Content Marketing SEO Benefits – The demarcation line between SEO and Content Marketing has got somewhat blurred over the last number of years. At the heart of SEO is the need to be found by both the Google web crawlers and the human.However generating content that may satisfy the Google bot will not necessarily be the same which your potential on line prospect is looking for. Web marketers have to take notice of this and today the ability to rank high on search engines is approximately 25% On page and 75% OFF page. Learn more about developing a content marketing strategy here.
Generating more traffic to a website is like baking a cake in that a lot of complimentary activities are required to get the best result. There is no one tactic that is singularly proven to generate worthwhile results on its own but rather a set of supporting tools and strategies working together.
i) On Page SEO
On page SEO relates to everything you can control on each specific webpage and across your website to make it easy for the search engines to find, index and understand the topical nature of your specific content.
The key elements of On Page SEO are as follows:
Website content: Here we are talking about best practice of formatting content to allow the search engine bots to digest the content. Every web page will have a thought provoking headline to grab the reader’s attention and should include the keyword or phrase that the web page covers. Other body formatting including bolding certain keywords or phrases will help to highlight the importance of keywords or phrases we are optimizing for.We spoke about this in a recent post.Here is the link.
URL structure: Urls will be edited to include title of webpage and reflect the website content on the page.
Pictures: Relevant file names will be chosen that are search engine friendly and alt tags will be included on all pictures embedded on the website
Title tags and Meta tags: Title tag is blue link which search engines use when displaying a page on the search engine results page (SERP).These words should be chosen carefully. Meta descriptions are first place search engines will look to put text under the blue link on the SERP.
Headline tags: Use of selected headline tags on a page is also important for SEO. Essentially these are keywords that are treated differently than other keywords on the page. They make it easier for the reader to digest what is important on the page and the also give a definitive clues to the search engines what words are important on the page.
Internal linking: When anchor text or internal linking is used it is implying that the keyword or phrase we are using as an anchor. This is also relevant for the search engines.
ii) Off Page SEO
The main elements for OFF page SEO are as follows:
Compared to on page SEO, off page SEO is generally more difficult to execute. This involves building relationships with other websites through the creation of attractive content and reaching out to the people who run the websites. The process of building relationships is called link building. Who is linking to you, how they are linking to you and how your content is shared across social networks and across the web can have a very significant impact on the ability to rank on the SERP.
- Content Creation and Keywords
A key starting point and probably the most critical component of SEO is choosing the right keywords for optimization Every search query is unique and different and it will important to choose keywords and terms that are relevant and not ultra-competitive. As a starting point it will be really important to define a clear keyword strategy and to use tools such as Google Keywords, Google insights and trends etc. in this regard. The correct use of Long Tail Keywords can be very effective in this regard in that even though the search volumes are lower than more generic popular search terms, it will often happen that the searcher is lower down the sales funnel and consequently closer to making a buying decision.
Every page on your website should be an opportunity to rank for a keyword or phrase.
The more pages means there are more opportunities to rank but the need for ongoing content creation also becomes more critical. In this regard the importance of blogging cannot be overestimated. A blog will influence purchase decision by leveraging customer language and topics. Having an active blog will allow for more pages to be indexed and ranked. In addition Blogs are the best way to create more “Top of Funnel” content to attract more leads. We suggest that blogging a minimum of three times per week is essential to get good Digital traction.
- Social Media Sharing to Spread Content.
If a blog or piece of content get posted in a forest will anyone read it !The point being is that energy and time is spent on creating content and its impact on SEO traffic will be reduced if links to those articles are not shared on Social Media channels
The amount of social activity (shares, recommendations, likes +1 etc.) that a webpage has on social networks is an important factor in that pages ability to rank in SERP. The major search engines understand that content shared on social networks is influential and therefore should rank higher.
To boost the rankings from Search Engines results from Social Media sharing it is important that the content is produced in a format that is easy to share. Implementing social network share buttons across all platforms is an important way to achieve this.