SEO Through Content Marketing
Although there is no doubt that people have been up-to-date with their marketing strategy in this generation way better than what it would have been like a decade ago, there has been a drastic change in how Google now thinks you deserve the “top placements” on the search engines.
Businesses are spending more than 25 percent of their budgets in the development, delivery, and promotion of content, according to a recent survey conducted by Google. Their objectives are to drive business leads, influence customer markets and grow brand presence and authority so essentially the “vendor-buyer” relationship needs to be established strongly through the most prominent driver for a business which is their website.
The survey report states that many organizations are engaged in “random acts of content development,” lacking a cohesive strategy. This assessment is based on findings indicating that the B2B buyer is migrating to word of mouth way to buying because the B2B buyer finds that vendor sites fail in many ways, including navigation, depth, and accessibility.
SEO should be a significant component of the B2B content marketing mix; augmenting these efforts from concept to execution. Here are four tips that I feel can be very helpful for SEO/Marketing professionals to create a better impact on the rankings with content marketing optimization.
Quality Overpowers Quantity
As we already know from the past, this very famous quote; “quality is better quantity”. It is not about how many pages of content you write about a topic but it’s about how many people can you attract to read all your content with the first few lines. That’s Quality!
Furthermore, self-serving and promotional content is a major turnoff for buyers. Research and white papers based on professional association and industry input led the list of content assets B2B buyers valued and trusted most. Consumers always want to know what other consumers think about the product before they can trust the effectiveness.
Keyword research should be at the forefront of any content development initiative. Not only should you look for keywords that have demonstrated high traffic estimates, but also keyword themes that have shown to be successful with their target audience as well.
Develop A Leading Inbound Traffic Strategy
One of the top turnoffs for consumers these days is the no. of requirements for download. While this factor must be acknowledged, alignment between sales readiness of a consumer and vendor must also be balanced.
Not all inbound leads are equal, some might be potential buyers and others might even be students researching for their school project but it is important that the marketing teams within a company work with sales department to determine proper criteria for pushing the lead directly to sales instead of mid hurdles like downloads, ads etc which might lose the lead’s interest.
The theory here is that a percentage of these leads ultimately convert to sales. Manually matching data and having a marketing automation strategy in place can help demonstrate a rapid increase in ROI
Easy To Use, Easy To Read, Easy To Buy
While excessive download requirements might be an annoyance, content usability, and accessibility matters as well through which the content can be more comprehending. Ease of use of the website and quick and easy readability are the second most important characteristic for the potential buyers.
This brings into play two important SEO related initiatives.
- SEO professionals need to evaluate site architecture/ development in order to identify critical locations for cross-links and cross-promotion of content marketing assets. Besides the manual review of site development and related site architecture initiatives, Google Analytics has an easy to use the navigational element to better understand the steps (web pages) converting visitors took before completing various goals on the website and which website did they jump onto after yours.
- Over 50 percent of the population now uses their smartphones and 30 percent uses their tablet. As the percentage of users accessing content through a mobile device continues to increase, SEO professionals need to be careful about the site limitations and traffic conversion rates barriers with all these different mobile browsers and make sure the site and the content are optimized well for access from all platforms.
Build Inbound Links in the Right Places And Make Use Of The Power of Internet.
While the right content and placement on the website are important, having avenues of outreach and distribution for content assets matter just as much for example; Blogs, Social Media etc.
As I have talked about it earlier in this article, consumers opted that professional organizations and online communities are the most popular sources of information that would influence business and purchasing decisions.
Are you in the hands of a “mastermind” SEO professional that understands the pros and cons of these factors? If you are not, let’s get this done for you together!!