What is Content Marketing?
Content Marketing is the practice of using content on your website to explain what you do to potential customers. It also is used to create interest in new customers. And most importantly content marketing is used to encourage search engines to list you hire on the pages where you want to be found.
If you are an expert in your field, customers (and Google) want to know and see that on your website. The more complex the services or product that you offer the more important this information is on your site. The information should be written to illicit a response – to make people contact you regarding your service or product. Consider this content as important as or perhaps more important than what you would put on a sales piece or brochure.
The way most people find your website is through a search engine. Usually Google. Google has algorithms in their system that help people find what they are looking for. By knowing these algorithms (or rules) and using them in the construction of your content, you can increase the chances of YOUR site, YOUR information appearing on that coveted first page. Continue below to learn more.
Why is Content “King”?
It used to be keywords that would drive your site to that first page in Google. Put in the right words, use them enough and Google assumed you were the right site to move forward on the list. Then it was keywords and links. If you have a lot of people linking to you and you had the right words and a lot of them, then you were pushed up the ladder. Then Google learned to read.
Google’s newest algorithms mimic the way that a person reads. You can just plaster a bunch of words together anymore, ask for some links in there and now you’re on page one. Your content needs to meet new requirements and the requirements continue to change has the math gets more intricate and the algorithms get more “human”.
What does Google Want?
You’ve just read a great article. Let’s just post it on the website and call it a day, right? Wrong. Google knows that article belongs to someone else. Your content needs to be unique to you. You may cover the very same subject as another site, perhaps a similar business three states over, but the content should be written from scratch.
Google also knows if your content is stale. If the last blog post on your site is from 2016, Google knows and considers you outdated. The information needs to be fresh and written every month at least. Industries that have high competition for keywords on Google should blog more often than that.
Remember, Google can “read”. They can tell if you have just a string of sentences pulled together or if the information you are offering is actually usable to your audience.
Other SEO requirements: Photos, links, keywords
Of course, you don’t just write new pages and put them up on the site. Keywords are still important, this gives an idea to Google what content on the page should be important to the reader. You still need to have photos that also related the information on the page. And your posts should have people linking to them and should have links that link somewhere within your site.
Other Content Marketing
Often social media posts that are highly engaging will also show up in Google. It’s the trifeca if you can get a Facebook post, a places post and a listing all on the first page of Google. Don’t forget to incorporate social media into your strategy. And be sure to post your newst blogs on all your social profiles.
Greta Weiner Digital delivers
Greta Weiner Digital writes content that keeps all these things in mind as well as several other smaller SEO tips that make your blog the best it can be for your audience, and your search engine goals. Give us a call to talk about how to create fresh relatable content, choose keywords, professional photos and more.
And you are encouraged to check out writing samples as well.