Blog items tagged with "content-marketing"
Tags: tracking , social media , backlinks , link building , cro , html , content marketing , content , sitemaps , seo strategy , technical seo , seo
While there are several ways to increase a website's search engine exposure, few SEO programs yield consistent and sustainable results. This is often because the focus of the program is too narrow (i.e. comprised of only on-site SEO or only link building,) or the SEO program is aimless and overreaching (i.e. expecting to rank #1 for a very competitive keyword like “luxury cruises.”)
The best SEO programs are data-driven and cohesive in that they target attainable keywords and leverage a combination of web marketing and branding strategies. In addition to basic on-site SEO implementations, a comprehensive program would include strategies involving: social media marketing and advertising, content development, public relations and guest blogging, link building, and conversion rate optimization (CRO).
What Defines a Solid SEO Program
Good SEO programs go far beyond optimizing pages for keyword relevancy. In fact, a solid SEO program is more comprehensive in that it includes a number of elements.
- Optimizing Pages - Includes directly modifying or providing suggestions for new page titles, Meta descriptions, page copy, and other SEO-related components of a page.
- Technical SEO - Focuses on coding the site for fluid crawling and indexing; website optimization for faster load speeds; URL naming, rewrites, and 301 redirects; usage of HTML/XML sitemaps and internal linking; image optimization; Schema markup when applicable.
- Content Marketing - Developing a content strategy and working with clients to produce new optimized pages, blog posts/articles, press releases, and other forms of content that can be optimized for SEO and shared/distributed across many platforms, particularly social media.
- Link Building - Generating link popularity using ethical, natural link building strategies. This takes a very mindful approach that should first include a thorough backlink SEO audit before starting.
- Conversion Rate Optimization - Directly implementing or providing suggestions for conversion funneling, calls-to-action, and helping improve the website's traffic potential to generate leads.
- Social media - Providing services in social media management, marketing consulting, and advertising (to boost and publicize optimized content for greater SEO potential.)
- Reporting and tracking - Define specific metrics and variable (i.e. keyword rankings, monthly traffic, conversions, etc.)
Blended SEO Is Winning SEO
There are a number of benefits to leveraging a cohesive SEO strategy that blends social media, content marketing, and SEO.
- The potential to generate highly-targeted inbound traffic to All-Travel.com directly from social platforms.
- Pages that earn social signals (i.e. Likes, Tweets, Pins, +1's, etc.) have significantly higher ranking potential for SEO (and links from those pages have greater SEO value to other pages of the website.)
- Creating and publishing content on a regular basis helps accelerate the crawling and indexing rate of the website (bonus for SEO).
- Quality content can earn links naturally, in addition influencing domain authority and other SEO-related performance metrics.
- Leverage SEO-friendly web design services and ensure your site is well-optimized for search.
- Bolster online brand building efforts.
An overwhelming number of SEO providers will focus their services on generating traffic to your website. But if that traffic does not translate to conversions, then what's the point? And how relevant or meaningful is that traffic?
Embracing the new form of SEO is ultimately the best way to build a prominent web presence and sustainable search engine rankings that yields meaningful results.
Tags: seo , google , social media , social signals , influencers , content marketing , content strategy
Although Google continues to tighten-up rankings algorithm as it rolls-out the latest Penguin 3.0 update, the grand scheme of SEO has never been more predictable. For smart SEO's, it is now easier than ever to understand and gauge exactly what it takes to get a website ranked at the top.
Here at OIC Group, we've been on the forefront of SEO best practices for the last few years. Our methodology and resources have adapted significantly over that time, and righteously so, as the success stories we're helping clients create have been as plentiful as ever.
If you're going into 2015 with SEO as a means to drive traffic to your website, then this article is for you. Below we share some powerful SEO insights that can help you actualize a successful strategy for the new year.
Become an Authority: Carve a Niche Within a Niche
There are a couple ways you can view this. If you run a local business, you'll want to strive toward being the local authority for the products and services that you have to offer. If the local market is a little saturated or presents some tough competition, perhaps focus on one or two specific products/services as the core of your company. For instance, if you offer well water services, maybe you should make well drilling the primary core of your business.
If you're business targets a wider market (and thus contends with many other related businesses,) then you need to carve a very fine niche. For example, a few months ago OIC Group created a niche SEO company targeting surgeons (www.OptimizedSurgeons.com). Some might think that a company that provides SEO services specifically for surgeons is pretty darn niche. However, we have gotten even more targeted and carved a niche within a niche. That is, we focus our business model and its resources on providing SEO services for surgeons who provide breast augmentation, implants, and other related cosmetic surgeries?
This approach enables us to provide premium quality SEO programs that deliver outstanding results. Further, we can attract breast surgeon prospects with highly-targeted Facebook ads. In essence, we can target surgery professionals with specific credentials and affiliations, and serve them ads that say "Could You Handle 3-5 Breast Implant Patients per Month?" Carving a niche within a niche is a win-win for SEO and Internet marketing.
Develop a Content Strategy: Be a Problem Solver, Solution Provider, Educator, and/or Inspiration
A couple years ago, developing a content strategy would go hand-in-hand with SEO and keyword targets. For instance, if we were targeting a keyword like "computer repair shop," then we might create content around topics like "5 Questions to Ask a Computer Repair Shop Before Hiring Them." These keyword-focused articles would help to establish greater keyword relevancy.
While the latter approach does still work, the focus should go beyond just keywords. Instead, focus on creating content that offers value and meaning to your target audience. The objective is induce reactions like "hmmmm, interesting" and "ah ha!" These reactions are what build faith and credibility in your business while prompting your audience to like, share, tweet, +1, or pin your content (attributing it with social signals - a growing factor in Google's search engine algorithm.)
Step-up Your Social Presence
Social media is emerging more and more in the SEO scene, as social signals (Likes, +1's, Shares, Pins, Tweets, and Re-Tweets) serve as a sound mechanism for Google to valuate legit content. Social signals are becoming increasingly vital for SEO, and many smart businesses are developing and expanding their social presence.
The underlying challenge for most SEO's and web marketers is accumulating a sufficient number of followers to engage a sufficient level of interaction (to naturally earn social signals.) Facebook and Twitter both offer advertising solutions which provide a means to earn greater exposure and more followers. But doing it naturally is tough. Regardless, some level of investment (whether it be money, time, or effort in actualizing a viral-driven content strategy) will be required.
To become more popular naturally, we suggest making a list of some of the top influencers in your market. You can leverage influencers to help spread awareness of your content, or perhaps see if they're interested in a guest blogging relationship. This in itself is not easy, so go embrace this idea with a what's in it for them mentality.
For more specific and actionable insights for your 2015 SEO strategy, contact us to inquire about a free, no-obligation audit of your website.
Tags: web presence management , organic search , web presence , social media , content marketing , seo
Have you heard the new buzzword web presence management? It is getting tossed around like frisbee and it's becoming quite the bee's knees in the web marketing arena. And for good reason.
If you're savvy with Internet marketing, then you'll love the idea of web presence management. In a nutshell, web presence management is a more holistic way to look at a company's image on the web. The concept couples digital brand building and marketing into one cohesive approach. But what exactly is the "approach" to web presence management?
Well, it's different for each company. To effectively manage a company's web presence, it's best to first look at the various touchpoints, or online marketing and advertising channels a brand is engaged in. After defining these touchpoints, a company can then focus on optimizing and creating synergy through each channel by managing the brand's entire web presence as a whole.
How exactly do you do that?
Below we provide a very basic framework of how you can shift your mindset from doing Internet marketing to optimizing and managing your brand's web presence.
Look at the Relationship Between SEO, Social Media, & Content Marketing
Really smart Internet marketers are well aware of the commonalities and correlations between SEO, social media, and content marketing. Because each of these pillars helps to support one another, it's best NOT to view them as mutually exclusive.
Sure, you need to focus on each component individually (at times) like:
- SEO - optimizing your website, producing keyword relevant content, and generating links
- Social Media - establishing a presence on relevant social networks, sharing content, and growing your audience
- Content Marketing - producing relevant and valuable content and marketing it toward your target audience
However, when you view these components through the scope of web presence management, you can start to create cohesive strategies that bring positive impact to SEO, social media, and content marketing as one unit.
Let's pretend we're managing the web presence of an online business that makes and sells kale chips (baked kale snacks, if you will.)
Starting with the most basic, SEO, we'll want to ensure our website performs optimally (both technically for search engines and for user experience.) Additionally, we'll want to ensure our website is keyword relevant on terms related to "kale chips." The link generation, which is the tricky part, can be done manually (which we'd then call "link building,") but we can also generate links by earning them.
This is where the social media and content marketing comes into picture.
Leveraging Brilliant Content & Social Media to Earn Authority for SEO
Producing brilliant, viral-worthy content doesn't happen in one swoop. The best content that goes viral is not only well researched, but takes time to produce. For our kale chips brand, we want to create a video - something that will really resonate with our audience, grab their attention, and compel them to share the video with their friends.
Fast forward a few weeks ahead: our creative team put together a hilarious video about kale chips. Not only is video very funny, but it puts our kale chips in the spotlight as a new healthy snack. Thing of this video as the fuel that will ignite our brand's web presence.
After writing a little teaser copy and publishing the video on our site's blog, it's time to let it rip. We share the video on our social media accounts (and we have invest some money in Facebook and Twitter advertising just to give a little boost.)
Within a few days, the video has earned thousands of Likes, Shares, +1's, Tweets, Re-Tweets, and so on. The fire has ignited and we now have 1,420 new followers on Facebook, and several hundred new people added us in their circles. Beautiful.
Even better are the links we earned from all the health-nut bloggers who published write-ups about our kale chips after discovering our video and brand. Boom! Our keyword rankings for "kale chips" jumped from #76 in Google to #9.
Now are you seeing how the holistic approach of web presence management makes sense?
Never Stop Exploring
As the slogan for uber-authoritative brand The North Face "Never Stop Exploring," you need to keep this top of mind for any and all forms of Internet marketing. For our kale chips brand, our creative team is working with graphic artists to create an infographic that compares "Kale Chips vs. Potato Chips" - another humorous content marketing ploy that generate more social signals and followers, as well as links for SEO.
So, my friend, with relentless creativity, the right content production resources, and web presence, what's stopping you from becoming the authority figure in your niche? And with the latter resources, who needs to build links for SEO?
With creative a team that embraces "web presence management", the possibilities are endless.
Tags: web presence , optimization , seo , social media , content marketing
A new buzzword in the Internet marketing is becoming increasingly popular. That word is "web presence optimization," and it's redefining the SEO and Internet marketing industry.
The definition of web presence optimization is a comprehensive strategy of optimizing all relevant touch points in an effort to help grow and sustain a better online brand.
Unlike traditional SEO practices that solely concentrate on keyword optimization, link popularity, and better rankings, web presence optimization blends other elements that are evolving the standards of SEO.
Now to be successful in SEO, many channels overlap in their core purpose and objective. For example, social indictors (or "signals") such as Google +1's, Facebook Likes, and Tweets can influence a pages ranking in the search results.
Furthermore, great content that integrates Google Authorship is more likely to be rank-able asset over a simple webpage trying to sell a product or services
As a result, social media, content marketing, and SEO are all interconnected in some way. This marriage has evolved the focus of search engine optimization into what we call "web presence optimization."
Other Elements of Web Presence Optimization
In addition to SEO, social and content marketing, there's more to achieving a powerful web presence. This includes marketing channels and touch points like:
- Pay Per Click (PPC) Advertising - another medium to maximize your brand's search engine visibility for profitable keywords
- Conversion Rate Optimization (CRO) - the interactive content and calls-to-action on your website that drives conversions
- Mobile Optimization - ensuring your brand's web presence is well-suited for mobile visitors
If you're seeking services for SEO and Internet marketing, this new buzzword is your leverage to pinpoint the right provider for these services. Ideally, a good SEO will incorporate social media and content marketing into their mix, (whether or not they've heard about web presence optimization.)
For the consultants, experts, and agencies who offer SEO and Internet marketing, this should your insight to evolve your optimization service programs. You'll look awfully smart and savvy when you say "SEO is really evolving. In essence, we're now optimizing brands' entire web presence, beyond search."
About the Author
Tyler Tafelsky has over five years of experience in the organic SEO profession. He offers a wealth of expertise in the Internet marketing industry and stays well abreast the latest changes in the profession. You can email him directly at Tyler(at)oicgroup.net or Follow Tyler on Google+.
Tags: authorship , google , content marketing , seo
If you're under the impression that SEO is all about keywords and website optimization, then you have some serious catching-up to do.
In its very essence, SEO is evolving into what is more like REAL marketing.
That is, SEO is less of technical mystery of 'optimizing a website,' but rather a creative process of producing exceptional content that gains favor from a target audience.
Evidence in the SEO Evolution
Now when you search a keyword phrase in Google, it's almost guaranteed that you'll find an article/blog post, video, graphic, or some form of content that's not necessarily trying to sell you something.
This SEO evolution is simply Google's way of cleaning-up its search results. You see, some SEO's have really dirtied-up Google search results by optimizing crappy content with sketchy, keyword-focused practices. The fact that their content still ranks is purely fortune (because Google's Webspam Team is pretty stellar at placing good content atop the organic search results.)
Over the last year, over-optimized pages have bombed and fresh, quality pages are seeing top search placement. If you pay attention, you'll see that many listings are accompanied by images of authors and a Google+ link denoting how many people in are in their circles ("social authority," if you will.)
The Essence to a Successful Adaptation
To adapt to the evolving standards, SEO providers need to change their ways, extensively. As an organic SEO expert myself, this presents a challenge in many ways.
In short, SEO experts need to work with their clients to produce amazing, audience-focused content.
Becoming less of a provided service, the new frontier of SEO is a team effort of establishing achievable goals and assigning responsibilities both internally (client) and externally (SEO "provider.")
Enter: Google Authorship
Now when I develop SEO strategies for clients, I place a high degree of emphasis on Authorship. That is, I visualize my client's search traffic deriving from a high ranking article with the client's picture right next to the listing.
In most scenarios, the client is the most knowledgeable about their target search market, as well as the in's and the out's of their business. The teamwork in SEO stems from collaborating to create exceptional content that's properly optimized and published in the right places.
It's what Google likes, right? What better way to turn a curious Google searcher into a lead than enlightening them with your words of wisdom? That's called content marketing, and it's redefining the best practices of SEO.
Establishing Google Authorship is pretty simple, and it can have a tremendous impact on a company's SEO strategy.
I encourage your to check out this blog post to understand the importance of Authorship and preparing for AuthorRank.
About the Author
Tyler Tafelsky has over five years of experience as an organic SEO professional. Starting as a copywriting for an international SEO firm and now the Internet marketing manager here at OIC, Tyler offers a wealth of knowledge in the search marketing industry. You can email him directly at Tyler(at)oicgroup.net or Follow him on Google+.
Tags: articles , relevancy , content , backlinks , google , article marketing , content marketing , seo
For those who think articles are big waste of time for SEO, it's time to get real. An online article, just like any webpage, can have authority. Also like any good webpage, a good article is typically filled with valuable content.
As a result of that valuable content, people link to the article and it earns PageRank (or "PR" - the primary measure of webpage authority.) In the SEO profession, we call this "link bait." We all know that backlinks are sources of higher keyword rankings.
Authoritative, contextually relevant articles are a great addition to any website's backlink portfolio. What exactly do I mean by that? It's really quite simple.
Value & Relevancy are Key
To offer value in your content you have inform or educate your readers. In doing so, you must very specific in how you communicate your ideas. That is, focus on a narrow topic and reveal all goods that you can (or find appropriate.) Focusing on a very specific topic correlates to being very relevant.
Contextual relevancy is simply content that highlights a similar theme with that of what a business is offering. So if your business provides ecommerce software (and your SEO keyword targets center on 'ecommerce software,') then the most contextually relevant articles will be about ecommerce software. This concept is significant to ensure the backlinks in your articles offer the most value. To reiterate, the main idea is offer something of value about a narrow topic or niche.
When you produce superb content that offers a specific audience valuable takeaways, your articles can offer many advantages beyond SEO. This is why the articles you see ranking highly in the search results are about "tips" and "strategies." In a sense, the more you give, the more you gain.
Organize Your Ideas
Before you get to writing, take some time to organize your ideas. If you're a lawyer, you probably already plan to produce articles about your legal practice and areas of specialty. Think about your approach from the reader's point of view.
If you specialize in criminal defense law, what types of articles are going to hit home with your audience? Perhaps map out a few potential articles about 'how to fight a DUI' or 'steps to take when faced with drug charges.'
What kind of information is your target market (or a potential client) seeking? Being an educator will not only up the value of your articles (authority,) but will position you or your brand as knowledgeable, trustworthy resource. Instilling such advocacy can result in quality leads (especially if you articles rank in the search results.)
So who's to say solid articles are no good for SEO?
Like blogging and other forms of content marketing, awesome articles can:
- gain authority, which passes along to any backlinks in your articles.
- rank in the search engine results, maximizing your marketing exposure.
- inbound traffic to your website and position your business are reputable and trustworthy.
And lastly, (with respect to changes in Google's search that target overly-optimized websites) article backlinks can help to make your off-page SEO efforts appear more natural. Having a diverse backlink portfolio is key in today's SEO best practices, and articles are great contribution to achieve just that.
This article written by Tyler Tafelsky, one of SEO Specialists here at OIC Group, Inc. Visit Tyler on Google+
Tags: inbound marketing , article marketing , content marketing , seo
Exposing articles to the right audience is a highly effective marketing tool. Articles can enlighten, inform, educate, or all of the above. They can also generate popularity in a website for search engine optimization.
In essence, your article marketing strategy can have dueling roles:
- market content to a specific audience, capture their interests, and compel the audience to learn more about what you can do for them.
- build quality links to your website for organic search engine optimization. In this post, we will depict the two primary purposes of article marketing and how you can go about fulfilling the dueling roles that this practice has to offer.
Content Marketing for Credibility and Conversions
Readers who appreciate a good article will often acknowledge the source and respect the author's authority on the content's subject matter. This can attribute the author as a respectable source for information, consultation, and/or services. Articles enable you to increase awareness of your brand by publishing content to sources where like-minded individuals will find your content, read it, and take action (ideally funneling them to your website or a squeeze page.) In essence, content marketing is the primary channel of inbound marketing.
By writing and submitting articles, blog posts, and videos on relevant sites where your consumers are browsing, you will capture real people and ultimately drive a portion of those people to your website who are looking for more information.
Building links for SEO
The second role of article marketing (or virtually any form of content marketing) is to build links for search engine optimization. Placing links within the body copy of your articles will generate "link popularity" for the webpages you want to get ranked in the search engines.
Over time, your site will find its way onto the search engine results when people are looking for phrases that apply to your business. This may mean that some articles won’t actually be read by that many people, however by publishing these articles in the correct places, the search engines will see them, follow the links within the article’s content to your website, and apply some “link juice” to your site, thereby increasing your ranking on the keyword.
For example, let’s say you publish an article on the "benefits of juice fasting." Within that article, you link a couple phrases such as ‘juice fasting tips’ and ‘juice fasting recipes’ to your website. The search engines first recognize that the article as being about ‘juice fasting.’ They will then see the links in that article pointing to your website and will add ‘points’ to your site for those keywords. So when someone searches the ‘benefits of juice fasting’ or something similar, your site will start showing up in the results. The more articles and content you publish, the more links you can build, and the higher your site will rank on relevant keywords.
The more popular the keywords, the harder it is to rank, but the more traffic you’ll realize in return. A tip to keep in mind is to ensure that article relates to the links in which you build. Like the latter example, the article was about 'juice fasting' and the links were about 'juice fasting,' so contextual relevancy of content to links is spot on. Although these are two different strategies for article marketing, they can be used in unison to achieve optimal success.
This article written by Tyler Tafelsky, one of our Internet marketing specialists here at OIC Group, Inc.