Every business needs a content marketing strategy. However, many miss out the basics. That is- A Robust Strategy that will bring conversions in the long-run. Every content marketing campaign requires a plan along with goals that serve the ultimate purpose. This is important because there is a lot of content on the internet and you’re competing with each one of them. Most of the things on the web are irrelevant and spammy.
Hence, in cases like this, it becomes extremely crucial to stand out from the crowd and offer information that others are missing. This is where the role of advanced content marketing comes to play. If you’re reading this post you may already know what is content marketing and how to do it, but how do you make sure your content gets ranked on search engines?
If you’re a newbie in the internet world and exploring the opportunity that web writing has, then this post is for you. There are a lot of posts about advanced content marketing on Google, but they hardly speak about the latest content trends. The fact is, writers mostly fail to update themselves and provide tricks that are not clever enough to outrank the competition.
In this post, we’ll delve deeper into the current web content trends and tips, but before that, let’s closely understand what differentiates a web content writer from any regular offline writer.
HOW IS SEO CONTENT WRITER DIFFERENT THAN AN ORDINARY CONTENT WRITER?
Most of you must have started out as normal writers with little or no knowledge of the technical jargon related to SEO or content marketing. However, the moment you decide to convert your passion for writing into something more meaningful and reach out to a broader audience, you have to dig deeper into the world of SEO and advanced content marketing. So, what makes an SEO content writer different from a normal writer?
Remember how people wrote blogs before SEO, or even the concept of advanced content marketing? Those blog content were mostly limited to people sharing their personal experiences and opinions, regardless of what the readers wanted to read. Normal writing doesn’t incorporate SEO strategies and values original ideas and thoughts. Hence, anyone with a knack for writing can become a normal writer, but it needs proper knowledge to understand the basics of SEO content writing.
SEO or Search Engine Optimization is the procedure of enhancing a website so that it ranks on the top of SERP. A high SEO rank for your webpage ensures that people can find your content easily when they search for anything related to the niche you cover. An SEO-friendly content should follow specific guidelines that will help it rank well.
With Google’s Panda update, the need for quality SEO content has become a priority for every business. In 2011, Google rolled out its Panda update that started taking down high ranking websites with poor quality content. This made people realize the importance of proper SEO content for their website. There are millions of web pages that may have covered the same topic as you, but the search engine will only crawl the ones that follow proper SEO guidelines like:
Selecting the right keywords
The most crucial factor in SEO content is the keywords. Keywords are phrases or words that people use to search for things on the internet. Using a moderate amount of relatable keywords in your content can improve its chances of being ranked on the top of search engines.
Minding the keyword density
Keyword density is a crucial factor in determining whether your content will rank in the SERP or not. The keyword density generally recommended is between 1% to 3% per content. For a 1000 word content, the keywords (including LSI) must appear 30 times throughout the content. If you try to stuff keywords and increase the count, it will lead to penalization from Google.
Keep your content as original and relevant as possible. Usually, with long-form content, writers tend to divert from the topic easily and break the natural flow of the topic. If the audience read your content online and find out that you started talking about something and then went on to rant about something else, they’ll lose interest easily.
Writing well-structured content
SEO writing should be concise and well-structured with proper headlines, sub-headlines, keywords, inbound and outbound links, images, and videos. You should also take care of the language and grammar and avoid using jargon in your content as much as possible.
Try to add related links to different content on your website, but make sure not to overdo it. Internal cross linking can boost your website traffic and enhance the overall user experience.
Mind the URL structure
Ensure that the URL for your content is relevant to the topic covered and not something misleading. Prevent using stop words in the URL structure like and, or, but, of, etc., and make your URL structure is as short as possible. The URL length must be less than 100 characters in total.
Write for the audience
Unlike normal writing, where you may have a dedicated set of audience, SEO writing is quite different. When you write SEO content, you need to think from the perspective of the audience because you’re writing content for them.
Now that you have learned the basic difference between an SEO content writer and a normal writer, the following sections will show you how to use SEO for building a advanced content marketing strategy. But before that, it’s essential to know the relationship between SEO and content marketing.
WHAT IS THE RELATIONSHIP BETWEEN SEO AND CONTENT MARKETING?
Advanced content marketing refers to the strategic distribution of online content like videos, audios, blogs, and infographics through various channels to generate or satiate interest and awareness of the audience. SEO and content marketing are interdependent. SEO demands certain requirements that are fulfilled through content marketing.
- SEO needs content for optimization, and content marketing takes care of the demand by ensuring that the content produced is of high-quality, have all the targeted keywords, and is written for the audience.
- The success of SEO lies in getting continuous quality backlinks. Good content will automatically help you get backlinks from reputed sites.
- SEO is not only limited to keywords and links, but it also includes proper metadata, meta tags, and having a strategic sitemap. Well structured content will consist of the right tags in the right places and keyword-rich content that can be crawled easily and accessed by the target audience.
- Advanced content marketing requires fresh and quality content to be produced regularly, which in turn, helps SEO by indexing these content and ranking high in the SERP. Consistent content marketing ensures that your SEO game is also top-notch.
As you can see from above, your SEO campaign will not be successful until you integrate advanced content marketing strategy to it. The content that you produce won’t be of any value unless the people search for it and discover it, and to be discovered, you require a successful SEO plan.
HOW TO BUILD A ROBUST SEO CONTENT STRATEGY?
82% of businesses consider proper SEO strategies as their top inbound marketing priority, and more than 60% of them admit that having the right SEO strategy in place has helped them in building their online presence significantly. SEO and content strategy are interlinked. You cannot create content and expect it to rank at the top of the search engine results page unless you have backed it up with an SEO strategy. Here’s a stepwise SEO content strategy to help your website content rank.
Find your area of expertise
Start with determining your brand’s area of expertise and what purpose does it want to serve. Then conduct keyword research to find out what are the common queries that people are coming up with and create an SEO optimized content accordingly. Once you know what the audience is searching for, you can combine your knowledge with the search data and churn out valuable content regularly.
Determine whom you want to target
Understanding your audience is as necessary as creating meaningful content for them. Before you start producing content, you will have to find your target audience. There are various ways to do so. You can conduct surveys to find out which kinds of people are taking an interest in your business. You can also analyze whom your competitors are targeting or take a clue from your current customer base and try to estimate your target audience.
Have an effective keyword strategy in place
Now that you’re clear about your target audience and your area of expertise, utilize this knowledge for effective keyword research. Use a keyword research tool like Google Keyword Planner or SEMRush to find the potential keywords that can be used in your content.
Ensure proper keyword optimization
Optimize the list of keywords that you have found into the content by using them in the metadata, H1, H2, and everywhere else in the entire content. Make sure that the keywords are placed in a way that it doesn’t break the natural flow of the content. Avoid keyword stuffing unless you want to be penalized by Google.
Build better content
To market your content, first, you need to create content that’s valuable and meaningful. You have to produce high-quality content on your website regularly to build authority. Along with it, you need to follow an advanced content marketing strategy and promote your content regularly on social media channels like Facebook, Twitter, and Instagram to increase brand awareness and reach. You can also try contributing to content marketing platforms like “Medium,” which is followed by millions of people to increase the chances of your business getting noticed.
HOW TO CREATE CONTENT TO SUPPORT LOCAL SEO
Local SEO isn’t just about being on Google My Business, user reviews, and citations. While these local SEO factors would always have an important role to play, content deserves just as much attention as the act of link building or getting your business on Google Maps. We have all come to finally admit that content is the king, but how do we create content that rightly caters to local SEO and aids in advanced content marketing is what’s to be answered.
Location Specific Keywords
The very basis of content is keywords. When promoting your local business, being location specific with respect to keywords is crucial. To make it easier to understand, let’s consider an easy example. Think of a hotel owner who tries to get his local page ranked for the keyword “best hotels.” This is a high-volume and highly competitive keyword, so the chances of ranking for it are bleak. Instead, if the person uses the keyword “best hotels in San Diego,” it gets easier to target the local audience.
The formula is pretty simple. You have to find high-volume keywords with low to medium competition and then add your city/location as a suffix. Tools, like Google Keyword Planner, would help you have a list of potential keywords for your business and product category. You can choose out of the best keywords and combine them with your location for optimizing your content. Remember to choose your keywords wisely. Find a mix of relevant keywords that have moderate and high search volumes.
Writing Local Content Using These Keywords
Once you have a set of powerful keywords, the next step is to use them in different places on your website or blog for better local search ranking. While many people limit these keywords only to webpage content, there’s more scope to using them. You can come up with blogs that have titles relevant to local searches.
Taking the example that we used in the keywords section, you can write blogs titled “Best places to visit in San Diego” or “Top 10 local delicacies to try at San Diego.” Make sure you create content that is both relevant to your niche and your target audience.
So, the takeaway is- carefully selecting local keywords and adding them to your blogs and web content would help you in reaching a location-specific audience.
ULTIMATE GUIDE TO SEO WRITING FOR E-COMMERCE SITES
It’s always tricky to strike the right balance between SEO and content when you plan to write for e-commerce websites. Effective SEO writing for e-commerce sites can make your advanced content marketing strategy more effective and yield better conversions. So, you have to make sure what you write is SEO friendly. Here’s a list of a few tips that can help you write SEO content for your e-commerce website.
- Always include the focus keyword in your title or heading. For instance, if your keyword is “Flower delivery service in Portland,” make sure your title has the keyword, making the blog relevant to what the audience searches.
- Always try to write long-form content. While it’s true that short-form content, like blogs with 300-500 words, also rank, that’s mostly the case for websites that already have high domain authority. So, for an e-commerce website that is still new and growing, writing blogs that are around 1000 words is safe.
- Make sure the keywords you use in your content are infused in a natural way. Strictly keep away from keyword stuffing. You can always use LSI keywords to make your content more relevant to what is searched.
- Have headings in your content so that the text is reader-friendly. Having H1, H2, H3 tags, and bullet points make the content easily scannable. What’s more, you can use keywords in your headings too!
- For e-commerce websites, the best kind of blogs would be “how to” articles, content that is informative, and blogs that talk about your products or services. You can also include infographics and promote your content on various social media platforms for better exposure.
TYPES OF CONTENT THAT WILL HELP YOUR SEO IMPROVE
When writing for the web, following a content pattern also helps your SEO to improve way more than others. When your write-up is SEO-friendly, unique, and of excellent quality, your content marketing strategies will work better since you’re marketing meaningful material. So, if you want to attract more search engine traffic, here’s a list of content types that would work best for you.
You should publish blog posts regularly. When required, make it a point to update and republish your blog posts regularly by adding more info and tweaking what’s no longer needed.
This works well when SEO is your primary concern. You can have multiple headings and use keywords in your content that do not look like keyword stuffing.
Guides and DIY
Blogs that are meant for people who are solely looking for information will help you better, especially when you’re promoting your SEO content on various social media platforms as well.
Pillar-cluster content is the best alternative when you intend to write long-form content that is rich in keywords– both focus keyword and LSI keywords. Pillar content is the main body of the content. Clusters are sub-topics related to the main topic, that is, the pillar content. Once you’re done writing the pillar content and clusters, you interlink all these pieces of content. When writing pillar-cluster content, look for the most frequently asked questions to frame your cluster content titles.
While infographics are more about pictures and bullet points, they provide quick info to readers who don’t have all the time in the world to read a lengthy blog. Additionally, they keep the reader interested throughout. Make sure you only add the most useful/important information in your infographics. You can also create an infographic for each of your long-form content to cater to all kinds of audiences.
If you have an e-commerce website, it makes sense to have product pages. What’s more, you can follow all the SEO rules even while you’re crafting content for your product pages to make them both SEO-friendly and great PPC (Pay Per Click) landing pages.
TOP INSANELY USEFUL CONTENT MARKETING TOOLS AND HOW TO USE THEM?
Advanced Content Marketing strategies and social media campaigns are a great way to get the online marketing ball rolling, but it can be hard to know how to leverage rich content to increase your traffic. In this segment, we will go through five tools that will help rank your website and increase your traffic organically.
This tool is excellent to analyze competitor traffic statistics. Firstly, you will have to start by putting in your competitor’s URL; by doing so, you will realize where their search traffic comes in from. Once you gain access to the site, put in your competitor’s URL, go to the sidebar, and click on their organic traffic rates. This will show you the pages that are receiving the most traffic, along with keywords that are working for their website.
If you want to find the most popular pages of the site, then click on SEO basics and find the page that gets the most views. When you locate the page, you can create similar material for your website. This methodology will help you out because you know that the content has ranked well on your competitor’s site, and there are high chances that it will rank well on your website too. This is possible if your post is better than the competition and if you email all the readers that are linked to them. Ahrefs shows you all the backlinks that are included in a webpage and the users who have connected them, as well. In the end, this tool will help get you more links and increase your ranking.
While Ahrefs is the ideal choice to increase your Google traffic, BuzzSumo is perfect to increase your social traffic, that is, your social media traffic. For instance, if you type in a keyword like “Social media marketing,” BuzzSumo will display the most popular posts that are based on your keyword, and the social shares that receive traffic from social media platforms like Facebook, Twitter, Tumblr, Pinterest, etc. You can garner inspiration from the ranking articles and write better ones. Once you have created your piece and shared it through appropriate social media channels, you can go to BuzzSumo.com and click on view shares.
This will show you all the users who have shared your articles on Twitter. If you don’t have a paid account on BuzzSumo, then you can take the URL (from the content you’re referring to) and paste it in the Twitter search feature. This process will show you all the people who have tweeted it out. You can ask these users if they are willing to tweet your articles as well. You can do so by finding their email and trying to convince them to share your article.
This is an excellent tool because it will show you the errors your site has, this includes the 404 errors, the pages that don’t work, and any broken links too. It’s vital that you fix these issues; it may take some time, but it will be worth it in the end. When you fix these errors, it translates to more traffic.
Many online marketers prefer this tool because you can find the keywords that are used by your competition. It will also show you the keywords that your competitor is paying for, and this is vital information because if you find that they are paying consistent money for a particular keyword, you’ll know that those keywords are driving the most traffic. You can go after these keywords in an organic manner. These keywords bring in high traffic because no one will invest money in a keyword that’ll result in a loss.
To access this tool, you must go to Ubersuggest.io and type in the keyword. This will lead you to a list of relevant keywords that are related to your focus keyword. This step is essential because it gives you an insight into what users are searching for (concerning your focus keyword.) This strategy is done when the tool obtains the data from Google suggest, and it breaks down the list of keywords based on their popularity. This tool will help you narrow your list to keywords that you can include in your SEO content.
MONITORING AND MEASURING YOUR CONTENT PERFORMANCE
So, you have written the best content, and an SEO content editor has taken a look at it as well. The post is live, but you see a lull in traffic numbers. You have promoted your content on every social media platform, yet the views and subscriber numbers are dwindling, and your popularity is not where you expected it to be. Before you panic, you need to understand whether your plan is right and if it’s ready to be executed. This stage mainly involves tracking and monitoring your progress. When you track your website growth, you know where you’re going wrong and how you can correct it.
Listed below are some significant points you should be monitoring to gain optimum online performance:
The number of new subscribers
This is the first element you should be tracking, the number of subscribers you’re regularly receiving. This plan includes the new subscribers and views and not just the total count. You can follow it on a daily, weekly, or monthly basis. The goal is to have more subscribers at the end of your goal period (week or month.) You have to ensure that your growth rate keeps increasing; if it’s decreasing or remains at a standard rate, it means that your site is not growing and if you don’t fix it, you will lose your campaign.
Track your Competitor’s Growth
If your competitor is growing faster than you, it means that they are doing something that you’re not. So, if you want to stay one step ahead of them, you need to analyze their growth rate and compare it with your site’s growth rate.
Follow user engagement
Here is where you follow up on the number of comments, likes, and retweets, that your post is receiving. You will need to find out how many people are sharing and talking about your content. It would be best to build a community and bring up your content percentage in order to help it go viral. The aim here is to have loyal followers. You can create a devoted fan base by responding to your audience and engaging with them.
Consistency of content delivered
If you’re not continually churning out valuable content or inspiring pieces of information throughout the week, then you’re not building a community, and you will notice that your online presence will start to decline as well. Stay ahead of your competitors by tracking their progress and posting material on your site and social media multiple times a day/week. Also, as mentioned before, respond to your users and keep them engaged.
You can use Google Analytics to see how your content is doing and base the progress off your traffic and sales. However, when you’re just starting, the metrics mentioned above will give you the boost needed to take your content marketing to a new level.
Aside from Google Analytics, you can also make use of paid tools; some of the most popular ones are listed below:
Clicky is a very popular analytics tool because it has a user-friendly interface and allows you to understand the website visitor traffic easily. You will receive a live view of every visitor and their activity with the help of an on-site widget, which will be only visible to you and not the public.
No, we are not talking about the handy smart home gadget. This Alexa helps online marketing experts to monitor, scrutinize, and find opportunities that improve SEO and PPC. These factors put together will help you create the best marketing strategy.
Mixpanel is a vital paid tool that will help you monitor individual visitors that click on your website. Its features are mostly based around statistics that study user behavior. This tool is preferred by marketers because it offers advanced online behavior analysis of your visitors, tracking that is done through funnel data and includes a targeting system that collects users with similar profiles. This tool is convenient because it can be used as a mobile app as well.
HOW CAN CONTENT MARKETING DRIVE SALES?
Here, we will go through some guidelines that you can follow to get excellent content and social tactics that will optimize your SEO plans. When you have excellent service, then content marketing is quite easy and practical. As a content marketer, you have to set two goals:
>> Receive as much organic and relevant traffic as you can
>> Convert your users into paying customers
Listed below are the guiding steps that will help you utilize Advanced Content Marketing strategies and increases sales:
Step 1- Keyword research:
This step is essential, regardless if you’re an SEO expert or not. If you create content that is not interesting to your audience, then don’t count on sustainable traffic. If you have a new site, you can start by using keywords that have low competition ratings. Ensure that the keywords you choose will be used to find content that leads to your site. You also need to know the search intent and the traffic you will receive if you’re ranked on the first page of Google.
Step 2- Create the Content:
Follow the format that is used by your competitors, especially if they have ranked well. This process is vital because Google is telling you what people want to read when they search for your keywords. To make your post stand out, create a title that isn’t generic. After you have decided on your content, then look for additional keywords that will help you rank better.
Step 3- Promote your content:
When you create SEO blog articles, you have to promote them to generate revenue. If you’re involved with advanced content marketing, then you should know that the goal is to get your material to as many people as possible. You can make use of direct marketing by using relevant keywords and interest-based ads that target the concerned audience. You can try Pinterest as well.
It’s an excellent platform for content marketers because it helps the readers learn new things. SEO will help your content rank, and this will help with organic traffic from consumers who are willing to purchase your services. Receiving backlinks will help you promote your content, as well. Another effective way to promote your content is through influencer marketing. This strategy will enable you to reach more people by getting one person to share your material.
Step 4- Drive sales by tracking your leads:
Tracking your content progress is essential; if you recognize that you’re not ranking despite all the marketing efforts, then you may want to reassess your search intent. It would help to review your content again and update old posts, as well. If you’re using advertising strategies, then go for Google Analytics (ensure that the conversion tracking is set up) and UTM parameters. UTM parameters are crucial because they track the tags that you add into your content URL. It’s monitored in Google Analytics. Once you follow the progress, you can eliminate components that are slowing you down and enhance the points that are working for you. Repeat this process, and you will see your sales statistics increase.
If you have reached this part of the blog, you have certainly understood the web content game. People out there are writing for the search engines, but this post should make your work easy. With little tricks and tweaking your content for relevance, you’re right under the spotlight garnering the most number of audience views.