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WebTEK Marketing: Blog

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Why You Need an Optimized Content Marketing Strategy

Anyone who has been involved in online marketing for any amount of time knows the Internet is a constantly evolving environment. In order to use it to maximum benefit, marketing strategies need to keep up with that evolution. That’s why optimized content marketing is so crucial today.

A webmaster or SEO provider not practicing optimized content marketing is not giving clients the best chance of succeeding. Those that are remain at the cutting edge of the online world while keeping customers there as well. How is your webmaster or SEO company doing?

Optimized Content Marketing Explained

Though some SEO companies try to offer a very complex definition of optimized content marketing to make themselves appear more important than they are, it is not very complicated all. In simple terms, it is the practice of purposely creating content targeted at specific groups of people for specific purposes, then linking that content together effectively.

Generating optimized content begins with knowing what people are talking about and what they are interested in. This information comes from a number of sources including the news media, social media, and the content being generated by competitors already enjoying success.

The idea is to take those topics and use them to generate traffic to your own website. To a certain extent, there is some art involved here but for the most part, it just requires good analytics and some old-fashioned common sense. Webmasters able to correctly gauge the heartbeat of their target audience find optimized content marketing fairly easy to implement.

Defining Content

The other important component of optimized content marketing is to properly define “content.” On the surface that may seem like a no-brainer until you realize what you are currently generating is not helping increase traffic or page ranking. The types of content you are looking for need to take advantage of current Internet metrics. You want to generate things like:

  • relevant blog posts
  • newsworthy press releases
  • white papers and case studies (where appropriate)
  • how-to guides
  • news and events articles

With all of these pieces of content, you do not need to worry so much about keywords and their placement as you do about relevance. Keywords are good; keyword portfolios are better. But more important than both of them is to create content that can provide users with something they will not find anywhere else.

When your content offers real, useful information, you will be rewarded by both Google and your readers. Yes, the last two rounds of Google updates have introduced relevancy and useful content to their algorithms. They are now paying attention to what you say as well as how you say it.

A good example of relevant content comes by way of press releases. When the press release became a viable marketing tool for SEO a couple of years ago, marketers were selling them as just another means of targeted advertising. However, Google and the other search engines quickly and began punishing companies using press releases for things other than what they were designed for: news.

An effective press released today informs readers of new products and services, industry news, or some important company development. A press release that does not fulfill these guidelines will be very difficult to include in an optimized strategy because it is likely to not be looked on favorably by Google.

Under the new Internet paradigm, optimized content strategies are the best way to make sure you do not fall behind the competition. If you are not already employing an optimized strategy, you cannot afford to wait until next month. Get started today and get back in the game.

Posted by Justin  |  Comments Off  |  in Content

Blog Management: Content Is King

Is it fair to say that the “content is king” phrase dominates today’s SEO landscape? We believe so. Yet on the other hand, it is probably one of the most profound truths of Internet marketing. Moreover, it is especially true in terms of blog management.

Blogging is quickly becoming a very powerful tool to webmasters and SEO companies because, done properly, it gives Google and other search engines everything they are looking for. The key to utilizing blogs successfully is to manage them properly in light of what both customers and search engines are looking for. That is why content is King.

Purpose of Blogging

Regardless of the specific strategies you use for Internet marketing, they all have just two goals: driving traffic to your website and converting casual visitors into paying customers. If you have any other goals, they should be subservient to the first two.

As a marketing strategy, blogging is used to fulfill those two goals. That means the content you provide in your blog must be targeted at a specific audience with a specific focus gear just to them. For example, let’s just say you are marketing home security services in a mid-size American city.

Your blogs should focus on topics that interest your target audience: suburban families concerned about neighborhood crime. That means you will talk about issues like keeping children safe, preventing burglaries, and integrating a security system with home automation. You might also focus some posts on new technology as well.

Customer Profiles

To maximize your blog it is a good idea to get to know your customers. In some circles, customer profiles are known as “buyer personas.” You can develop these profiles by simply asking people about your product or service, in a generic sense, to gauge the reactions. As you glean information, you can ask more targeted questions.

Developing customer profiles does take time but it does not have to be complicated. You can talk to co-workers, friends, family members, and even strangers that might be willing to speak their minds. Social media gives you access to a potentially unlimited audience of people that may be willing to give you their ideas.

What Your Blog Says

With a handle on your target audience and your customer profiles, you need to focus your attention on what your blog actually says. It is not enough to simply drive potential customers to your website; you want to convert them into paying customers. You do that through the content of your blog.

Whatever your chosen topic for the day, it needs to be relevant to the audience you are attempting to reach. It also needs to be focused on that topic with real, viable information readers can take away. In other words, if you are writing about home automation your blog needs to give specific details rather than generalizations.

Providing detailed and relevant information does two things. First of all, it gives credence to the fact that your company is legitimate and knows what it’s talking about. Second, Google looks at that information very favorably. A good blog with solid content goes a long way with page rankings.

Along those same lines, make sure proper spelling and punctuation is always practiced. Site scanners are not likely to be buying customers, but those who actually read will immediately be given the wrong impression by poor spelling and improper punctuation.

Managing your blog is more than just raw numbers. It is an overall strategy of making sure you reach your customers in a way that makes them feel like part of your “company family.” When you can manage this through quality content, you will have long-term customers rather than just casual readers.

Posted by Justin  |  Comments Off  |  in Content
Blog Content

Blog Content for SEO

Does your SEO company offer blog writing services? If so, are they creating blog posts using SEO practices that will ensure good page ranking? These two questions are important ones for any website owner who could benefit from an active blog presence.

To be sure, blogging is not an appropriate strategy for every website. A site for financial investors looking at stock tickers and Forex trading is but one example. The types of individuals visiting these sites are not interested in reading blog posts when they are trying to find out what’s hot and what’s cold. Nevertheless, for a site where blogging is appropriate sound SEO practices need to be employed.

Blog Content

Knowing Today’s SEO

Before blogging content creation even begins, you need to make sure your SEO company is up to date with the modern environment. Search engine optimization is no longer just about finding a couple of keywords and placing them in the introduction and conclusion of a blog post. There is a lot more to it including:

  • keyword portfolios
  • establishing appropriate back links an inbound links
  • integrating blog with social media channels
  • developing relevant content without being punished for duplication

Blogging as an Internet marketing strategy has been growing steadily for the last five or six years. That means creating content to take advantage of SEO principles is more important than ever. Any SEO company worth its weight will have a proven track record of creating blog content for SEO.

Don’t Marry your SEO Strategy

In all of this, there is one important caveat: do not allow yourself or your site to be married to one or two SEO strategies. Why? In order for you to get maximum results from standard SEO, you will have to pay dearly for targeted advertising, paid links, etc. There is another way to go about it that is significantly less expensive while offering a higher yield. That method known as content marketing.

If you apply content marketing to your blog strategy, you can generate a very large number of links in a very short amount of time. The more links your blog can generate the better page ranking you will enjoy and the more traffic you will see. Content marketing involves a combination of linking multiple channels and integrating other tools with your blog post.

As an example, linking your blogs to social media sites like Facebook, Twitter, and YouTube goes a long way in generating links and page ranking. Believe it or not, Google now inspect Facebook’s millions of pages in order to learn what people are talking about. Just by building a steady following, you can make it more likely your blog stays at the top of search engine results.

In terms of other tools you can use, the infographic is just one example. Right now, the infographic is one of the hottest ways to present data in a way that is visually appealing yet concise. A properly constructed infographic grabs the attention of readers in order to present them with targeted information relevant to the topic at hand.

Combining infographics with blog content creates a dynamic pairing that produces real results. The nice thing about the infographic that can also be incorporated into your social media channels. Imagine a creative infographic being shared among a dozen fans that they share with everyone else on their friend list. Just a dozen Facebook users can spread your infographics to thousands of others.

Creating blog content for SEO should be a standard practice for all online marketers. If you are not using SEO to your advantage, you are not doing your blog posts or your website justice.

Posted by Justin  |  Comments Off  |  in SEO

Effective Link Building for Blogs

It is true that blogging is an effective means of building customer loyalty and encouraging new users to visit your site. However, blogging is only as effective as the exposure your site receives. That’s why effective link building is an important part of a comprehensive blogging strategy.

Some companies new to the Internet marketing game develop a blog with the expectation that providing quality content means readers will simply find it on their own. Unfortunately, that’s not the case. Your blog needs to be linked by as many external channels as possible in order to maximize exposure.

Networking

Here are some helpful tips for effective link building:

  • Social Media – Above and beyond just about anything else is the concept of linking your blog to social media sites. If you do not already have a presence on Facebook, Google, Twitter, and YouTube, establish them today. Then make sure your blog utilizes plug-ins and links that provide for cross-platform integration.
  • Blog Rolls – Getting your site listed on the prominent blog rolls is extremely important. However, most of them do not accept every blog that comes their way. You will have to take a couple of months and maintain your blog with regular updates before most will accept you.
  • Guest Writing – Take a couple of hours to search around the web for other sites similar to yours where guest writing is encouraged. If you find a good site you are willing to write for, submit one or two posts and include a link to your blog in your bio. As long as your guest post gives readers something they find interesting, they are likely to follow your link.
  • Leave Comments – If you come across a similar site that allows linking in comments this is a great way to get your blog some exposure. Make sure your comments are useful and insightful while avoiding the bad habit of flaming.
  • Review Other Blogs – If you are willing to review other similar blogs and add a link or badge on your own site, it is likely the owners of those other blogs will reciprocate. Blog reviews are great way to build a network of relevant blogs aimed at a particular audience.
  • Backlinks – There are plenty of tools available that allow you to do a backlink analysis. The point of this type of analysis is to find out which of your competitors is being linked by other relevant sites important to you. You can then contact those sites and ask them to link to your site as well. In most cases, they will if you have something to offer.

Make Your Blog Useful

All of the tips we have offered can help get your blog out of the shadows and into the limelight. However, none of them will be very helpful in the long run if your blog is not worth reading. Therefore, rule number one is to make your blog useful so that readers have a reason to visit.

By “useful” we mean you are providing relevant content that speaks to a specific issue, question, or topic. Useful posts avoid generalities, ambiguity, and rambling for the sake of keyword stuffing. A useful blog is one that leaves the reader satisfied that he or she has learned something new or gleaned valuable information.

The last thing to remember is to update your blog regularly. Though it can sometimes be hard to come up with great ideas for your post, it is absolutely necessary. If writing is not your strong point, you might consider hiring a professional to create your posts for you. Believe us when we say it is worth the expense.

Posted by Justin  |  Comments Off  |  in Link Building

Integrating Your Blog with Social Media

If you had to rank the most important emerging trends in Internet marketing, would social media be at the top of your list? We hope so. Social media is arguably one of the most significant and untapped resources among Internet marketers with the potential of yielding incredible results if used properly.

What makes social media so powerful? Size, scope, and reach. In other words, social media outlets like Facebook and Twitter give you access to an unlimited number of customers across a broad spectrum of social and cultural divisions. You cannot get that sort of access anywhere else. Consider the following numbers:

  • Facebook – 850 million users and still growing
  • Twitter – 500 million users and growing
  • LinkedIn – 150 million users; mostly professionals and business-minded individuals
  • Google+ – 90 million users (it’s also integrated with the entire Google platform)

Social Media

Twitter and YouTube

Where Twitter is concerned, never underestimate the power of 140 characters. Twitter is to Internet marketing what a tag line is to a corporate logo. It offers just enough information to pique the interest but not enough to give away the store. Great Twitter management can drive people to your blog like never before.

YouTube is another social media platform that should not be ignored. Let’s face it; we are now living in a media oriented society where a good video can go viral in just a couple of hours. Adding YouTube to your Internet marketing strategy allows you to integrate the content from your blog with videos that illustrate that content. The combination of words and images together is a powerful selling tool.

Making it Work

Making social media integration work for you begins with making sure your blog is solid. Doing so involves knowing your audience, choosing relevant topics designed to address the interests of that audience, and developing those topics with relevant content. The point of social media integration is to use sites like Facebook and Twitter to encourage people to visit your main site and read your blog.

Good Social Media Integration Requires a Few Things:

  • Links on Your Blog – A properly integrated blog will contain links or buttons pointing to social media channels. In other words, you may have a “like it” button in your sidebar allowing your users to like you on Facebook. You might have a “share” button that will immediately send your new post to sites like Facebook and Google+ when clicked by a user.
  • Social Media Plug-Ins – All the major content management systems like WordPress and Drupal offer plug-ins for your site that will automatically update your social media channels whenever you add new content. These plug-ins should include all of the major channels we have already mentioned.
  • Regular Updates – Nothing will kill a blog faster than sporadic updates. In order to keep your readers engaged, you need to shoot for semi-weekly updates at the very least. If you can manage daily updates that’s all the better. With regular updates, your social media friends will constantly be reminded of your blog. As long as your content is up to the task, they will be more than happy to read.

If you are not yet using social media as an Internet marketing strategy, you need to start doing so right away. Whether you know it or not, the vast majority of your customers exist primarily in the social media world. That’s where they get their information and that’s where they communicate. It makes no sense to avoid social media for any reason. Take advantage of all the potential social media offers by integrating it with your blog.

Posted by Justin  |  Comments Off  |  in Social Media

Signs You Been Penalized by Google

Any SEO expert knows you need to stay in the good graces of Google in order to maintain positive page ranking and a good reputation. The last thing you need to do is incur a Google penalty, whether it’s by your own gray or black hat doings or a relationship with someone else who uses shady tactics.

When Google does decide to punish it can be something as minor as a temporary drop in rankings or a major hit like an all-out ban. It should be obvious that any type of penalty is bad for business, both for the SEO company and its customers.

Google Penalty

Assuming a webmaster only uses white hat practices there should be no penalty problems as long as he or she pays attention to those they do business with. The following are some signs to look for that may indicate a Google penalty:

  • Traffic Analytics – When you are looking into traffic analytics, you are looking for sudden drops or specific trends that would indicate something unusual. If traffic has consistently been rather high, simply adding new content should not cause a drastic drop off. Such changes are usually a sign of a Google penalty.
  • Omitted Results – Whenever you search any keywords on Google, there are certain number of omitted results due to duplicate content. Many webmasters incur this penalty without even trying. If you think you may have been hit by the duplicate content penalty, you should be able to find your site among the omitted results.
  • Look for Bad Neighborhoods – You may be doing everything within your power to use only white hat practices. At the same time, some of your links or embedded objects may be tied to bad neighborhoods. Check your code to make sure it isn’t so. If it is, you are better off severing ties with those bad neighborhoods.
  • Blacklisting – If Google has blacklisted your website as being unsafe, you have been penalized one way or the other. It might be because the site has been infected with some nefarious code or because it has been linked to another blacklisted site. In either case, a blacklisting needs to be dealt with immediately because it can affect your entire domain and any others WHOIS had listed with the same owner.
  • Long Phrase Search – If you copy a very long and unique phrase from your website and search it on Google, it is obvious the results should show you at the top. If not, it is quite likely you have incurred some sort of penalty. Make sure the phrase is unique enough that it probably will not be found on other pages within the same site.

The Duplicate Content Issue

With its latest round of updates, Google has really focused heavily on the quality of content. Meeting requirements for this new update starts with avoiding duplicate content. This is not good news for content farms that love to take an article and spin it a million times, but it is good for webmasters and SEO companies interested in quality over quantity.

Along those same lines, it is also important to remember relevance. Google is being very particular about filtering out content that has been put together with no thought of relevance or usefulness. Relevant supplies to both subject matter and links.

Webmasters that want to succeed would do well to not look at Google as the enemy, but rather a friend trying to ensure only worthwhile websites get the high-ranking they deserve. If you learn what makes Google tick, it is a lot easier to maintain high page rankings without penalties.

Posted by Justin  |  Comments Off  |  in Google

What You Need to Know about Content Marketing

In the ever-changing world of online marketing, the strategies employed by webmasters and SEO companies must be right on the cutting edge if maximum results are to be realized. That’s where effective content marketing comes into play. Content marketing is an overall strategy of managing your site’s content through numerous channels simultaneously.

Good content marketing involves knowing your channels and what makes each one work. In so doing you can optimize website content for each channel appropriately. When content is managed this way, you increase your site’s reach and economic viability.

Content Marketing

Content Marketing

Understanding Your Audience

Content marketing begins by knowing your audience. You need to know what interests them as it relates to your company’s products or services. For example, if your company offers software for stock and Forex trading, it is important to know the personalities and quirks of those most likely to use your product.

A Forex trader is likely to be highly driven, somewhat impatient, and used to digesting information in small but powerful chunks. These types of individuals do well with things like Twitter, targeted emails, and links placed appropriately on relevant websites your customers might use for business.

Updating Your Message

Part and parcel with understanding your audience is also paying attention to your message and modifying it as trends shift. Using our previous example, your message last year may have been one focused on the speed and efficiency of your Forex software.

Today the trend among traders might be to take advantage of emerging currencies. That trend suggests you modify your message to point out how your software keeps up with emerging currencies through a combination of its own analytics and external resources.

The idea is to make the message of your content meet the current needs of your customers. A message that never changes is one that grows stale over time. And as any business owners knows, stale is not good.

Triggering New Interest with Press Releases

The availability of multiple channels allows for some great possibilities to trigger new interest in your site and your products. One good example is the press release channel. When used properly press releases are a great way to draw attention to your site.

The thing to remember about press releases is that they are intended to be a tool allowing a company a vehicle for important news and announcements. Press releases should never be used as sales pitches or thinly disguised promo pieces. Using press releases recklessly is a good way to tell readers your company is not worth looking into.

If you can generate your own press releases, there are a number of services that enable you to get them out on the web quickly and effectively. If you need help, look for a service with a solid reputation for press release writing.

Tying it all Together

With these few basics in mind, you need to tie all of your channels together if you want them to be as effective as possible. In fact, you could say this is the lynch pin of content marketing. Think of it like a jigsaw puzzle. Each piece of the puzzle contains important information that is necessary to complete the picture. Only by interlocking all of those pieces in the right place will the picture be made complete.

Tying your channels together is accomplished through a variety of means including back links, inbound links, social media integration, targeted email and ad campaigns, and so on. Because of the complexity of today’s online world, it is helpful to use a company specializing in content marketing rather than just SEO.

Posted by Justin  |  Comments Off  |  in Content
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