New SEO Research Reveals 6 Things About Content Marketing
Search engine optimization and content marketing share an awful lot of territory. It’s so extensive that people have written hundreds of articles about how content marketing is the new SEO or about how there is no SEO without content. But for me, SEO skills aren’t enough to do world-class content marketing. Where you really get an edge is when you look at the newest SEO studies. That’s where the bleeding edge of SEO blurs right into content marketing best practices. The similarities are so close, the two disciplines start to use the same words. And the same metrics. Hence the need for new SEO research.
To give you the insights you’ll need to do your own content marketing better, here are several of the latest search engine optimization studies.
Content is the best SEO tactic.
Just in case you doubted how SEO and content marketing overlap, witness Ascend2’s latest survey on search engine optimization. “Relevant content creation” came in as the most effective SEO tactic.
Most of the traffic to websites is still coming from search.
Another stat for those of you who doubt the power of SEO (and think that social is enough to save you): 51% of all website traffic is still coming from organic search traffic. According to BrightEdge’s study, “2017: Organic Search Is Still the Largest Channel.” So search is still absolutely worthwhile – the traffic is still there. As BrightEdge’s Senior VP of Marketing, Kevin Bobowski says, “Producing great content is irrelevant if consumers can’t find it.”
Competition is fierce – but not in every industry.
If you’ve read much about content marketing, you’ve probably heard the term “content shock”. It was coined by Mark Schaefer to describe what is basically a tidal wave of competition for our audiences’ attention. There’s simply more content “out there” than they have time to consume.
This is a core problem for content marketers because the whole reason content works is because of the audience’s attention. But while the competition is real… it’s not evenly distributed. In fact, if you’re in a “boring” industry, you might find the search engine competition to be pretty light.
SEO isn’t being used as much as it could.
Search engine optimization: A key part of every digital marketing presence and modern business, right? Maybe not. Less than a third of small businesses – only 28% – do any search engine optimization. And only 57% of bloggers report using SEO as a tactic to drive traffic to their content. It’s a shame so many businesses and websites aren’t even trying to do SEO. But it means there’s more of an opportunity for you.
User intent is everything.
What does someone really want when they Google “pizza”? Is it to order a pizza, make a pizza, understand pizza history? That’s the puzzle of user intent. Get user intent wrong, and even good, well-optimized pages will fall flat. Get it right and you’ll be forgiven for a boatload of other sins.
Know where user intent for SEO and user intent for content marketing merge? In user personas, aka “buyer personas” or “customer profiles”. These different types of customers have different needs and priorities. So they need different content. That content needs to be dialed into the user intent behind the keywords they search for. The content needs to be optimized for those terms (and those users).
It’s time to think outside the text box. The rise of image-based social platforms like Instagram and Pinterest should be getting content marketers’ attention. Images actually get a higher click-through rate in the search results than text pages do. Moving images work, too. Remember: YouTube is still the 2nd largest search engine.
A third of searches don’t result in any clicks.
According to Rand Fishkin:
“34% of searches get no clicks at all. If we look at all search queries (not just distinct ones), those numbers shift to a straight 60%/40% split. I wouldn’t be surprised to find that over time, we get closer and closer to Google solving half of search queries without a click.”
This is no outlier opinion. It’s well documented that click-through rates are falling – as much as 37% in two years. So what’s happening? A slew of factors but the rise of mobile use is definitely one of them.
So, how to deal with this?
- Get your content into rich answers, for starters.
- Also optimize your title tags and meta description tags. We should all be obsessing about those as much as if they were paid pay per click ad copy – because they basically are.
That’s not the only thing to think about here, though. To return to the influence of search intent, (which should be in your content’s DNA) – think hard about search intent when you’re writing those titles and meta description tags. They need to nail their messaging if you want to get those clicks.
Content marketing is no game for the lazy. Staying up to date with what’s starting to work, what doesn’t work anymore, and what’s still working, takes time.
This article first appeared in Forbes
Essential Tips to Master Your SEO Conversion
Search Engine Optimisation is a staple when it comes to any digital campaigns. Through SEO, you can accurately provide what your customers need as they search the web. The options online are endless. As a marketer or business owner, make sure that you master your SEO Conversion. the following are easy steps you can take to master your SEO conversion.
1. Use Your Data Wisely
Google Analytics can help you identify your target market properly. You will be able to understand what your customers need and know just how to address them.
Your website, social media channels, and blogs are brimming with data that you should not ignore. Study and analyse this data because this can give you the following information:
The behaviour of your audience on your website.
- Items or links commonly used by the users.
- Website features that are not used.
- The best performing social media channels.
- The impact of pictures, videos, articles, and other elements.
- Time of the day when there is more traffic to your website.
- The features on your website that need improvement.
2. Conduct A/B Tests
After collecting and carefully analysing your data about customers, never assume, but rather test your hypotheses. One of the critical elements in SEO conversion is testing. Any marketer or business owner must run A/B tests to know what works and what doesn’t, what needs troubleshooting and what to avoid altogether. A/B testing means running a test between two version of a website to check which ones perform better. Consequently, the version that wins is the one which gives a high rate of conversion. Check out various A/B testing tools on the web to run your comparison.
3. Highlight the Features of Your Product or Service
Your customers see many advertisements every day. Various products and service promos are right in front of their eyes. Do not let your product or service drown among all of these things. Once customers visit your website, make sure that they see the focal points of your product and service features.
4. Excite Your Visitors When They See Your Landing Page
Upon arriving at a website, customers only have a few seconds to view your site. If nothing seems attractive to them in that span of time, they will automatically leave and go on to another website. Stay simple and straight to the point.Show premium quality.Offer the exclusivity of a feature.Create something fun.Always be authentic.
5. Do Not Ask Everything
Limit the information you request from customers. Do not exhaust your website visitors by asking a lot of questions, if you do they will automatically leave your site. Ask only a few necessary items.
6. Create a Guarantee for All Purchases
Give your customers peace of mind by telling them that you will give them a refund should something go wrong with the product or service. You can offer a 1-year warranty service, free-replacement within a specific period, or a no-questions-asked full refund. This offer is a useful SEO conversion trick because it reduces risks on the part of the customer. Furthermore, they can just buy your product knowing that their money is safe.
7. Make Payment Easy
Make the buying process easy. One way to promote SEO conversion is by offering various payment options to customers. Below are some of the payment options you can explore:
PayPalCredit or Debit Cards
- Wire Transfers
- Online Banking
- Electronic Check
- Mobile Payments
8. Highlight Great Customer Reviews
Let your website sell your products through customer reviews. Allow customers to leave comments and feedback about their experience with your website and the offers you provide. When your visitors see that others are satisfied, it will make their buying decision easier. In addition to that, do not discourage negative reviews. These comments will help you improve.
9. Chat with Your Customers
Sometimes, your customers are too tired to go through your website. They need immediate answers to their urgent needs. To address this, offer a live chat feature so that you can provide real-time information to your site visitors. Chat tools are an excellent SEO conversion feature.
10. Provide Contact Details to Your Audience
Make correspondence easy by including contact details on your website. Providing these makes you more reliable to the customers, too.
Also, some of your customers would prefer to speak to an actual person. They will look for a contact number on your website which they can call. Make your contact details easy to find and clear.
Five Benefits of a Great SEO
When you’re conducting business online, the importance of SEO can’t be overestimated – a carefully planned SEO strategy is the best guarantee to ensure your position in Google’s search results. If your SEO strategy isn’t up to par, it’s a given that you’ll end up buried low in the search results, and that’s not where you want to be.
However, SEO is a tough subject to master; it requires time and effort like no other digital marketing strategy. Of course, SEO brings with it its unique benefits with experts claiming that SEO was, is and will forever be one of the best sources of traffic that you can get for your website and business.
Below are five benefits of having a great SEO:
- Increased Traffic – Top positions on the search engine result pages receive a majority of the impressions and clicks, so ranking in these top positions can result in significant traffic increases for your website. SEO also focuses on creating informative and keyword relevant title tags and meta descriptions, which show up in the result pages. Having optimized tags and descriptions helps to increase click through rate, which also promotes increases in qualified web traffic.
- ROI – SEO provides trackable and quantifiable results, regardless of whether you are an ecommerce or non-ecommerce site so there are no qualms when it comes to ROI. SEO agencies are able to track nearly every aspect of their strategy, like increases in rankings, traffic and conversions. Comprehensive analytics also provide the ability to drill down at a granular level and see demographic information and other engagement metrics for individuals who have interacted with your website.
- Cost effectiveness – SEO is one of the most cost-effective marketing strategies because it targets users who are actively looking for your products and services online. SEO’s inbound nature helps businesses save money as opposed to outbound strategies like cold-calling. While cold-calling can still be an effective strategy, the leads generated cost 61% more than leads generated by an inbound strategy like SEO. And since SEO also targets users who are actively searching for products and services like yours, the traffic resulting from SEO is more qualified than many other marketing strategies, resulting in cost-savings for companies.
- The Benefit Of Increased Visibility In Search Engines. The most commonly known advantage to be seen in SEO is an obvious increased visibility in search engines.
- Great SEO leads to increased credibility for your brand. Ranking highly in the search results signals to searchers that you’re a key player in your industry. Conversely, ranking on the 2nd or 3rd page may lead to unwanted assumptions: that you’re a new business, that you’re not as well known or that you don’t have the budget (and thus sales) to afford to boost your rankings
How To Generate Leads For Your Business
For a business to survive, it needs to generate leads. Lead generation is the process of sourcing sales leads. It is the creation of awareness and the initiation of a person/company’s interest in your brand’s service or product. A lead can be a person or company you hope to win as a future customer for your service or product. A warm lead is when a person/company has indicated interest in your service or product. Lead generation is the gateway to keeping a business afloat. Here are some how tos to help you generate leads for your business.
– Identify your target audience. You can’t reach and sell to your ideal customer if you don’t know who that is.
– Deploy outbound and inbound marketing.
– Develop and optimise informative content. High quality content attracts traffic to your website. Include images and videos to encourage shares.
– Use Email marketing as it involves direct engagement.
– Improve the search engine optimization ( SEO ) of your website so you can appear on the first page of Google for keywords that describe your product or service. This helps drive traffic to your website and increase your inbound sales leads.
– Get your customers to recommend and encourage other people they know to seek out your product /service. Referal systems make you more professional and bring higher profits.
– Tweet promotion is another way to go. Linking relevant promoted tweets to a business website’s landing page is an excellent way of optimizing their potential. The tweets should be interesting and valuable to the audience.
– Create and make posts on LinkedIn.
– Create communities on Google+. Google+ allows businesses to bring prospects together in groups called communities. You can reach prospects in these communities for conversions.
– Landing pages are also great for generating leads. Make sure the pages are specific, have useful content and are pleasing to the eye.
– Share reviews, nominations and awards you’ve received. These prove you’re a valued vendor.
Follow these tips and watch your business grow.
Some of these leads have been culled from