As a child, hide-and-seek was probably one of your go-to games. There’s something about the thrill and suspense of finding somewhere in the shadows to hide, and then waiting impatiently to see if you’ll be discovered. Take a second and think about where you would hide, right now, in the location you’re in, if you were playing hide-and-seek. Got a place?
Now, fast-forward back to reality and stop day dreaming :). Hide-and-seek is fun to play, but if you’re a marketer and dabbling in the game, you’re going to lose. No, I don’t mean that you’re too old to play or too big and inflexible to find a good hiding spot (although, that may be true). What I do mean, is that as a marketer, you’re probably putting out a lot of content (or you should be), and if you do not actively take steps to push your content into the spotlight, it’s going to be hidden - only in this case, people will not know to ‘seek’ it out. It’s always a bummer when the game is one-sided.
Over 90% of B2C and B2B companies use content marketing.1,2 That means there are a lot of brands putting out content, which means you need to take purposeful steps to help your content stand out from the crowd and stay out of the shadows.
Search engine optimization (SEO) techniques are necessary to implement to make sure your content is findable when consumers search for information related to your industry.
Before diving into the techniques, let’s briefly look at how Google’s ranking algorithm works. There are over 200 factors that Google’s algorithm parses through when ranking content. I’m not sure anyone can tell you what those 200 things are, but there are specific factors that you can directly affect that will help your content emerge to the forefront of searches.
Google constantly makes updates to their search ranking. More and more they are identifying the ways that people conduct searches, and optimizing their ranking to match. For example, consumers often search for content in conversation form, as if they were speaking the search query. So if searching for swim goggles, they may enter “best, most affordable swim goggles for use in the ocean” vs. “ocean swim goggles.”
The main factors Google looks for when ranking content, include the authority of the website, the quality of the content, and the relevance of the content to a search phrase. Here are 3 SEO tactics you should implement with each piece of content you put out:
For more detailed information on each of these methods and for a step-by-step guide for implementing each tactic, check out this SEO ebook by Community Elf.
You’re working hard on your content and you obviously want people to read it. There’s no reason not to include search engine optimization into your content strategy. It’s quite imperative to the success of your content.
If you have any questions about SEO and how it should be integrated into a content marketing strategy, reach out: email@example.com.