SEO & Content Marketing: One Way to Boost Both
- Posted in SEO
At Invesp we’d like to think that conversion optimization is the most important link in the digital marketing chain between your target customers and a qualified lead or an ecommerce sale.
But if we were an SEO company we’d be singing a different tune. How can conversions be so important if you need traffic before you can start converting? From that point of view traffic and the SEO that brings it appear to be the most important link in the chain.
Want to know what’s really most important? Think about SEO and conversions, and think about one without the other. Alone, each one is obsolete.
It’s a huge waste of money to generate crowds of traffic without maximizing the opportunity to convert them. And who’ll you convert if there is no traffic?
So, even for conversion optimizers like Invesp, SEO is very important.
How’s Your SEO Doing?
For most, the answer to that question doesn’t come as easily as it did a few years ago. There are still some good SEO stories, but also some bad, and many of them are mysteries. Gone are the simple days of giant leaps in rank from keyword-rich articles and three hundred backlinks per post.
The changes began for SEO three years ago with Google’s Panda update and they were completed with last summer’s Hummingbird update.
If there is a common thread between Panda, Hummingbird and the intervening Penguin, it is that they all aimed squarely at improving the quality of the content that is the basis for everyone’s search engine ranking.
It makes perfect sense. Google’s product is search results. Every search result represents a piece of content. Each of the three big Google updates over the past three years were not meant to change the SEO game, they were meant to improve Google’s product.
If content continued down the keyword-rich, information-poor slope it was on before Panda, Google would today be serving a lot of empty content calories to its searchers. And the risk would be that they would move on to seek meatier, higher-protein results from other search engines.
Today’s SEO is largely based on quality content. The evidence is everywhere and even diehard SEO proponents are throwing in the towel. In a recent column titled ‘A Step by Step Guide to Link Building for Boring Industries’, Matthew Barby of searchengineland.com concedes the following: “Yes, I’m gonna say it: content marketing is the way forward.”
How’s Your Content Marketing Doing?
Just to make sure we’re clear, by ‘content’, we mean any piece of online data that can be picked up by search engines. These include images, videos, social media posts, blog posts and comments, web copy, forum entries, etc..
So SEO should be fairly easy. Just produce lots of good quality content and it’s off to the first page of search results you go.
But there are two problems with that thinking:
- Everyone who practices SEO does the same thing: create a lot of good content.
- Generating lots of good content is not always easy to do on your own, and it’s increasingly expensive to get someone else to do it for you.
One Tactic to Boost Your Ecommerce or Lead Generation Content & SEO
With all the emphasis on content for SEO, there’s way more great content being produced today than just a year or two ago. The increase seems exponential as content producers try to outdo each other for quality and quantity.
And whether yours is an ecommerce or lead gen site, and even if you have no formal content marketing plan, you’re involved in the content race too with your product shots, blog posts and social media.
A Content Angel Hides in the Detail
Today, so much content is produced so quickly that much of it flies by without being consumed. When’s the last time you read a full blog post, (other than this one, of course) word-for-word, beginning to end? When looking a product image, are you getting the detail you need to make a purchase decision? And how many intriguing tweets do you intend to get back to, but never do?
There is detail in all the content we produce that no one ever gets. To boost your content and SEO, harness the content detail that your customers likely miss.
As an example, let’s look at a detail in an image. Can you guess what product is pictured below? (scroll down slowly to not ruin the guessing game)
OK, here’s another shot that gives you more of a clue. can you guess the product now?
Still stumped? Here’s the full image:
See what happened there? We just created the basis of a mini social media promotion (“Guess the Product for a Chance to Win It!”; hey, Zappos.com, call me), with two new images and who knows how much accompanying copy, from a single existing photograph.
Here’s another example: we were flattered recently to get mentioned in a tweet by @SocialAgentTips, a social media resource for real estate professionals. The tweet included a link to an image that seemed familiar, but we weren’t sure we had seen it before.
It turns out @SocialAgentTips took a detail from Invesp’s infographic ‘How Social Media Influences Purchase Decisions’, and used it for a tweet and image post. Of course, they quite kindly and appropriately gave Invesp credit in the tweet as the source of the content.
By applying @SocialAgentTips’ technique to the full infographic you could create at least 10 more tweets and image posts – not to mention literally dozens of tweetable statistics. Again, all from a single piece of content.
For the final example, take a look at this blog post. Most businesses have a rocky relationship with their blogs. They know how important blogging is, but finding blog topics can be so frustrating that many an eagerly launched blog has crashed and burned for lack of ideas.
Look closely at each paragraph above. Most of them can be the subject of an entire post. Starting from the top, each paragraph could produce the following posts:
- Why Conversion Optimization is the Most Important Link in the Digital Marketing Chain
- Why SEO is the Most Important Link in the Digital Marketing Chain
- How SEO and Conversion Optimization Work Together to Make Your Digital Marketing a Success
- The Pitfalls of Generating Traffic Without Conversion Optimization
- … I think you get the idea
Both SEO and content marketing have changed. The good news is that those changes bring new opportunities to drive traffic to your site.
image source: vabulous.com
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