As a website owner you don’t really want extremely technical SEO reports, or elaborate Content Marketing strategies. You want what every website and business owner wants. Targeted traffic viewing your offers and evaluating their options.
We know this because it is exactly what we want as well.
Fortunately, you can get professional level SEO results without the hassle, or earning a doctorate in Search Engine Optimization.
We know this to be true because we do it every day. Our own market is the single most competitive niche there is. We are literally seeking to rank above the experts in this arena. We do so successfully every day. And those rankings stick over time.
How do we get these sort of results? More importantly, how can you?
SEO vs Content Marketing
If your website was built on a good CMS (content management system) like WordPress, and built by a reputable web developer then 95% of the onsite SEO you will ever need is already well in hand.
The rest and arguably most important aspects of your SEO is a function of your Content Marketing.
Does that mean that Content Marketing is actually simply a part of SEO? Definitely a longer conversation than we want to have here. We are a lot
A good place to consider that if you are interested is on Neil Patel’s website here: Why SEO is Actually All About Content Marketing
We are a lot more interesting in relating how to utilize good Content Marketing to get the results you want. Loads of hungry, targeted traffic pouring over your web-pages avidly perusing your content.
Without weighing in on the debate raging on the subject, we are just going to establish good Content Marketing Strategy principals to go into the plan you will implement in order to get good SEO results.
Like SEO – Good Content Starts with Keywords
The fact is that you have to start with these basic building blocks of SEO for your content too. It’s a good idea to start your Content Marketing plan by identifying a handful of very broad keywords to focus your efforts on.
In our case that is pretty simple:
- Content Marketing
- Social Media Marketing
- Brand Strategy
- Website Design/Development
These are enough primary keywords to create quality content for years. The goal is to create content primarily on your website, but offsite as well that will help you rank for these keywords and phrases.
Having trouble identifying your five or six main keywords? Take a look at the primary navigation on the front page of your website. If they aren’t there, something is wrong.
Run a Google search for each of them. You will identify the heavy hitters in your market niche. These are the people you will find yourself trying to rank above as you publish content over time.
Ranking for these primary keywords will take time, and lots of content published both persistently and consistently. Don’t despair! Even those heavy hitters can be overtaken.
The path to these SEO victories begins with the single most important thing about your content. Understanding this aspect is key to putting together your plan.
Keyword Rich Titles for Content Marketing
Writing quality content starts with writing a good title for search. The titles you write need to include one, or possibly two of your primary keywords in a logical phrase that addresses a perceived need your prospects all have. This can be quite specific.
Consider the title to this article. It contains two of my primary keywords, and offers information on how the two work together on behalf of website and business owners. This is what is referred to as a longtail keyword. They are far easier to get ranked on the first page of Google (or even the top three) than your primary keywords.
Results for longtail keywords will be nearly instant if you follow best SEO practices for creating your content. Which is what comes next.
Best SEO Practices for Content Creation
Start with a technical punch list. These are the things you need to know, and do in order to get these results. In time they come to be automatic.
- Titles are tagged H1 or Heading1 – WordPress does this automatically. If using another platform, use these designation for your title.
- Subheadings or subtitles are H2 or Heading 2 – This is something you will have to tag manually. These should also be keyword rich.
- Your first 25 words need to be keyword rich – Whenever possible use a rewording of your title and expand on it in your first 25 words.
- Tag your first paragraph H3 or Heading3 – Again, this you will have to do manually.
- Content Images Need Alt Titles, Titles, and Descriptions. Use parts of your title for the first two, and the entire title in the Description. Link the image back to the content itself.
Creating content is a marriage of the creative, and the technical. A little science, and a little art.
We’ve covered the science, now let’s talk about the art.
Writing High Quality Content
The motivation behind your content must be to solve a problem for your reader. This will usually involve telling the reader exactly how you would solve that problem if they became a client.
You will get resistance to this from colleagues, family, and friends. The fact is that most people will react positively to this type of transparency and would rather hire someone that treated them with the respect inherent in this type of content than anyone else. Someone both knowledge, and generous of spirit.
Be open, and actively helpful in your content and you will be rewarded.
Remember that once we get past the title, subtitle, first 25 words, and the image SEO it’s no longer about getting found. Now it is all about motivating the reader to take action.
Convey the solution to the problem the title pointed out, and do so without losing your reader with technical jargon, but also without talking down to them. No small feat depending on the relative technical nature of your market niche.
If you are still uncertain about topics to write about, go to Google and search for each of your keywords separately, and then in combinations of two, and see what type of content comes up Look for interesting titles that address a perceived need. It is fine to reword these into titles of your own.
Take note of the voice used in the content you find. Many will not display that generosity of spirit we discussed earlier. It’s absence will give you ideas about how you want your own content to come across. Always end your content with a CTA (call to action), your readers won’t know what you want them to do if you don’t tell them.
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It is perfectly fine for your content to include more than one CTA. We recommend it in most cases. Once you publish an article, share it across your social media accounts, writing a unique slug on each describing the content.
You should have a webmaster tools account to submit your new article’s URL to Google with. If not, search for Webmaster Tools on YouTube for simple instructions to get set up. Check your Google rankings immediately after submitting the URL in an incognito window of your browser. Again, YouTube can supply easy instructions.
Expect to start cracking the first page of Google pretty quickly, and the top three items not long after that. If you fail to do either after publishing four pieces of content, reach out to us here via the No Cost Consultation link at the bottom.
We know this will work for you because it works for us every day. BOMC articles rank in the top three for Google with few exceptions, even against heavy hitters like Neil Patel whose article we referenced earlier.
He is one of the biggest names in our industry, and his sites get millions of targeted visitors from Google monthly. Yet look at the image on the right, and see how we did relative to Neil.
BOMC grabbed the top two spots, and Neil while still on page one, came in at number seven.
You may or may not have the writing skills to write this content yourself. Even if you decide to hire this out, it is important that you understand what the final product should include, and look like. At this point, it’s time to use the knowledge we’ve shared here to create an SEO Strategy Content Marketing Plan.
Creating an SEO Strategy Content Marketing Plan
The moving parts of this become quite simple. As Simon Sinek says in his Golden Circle, let’s start with the Why.
- What are our objectives? Write them our using your own keywords but they are going to be essentially the same otherwise:
- Rank on first page of Google for each Primary Keyword – Long Term Goal
- Rank for Content Titles on first page of Google – Immediate Achievable Goal
- Convert Readers to Action Takers via CTAs – Likes, Comments, Shares all improve SEO Results. Define what a desired conversion looks like for each of your CTAs. This includes sales, or sales appointments.
Once you’ve written out your objectives, you need to define how you will accomplish these. Let’s assume we are strictly talking about an article writing campaign for this example. Your plan needs to include:
- Who will write the content – Is this you, a staff member, an independent contractor, a marketing agency?
- How often will this content be published – Depending on the market this could be once or twice a week, or daily. Some markets would require content several times a day. Most will find one or two pieces of published content per week to be sufficient.
- How long should each article be. This will depend upon how technical your market is. Very general topics can be covered in 750-1,000 word articles, where more technical subjects explaining processes, etc. may be 2,000 words or more.
- How will topics be rotated – Spell out how you will combine your keywords to create topic opportunities. Prioritize your primary keywords if you feel the need. Rotate enough that you are staying balanced.
- When will the content be published – Create a calendar including dates and times. Usually you will want to publish your content Tuesday through Thursday between 9:00 AM and 3:00 PM within your marketplace. If your market straddled time zones, use the most central zone as your guide.
The importance of a written plan to implement this strategy cannot be overstated. Without a written plan, all you have is a vague hope.
Once you have the plan in hand you can implement that plan, evaluate the results and adjust where necessary.
Over time as your library of articles grows, you will find that you start ranking for keyword combinations you had never included in titles. These will start to move you towards getting to the first page for your primary keywords.
Want some help with any of this? We can give you that help at no cost. Click below.
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FROM OUR BOMC
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