can bring alongside you. The internet is all about connections, and if you want to have SEO success, you must always be looking to connect.

Real results

As mentioned above, you have more access to data than ever before. This is both good and bad. The key to reporting is reporting on what matters.

When I say, “real results,” I am referring to anything that has a real impact on the advancement towards the end goal. At this point in the cycle, review what you have done and the impact of those actions. Here are four simple questions to answer.

  • What worked?
  • What didn’t?
  • Why?
  • What’s next?

The goal here is to figure out if you’re headed in the right direction. You may not always have concrete answers, but by asking these questions, you can ensure that you’re looking at the data that matters. The most important of all the four is the last one. Don’t get stuck in the results and data. Look forward and keep pushing.

Making adjustments

Now, just because you have a plan, that doesn’t mean it’s perfect. If fact, it’ll never go perfectly. After you have reviewed the “real results,” it’s time to make calculated adjustments.

You’re not stuck having to do it over and over. The adjustment phase of the cycle helps make sure that you stay aligned with your goals.

Use the data you’ve collected to make tweaks, add and remove action items and refocus your strategy around your goals.

Around we go again

After you’ve made the tweaks, the cycle starts back at the top. Take time to review your goals after each time around. I have found that after going through the cycle one time, the goals I set in the beginning need to be shifted slightly.

 

A key thing to remember is that you must allow yourself flexibility in the process. Keep it simple. Define what you want. Put together a plan of action. Review the results and adjust as needed. SEO doesn’t have to be super-complicated; it just needs to be focused.

 

This is especially true in optimising a new site. To get the full story in this instance, download the whitepaper from the link below>>>

 

new website seo checklist

Tags: SEO for small business, small business seo marketing, seo traffic, seo for b2b business, b2b seo programme, website seo

10 Ways to be on the road to B2B SEO success in 2019

Posted by frank harris on 22/01/19 10:31

b2b seo 1218Search is one of the important lynchpins to online marketing. Here are 10 considerations that you should be making on your marketing journey to B2B SEO success in 2019.

  1. It’s All about EAT (Expertise, Authority and Trustworthiness)

Google has a huge team of human contractors (Google Quality Raters) checking web pages against queries to ensure good content ranks well and low quality, spammy content doesn’t. It provides these raters with a detailed set of instructions so make sure that you are abiding to their guidelines.

 

Remember also to demonstrate EAT beyond your own webpages.

  1. Google Focuses on Authority

Users should be able to instantly tell the content is from a reputable source. While you don’t need an author bio for every page (for example, product pages), but your 'About' page should talk about the EAT of your authors.

  1. It’s “Money or your Life”

Google classes YMYL (‘your money or your life’) sites as those that could affect a user’s health, happiness or financial stability, and holds them to a higher standard of quality. It is therefore vital that you keep readers updated with the latest news if your content fits this profile.

  1. Natural Paid Links in B2B SEO

We always hear how paid-for links are bad, but links which have a barrier to entry can add credibility. For example, you must pay to become a member of a chamber of commerce, but they will still vet the sites they link to for quality, so payment does not automatically guarantee a link.

  1. Utilise Seed Sites

Authoritative sites are more likely to obtain links from trusted seed sites, such as universities and government organisations, and national and international press sites with high readerships. Make your site stand out and become a voice for your industry.

  1. The Circle of Trust

Look at your competitors and pay attention to their backlinks. Are they getting more links from reputable sites? Do they have more authority? Are you in the ‘circle of trust’? This is something to focus on in 2019 or risk falling behind.

  1. Match Content to Searcher Intent

Google can now identify the context and intent behind each search, and return specific, personalised results. Check your queries in Google Search Console. If they don't match the content you have on your site, this can cause quality issues.

  1. No Surprises

Google is cracking down on sites that mislead the public. Ensure you have the best possible user experience (UX) by optimising your content to make sure it is highly relevant.

  1. Speak Up

Speakable (the use of voice to say your keywords) mark-up is already available in the US and will roll out globally over the next few months so making sure you are ready to optimise for voice search is a must.

  1. Image Search

27% of all searches across ten major properties are for images and with Google beginning to roll out the ability to search Google Image results on mobile, it’s time to get savvy about optimising your images.

 

Authority has been there for some time now in B2B SEO. However much traffic your B2B SEO strategy gets you converting them to Leads then Customers is the end goal. So, this evergreen eBook should be in your filing cabinet to ensure you continue to carry out the right strategies>>>

 

How to get Traffic,   Leads and Sales  to your Business

Tags: seo traffic, local seo, b2b seo, seo marketing, seo for b2b business, b2b seo program, b2b seo programme

15 Quick Ways to Check the Health of your B2B SEO Programme

Posted by frank harris on 22/08/18 11:17

B2B SEO programmeIf you are running an B2B SEO programme, you are in for a long haul. Sometimes, it takes from 6 months to a year to see a slight improvement in online visibility attributable to SEO efforts. How do you know if your efforts are paying off?

B2B SEO Programme Purpose

A successful SEO programme does not just bring traffic to a website. It brings the right visitors who are interested and willing to invest in your products and services.

 

You also know that only continuous effort will bring perpetual results. Checking on the health of your SEO programme allows you to stay ahead of any problems and prevent a penalty disaster.

 

The main goal of SEO is to increase your brand’s online visibility within specific topics to expand reach and brand recognition. If your on-page SEO is perfect, it’s likely that you worked hard to make your content unique, useful, with personality. You promoted the content on the channels where your customers frequent. Some of them commented and shared posts they liked.

 

Now, here’s how you can tell if your SEO programme is a success. Score high at these metrics and enjoy the benefits of high rankings while tracking meaningful KPIs.

  1. Measure organic and referral traffic in Google Analytics.

Check monthly and look for an upward trend. Search traffic share is typically the largest. If direct traffic is over 30%, you have a problem with traffic attribution. Use Google Search Console to generate a list of links to your site.

 

The more links to more pages, the better your linking strategy is. The more links from similar topical websites, the more relevant your site is to that topic. Increasing the number of inbound links to specific pages will show you which content is unique and useful.

  1. In Google Search Console, check the queries and keywords that brought traffic.

First, look for trends. Did any pages dramatically gain or lose impressions? Any surprises when you compare devices? Then, sort by clicks, impressions, click-through-rates, and position (highest and lowest). Any anomalies? You can combine Google data with SEM Rush data for deeper insights into your ranking and top pages. Just remember that you are looking for trends, not precision. You want to pick metrics that show your topical relevancy.

  1. Search for your brand name.

Use incognito mode on Chrome or add “?pws=0” at the end of Google Search URL when searching for your brand name. Your brand should dominate the first page of SERPs. If it does not, shift focus to brand recognition.

  1. How mobile-friendly is your website?

If a large percentage of traffic is from mobile phones, there’s no excuse for your site to have a bad mobile user experience. But even if you get very small number of mobile users, you must be mobile-friendly. Searchmetrics gives you an excellent overview of mobile traffic. Google Analytics will allow you to segment data by device. Keep an eye on the pages that drive the most mobile traffic and monitor ranking.

  1. Pay attention to site speed.

This is an important ranking factor and a potential annoyance for visitors. Google Page Speed Insights is helpful. You are looking to show that your website is getting faster, obviously. Check load times of specific pages with Pingdom Tools.

  1. Check on-page SEO

I will not cover technical SEO audits here. Once a quarter checks of your site will show it to be a reliable well-oiled machine at your customers’ service.

  1. How relevant is your traffic?

Traffic only matters when it converts. Use metrics like conversions, bounce rate, number of pages viewed in a session, time on site, etc. to monitor traffic quality and engagement.

  1. Track number of pages indexed.

Compare the number of pages submitted in the site map and the number of pages indexed. You are looking for the number of indexed pages to rise. Check how fast your new content gets indexed, the faster your pages are added, the more trustworthy your website is. Check for 404 errors with Xenu and 301-redirect them to the new destinations.

  1. Increase number of landing pages.

The more you have, the deeper the linking, the better search visibility. Track the number of your landing pages as well as the share of traffic the top pages bring. If your top pages keep generating a consistent number of clicks, your B2B SEO programme is doing its job.

  1. Can search engines crawl your website?

If search engines cannot crawl your website, you will get no organic traffic. Most likely the reason for crawl errors are technical issues. Try ScreamingFrog to discover any problems. A quarterly technical audit is a sound way to avoid technical issues, resulting in a penalty.

  1. Webmaster messages.

If there is a problem with your website, Google will send you a message which you can pick up in Search Console. Even though it may never happen to you, it helps to know where to look if your site disappears from search results.

  1. Increase Relevance and, therefore, Qualified Traffic.

Majestic group links to a website by topic. The more links from relevant sites, the more authority your website is gaining in that field. Of course, grouping is not very granular, but can still be helpful.

  1. Improve conversions.

Google analytics is your best friend in tracking leads, subscriptions, downloads, sign-ups, comments, likes, shares, etc. Count every desirable action as conversion. You can then see how well organic traffic is converting compared to referral, for example.

  1. Increase social traffic

Use Buzzsumo to check social shares for specific blog posts. There are many tools that will measure comments, reviews, ratings, etc. Social media brings traffic; organic and paid -convert it. If time on site, average number of pages viewed and conversion rate are high for organic traffic, you’re doing well at identifying visitor intent.

  1. Increase stickiness of the content.

Nothing indicates relevancy better than sticky content. Track return visitors, especially to your blog pages. Low bounce rate and high number of pages per visit also would indicate visitors’ interest in what you have to say.

Takeaways

Reporting that your B2B SEO programmes are doing well - traffic growing, site is getting more popular, brand is gaining authority in its relevant field, and your visitors keep giving your content thumbs up for usefulness is satisfying.

 

Conduct the above regular checks to show that your website is crawlable and does not have technical issues. Track metrics that provide an overview of topical relevancy and structure. Obsess with user experience and usability, and check content performance. Monitor links – quality, velocity, topical relevance. Listen for social signals.

 

Know your personas and their search intent by attracting qualified traffic to your website through increasing number of relevant pages. Bring the information visitors are looking for directly to them through easy navigation and clear messaging. Show that visitors keep coming back for more and demonstrate better conversion because of improving quality , uniqueness, and usefulness of your content.

 

Regular checks and adjustments based on results will keep you ahead of competition. With increased traffic, as we said comes more conversions but how. Well follow the link below>>>

 

lead generation

 

Tags: SEO for small business, small business seo marketing, seo marketing, seo for b2b business, b2b seo program, b2b seo programme, b2bseo

Subscribe to Email Updates

Now you've read this article why not subscribe by filling in the form above and keep up to date with all that's happening in the world of Inbound Marketing

 

FREE eBook Effective Inbound Marketing Campaigns

 

  FREE eBook &quot;Social Media Marketing&quot;

  10 Things to cut from yourMarketing in 2014

Most Popular Posts

Follow Me