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Common Questions and Answers
It’s no secret that content has been regarded as king in the marketing world for some time now. It’s really no surprise when you consider that content actually provides online consumers with real value.
Oftentimes, that value comes in the form of education, information and entertainment, among other things. It’s safe to say that the real purpose of content is to give something to your audience so that you can ask something in return afterward.
In other words, content marketing helps companies establish a meaningful and more personal relationship with consumers so that it becomes easier and more seamless to encourage them to make a purchase.
The best proof that your content marketing has the desired effect can be seen in a spike in your organic traffic. However, before that can happen, you have to use content marketing to improve your organic search.
Many companies engage in SEO (Search Engine Optimization) to boost visibility, brand awareness, credibility and other things. If there’s anything search engines, such as Google prefer, it’s high-quality and original content.
With that in mind, here are a few of the best ways to use content marketing to boost organic search.
Simply put, organic search refers to unpaid results appearing in the search engine when a user types in a query. These results are based on search engine optimization (SEO), including some of its many factors, such as content, the relevance of information, domain authority, backlinks, etc.
Therefore, when consumers search for something online, they want results as relevant to their search as possible. As a result, search engines like Google do whatever they can to provide consumers with what they need.
On the other hand, companies optimize for search engines to appear in related search results. The main reason is that companies are after organic traffic. As you may already know, organic traffic means more qualified leads.
In other words, organic traffic consists of users who are already interested in what you have to offer. After all, they found your company by searching for related products or services, while Google basically presented them with a variety of options that included your company.
As mentioned before, organic traffic is basically filled with a lot of qualified leads. These leads are already interested in your offers, which means they’re already halfway through your sales funnel.
Unlike unqualified leads, where you have to introduce consumers to your products or services from scratch, qualified leads are already familiar with those products or services and are looking for the best deal they can find.
When such leads land on your website via organic search, it’s your job to convince them to stay and buy from you because there’s already enough interest generated beforehand.
Therefore, the real purpose of optimizing for search engines is to get as much organic traffic as possible so that you’ll have higher chances of improving your conversion rates.
To help you with this, you can contact web agencies specialized in SEO, websites, and web design, such as web design company la to give you the best advice.
As you may already know by now, keywords are the foundation of SEO. These phrases allow search engines to connect your content with user intent. The role of keywords may not be as important as it once was, but they are still a relevant factor you cannot ignore.
For example, let’s assume that a user is searching for advice on picking the best food for their cat that they’ve sprayed recently. Their search is something along the lines of “the best type of food for neutered cats.” It just so happens that you’re in the business of selling pet food and you have plenty of related products that may interest this particular user.
Since this example is a specialized product for a specific purpose, your best bet to connect with that user is through relevant content.
Therefore, you can choose to rank for a long-tail keyword, such as “neutered cat food” or “the best food for spayed cats,” for instance, and create content around such keywords.
Search engines like Google will use those keywords to match the context of your content with user intent and if you rank well, your content will appear on search results for related keywords.
So when creating content with the purpose of improving organic search and traffic, you should create content that tailors to consumer needs and revolves around related keywords.
Backlinks and content are the most important ranking factors when it comes to SEO. While content gives you credibility and exposure, backlinks give you authority. This is especially true if you create high-quality backlinks on other credible and relevant sources, such as other websites, blogs, forums etc.
Creating high-quality backlinks oftentimes requires a lot of effort. Sometimes you must convince other web owners, bloggers and content creators to link back to your website. However, once you do score a relevant backlink, it’s important that that link leads consumers to a relevant piece of content.
Moreover, your website design must be appealing enough to complement your content so that visitors won’t bounce away. You can always find a reliable company that specializes in web design in NYC to help you out in this matter.
Once your pages are well-designed and optimized, you can expect that visitors will surely stick around to explore further. That said, here are a few things you can do that will help you get more high-quality backlinks.
Content marketing can be a really powerful tool if you know how to use it the right way. However, content has been used and abused for years now. Consumers have seen pretty much everything companies have to offer in terms of content marketing.
That being said, consumer expectations and needs are increasing exponentially as time goes by. They demand original and fresh content from companies, which is pretty difficult to produce nowadays. So if you want to provide your audience with the content they want, you have to be creative and innovative.
After all, search engines tend to analyze content’s relevance and quality when crawling and indexing your pages. The better the content quality, the better your SEO rankings will be. But how do you produce awesome content that will actually satisfy your audience’s needs?
Here are a few things you should try out.
Content comes in many shapes and forms. Some consumers prefer to read while others prefer to listen or watch. Create content that will cater to everyone’s needs and it will produce better results.
Here are a few examples of different formats you can use.
If you run out of ideas, that’s okay. It’s next to impossible to create new and original content every day. You can always repurpose old content and make it more relevant to your audience.
Some types of content are evergreen, which means they can be used over and over again once enough time has passed. You can do the same for your old content, as long as you repurpose it the right way.
For example, you may have articles from a few years ago that you haven’t used yet. Your new audience members aren’t interested in articles that much, so what you can do is repurpose articles into videos or podcasts.
This makes your content more accessible and more interesting to newer audience members. After all, consumer behavior changes based on the current trends they’re following, and so do their preferences.
It’s only natural to shift your content marketing strategy to match new consumer needs. That way, you can always maintain good rankings and organic search.
Content marketing is constantly changing. If your strategy is working well today, it doesn’t mean that it will work the same in the near future. That’s why it’s important to analyze your content marketing performance and constantly make the right changes when necessary, of course.
Various analytic tools allow you to keep an eye on your strategies. By tracking relevant metrics and KPIs, you can always ensure that your content marketing is producing more viable results. The same goes for SEO.
Search engines like Google are always tweaking and updating their algorithms. If you’re not up to date with these changes, your organic search and traffic will decline. That’s why continuous effort is of vital importance for the success of both your SEO and content marketing strategies.
Organic search and organic traffic are very important for every online business. That’s why so many companies leverage both SEO and content marketing to begin with.
Creating content is crucial, but that content is of no use to anyone if it cannot drive the desired results. That’s why you have to create content that will be valuable to your audience and help you achieve your business goals at the same time.
About the author
Travis Dillard is a business consultant and an organizational psychologist based in Arlington, Texas. Passionate about marketing, social networks, and business in general. In his spare time, he writes a lot about new business strategies and digital marketing for DigitalStrategyOne.