Success today depends on your commitment to continuous learning as well as taking some degree of risk with trial and error campaigns. There’s a saying that’s attributed to Tony Robbins, Albert Einstein and others: “If you always do what you’ve always done, you will always get what you’ve always got”. However this actually isn’t true for digital marketing. What was done last year may not work now. So let’s look at what is working right now.
Content Marketing is one such strategy that provides so much value when it’s done well. It brings traffic to your website and leads for your sales team, as well as increasing brand awareness and credibility. SEO experts also like to use it to improve their client’s ranking in search engines like Google and it’s the SEO aspect of content marketing we’ll focus on in this article.
Pick the Right Keywords
Some years ago, it was easy for your website to rank well with only one keyword. However recapping what we’ve just said earlier on – if you’re still doing what you’ve always done you won’t be getting the results you got before. Online the competition has grown, and search engines have updated their algorithms to deal with the growth. Ever since the introduction of Latent Semantic Indexing – a process used by search engines to determine the frequency of a word and its relation to other words on the same page – search engines have been getting smart about identifying the keywords that a page should rank for. So while engaging an SEO expert is recommended you can start the process to gain favor from search engines, by use keywords that are similar to your main keyword.
The keywords similar to your main keyword are known as LSI keywords. Simply put, ensure that the main keyword has sub-keywords that are on the same topic. If you write about Ferrari cars, ensure that you include related words search as ‘coupe’ ‘convertible’ ‘luxury cars’ and so on. Use keyword research tools such as the Google Keyword Planner and SEO compare to get these LSI keywords.
Make Your Website Mobile-Friendly
Search engines like google have switched ‘mobile first’ of ranking websites so mobile-friendly is vital. Ensure that your website is mobile-friendly and if you’re redesigning your website – design for mobile first and foremost. Design for user experience, which essentially means make sure your visitors can easily navigate your website, read the content and share it with their followers in social media and also email.
Emphasize on Link-building
Link building is one of the best strategies right now to improve your search results rank. Search engines want to see that your website has authority and that other websites have recognized it and they do this by linking to your content within their own content on their website.
Make sure that your content also links to websites in your niche that have higher authority and offer relevant reference or source data that supports your own. The best way to build external links is by ‘guest posting’. Adam White, the founder of SEO Jet, says that when you write a guest post and link back to your website, it’s okay to mix in a keyword into your anchor text. Just make sure the anchor text used fits naturally within the content of the post. Also within your guest posts and your own content link to existing supporting content this is called ‘internal link building’. Search engines will be able to determine your website’s hierarchy and content navigation.
Avoid Duplicate Content
Search engines hate duplicate content. Avoid plagiarising content from other websites. Write your own content, become a subject matter expert.
To conclude, there are so many factors to consider when it comes to ranking your website and content promotion. Your content marketing is one such strategy that provides so much value when it’s done well. It brings traffic to your website and leads for your sales team, as well as increasing brand awareness and credibility. In doing so, it helps to give you a larger consumer base that is more loyal to you. SEO experts also like to use it to improve their client’s ranking in search engines like Google. Your website will yield results if you follow the SEO and marketing ways that you have learned from this article.