If you’re an online content marketer or a marketing manager, you might spend a lot of time thinking about your brand’s keywords. That is fine so long as keywords are not the only thing you’re thinking about for SEO. As we’ve said before, keywords are not the end-all be-all when it comes to SEO strategy.
In fact, due to perceived authority, the search engine’s interpretation of the user’s intent, and a variety of other factors beyond keyword-targeting, even the most on-point keyword strategy is only “step 1.” Following are some strategic considerations to be mindful of beyond keywords:
Instead of thinking about building “keyword density,” it’s also important to establish and build upon a theme for each page. That theme can still be guided by a central keyphrase, but you should think beyond the keyword and instead think about what the user is looking for when they search for that theme, and deliver it with your content.
Search engines are looking for the most authoritative source to respond to a user’s query. That means your brand should be an industry thought leader. Building authority takes significant time and effort. For more information, you may want to download our recent white paper on building authority through content creation and link building.
Search engines love organization. A well-organized page or website is easier for the search engines to crawl and for users to navigate. A well-organized site also makes it easier for the search engines to determine your domain-level authority, as your pages work together to build micro and macro groupings of themes. If you need help in this area, review our checklist of technical SEO issues for guidance.
User-friendliness encompasses a range of ranking signals, including site speed, site security, and mobile friendliness, among others (including the aforementioned structural issues). If your site is not user-friendly, rather than concerning yourself with keywords, or even link building, consider what you can do to create a more user-friendly website. For this, it’s always good to get a second pair of eyes (because you are likely very used to your website and its quirks). But, you can start with a DIY user-experience evaluation and then consult with an expert on how you can improve your website’s user-friendliness.
In closing, while it’s still necessary to perform keyword research and optimize your page content for selected keywords and related synonyms, keyword optimization alone is only a small piece of the SEO pie. If you really want to move the needle, it’s time to think about SEO more holistically. To begin, start to think like a search engine and try to interpret: “What is the user looking for?” and “How can I return the best result possible?”
Given the amount of content that’s published online every day – be it on blogs, websites, or social channels – and the amount that must be created in order to keep up with demand, it can be easy to forget all of the always-relevant, “shelf stable” evergreen content you have at your disposal. This content is “old” in date only. You can easily make it new again by creating visual, share-worthy pieces for your social and other content distribution channels.
— MoreVisibility (@MoreVisibility) December 15, 2014
The information buried deep in your blog posts can easily become bite-sized snacks for your social media channels.
If you don’t already have branded image templates sized for your various social channels, you should have them created. This way, you can easily re-share the tips, statistics and pull-quotes that are buried in your blog posts on social media, and re-share the link. This is a great way of driving traffic to, and creating renewed interest in your seemingly “old” content.
Many marketers believe that they have to create new newsletter content whole cloth. That couldn’t be further from the truth. By sharing your blog posts in your newsletter, you enable them to reach a wider audience, while reminding the individuals on your distribution list of all the great information to be found on your blog.
There are a variety of ways to include your top blog posts in a newsletter. This includes highlighting your experts, highlighting a single blog category, or a particularly strong, popular, or seasonally relevant, blog post.
Similarly, you can take the information from a blog post and turn it into a PowerPoint presentation to be shared via SlideShare. If you’re going to do this, it’s important to refine the information in your blog posts so that it is at its most basic and salient. You might also want to use a free image creation tool to create images for each of your slides. This way, your presentations are easy-on-the-eyes and the information is easy to digest.
Your seasonal (yet still relevant) blog content can be returned to again and again by re-sharing it via any of the above methods or creating a new blog post from the older, but still relevant information. To do this, comb through your older content each year looking for holiday-specific, or seasonally-specific, blog posts and resurface them to be shared with your followers who are likely eager for seasonal information.
So far we’ve talked about how you can repurpose blog content for your various distribution channels, but you can also repurpose older relevant information on your blog itself. Simply write a completely new blog post sharing much of the same information and updating it as needed. You might start by sharing new technologies or ideas and rounding the post out with the older relevant information that’s buried way back in your blog.
But, and this is important: “Fresh voice” means fresh words so don’t copy and paste. Doing so could confuse the search engines, making your “new” content look like duplicate content, which could hurt your SEO efforts.
If you’re waiting for someone to come ‘round and declare the end of content, today is not that day. Rather, today is the day to come to terms with the simple truth that content isn’t going anywhere. It can’t. Otherwise, what would anyone read, watch or listen to?
See? This stuff we call content, and this thing we call content marketing, really isn’t going away, so it’s time to make peace with it. To put a content marketing strategy in place. To show the world you really know a thing or two about… what ever it is that you do.
Ready to get started? OK, here’s how:Read More