SEO campaign, where do you start?

You can run searches through Google about SEO of course. But you will get bombarded with so much information that your brain will spin until you have no recollection of what it was you were looking for in the first place.

Search engine optimization (SEO) can be a really difficult process for any business to get their heads around.

So, you decide to hire an SEO expert (reportedly). They should know the best practices, how to get you to number 1 in Google and what Google really want when it comes to getting you there. These guys are the experts, right?

In reality, search engine algorithms change constantly, and they deliberately keep everyone in the dark about what factors really affect rankings.

But, just like in any industry, there are SEO companies in Brisbane, that will say just about anything, to get you on board as a customer. Before you realize it, you have spent thousands and haven’t really moved any closer to your goal. Here are some of the most common lies a ‘cowboy’ outfit will tell you, just to get you as a client.

“I know all the Google the algorithms.”

Ask them – How? There are hundreds of ranking factors for the Search Engine Results Pages (SERPs) platform and Google hasn’t even told us about most of what the algorithms contain. A real SEO expert would know this simple fact.

There is never a moment that goes by where Google isn’t testing and adjusting its algorithms. A good SEO expert will know this and be constantly researching and looking at ways to improve the way they work. Most Ranking factors are a closely guarded secret, but Google has told us about some of them. But most you must learn from A/B testing, experience and a process of elimination.

“PPC? You don’t need it. SEO is all you need.”

SEO is certainly a major channel when it comes to bringing traffic to your website. The top spot on page one of any keyword gets an estimated 33% of the business and 2nd gets 18%. But it isn’t “the be all and End all” when it comes to reaching your target audience.

If you really want a successful business reaching the right targeted audience at the right time, which is to say when your audience wants you to be there, then you should really consider a strategy that has a combination of channels, including: advertising, content marketing, social media marketing and more.

Re-marketing is especially useful for those who are only using SEO. It’s always important to note that 96% of First Time Visitors (FTV) leave your site without doing anything, they were ‘just browsing’. Re-marketing to these particular set of people is paramount. Keeping them reminded that you are there, whilst they are ‘looking’ and ‘in market’ gives you the edge over your competitors.

“The more links you have, the better. Trust me”

We love and hate this one in our office at media 99. Love it, as it proves our competition doesn’t know what they are doing and hate it when we take on a client who already has 34,000 back-links from Russian directories attached to their site. Disavowing backlinks isn’t an easy process.

If you asked Google regarding back-links, they would tell you it’s not good practice. They certainly don’t want unnatural back-links and will penalize you for unnatural links that just don’t have any relevance. But despite all of Google’s efforts, back-links still matter a lot today and are high up there in ranking factors along with original content (more on this later).

However, Google is looking closely to the type of back-links you are using and what is pointed at your site. If an SEO “expert” tells you that they will add 1000 back-links to your site for a very low amount, consider carefully about not doing that.

The only backlinks you want pointing to your site are clean, high quality and high authority ones that are relevant to your industry and your business.

“Duplicate content won’t hurt your SEO.”

Adding duplicate content to your domain is going to kill it. That’s a fact. Google is searching out and looking to penalize marketers who are duplicating content in order to manipulate the SERPs. Google wants to recommend its customers to the very best websites for the searched keywords.

Websites with good relevant content that will give the customer the very best experience. It cannot do this if your content is the same as other sites in your industry. Good quality original content comes directly from the source, YOU.

It’s your business and you know more about it than anyone else. Sure, pass it on to a content writer, to flower it up. But give them the hard facts you want in the content.

Google doesn’t know your business or industry like you do, which is why they recommend addressing duplicate content issues on your domain by doing the following:

Avoiding publishing stubs

Minimizing boilerplate repetition

Minimizing similar content

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If your SEO Agency has little to no understanding of any of Google’s recommendations about content and doesn’t take them seriously, consider changing agencies for your website.

SEO Blog

Content Is Dead, Long Live Content Marketing!

Content is King

What is the best form for your online content

It was Bill Gates who wrote an essay in the early ’90s entitled ‘content is king’ whilst CEO of Microsoft, a phrase that has been used time and again. In the Essay, he was stating that Content Marketing would become one of the biggest factors out there in this new thing called “the Internet”. He said that people would be wanting fresh content of News and Information daily.

Bill, was wrong… People actually want fresh information and content instantly, daily just would not cut it in today’s fast-paced world. Good content is making people thought leaders in their chosen fields. But it’s even more than that, its keeping brands relevant. If you are not producing content regularly, to keep people informed or engaged, then you are already falling behind.

So here are some tips on how you can create compelling content for your customers and potential clients.

The Content Marketing headline.

It starts with getting that headline right. Attention-grabbing headlines that are relevant to your post and make people sit up, is where it all starts. Why do you think authors take so long in deciding the title of a book? It needs to portray the whole article within a few short words. Those words need to spring out of the phone as the person scrolls with their thumb, whilst sat on the early morning commute to work.

Content to distract

A great headline can get anyone stopped and engaged.

The Visuals

Then there is the graphic, picture, or multi-media artwork. Along with a great headline you need to have a visual to go along with it. This is especially relevant to social media content marketing. If you see a post with a good piece of graphic design work attached to it, you are 10 times more likely to stop scrolling and look. Good pictures and graphic designers are worth the money you should be paying for them. Of course, if you are able to add a video to your content, even better. Globally, it’s a mighty 91% of internet users who are watching online videos each month, while 44% are watching vloggers and a further 39% are listening in to podcasts.

The Storytelling

Everyone loves a good story, and everyone loves a good storyteller. When you start out writing your content make sure that you have a compelling story to tell. Have an important and promising introduction. Any advice/educating middle and an end that leaves a little question. Ever wondered how quickly you can make a judgment about an article or post? Like you maybe did with this one. Most people probably decide within the first few sentences if the post is worth reading or not. Tell users why they should care and what you’ll be discussing. Make them want to read it.

Make Your Content Answer Questions

Ask Questions, always

Your customers are searching for answers. They are looking for answers on questions about your industry, product, or service. You need to fill that gap, its how they found you in the first place. If your content answers the questions posed, you’ll likely find your site at the top of search results for the very customers you’re trying to reach. Basic information about your business just won’t do. Don’t get me wrong here, don’t tell them everything, but give them enough information so they know you are the expert in your field.

Thought Leadership

Content marketing establishes thought leadership, and it’s those that are seen as leaders in their chosen field who are able to push their brand to the top. Educating people with good quality Content is essential to establishing thought leadership. Blog posts, videos, or other content will help you dominate in search results.

People want to hear from experts in the areas they have questions about. They want to be educated. Not so they can do it themselves, but so they can be confident and trust the person with whom they are dealing with, knows what they are doing. Good quality, well-constructed content marketing can deliver that trust. But do leave readers with questions. This doesn’t mean you have to have an incomplete post, but rather to include questions that make readers reflect on how they can implement the knowledge you provided.

Communication is the key to great content marketing

Communication is key

Good content speaks to people. It doesn’t preach or sell. It communicates with its audience on the same level. And good communication between two people is all about listening and responding to what that person is telling you. And that’s what great content marketing really is.

There is no point in throwing out content on a daily basis if nobody is interested in what you are saying. You need to listen to your targeted audience first and then respond to them with content marketing that will reach them and garner a response back. Ask the questions, read the data, find out what they actually want to hear about, and then discuss.

Content marketing has the power to engage customers, instilling trust as they consider whether to buy from you. The customers who regularly read the content you create are more likely to feel a personal connection to your brand than those who merely see you as a business logo and website. No matter if it’s a blog, website content, vlog, podcast, SlideShare, or Facebook post, it gives you an opportunity to connect with your customers. Use it!

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Content will always be king, but it’s how we deliver that content and the methods in which we deliver it that is changing. So the headline should really read, ‘Old Content is dead, Long Live New Relevant and Well-Constructed Content marketing’!

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