Content Marketing and Top Keywords are buzzwords of the moment but there is confusion over what that really is and why a business should do it. This article sets out some of the basics.
The Best Keyword Research and More Traffic Strategies
If you create content that your prospective customers need and want, they will find it, consume and engage with it and ultimately transact a profitable action with you. They may also share that Top Keywords derived content with their own friends and contacts, amplifying the effect.
So this is where you start – developing a content marketing strategy. First you need to work out what your audience wants. Finding them is easy, but working out what they’re really interested in and why they visit certain sites or retail outlets is the issue.
All consumers are looking for solutions to their problems. Work out what those problems are and you can target your article marketing based on your Top Keywords derived strategies for maximum effect.
Once the aims of the content marketing programme are set and customer needs identified, then you need to create the content to fulfil that need. That content can take many forms – here are just a few; videos, infographics, social media content, apps, website articles, blogs, eNewsletters, photos/illustrations, animations, webinars, microsites, etc.
If you can’t produce that content yourself, you will need the support of writers, bloggers, designers and web developers. You will need a network of tried and trusted partners – videographers, coders, app builders etc – who will work to your strategy and brief.
Why Keyword Competition Tools Are (Almost) Always Wrong
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Using Web Analytics to Improve Content Marketing
We have used (and regularly test) a variety of SEO tools and services in order to compare them. This includes not only direct competitors to my own products, but also the “Big Data” providers in the SEO industry.
Great data is only great if you understand what to do with it. If you’re a beginner to ranking your site in Google then you need guidance more than a bunch of stats and numbers.
This is where most of the SEO tools fail miserably. While the individual data points provided by these tools are often pretty good, when it comes to using this data to give you practical advice they almost always fall flat.
Take estimating keyword competition for example. How difficult will it be to rank in Google for a specific set of keywords? With all of that data at these tools disposal, you would think they would be pretty good at estimating that difficulty.
They’re not. In fact, they’re usually pretty bad at it.
Let me back this up by giving you an example of some keywords where these tools get it wrong. This example is a “long tail” (that is, a set of keywords that don’t get searched very often and contain 4 or more words).
Keywords: online acoustic guitar lessons
Difficulty rating from popular tools (scale is 0 to 100):
Moz – 50
SEMRush – 69
SpyFu – 56
KWFinder – 49
Difficulty rating from my soon-to-be-released SEO system:
Keyword Titan – 28
Notice the difference? The four popular tools shown estimate it to be about twice as difficult to rank for “online acoustic guitar lessons” as Keyword Titan does.
The reason why their estimates are so (incorrectly) high is because those tools appear to be averaging the authority of Google’s top 10 ranking domains / pages for the keywords. That’s a mistake, a serious mistake, and it’s where pretty much every keyword tool goes wrong.
You see, the true estimation of how difficult it will be to rank for a set of keywords in Google isn’t found in the strength of the top 10 sites ranking for the keywords — it’s found in the weakness of the weakest ranking site in those top 10 results.
That is, if there are 9 very strong sites ranking for a set of keywords and one weak site mixed in among them, that weak site is the true indicator that ranking in the top 10 for those keywords is not so difficult. After all, if it was difficult to rank for then that weak result wouldn’t be there, right?
Almost no other keyword tool gets this right. They always average the strength of the top 10 Google results together to come up with their difficulty estimations.
248 Fall/Winter Seasonal Keywords to Target
In general, what happens is that people first create content and consider optimizing it for SEO. However, the best practice is to start with the end result in mind. If you belong to content marketing or offer SEO services, it is suited to take a radically different approach - think of the promotion first so when it comes to creating content, you already have a strategy to work upon and hence craft the content to achieve that.
Here's how you can do your content marketing from an SEO perspective:
Gather a concourse of talents
Get all marketing maestros on board - PR, SEO, content strategists, creative, and social media experts - to work on the content plan. Creating content for marketing is a team effort and yields awesome results when a variety of talents assemble to contribute. Ideally, you should have people who are specialists in different areas, instead of having jacks of all trades, masters of none.
Set a goal
With your fantastic team, you are ready to set a definitive objective. Firstly - understand your brand, purpose of marketing, the message you want to convey, your core values and the ways to communicate them.
Then, you have the job of understanding your potential customers and afterwards, your objective with the content marketing. Ask yourself - whether you need to track conversions, need improvement in customer support or sales? Once done, create clear content guidelines to plan what should you publish and what shouldn't.
Do not create content just like that
There are millions of content posted on the internet in the form of videos, Facebook posts, Tweets and others. So, there's so much noise and you have to make yourself rise among that crowd.
Better you learn from your past experiences - which areas need improvement, what has triggered mass interest, social engagement, etc.
Quality is what Google prefers - generate remarkable content, the battle is yours. Churn out the generic and the optimization won't help you. Besides that, your content should be relevant and up-to-date.
Focus on data-driven content with exclusivity
While creating quality content, try to incorporate relevant data in a precise and accurate manner. Data to validate your points increases your credibility. Even better, if you give it a news angle and you're credited as the source for that information.
Create content that answers users' questions
Creating content that actually helps your users by answering their questions is a major win - in terms of content quality and SEO, both. Research and understand the pain-points of customers. If done successfully, you create evergreen content that gathers repeat readers. Quick, well-explained answers are termed the best.
Let customers be the king
Google loves the internet users and you can play around that. Involve your audience in what you do. For instance, ask them to submit their funny videos or creative posts under a campaign. In all your marketing initiatives, always remember that your moves will be to build an audience not just backlinks.
Don't let any doubts cross your mind while creating content, like - what if people already know this, etc. Use different formats to present your content such as white papers, PDFs, infographics, small articles, etc. Then, choose relevant syndication partners to widen the reach of your publish. Of course, quality SEO services can help to promote your business.
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TextSuite User – More Traffic – Hints and Ideas to Make Best Use of Jon Leger’s Article Content Creation and Article Marketing Software Products