If you’re going to be in business in the 21st century, it’s necessary to take the correct steps in your marketing program and in your communication with clients. This may seem like stating the obvious, but you’d be surprised how few owners of a small business use the old and unsuccessful method of throwing some advertising out and hoping for the best. To take your commercial efforts beyond this, you’ll need a better understanding of the connection between search engine optimization (SEO) and content.
First and foremost, you must believe that SEO is not easy. But then, anything worth doing is exceedingly difficult, and still worth doing well. This brief space is not enough to look at SEO and those ever-present algorithms, but you can definitely apply two key elements when implementing your plan: 1. SEO requirements and methods will evolve. 2. You must be methodical when implementing your SEO plan.
You may ask how it’s possible to be methodical and flexible at the same time, but you’ve already read that SEO is not easy!
So, what is the connection between SEO and content? You must never start writing, or accept writing from your staff, that is produced in a free-form style. This doesn’t mean you can’t reward quality writing. In fact, you will be more successful if you pay a bit more for better content. But, even the most thoroughly researched article must show that the writer always kept an eye on SEO requirements. All content for websites, for landing pages, for blogs, should be written with the idea that information is meant to be shared.
For ideas to be shared, they must be found. A century ago, you could write your newsletter, your pamphlet, or your sales brochure and mail it to potential customers. You might also include your marketing information in the local newspaper, or have the copy read on a radio program listened to by dozens, if not hundreds, of people. However, this is not 1920.
In this century, a growing business will use electronic communication to share the ideas it wants prospective buyers to consider. Of course, it’s no secret that online messages can be effective, if those messages are framed properly, written correctly, and are found among the millions of similar items in the giant ocean of commerce known as the Internet or “the Web.” This infographic from Autodoc is an excellent example of content that’s focused and obviously part of a marketing strategy.
Asking the Right Questions
To get started on the path to business sccess, you must ask the right questions. For example, stop for a moment and ask if you have a content strategy. Do you have a clear definition of how you will create and deliver useful content? If you have the correct content, how do you intend to deliver it the people who can help you achieve your business goals? Are you making your choices, daily, based on clearly defined goals?
In addition to maintaining a focus on your business goals, you must tailor your content to meet the needs of your users (readers, potential customers). With that in mind, consider this crucial question: How can you structure your content so those users will find it? The answer to that question is close to the heart of the connection mentioned earlier. If you write the content, or have it written, so it leads to your goals and to satisfying user needs, how do you know it will be used?
It’s at this point that SEO and algorithms enter the picture. You must understand how to use search terms and keywords strategically, of course. But it’s essential to weave those factors into quality content if you expect the reader to take you seriously. You also need to achieve social validation, delivering value that is immediately evident to potential clients.