Many of you will more than likely have heard of SEO (Search Engine Optimisation) and its importance for the visibility of your website and its content in the search engines.
Well in this fifth (out of 8) instalment of my Content Marketing Series, I’ll explain the main principles that need to be understood in order to make your content marketing the most successful it can be.
As a refresher, here are the previous 4 instalments:
Always create your content for people first
There is often a big debate between writing content for your audience vs writing content for the search engines. In fact these two disciplines can and should work very well together. Your primary consideration should be for your customers, and in creating this content will inevitably have a positive impact on SEO.
Through writing for your audience, you will be heading down the right path. Some people follow Google’s every changing algorithm which can be tough to keep up with, and also means a constant change to your strategy. [Tweet “By focussing on compelling content for your audience, you’ll win through by educating.”]
Website traffic is not just based on SEO
Although SEO can play a good part of traffic to your website through organic search, other traffic sources such as email and social media should feature prominently in your search efforts too.
Measuring where your traffic is coming from is important to know where to focus your efforts. Google Analytics can be a great tool to help you measure this. They will give you a breakdown of how much traffic is coming from different sources:
- Organic Search
- Social Media
- Paid Search
Matt Cutts from Google agrees:
“I firmly support the idea that people should have a diversified way of reaching their audience. So if you rely only on Google, that might not be as strong of an approach compared to having a wide variety of different avenues by which you can reach people and drive them to your website or whatever your objective is.”
Social Media has a growing impact on SEO
One of Google’s many algorithm updates (Hummingbird) has had a great impact on search than ever before. So when marketing websites, having a strong social media strategy in place is just as important as your SEO strategy.
For more details on SEO, read this article “7 Legitimate Ways That Social Media impacts SEO”
SEO is there for the long-term
The great news about creating content is that it’s there for the long term. The down side is that traffic will not happen instantly, it will take time. However once you do start to see improvements in your search efforts the benefits can be very long lasting. Older articles can still pull in the traffic years after they’ve been published.
Remember Keywords are still important
Try not to get drawn into being obsessed with keywords and adding them in at every opportunity. This won’t do you or your site any favours. However you do want to make sure that your efforts are ranking for keywords that are most meaningful to you. Use Google Analytics to see what the most common search is for your business, then use them wisely as you create your content.
There are also a number of technical terms to get to grips with
SEO also involves other aspects to the structure of your website as well as content and keywords. For instance:
- Indexing – ensure your pages are being indexed with the correct URL’s.
- 301 Redirect – to make sure visitors find their way to the correct pages on your site
- 404 Page – This needs to be set up so that if the wrong page shows up, this can then redirect to the correct page.
If all of this is over your head, or for more guidance on understanding SEO best practices for successful content marketing, please get in touch with Lionel Boyle our SEO specialist.