Category Archives: Content Marketing

How Internal Content Linking Works

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Internal Linking refers to the process of connecting an individual page to another page both within one site. It is often one of the overlooked SEO components because SEOs and marketers are focused more on audits and Google algorithm updates. SEO goes in handy with internal linking because every blog has it. Internal Linking is used to connect information that has the same context by pointing back to another page but on the same site. Authors may think that they have never used internal links, but the truth is that their websites are using them.

By understanding how it works, your site benefits but you have to learn how to incorporate it. Internal links provide a flow of traffic, navigate the space, and helps your other content stay relevant and attract the audience.

Internal Linking Evolution and its Don’ts

In the past, SEOs used Silos. However, other simpler, efficient, and high-quality page linking have come up replacing Silos. Internal links have no limits as long as they are relevant to the end users. Several links make Google trust your content by boosting your SEO and keeping the reader on your site. To have a lot of links, the writer should focus on creating much high-value content. With Internal links, there are things that you are not advised to do. You should never create Spamtastic links. These are links that have keywords concentrated in one section of the site and may not be relevant, useful, and friendly to the reader. Regarding a natural link, the no-follow should be left as a normal link.

Benefits of Internal Linking

Helps Google’s Crawlers Navigate Your Site – Linking your internal pages to each other makes it easier for Google’s bots to index your pages. With a good link strategy, your site gets an SEO boost and helps your content rank better in SERPs.

Enhances the Likelihood of Earning Backlinks – For more backlinks for your site, a good internal strategy saves the day. Instead of concentrating on the homepage, internal pages on the site should be considered for the highest-quality backlinks. But if the internal link strategy is not strong, most links are pointed directly to the homepage that can increase the site rank in the SERPs.

Makes the Internal Pages Stronger – Having more links distributed on your site, and not concentrating only on the home page, internal pages become stronger and as a result of more links containing link juice dispersed all over the site.

Improves the Value of the Content – If the anchor text attached to an internal link is valuable, the reader can easily navigate through your site and find another content. The Google bots and the readers can make sense of your pages if the anchor text is useful.

Internal linking also helps your users to be happy through the amazing experience provided. As a result, readers would want to search for similar content that has the same value.

Tips on the Use of Internal Linking

Keep your Internal Links Content Heavy – To attract an audience, the writer should choose to link from content-dense pages to content-dense pages. The link ensures that the reader gets more relevant information on the topic in question.
Make a Descriptive Anchor Text – An anchor text is critical to improving the value of your links, but you need to use the one that the particular link points. The readers will understand where the link goes and will help to decide whether to click or not.
Regular Audits and Updates on Internal Links – Updating the old content ensures more current value to readers and Google gets the chance to crawl the content and index it.
Link to Several Internal Pages in Every Post – According to Neil Patel, you should link at least four old articles in every new post which improves the freshness value and ranking of the content.
Keeping your links logical in places where they will benefit your users is also recommended. The action ensures that it stays relevant and that people are likely to click on it.

Breaking News: Content Is No Longer King

By | Content Marketing, Marketing | No Comments

In the world of SEO you’ve most assuredly heard the saying “content is king”. This is pretty much the daily mantra of almost any SEO marketer. And while this phrase has merit, it actually is one of the biggest lies that have ever been told in digital marketing. Why? Well because while content is vital, SEO is far more than just a bunch of quality articles, blogs, or videos. It encompasses a vast array of different elements that need to work in unison in order for rankings to sore on search engines. Saying that content is king, is pretty much the equivalent of saying there’s a magic diet pill that will let you lose 100 pounds while eating McDonalds everyday. It just doesn’t make sense. There is no “magic pill” in SEO.

In this article we will show you the different elements that you need to help bring your SEO strategy flawlessly together.

The first aspect you need to look at is prioritizing your pages. If you have an older website, you may have pages that rank highly in certain keywords that you aren’t even aware of. So, stop what you’re doing, and go use online tools that are available to you to figure out which of your pages are ranking for valuable keywords off the first page of search results. Once you have found those pages, make them your top priority. You need to gather about 3-5 links off that page, and then set up a biweekly reminder to make sure you continue to keep on top of the pages rankings.
The second important aspect to a solid SEO strategy is to refresh your content. You can have the most amazing content in the world, but if it’s old, it’s not going to help you. Content online isn’t like wine, it doesn’t get better with age. Rather its like milk. It’s great when it’s fresh, but let it sit and it turns sour. So, make sure you’re constantly updating your content. The more you update, the more your website will be crawled by search engines. Especially when it comes to Google.

They pretty much take the philosophy that if your website isn’t offering the latest and greatest information, it isn’t going to be able to provide accurate answers for users. And therefore will rank accordingly. Of course there are always exceptions to this rule in rare instances. However, the rule to keep updating as often as you can.

You also need to make sure you’re taking control of your index. It was Eric Enge who said, “If you want to win the lottery you need to buy at ticket.” This quote is what reflects his own personally philosophy that indexing matters, therefore every page matters. Especially nowadays when it comes to your mobile site. Since about 80% of searches are done online, it’s important to make sure that your webpages are mobile-index first. And there are ways to monitor this yourself, like with using Google Search Console. This Console basically runs an audit on your pages to show you how well its optimized. And proper optimization is essential in a healthy SEO strategy.

Finally, the last piece to a winning SEO strategy is, wait for it, content. Yes, content is still important, it’s just not necessarily king. You need to have good quality content in order to rank well. If you don’t, Google will pretty much write you off as non-important because you unable to satisfy the needs of your niche market. So, when writing content, make sure it’s directed toward the user first. Keep it about 800 words in length, because yes, size matters. Don’t be afraid to link out to relevant sources, in fact it can even lead to reciprocated linking. And always, always, always keep all of your content mobile friendly.

Content may have been knocked of its throne. But, that doesn’t mean it still doesn’t play a necessarily and vital role. You just need to make sure you see it as less of a king, and more as a conductor. It’s the thing that helps all the other elements of SEO come together to make one beautiful and successful symphony of search engine rankings.

How to have Competitive Intelligence in Content Marketing

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It is important for any marketer to be aware of their competition.  Doing so broadens your scope of knowledge: reveals gaps in what others are doing, gives you an idea on what you can be doing better, and shows you how you may match up to the competition.

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A marketer well-versed in the competition will be able to identify significant differences between their brands: difference in goods and services, sales techniques used to close leads, techniques for gaining leads, and the total reach of the competition. Conducting a total competitive content analysis will provide a clear idea of the main objectives of other content campaigns.  It is extremely wise to gather this information prior to unleashing a new content strategy, or to modify an existing one.

So, how does a marketer go about conducting a total competitive content analysis?

  1. Discover Their Content. The first step should always include unearthing what your competitors have. Where does the content live? This can usually be found on their websites under resource tabs, support tab, website blogs, case studies published, as well as any press or media involvement.  Check the most obvious places first, and then finish by making sure no stone is left unturned.
  2. Don’t Stop at the Website. Although plenty of content can be found there, a lot of it can be found in the resources they are using.  If your competitors own content channels and accounts, they most likely have content being published elsewhere.
  3. Run an Audit. Now that you know where the content is, it is time to analyze it.  Look for the four key factors: how much content is being published, how often, which content is giving off the biggest impact, and how is it being promoted?
  4. Evaluate the Quality. The next series of questions will give you an idea of the quality of your competitor’s content: is it long-form, is it high-level, can it be recycled and presented in a new format with a greater lasting impact, is it well-written, and is it helpful?
  5. Discover the Motives. A great way to find out your competition’s best strategies is to discover how their content plays a part in their funnel.  Look for the calls-to-action, landing pages, links, and how the content is being promoted on social media as well as the traditional internet.
  6. How does your content strategy stack up against the competition?  Are their gaps in their approach?  Is there a method of yours that needs tweaked?  Paying close attention to the competition is a great way to improve your overall content strategy.

How to Achieve the Best Possible Contextual Marketing Campaign

By | Content Marketing, Marketing, Search Engine Marketing | No Comments

Contextual marketing is what advertisers everywhere are aiming for, providing relevant information to consumers based on recent search activity.  Some companies really have this down and are able to move beyond “the right message to the right person at the right time”.  These companies include Nestle, Disney, Marantz, and GE.  So what is it that they are doing right?

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How are they successfully getting their contextual marketing campaigns off the ground and achieving the best possible results?

Here are some recommendations:

  1. Assemble the Proper Teams. Typical first-time projects begin with one line of business.  This can be email, social, mobile, or customer-service.  People properly educated in these areas are essential at making these initiatives successful.  The team will be able to bounce ideas off of each other and aggregate to accomplish the best long-term results.
  2. Content Strategy. Content is essential with contextual marketing. Content must include all contextual elements, such as the various situations, conditions, locations, device interfaces, goals, and KPIs.
  3. Real-Time Ability. This is important as consumers will want relevant information when performing searches.  If they are looking for somewhere to get a good latte, and the only results that filter to the top of the search engine are for coffee shops that close at 8pm, but it is 11pm, the consumer will quickly move on.  Many teams employ well-trained analytics and social media teams that can provide this information in real-time to consumers actively searching the web.
  4. Get Permission. It is imperative that contextual communications are not pushed on consumers.  No one likes to feel like they are being manipulated in any circumstance.  Make sure there is an option to opt-out if wanted.  Every brand must keep in mind the four components of permission communications: education, brand accountability, consent and agency, and value (what’s in it for me?).
  5. Internal & External Partners. Both internal and external partnerships are wise to have, as contextual campaigns go far beyond only marketing.  These campaigns touch other areas that can be of great value to stakeholders.
  6. Technology Vendors. Be fully aware when choosing tech vendors what value they will bring as well as their limitations.  Choose accordingly for specific projects.
  7. Continuing Education. The area of contextual marketing is ever changing, and it is essential to be well informed of the latest technologies, tools, data, and best practices available.

Leading Visitors to Your Best Website Content

By | Content Marketing, SEO | No Comments

So many website owners get so caught up in focusing on backlinks, that they completely neglect internal links.  There is a whole strategic world behind internal links that should not be overlooked. Focusing here can actually generate even more traffic to your website. In order to have a strong search engine optimization strategy, focus both on back links and internal links.  Having good links does several things: enables visitors to navigate throughout the entire website rather than just the home page, helps people to be able to easily share information that is found deep within your site, and builds good paths for search engine bots or spiders to find your content as easily as possible.  As you know, the easier it is for people and search engines to navigate through your site, the higher your rankings will appear on SERPs.

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The purpose of internal links is to successfully guide people and search engines throughout the site to specific content.  Think of links like a winding path in a forest, the forest being your website.  People can actually land on your site from anywhere: about section, services page, a blog post, or contact information found on an online directory.  When there are proper internal links, people can access the content they want to see in a quick and easy fashion.  Internal links will often lead people to additional details on a product, to a blog post with associated content information, or a page deeper within the website that is hidden from the main page.

Engine spiders or bots are able to easily find content in your site through internal links.  The links create a sort of web in which the spiders can crawl around and navigate through. Once these bots and spiders find the content, it will then be added into a huge database.  When people make search inquiries, the spiders and bots will have quick access to the relevant content, thanks to your web of internal links.

In order to make sure your site is optimizing itself through internal link building, there are a few things you should do.  First off, you should test your site with a free tool called Open Site Explorer.  This will give you a good understanding of the current link structure in your site already.  Second, make sure all of your pages on your website have a link to another page within your site, no pages left behind! Finally, make sure you create links that are from relevant anchor text. Anchor text is keyword rich and will keep spiders from having to do more work than they signed up for.

How to Create the Best SEO Landing Page

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Ranking well in local searches is highly important for those involved in the healthcare industry, such as doctors, dentists, chiropractors and health clinic owners. These local businesses depend on a growing customer base, which is why it is vital for a healthcare business to be listed at the top of the local search rankings. Unfortunately, many healthcare providers do not rank very well in local listings due to a poorly designed landing page. Here at Carmel SEO, we want your website to be one of the top ranking in your area, so we’ve outlined some of the steps you need to take to improve your landing page and attract more clients to your business.

buy-local-small-business-shopping-ss-1920To ensure you have the perfect SEO landing page, you need to make sure it fulfills all of the local ranking factors. Here is a list of some of the top local ranking factors you need to make sure your landing page includes in order to ensure your site ranks well in Google:

  1. Optimize your title, make sure it includes the city and state of your healthcare business.
  2. Title should also include the product or service your company is offering, obviously.
  3. Make sure your landing page loads quickly. No one wants to wait more than a few seconds for a page to load, and if your page takes to long, users will leave immediately.
  4. Local links should link back to the local landing page.
  5. Your HTML name, address and phone number should match your location name, address and phone number.
  6. Include city, state and the products or services you offer in your header tags if possible.
  7. Use link-building to increase the authority of your landing page.

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By considering the various ranking factors used when ranking your landing page, you will be able to construct your page in such a way that will help it organically climb the local search listings. However, it is important that your digital marketing team continues to focus on link-building and creating informative and interesting content. By concentrating your efforts on links, content, and the various ranking factors, you’ll be able to ensure your landing page is one of the top pages in the local listings. If you have any further questions regarding landing pages and how to improve yours, please contact our experts at Carmel SEO. They’d be happy to help!

Avoidable SEO Mistakes for Content Marketers to be Aware Of

By | Content Marketing, Marketing | No Comments

As we have mentioned before, it is extremely important to merge your content marketing with your Carmel SEO to get the best possible results.  If you fail to do this, you will not be getting the most bang for your buck.

oops-error-mistake-ss-1920Read on to see the top 5 mistakes that content marketers often make that could be avoided.

  1. Failure to Outreach Systematically. In order to get a lot of great backlinks, your content must be promoted properly.  If you want people talking about your stuff, you have to generate the buzz.  This happens when you get power users in the area to promote your content.  In order to do this, you must systematically outreach to these power users and see if they will do just that for you.  If you need help gathering ideas, check out social media and see what’s popular, who’s popular, and how big their presence is.  When you are outreaching, make sure to offer them value rather than just simply asking for a favor.  Perhaps this comes in the form by offering them ideas (based on things you might have read on their site in the comments section) or attending their events.  Finally, you will want to keep up the communication.pitchbox-3513x2204-800x502
  1. Not Using the Right Words. As you know for your Carmel SEO, keywords are extremely important.  However, make sure you construct proper keyword research ahead of time.  There are tools out there for this, such as Google Adwords Keyword Tool and KeywordSpy.
  2. Breaking the Website. This primarily happens by not redirecting pages properly.  If you decide to move your site’s content, use 301 redirecting instead of 302.  302 does not pass on any link authority.  What’s the use in working hard on generating content and gaining links if they won’t even be picked up by Google?
  3. Failure to Gather Intel. Numbers have not and will not lie.  By using metrics, you will be able to gather an idea of what works and what does not work.  First, gather a baseline reading.  How many social media followers do you currently have?  How many links?  Then, track your marketing campaign over time to see how these numbers either improve or not.
  4. Believing SEO Myths. Don’t let your Carmel SEO tank because you are buying into the myths out there.  There are a bunch of myths floating around, including some of the following: SEO is only a 1 time activity, you will get penalized by Google for duplicate content, URLs should always be ended in .html, and .edu links receive extra significance.  Stay informed, question the information you come in contact with, and don’t believe everything you hear.

How to Assess Your Site’s Content?

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Not all content is created equal, everyone involved in search engine optimization knows that. But how do you determine what kind of content is the most profitable for your website?

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We’ve provided you with our three most helpful tips to refer to when analyzing your SEO content and selecting the best kind of content to include on your site.

  1. Do your research.

You may think you have a good idea for content creation, but before you start creating said content it’s important you do a little research. Examine various search engines to see if your content idea has already been published and who is searching for it.

  1. Assess your current content.

The main goal of content creation is to not only attract customers to your site but also to persuade them into purchasing your goods or services. It’s very beneficial for webmasters to examine content they’ve already published to see what potential customers liked and didn’t like and how they interacted with the content. One way to do this is by utilizing the conversion funnel option found in Google Analytics.

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You can use this tool to see how users are navigating through your site and from what page they are exiting. If there is a particular page that is causing a large number of people to leave your site, you should analyze this page in order to determine the cause of so many exits.  Another helpful statistic to look at when determining the performance of certain content is the bounce rate. If a page on your website has a high bounce rate percentage, then some changes probably need to be made.

  1. Find out what your customers want.

The quickest way to figure out what kind of content will attract the most clients is by asking your customers themselves. There are plenty of ways to gather information from your customers without having to contact them individually. The simplest and possibly most effective way to do this is through a customer survey.

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You can use a tool such as SurveyMonkey to email past clients and provide them with a simple online survey. You could also put a survey up on your site, providing customers with a simple one click answer.

Assessing content is one of the best ways to determine the type of content that is the most valuable to your site. We hope you are able to use the advice provided above to better select the most lucrative content and improve your site’s SEO.

Common Issues Concerning Branded Content

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While many issues can arise in regards to branded content, one of the biggest issues with branded content today is inconsistent branding. The problem with inconsistent branding is that it can be confusing and will give potential customers the impression that your business is unreliable. Consistent branding is crucial to ensure that potential customers view your brand as reliable and trustworthy.

Not only will inconsistent branding make your business seem unreliable, but it can also be a reflection of poor communication between employees and overall disorganization. The key is to find a balance between consistent branded content without being repetitive. Customers need to see new and exciting content that doesn’t deviate too much from the main idea you are trying to market.

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Additionally, choosing what type of content to post can be difficult and oftentimes companies struggle with deciding between quality or quantity in regards to the content they market. However, both the quality of the content as well as the volume of content being posted are important. High quality content in non-negotiable, and must be the first priority when choosing your content. Businesses need to focus on providing customers with fresh, innovative, and interesting content before worrying about the amount of content being posted.

Therefore, as far as quantity is concerned, businesses need to first focus on quality of content and consistency prior to increasing the overall volume of content being posted.  Utilizing the best content and exhausting all possible options for said content before posting new information is very important. Once you’ve repurposed your high quality content and have used it to its fullest extent, you can then begin to focus on increasing the overall amount of content being posted. Remember, repurposing high quality content should always be your top priority.

That being said, unfortunately, many people will post content one time and then never utilize it again. This is a common mistake made far too often by those publishing the content. If it was good enough to post once, then it is good enough to use on all digital marketing outlets, and, there is no harm in repurposing content in order to get the largest return possible.

It is also important to note that creating good content isn’t just for the larger brands, as smaller brands can thrive in digital marketing with a little ingenuity. Many smaller brands work on a much tighter budget than that of their larger counterparts and therefore need to be more resourceful when dealing with their content marketing. Its important for smaller brands to be aware of which mediums will give them the biggest return with the least amount of effort on their part. Utilizing certain outlets such as private blog networks can provide smaller brands with a greater return than some of the more popular digital marketing tools such as Instagram.