Back to SEO School: Digital Content Marketing in 2017

September 18, 2017

As schools across the country get back into the academic year, it’s a good reminder to brush up on your own knowledge as well. If you work with our web marketing agency, you’ve probably heard us talk (a lot) about the relationship between content and search engine optimization (SEO). Your page rank is determined by many, many factors, but high-quality content remains the biggest measure of how well your site performs in terms of visibility on search engines.

So, how do you get that solid content? Over the last decade, SEO has changed a lot. There really aren’t any “hacks” or “pro tips” that let you shoot to the top of the search results page without effort. A strong plan revolves around three timeless strategies:

  1. It’s More Than Meets the Eye

The first thing to learn about digital content marketing is that “content” isn’t just the text on a page. Sure, that part matters a lot, but making sure there is alignment in all areas maximizes your impact. Be sure to:

  • Be intentional with both on-page and “behind the scenes” content – headers, tags, titles, and metadata really do matter
  • Perform thorough, regular keyword research to capture and use a good selection of keyword variations and related terms
  • Think from a user’s perspective – will they know your industry’s terms, or is there a more common phrase they might search instead?
  1. You Can’t Beat Them – So Join Them

There’s a reason for Google’s reputation of being all-knowing. No matter how slick you are or what SEO firm you work with, you just can’t trick Google. Instead of looking for work-arounds and “get ranked fast” tactics, be sure you:

  • Stay up to date on best practices, and change your content to meet these standards if needed
  • Audit your site often in Google Analytics and other SEO checkers to see if there are areas to improve (or red flags you need to fix)
  • Avoid old-school strategies like keyword stuffing or duplicate content – it hurts your content quality, your users’ interest, and your business’s reputation
  1. SEO Focus Means User Focus

Remember, Google’s goal is to provide its users with the most relevant, complete, and helpful answers possible. Everything you write is put up against this standard. When creating and marketing content for SEO, remember that you are really writing for your current and potential site users. That means:

  • Keep it natural – while you need to use keywords, don’t force terms in every sentence as that usually means sacrificing readability
  • Update often – users want answers that are recent, and they don’t have a reason to keep coming back to your site if there isn’t new information
  • Be helpful ­by knowing what your readers are looking for – when your visitors like and trust you, Google will too

Content is king in the world of SEO, so it’s important to get this foundational piece optimized. The copywriters and SEO consultants at Brandography are always happy to sit down with you, plan out a strong content marketing strategy, and execute that strategy with precision. To discuss your needs with one of our SEO specialists, give us a call at 612.460.0016 today!

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