Search engine optimization is key to a successful content marketing campaign, and building smarter strategies for effective SEO is vital in the competitive world of internet marketing. There are several best practices that need to be implemented for SEO-geared Content Management, such as these five core blogging concepts to drive traffic to your website with great blog content, but what else can you do to make the most of that traffic? Two important content management methods include 1) A thorough content audit and 2) Expanding your presence online.
A thorough content audit is as important to the health of your website and your online marketing strategy as pruning is to a healthy garden. Trends change constantly and information is regularly updated as it evolves over time, and it is vital to keep your site up to date and relevant and to implement strategic changes to optimize your content to hit those metrics that matter most.
Posting evergreen content is one important aspect of a successful content management strategy, but so is updating historic content to reflect more current, relevant trends. Historic pages that aren’t updated should be not indexed or deleted, whereas pages that are updated should utilize a strategic linking plan. It’s important to include links to external pages that act as corroboration, to build a reputation of accuracy, as well as linking new content and historic content together, to lower bounce rate and establish your site as an authority in your niche.
Expanding Your Online Presence and Visibility
Are you making the most of your online presence? There may be segments of the market that you aren’t reaching if you haven’t considered new types of content and ad placement to keep your audience’s attention. This is most apparent in social media marketing which reaches so many people across demographic groups. Facebook, Twitter, and Youtube are powerful marketing tools just waiting to be harnessed, as are third-party ecommerce and local listings.
Create interesting and relevant content and post it to Youtube to draw and convert traffic, particularly with popular “How-To” videos. Google has seen a rise in searches for “how-to” of 70% year-over-year, exposing a huge potential audience. To maximize the marketing potential of the content, optimize the title, description, transcripts and tags for all videos. This content to your Facebook and Twitter feed further increases the reach of your video content, and thus drives convertible traffic back to your site.
Ecommerce and Local Listing
Third-party ecommerce sites like eBay or Amazon can be extremely helpful for converting that content driven traffic to sales. Well-written and SEO optimized listings focused on positive reviews to build brand trust are key to reaching savvy internet consumers and growing your visibility in ways that provide a tangible return on investment. Another often overlooked source of positive review and potential brand recognition is listing businesses with citations optimized for local searches. Yelp and Yellow Pages are great ways to generate business on the local level and grow your brand presence.
Content Management is the Key to SEO Success
Fresh, engaging content is still a key factor in marketing success, and SEO is part and parcel to creating effective, marketable content. These two aspects of content marketing are deeply intertwined, and the crux of success in either is to give equal attention to both. Are you doing everything you can to utilize the marketing power of the internet, or should a content audit be next on your SEO checklist?