Keyword research is a big job, and you need the right tools to do it successfully. There are plenty of keyword suggestions and research tools on the market — here are seven of them (in alphabetical order) you should be using to better meet your audience’s needs and rank better in search.

1. Answer The Public
2. Bing Webmaster Tools Keyword Research
3. Google Ads Keyword Planner 
4. Google Trends
5. Keyword Generator (Ahrefs)
6. Keyword Suggestions (SEOToolSet)
7. QuestionDB

FAQ: How can I leverage keyword research tools to enhance my content strategy and SEO efforts?

1. Answer The Public

Answer The Public serves questions and phrases related to your keyword by using autocomplete data from search engines.

Add the data to your keyword research list, then write content to address each relevant question or phrase. You can write a separate webpage for each question or phrase, or include a bunch of them within one article (you might even rank for a featured snippet if you do it the right way).

You can do a couple of searches for free each day, or upgrade to a paid subscription.

2. Bing Webmaster Tools Keyword Research

If you’re trying to compete in Bing, then you’ll want to use its Webmaster Tools keyword research tool to discover the keywords and phrases people are using on the Bing search engine.

Take your seed list of keywords and input them into the tool. The keyword tool will suggest matching or relevant keywords related to them, including search volume and trends. Keywords suggestions fall into the following three categories: related, questions, or newly discovered.

Plus, the tool also provides the top-ranked URLs for the root keywords and can also give data on the keywords that are already driving traffic to your website. There are all sorts of filters you can apply to the data to refine it as well.

Bing Webmaster Tools keyword research feature is free for those who have an account.

3. Google Ads Keyword Planner

The Google Ads Keyword Planner is not just for advertisers; it’s also a handy SEO keyword research tool for websites competing in Google.

Input your seed list and the keyword suggest tool will help you find the most relevant keywords. Or, you can enter your website and Google will look for keywords related to the content.

The Keyword Planner gives data on search volume and will provide bid estimates for advertisers (which can also help gauge how competitive a keyword in organic search will be). You can narrow down your search by using various filters as well.

Keyword Planner is free for anyone who has a Google Ads account.

4. Google Trends

Google Trends offers — you guessed it — trends on search queries. You can enter a given keyword and get various data points on it, including:

• Interest over time
• Interest by region
• Related topics
• Related queries

You can also apply filters like what type of search — web search, image search, news search, etc.

You can also check out the Trending Now page to see what’s currently trending around the world. This can be useful for writing on timely topics.

Google Trends is a free keyword research tool.

5. Keyword Generator (Ahrefs)

Ahrefs’ Keyword Generator is a keyword suggestion tool that lets you enter up to 10 words or phrases and generates keywords for the search engine of your choice (there are nine of them), including Google, Bing, YouTube, Amazon and more. Filter by country.

The data is offered up into six categories of keyword types, including: Phrase match, having the same terms as your seed list, keywords the top-competing pages also rank for, search suggestions via autocomplete, newly discovered keywords and question formats.

Get data like keyword difficulty scores and search volume for each keyword listed. You can use filters to find those keywords with good search volume and low competition (the sweet spot!).

Also, find out any SERP features associated with that keyword (a must when you are doing a whole-SERP SEO strategy). And, you can use this tool to find out SEO metrics on the top-ranked webpages for a term, too.

You can use the free version with limited functionality, or try a paid trial for a small fee. After that, if you upgrade to a subscription, the Lite version is $99 per month, and the Standard version is $199 per month at the time of writing.

6. Keyword Suggestions (SEOToolSet)

Of course, we have to mention our solution to keyword research, too, and that’s our Keyword Suggestions tool, which is part of our SEOToolSet®.

With the Keyword Suggestions tool, you can find terms that are semantically related to the keywords in your seed list. The tool can provide search activity for each keyword, three metrics to indicate competitiveness, categories, and a trending chart.

The SEOToolSet allows you to research keywords further by presenting more data, including keyword relative “activity” as a search query.

You can use the Keyword Suggestions tool for:

• SEO research
• Content planning
• Discovering word associations for video descriptions
• Finding keywords you might want to exclude from your PPC campaign, and more.

The SEOToolSet offers a free trial and then is $24.95 per month after that. The free version of the Keyword Suggestion tool will serve up five related words and phrases to your keyword (entered one at a time) pulled from search engine data.

7. QuestionDB

QuestionDB allows you to enter a broad keyword and find relevant questions related to it, pulled from its database of more than 32 million questions that “have been asked on various websites over time.”

The generated list will give you the relevant questions for keywords, plus volume and difficulty data from DataForSeo, an SEO data API provider. (“Keyword difficulty represents the median backlink profile strength of the top 10 webpages ranking for a specific keyword,” according to DataForSEO.) From here, you can view related topics and download the list of questions.

QuestionDB is free with limited functionality, offering 50 results per search. You can upgrade for deeper dives into the data and unlimited searches for $15 per month at the time of writing.

Keyword research is not a small feat, and the right tools can help you get the keywords most relevant to your audience and your business. For more on keyword research, check out:

• What Are Keywords?

Don’t have the time or resources to conduct thorough keyword research? Let our SEO experts do the work for you. Schedule a free 1:1 consultation to discuss how we can help.

FAQ: How can I leverage keyword research tools to enhance my content strategy and SEO efforts?

Navigating the complexities of content strategy and search engine optimization demands strategic precision. Keyword research tools are beacons of insight, guiding your content toward relevance and your SEO efforts toward success.

Engaging in a comprehensive content strategy necessitates more than just high-quality writing; it involves strategic keyword integration. Keyword research tools serve as the compass in this journey. By delving into these tools, you uncover trending keywords and gain insights into what your target audience seeks. This valuable understanding empowers you to curate content that resonates deeply with your readers.

Seamless integration of meticulously researched keywords directly influences your search engine rankings. Search engines thrive on relevancy, and these tools offer you the means to align your content with user intent. As you strategically pepper your articles with these keywords, you provide search engines with clear signals, ultimately enhancing your chances of climbing the results ladder.

One key advantage of leveraging keyword research tools lies in uncovering untapped niches. These tools illuminate the uncharted terrain of long-tail keywords, where competition might be less fierce and relevance is more attainable. Incorporating these hidden gems into your content enriches your strategy and helps you reach a more targeted audience.

Beyond keyword discovery, these tools facilitate monitoring and adaptation. Continuously tracking keyword performance offers insights into user behavior shifts. As search trends evolve, these tools empower you to adjust your strategy in real time, ensuring your content remains aligned with your audience’s evolving needs.

Keyword research tools transcend mere words; they are the compass, guide and beacon illuminating your path to successful content strategy and SEO. By harnessing their power, you position your content to resonate with audiences and increase search engine ranks.

Step-by-Step Procedure: How To Leverage Keyword Research Tools for Enhanced Content Strategy and SEO

1. Understand the significance of keyword research in content strategy and SEO.
2. Familiarize yourself with different keyword research tools available in the market.
3. Research your target audience’s preferences, interests and pain points.
4. Explore trending keywords related to your niche using keyword research tools.
5. Identify long-tail keywords that align with your content’s focus.
6. Analyze the search volume and competition level of selected keywords.
7. Prioritize keywords with a balance of search volume and competition.
8. Incorporate relevant keywords organically into your content.
9. Ensure that keywords match user intent and enhance the overall reader experience.
10. Monitor the performance of integrated keywords using tracking tools.
11. Adapt your content strategy based on emerging keyword trends.
12. Utilize keyword research tools to identify content gaps and potential niches.
13. Create content that addresses specific long-tail keywords and user queries.
14. Incorporate keywords in key areas such as headings, subheadings and meta descriptions.
15. Regularly update your content to reflect evolving keyword trends.
16. Engage in competitor analysis to identify keywords driving their success.
17. Leverage keyword research tools to refine and optimize paid advertising campaigns.
18. Collaborate with your SEO team to align keyword research with technical optimization.
19. Continuously educate yourself on emerging SEO and content trends.
20. Keep a pulse on your audience’s preferences to consistently refine your keyword strategy.

The post 7 Keyword Suggestion and Research Tools to Figure Out the Right Keywords for Your SEO Strategy appeared first on Bruce Clay, Inc..

Businesses sometimes happen before brands do. However, your brand can have a big impact on the customer experience you provide and even, potentially, your performance in the search results.

Has your business developed a brand identity? How do you figure out what your brand is? Let’s discuss some ways you can use research to help you discover what your brand is, then how you can communicate that through content, your website, visuals, and interactions with the community.

• What is a brand?
• What does branding have to do with SEO?
• 4 steps for brand research
• Next: gather common themes
• Finally: communicate your brand identity
• FAQ: How can my brand identity enhance my company’s online visibility? 

What Is a Brand?

Your brand is your company’s identity and what your customers and community can expect from how you interact with them and the service/products you provide. A business is an operation; a brand is a more intangible aspect.

When you define your company’s brand identity, it adds order to a somewhat chaotic and intangible thing. It details guidelines for how it will handle every situation, every customer, every staff member, every communication, and every message – even down to your web content.

Brand identity also includes the visual representation of your company, such as the logo, the look and feel of the website, how marketing materials are designed, and the kinds of graphics/imagery you choose to display.

When brand guidelines are in place, business decisions should be made within that framework. You are able to always revert to them and ask: Is this upholding our brand? If the answer is no, you ditch it.

What Does Branding Have to Do with SEO?

When you think about the most successful businesses, who comes to mind? Companies like Apple, Nike, Coca-Cola, and McDonald’s succeed because they all have a memorable brand. Successful brands create unforgettable user experiences across all channels. And a website is no exception.

With a strong brand identity, you will have guidelines on how to create an authoritative website filled with quality content that creates a good experience for your website visitors.

A strong brand will also garner trust. How people feel and talk about your brand online could be a trust signal to Google, which can translate to higher rankings and more clicks. Remember that Google wants to reward sites that demonstrate experience, expertise, authoritativeness, and trust, among other things.

One study from Clutch showed that 26% of people said a familiar brand was also a reason for clicking on search ads. This serves as a glimpse into how some people navigate the search results.

Think about it: If you scanned the search results on Page 1 and saw a familiar brand’s website, would you click on that result over another result, even if it wasn’t in position one? I have.

So how do you define your brand? Let’s look at that next.

4 Steps for Brand Research

1. Talk to Your Target Audience

You may think you know your company better than anyone. And while you may know your business inside and out, this doesn’t mean you understand your brand.

It’s not that you don’t know; it’s just that you cannot possibly be everywhere at once. The best way to get an outsider’s perspective and understand how your community feels about your company today is to ask them.

If you’re performing your own brand research, you’ll need to be discerning with your sample. A quick-and-dirty approach to research may not give you extremely accurate results, but the information you uncover can be invaluable. So try to be as objective as possible when choosing your audience.

First, identify all your possible audiences. They may include:

• Current customers
• Past customers
• Vendors
• Internal staff
• Prospective customers
• Colleagues in your industry
• People in your social communities online (which could be a mix of all of those but their behavior and expectations might be different than an offline community)

You may want to segment these audiences by location, department or whatever other segmentation makes sense.

You might choose to pick people at random exclusively, or you might add in people who have had a great experience with your company and those who’ve had a bad experience as well. You want to understand all points of view about your brand.

Next, you’ll need to develop an understanding of how these audiences feel about your brand by collecting as much data and information as you can. Define the questions you want to ask, making these as objective as possible (no loaded questions that might sway their answers one way or another).

Here, you are looking for things like:

• Perceived value of your products, services, and company.
• What people know and believe about your company today.

In the end, it may be completely different than what you believe they think. Here are some ways you can gather data:

• Online surveys: Use a simple survey via Survey Monkey only to ask the most relevant questions. People typically don’t want to answer a long, drawn-out survey, so make it as simple as you can for them. You can also run surveys on social media platforms.
• Phone surveys: Get some people on the phone to ask your community the questions. You might get more responses this way. Again, make it brief as you can; respect their time.
• Market research: Ask Your Target Market offers affordable market research options for businesses of all sizes. Define your target audience and get access to a database of people you can survey.

For SEO purposes, you could even survey your prospective customers on what queries they might use to find your products or services.

2. Analyze Your Competitors

You’ve probably heard of the SWOT analysis. It’s a traditional marketing diagram that helps you get a picture of the competitive landscape and where you fit in. In the diagram, you explore a business’s strengths, weaknesses, opportunities, and threats.

You can use the SWOT to get a picture of your market competitors – those companies that you believe to be your competition in your space (prior to keyword research because your online competitors and market competitors tend to vary).

In this research, you can begin to note what your differentiators are from your competition. During this exercise, you’ll also want to note things your competitors are doing with their branding like:

• Imagery
• Messaging
• Content

Next, you’ll look at your online competitors. Your online competitors are any websites that are competing for attention in the search results.

Assuming you already have a keyword set for your website, your online competitors are on Page 1 of the search results for the queries you are competing for.

Look at those companies that are ranked for the keywords you are trying to target (using the right SEO tools for the job).

Probably the most revealing part of this is what you can learn from looking at your online competitors and the quality of their sites. You might identify quick wins for your site in the search results over your competitors.

So this is your opportunity to spy on how they’ve optimized their site, their link profile, the quality of their content, the user experience, and so on. And then ask, how can we do better on our site?

For SEO purposes, this step can be handy when you are crafting your SEO content strategy.

3. Find Brand Role Models

What companies do you admire? (Those companies that you feel are doing a great job.)  Write those down. These are your brand role models. These are the brands you aspire to be.

Maybe not just like them, but there will be attributes you love and want to emulate. Think about not just where your brand is now, but what you want it to be three, five, or ten years down the road.

Look at those brand role models and explore what they’re doing great. Also, look at what they aren’t doing so great and where you can differentiate from them. Because there are always differentiators, and this is where your brand shines.

4. Look at Key Messages, Colors, Visuals, Values

What words come to mind when you think about your company, its people, the way it interacts with the community, the products and services? Write all of these down.

In fact, you’ll want to have these written down before you see the research that has been performed with your community so your perspective isn’t skewed.

These are the things you believe your company stands for – your brand values. Every company has them; it’s what the company was founded on and the things it’s become.

And although it might be a while since anyone thought about what the company stands for, dig deep. It’s there. (And it’s not just to exist for profit!)

Now look at the visual and communicative elements of your company — are they streamlined or is there a mishmash of disjointed ideas?

Check out:

• The language you use in your marketing and website (tone, key messaging)
• The colors you use
• The images you use
• The fonts you use
• Your logo

Now look at each element in that list I just mentioned:

• Do you feel strongly about them as part of your brand identity?
• What can go and what should stay?

If you’re not sure what messages and visuals represent your brand, start gathering those. Using both online and offline sources, collect any words, messages, videos, and pictures that are an abstract representation of your brand.

You can use a physical wall in your office space and dedicate it to all the stuff you’ve gathered, or you can use something like the secret boards in Pinterest, where you can invite others in your company to pin it as they come across items.

Next: Gather Common Themes

Once you’ve gathered all the data, start exploring common themes such as the messages your target audience has repeated on more than one occasion.

The negative stuff you uncover should be turned into an opportunity to look inside at your internal processes and find ways to improve. Your community has that perception for a reason. Explore the causes and create an initiative to address that with.

The positive feedback may serve as a foundation for key messages about your brand identity. If people continuously see your company as warm and friendly, then that must be one of the things your brand stands for.

Whatever the common themes are, group the findings together so you have a point of discussion about where the brand is today, and where you want to take it tomorrow.

Finally: Communicate Your Brand Identity

Now it’s time to write down your brand identity. Companies typically do this by creating a brand standards document.

This document gives you the basis for what you do company-wide, from the way your customer service department talks to people on the phone or in social communities online to the types of people you hire, to the key messages about your brand that you subtly weave into your content to the images you use.

Then comes the streamlining and planning. Your content strategy should be driven by your brand (which is shaped by your target audience).

Starting with the website and the baseline content you create to the ongoing content creation strategy for your business, your brand should be there. Every blog post, e-book, video, logo, and meta tag on a webpage should uphold your brand.

Final Thoughts

The branding of a company should be based on research, and the implementation of it should be top-down.

In order for a brand identity to shine through, the key is consistency. Set rules for when you will absolutely always default to the brand to make key (and sometimes difficult) decisions easier.

Ultimately, your brand identity will seep into every nook and cranny of your company and your marketing. So when you’re ready to start exploring your brand, know that at the end of it all, you might not just earn rankings, you may have an entire cultural shift.

We can help you identify your brand identity and craft an SEO-centric content approach that delivers better engagement, more traffic, and higher conversions. Contact us today to get started.

FAQ: How can my brand identity enhance my company’s online visibility?

The symbiotic connection between brand identity and online visibility can significantly impact your company’s success. Your brand identity is the cornerstone upon which your online presence is built. Well-defined brand identity encompasses your logo, color palette, unique value proposition, mission, and voice.

To maximize online visibility, start by ensuring consistency across all online platforms. Your brand elements should seamlessly transition from your website to social media profiles, evoking instant recognition. This harmonious coherence fosters familiarity, enhancing user engagement and prolonged browsing.

Engagement is key. Cultivate a narrative that resonates with your target audience, weaving your brand story into every piece of content you publish. Share authentic, relatable stories that humanize your brand, forging emotional connections with your online community. As these connections deepen, your audience becomes brand advocates, organically amplifying your online reach.

Search Engine Optimization (SEO) is the bedrock of online visibility. Incorporate relevant keywords and phrases into your website content, meta descriptions, and alt tags. A strategic SEO approach ensures your brand appears at the forefront of search engine results, driving organic traffic and fostering credibility.

Utilize the power of visual content. Compelling images, videos, and infographics tailored to your brand identity capture attention and convey messages more effectively than text alone. These captivating visuals are shareable assets that can propel your brand across social media platforms, exponentially expanding your online footprint.

The nexus between brand identity and online visibility is a potent force in the digital realm. You can elevate your company’s visibility and resonance with your target audience by crafting a cohesive brand identity and strategically leveraging it across online channels. In an era where digital impressions matter, your brand identity is the linchpin of a captivating online presence.

Step-by-Step Procedure: Enhancing Online Visibility through Brand Identity

1. Define Your Brand Identity: Clearly articulate your brand’s core values, mission, and unique selling proposition.
2. Design Consistent Brand Elements: Develop a unified visual identity, including logo, color palette, typography, and imagery.
3. Craft Compelling Brand Story: Create an authentic narrative that humanizes your brand and resonates with your target audience.
4. Optimize for SEO: Conduct keyword research and integrate relevant keywords into website content, meta descriptions, and alt tags.
5. Ensure Responsive Website Design: Design a mobile-friendly, user-centric website for seamless device browsing.
6. Engage on Social Media: Establish a strong presence on relevant social media platforms and actively interact with followers.
7. Create Shareable Visual Content: Develop visually appealing graphics, videos, and infographics that align with your brand identity.
8. Implement Content Marketing Strategy: Regularly produce high-quality, valuable content that addresses your audience’s needs.
9. Leverage Influencer Collaborations: Partner with influencers who align with your brand identity to expand your reach.
10. Monitor Online Reputation: Keep track of online mentions and respond promptly to maintain a positive brand image.
11. Embrace Email Marketing: Send targeted, personalized email campaigns that reflect your brand’s tone and offerings.
12. Utilize Pay-Per-Click Advertising: Run targeted PPC ads to increase visibility and drive traffic to your website.
13. Offer Value through Guest Blogging: Write guest posts for reputable websites to showcase your expertise and enhance visibility.
14. Participate in Online Communities: Engage in forums, groups, and discussions related to your industry to establish authority.
15. Optimize User Experience: Ensure easy navigation, fast load times, and intuitive design for a seamless user experience.
16. Monitor Analytics: Regularly analyze website and social media metrics to refine your online strategies.
17. Adapt and Evolve: Stay updated with industry trends and evolving online platforms to adjust your approach accordingly.
18. Run Contests and Giveaways: Host online contests aligned with your brand identity to increase engagement.
19. Collaborate with Other Brands: Partner with complementary brands for co-marketing initiatives that broaden your reach.
20. Seek Professional Guidance: Consider hiring digital marketing and branding experts for strategic guidance.

By following this comprehensive procedure, you’ll establish a robust brand identity that significantly enhances your company’s online visibility, enabling you to stand out in the digital crowd.

The post What Is Your Brand Identity and Why Does It Matter to SEO? appeared first on Bruce Clay, Inc..

But how often do you need to update a website? First, let’s get clear on the types of website updates – each of which has different guidelines when it comes to how often to do them:

1. Website updates that impact the design and functionality of the site
2. Website updates that impact the content on the site
3. FAQ: How can I ensure my website stays optimized for search engines and offers an excellent user experience through regular updates?

Let’s look closer at those two types of website updates in more detail.

Design and Functionality Updates

If you want to win the SEO game, you need to make sure your website is easily crawlable and creates a good user experience.

This is accomplished by the design and the performance of the website.

For example, is there code bloat that stops the search engines from crawling efficiently? Does the site run fast or slow? Are there annoying pop-ups? Is it easy to navigate? Are people getting error messages?

Technical SEO is the practice of optimizing a website so it performs for both search engines and the people who visit it.

And when it comes to how often you should make updates here, the answer is: always.

At no point should you ever stop monitoring and fixing issues that hinder site performance? Any good SEO program will ensure technical SEO is just as important as on-page SEO.

Related: Technical SEO vs. On-Page SEO: The Differences

The other thing to consider is how often to update the look and feel of a website – its design. Generally, you want to review your design every three to five years.

That is because things change in the world of design. There may be new trends in conversion optimization, new layouts (like mobile vs. desktop), and new HTML standards for developing websites. It’s important to make sure that the aesthetic is modern and the UX is user-friendly.

Related: See our SEO Guide for more on mobile and UX optimization

Content Updates

Relevant content is one of the most important factors when it comes to how search engines decide which webpage should rank for a query.

So you want to make sure you are updating the content on your website appropriately. But how often is that?

Two things influence how often you should update the content on your website:

1. If you have YMYL topics on your website. Google describes “Your money or your life” (YMYL) topics in its Search Quality Rater Guidelines as “types of pages or topics that could potentially impact a person’s future happiness, health, financial stability, or safety.” In this case, you want to make sure that the information is well maintained on a regular basis to stay competitive in the search results. That is because Google states there is a high standard for accuracy among YMYL content.
2. If you have content that would fall under the “query deserves freshness” category. When a search requires the most up-to-date information on that topic, only the web pages that have up-to-date content should be able to rank. Think: The value of a stock, the current score in a sporting event, or some social or political current event. You can get a better idea of how “query deserves freshness” applies in this Google blog article.

Related: What Are Your Money or Your Life (YMYL) Webpages?

Remember: According to Google’s Search Quality Rater Guidelines, website maintenance is a quality indicator. But, maintenance is relative.

Freshness is generally less of a concern for Page Quality rating. “Stale” pages can have high Page Quality ratings. For example, some highly reputable news websites maintain “archival” content. However, unmaintained/abandoned “old” websites or unmaintained and inaccurate/misleading content is a reason for a low Page Quality rating.

-Search Quality Rater Guidelines

In other words, if you have a “stale” page that has not been updated for years on the American Civil War, it can still be considered a relevant and quality page because information about historical events rarely changes.

However, information on search engine optimization changes often, so you’d want to review the accuracy of it monthly, quarterly, and annually.

Related: See my article “Creating new content vs. optimizing old webpages: Which is better for SEO?” on Search Engine Land.

Set a Schedule for Website Updates

Set a schedule for how often you will update your website based on the best practices outlined in this article. Even though it can take time and resources, the payoff is worth it. Your website and brand remain relevant and often, you can see a boost in search visibility after.

Curious about how you can update your website with the latest SEO techniques and best practices to maximize its visibility and drive organic traffic? Join SEOTraining.com to gain access to exclusive training opportunities and improve your sales online.

FAQ: How can I ensure my website stays optimized for search engines and offers an excellent user experience through regular updates?

As part of your website optimization strategy, regular website updates are crucial in order to meet both SEO and user experience objectives. They help keep you ahead of the competition and engage your target audience — this whitepaper offers tips and insights that can assist with this goal.

To start, prioritize technical SEO. Regularly audit your website to identify and fix any crawlability or performance issues that might hinder search engines from indexing your content efficiently. Ensuring a fast-loading website, eliminating broken links, and improving mobile responsiveness are crucial factors that contribute to a positive user experience and higher search engine rankings.

Next, focus on content updates. Valuable and relevant content is the backbone of any successful website. To maintain SEO performance, review your content periodically, and refresh it when necessary. Updating evergreen content and staying abreast of the latest developments in your niche can demonstrate your expertise to both users and search engines.

Consider adopting a proactive approach to update your website’s design and functionality. Staying current with design trends and implementing user-friendly navigation enhances UX and keeps visitors coming back. Regularly reviewing your website’s aesthetics and usability every three to five years is a good practice to maintain a modern and engaging user interface.

Set a schedule for website updates that aligns with your business goals and content strategy. Whether it’s weekly, monthly, or quarterly, consistency is key to establishing trust with both users and search engines. Keep a record of your updates to monitor their impact on SEO performance and user engagement.

Lastly, leverage user feedback and analytics. User behavior and preferences evolve over time, so continuously gather feedback from your audience and analyze website analytics.

Step-by-Step Procedure:

1. Perform a technical SEO Audit to identify any potential problems which could impede the crawlability and performance of your site.
2. Optimize your website’s loading speed by compressing images, leveraging browser caching, and utilizing a content delivery network (CDN).
3. Ensure all internal and external links are functional and lead to relevant pages.
4. Create an XML sitemap and submit it to search engines to aid in indexing your content.
5. Regularly review and update your website’s meta tags, titles, and descriptions to align with your target keywords.
6. Develop a content strategy that includes updating existing content and creating fresh, valuable material on a consistent basis.
7. Monitor industry trends and incorporate relevant topics into your content to showcase your expertise.
8. Use data from user behavior and search analytics to identify high-performing content and areas for improvement.
9. Conduct keyword research to identify new opportunities and refine your content strategy.
10. Implement user-friendly navigation and intuitive site architecture to enhance the user experience.
11. Adopt a responsive design that ensures your website displays optimally on various devices.
12. Regularly review the design of your website and update it to align with current trends and user preferences.
13. Test your website’s functionality and user interface regularly to identify and address any issues promptly.
14. Establish a content update schedule that aligns with your business goals and audience needs.
15. Monitor the impact of your updates on SEO performance and user engagement through analytics.
16. Encourage user feedback through surveys, reviews, and contact forms to understand their needs better.
17. Utilize A/B testing to compare the effectiveness of different design and content elements.
18. Stay informed about algorithm updates and search engine best practices to adapt your strategy accordingly.
19. Engage with your audience through social media and other platforms to build trust and credibility.
20. Continuously analyze the results of your website updates and make data-driven decisions to achieve sustained SEO success and exceptional user experiences.

The post How Often Should You Update a Website for SEO? appeared first on Bruce Clay, Inc..

One of the major touch points is the search engine results pages. Because of that, your SEO strategy can help a person go from “just learning or browsing” to “sign me up!” or “ready for checkout.”

In this article, I’ll explain how SEO supports the customer journey as we discuss:

• What is a customer journey?
• How does SEO support the customer journey?
• Awareness phase
• Consideration phase
• Decision-making phase
• Refinement over time
• FAQ: How can I effectively use an SEO strategy to support customers through their decision-making journey?

What Is a Customer Journey?

A customer journey, also known as a buyer journey or consumer decision journey, is the steps that a person takes on their journey to decide to buy a product, service, or convert in some other way.

There are many different theories on how the customer journey goes. One of the most well-known models is AIDA, which stands for awareness, interest, desire, and action.

This classic model shows a linear journey that starts with a person’s awareness of the brand, product, or service and ends with an action (like a purchase, download, or something else).

However, some argue that the linear journey is no more — that it’s not that simple. Consumers are faced with many new touchpoints and more decisions than ever. McKinsey is one of the proponents of a cyclical consumer decision journey that looks more like this:

Whatever model you choose to follow, know that there will likely be some form of awareness, consideration, and, ultimately, a decision in the process. Gartner provides some useful tips on creating a customer journey map here and here.

You will, of course, have many different marketing channels to choose from to help your potential customer on their journey. SEO should be one of them.

How Does SEO Support the Customer Journey?

Research shows that when a person is interested in researching or buying, they first turn to the search engines.

• Forrester research found that 71% of people turned to search engines for discovery, and 74% used them for consideration/purchase.
• Google data shows 43% of consumer goods shoppers have used search in their most recent shopping journey to become inspired, browse or research. And 82% of evergreen shoppers used a search engine related to their shopping.
• BrightEdge research (2019) found that across five sectors, the organic search channel contributed the most revenue at an average of 44.6%. And B2B companies, in particular, generated twice as much revenue from organic search as from any other channel.

Depending on the industry you’re in, search engine optimization can support many stages of the customer journey, from initial research to the decision-making process.

Let’s next look at the many ways SEO can support the customer journey using a very generic customer journey of awareness, consideration, and decision-making.

Awareness Phase

Potential customers need to become aware of your product or service as they search online. One of the most obvious ways to ensure this will happen is to show up on Page 1 of the search results.

Keyword Research

Keyword research is how you begin to understand the search queries your target audience is using when they turn to search engines, and what they want when they are using them. This step is the foundation of your content and communications strategy for the organic search channel.

For more, read:

• Keyword Research — How to Select Keywords
• What Are Keywords? Why Are Keywords Important to SEO? And How Do You Do Keyword Research?

Competitor Research

Once you know the keywords you are targeting, you can begin to size up the competition. Who shows up in the top ten results for those queries? This helps you better understand not only what content Google thinks is relevant and quality for that query, but also what the competition is doing right (and wrong). The goal is to be least imperfect compared to competitors.

For more, read:

• How to Do Competitor Research for SEO
• SEO Should Beat the Competition, Not the Algorithm

SERP Research

What kind of content shows up for the keywords you are targeting? Are there videos and images along with the blue organic links? Make sure you are creating the type of content that is relevant to that query.

For more, read:

• What Is a Whole-SERP SEO Strategy?

An Optimized Website

To compete in the search results, you also need a website that is optimized from the ground up to provide a good experience for users to browse and for search engines to crawl. If you provide neither, it will be harder for you to rank on Page 1.

For more, read:

• Technical SEO Tips
• The Always Up-to-Date SEO Checklist

Consideration Phase

While potential buyers are in their research and comparison phase, they are learning more about your product, service, or brand, as well as considering others. Your job is to get them to choose you, and you can do that through various SEO strategies.

Optimized Search Listing

First things first, you need them to click on your content from the search results. So anything you can do to make your search listing stand out, do it! There are a ton of ways to optimize your search listing, and meta tags and structured data are two important ways to make your search listing stand out.

For more, read:

• What Are Meta Tags?
• What are SERP Features, and Why Should I Care?

Content, Content, Content

This may be one of the most important things to get right. You will map the content you produce on your website to your keywords to help your potential customers along their journey.

Mapping your content to your keywords means understanding the intent behind them so that the content best answers the searcher’s query. It also involves planning out the architecture of your website — strengthening your topic silos, knowing which content will live in the main navigational pages/directories and which on the blog, and so forth.

Making your content high-quality is another critical step. You must understand the guidance Google sets forth in its Search Quality Evaluator Guidelines and know what the top-ranked pages are doing as well.

As you create quality content, you will acquire links, which in turn will help generate more awareness. And, as people browse your website, you have the opportunity to present other types of content to help them along their journey, for example, a helpful e-book or guide they can download.

For more, read:

• SEO Siloing: What, Why, How
• Complete Guide to the Fundamentals of Google’s E-E-A-T
• What Makes a Webpage Quality?
• The Always Up-to-Date SEO Checklist

Decision-Making Phase

Along their journey, customers will have learned from you and added you to their list of companies to consider. But in order to seal the deal, people look at certain factors like reputation and how you compare to competitors.

Robust Decision-Making Tools

You’ll want to make sure your product/service pages are compelling and as useful as possible. Maybe you also have a landing page on your website that has a handy comparison chart of your brand/product/service compared to your competitors, or some sort of tool or widget they can interact with to help them make a decision.

Customer Reviews

Ensure you have a way of capturing your customer reviews and displaying them on your website. Customer quotes and a star-rating system can go a long way in helping your customer decide to go with you instead of your competitors.

Also, think about things like your Better Business Bureau profile as well — many people go there to scope out a potential vendor. For businesses in the U.S., we recommend claiming your BBB profile and then monitoring and responding to reviews.

For more, read:

• Is Sentiment an SEO Trust Signal?
• How to Use Sentiment Analysis to Strengthen SEO Trustworthiness

Refinement over Time

Customer journeys can change, algorithms can change, competitors can change, and other things that are out of your control can change. So as you leverage SEO for your customer journey, ensure you are always tracking your performance through SEO tools and analytics.

And if something happens with your rankings, you need to understand better why and fix it right away.

For more, read:

• 5 Things to Know When Your Site Loses Rankings
• The Top SEO Software That Experts Use Every Day

There’s a lot you can do to support potential customers through the different phases of their decision-making process. But just make sure your search presence is strong to help people find you both upfront and throughout their customer journey.

If you need help analyzing and improving your SEO strategy, contact us for a free quote and consultation.

FAQ: How can I effectively use an SEO strategy to support customers through their decision-making journey?

A well-crafted SEO strategy can significantly influence and support customers’ decision-making journey. As an expert in the field, I have witnessed firsthand the transformative impact of leveraging SEO to guide potential customers seamlessly from initial awareness to confident decision-making.

Understanding the Customer Journey

A successful SEO strategy begins with a deep understanding of the customer journey. By comprehending the stages of awareness, consideration, and decision-making, you can tailor your content to meet customers’ needs at each step. This involves extensive keyword research to identify potential customers’ terms during their search. Expert tip: Go beyond industry jargon and delve into the language your customers use to maximize relevance.

Crafting Compelling Content

Relevant and high-quality content is integral in engaging audiences and positioning your brand as an authority within its niche. Develop informative blog posts, videos, and guides addressing pain points and offering solutions. Don’t underestimate the power of long-form content that delves deep into a topic, as it captures users’ attention and keeps them on your site longer.

Optimizing Search Listings and User Experience

Optimize your search listings with captivating meta titles and descriptions. These elements serve as your digital storefront, enticing users to click through to your content. Additionally, ensure your website is user-friendly and responsive across devices. A seamless browsing experience enhances credibility and encourages users to explore further.

Leveraging Social Proof and Reviews

In the decision-making phase, potential customers seek reassurance. Highlight customer reviews, testimonials, and case studies on your website. Positive feedback serves as social proof, instilling confidence and aiding decision-making. Users who see others benefiting from your product or service are more likely to convert.

Continuous Monitoring and Improvement

An effective SEO strategy is not static; it evolves with changing algorithms and user behavior. Regularly monitor your site’s performance using analytics tools. Assess which keywords drive traffic, study user behavior, and adjust your content and strategy. Stay updated with industry trends, and algorithm changes to maintain your competitive edge.

A well-executed SEO strategy can be a powerful ally in guiding customers’ decision-making. By comprehending the stages of the customer journey, creating compelling content, optimizing search listings, leveraging social proof, and embracing a culture of continuous improvement, businesses can enhance their online presence, build trust, and drive customer conversions.

Step-by-Step Procedure for Effective SEO Strategy Implementation:

1. Conduct thorough research on your target audience and their preferences.
2. Identify relevant keywords and search terms using keyword research tools.
3. Devise a plan of content that supports each stage of customer journeys.
4. Generate high-quality content that is engaging, informative, and tailored specifically to the stage.
5. Optimize on-page elements, including meta titles, descriptions, and headers.
6. Ensure your website is mobile-friendly and user-friendly for seamless navigation.
7. Implement schema markup to enhance search engine visibility.
8. Regularly update and refresh your content to maintain relevance.
9. Encourage user-generated content and customer reviews.
10. Leverage social media platforms to promote your content and engage with your audience.
11. Build high-quality backlinks from reputable and relevant sources.
12. Monitor your website’s performance using analytics tools.
13. Track keyword rankings and organic traffic growth.
14. Analyze user behavior to identify opportunities for improvement.
15. Stay updated with industry trends and algorithm changes.
16. Adapt your SEO strategy based on data-driven insights.
17. Continuously refine and optimize your content and strategy.
18. Foster a culture of learning and experimentation within your team.
19. Engage with your audience through comments, forums, and social media.
20. Collaborate with SEO experts or agencies for advanced strategies and insights.

The post How SEO Supports the Customer Journey appeared first on Bruce Clay, Inc..

You want your website to rank. And content is a huge part of that. But how do you go about creating winning SEO content — content that will help you gain more visibility in the search results? I’m here to show you how in five steps:

1. 1. Do Keyword Research
   2. Study the SERPs
   3. Silo Your Website
   4. Create Content in Accordance with E-E-A-T
   5. Optimize to Meet or Beat the Competition

FAQ: How does keyword research contribute to effective SEO content creation?

1. Do Keyword Research

The first step is to understand what search terms your target audience uses when they search for what you offer. Keyword research gives you clarity on this.

To start:

• Brainstorm a list of words and phrases you believe describe what you have to offer.
• Use a keyword research tool to analyze that list and discover more terms that may be useful.
• Refine your list based on things like how often the queries are used and what the competition is for those queries (focusing on higher search volume and lower competition). Note that some lower volume words may have a very high ROI for you, so keeping high return and high converting words is good. But the other words may not help as much.
• Talk to your PPC team to find out the top 20% of exact match keywords that have the greatest conversion rates. Also, ask about negative keywords so you will know what keywords suffer from ambiguity (query deserves diversity) issues.
• Query each selected keyword and analyze the competition for those target keywords. If they offer what you offer, you are headed in the right direction. Take any new keywords the well-ranked competitors discuss, as these may need to be sprinkled throughout your content.

For more, see:

• What Are Keywords?
• Keyword Research: How to Select Keywords

2. Study the SERPs

Once you know your target keywords, it’s time to start analyzing the search engine results page for each term. This helps you understand what type of content is ranking for the term. For instance, are the results primarily transactional or informational? It makes a big difference for your content strategy.

Also, do you see videos and images? Featured snippets? A knowledge panel? You’ll want to note these SERP elements. This helps you create a roadmap for the type of content you need to create for each query.

For more, see: How to Use the Search Results for Key SEO Research

3. Silo Your Website

SEO siloing is a way to organize your website content within distinct sections in a hierarchy. The goal is to make a site relevant for a search query to have a better chance of ranking.

In fact, Google wants website publishers to have a well-organized website, and that’s one of the things SEO siloing achieves. If you don’t believe me, just check out this quote from Google’s SEO Starter Guide:

Make it as easy as possible for users to go from general content to the more specific content they want on your site. Add navigation pages when it makes sense and effectively work these into your internal link structure. Make sure all of the pages on your site are reachable through links, and that they don’t require an internal “search” functionality to be found. Link to related pages, where appropriate, to allow users to discover similar content.

And for search queries that Google calls “your money or your life” terms in its Search Quality Evaluator Guidelines (think finance, health, etc.), siloing is critical.

For more, see:

• SEO Siloing: What Why, How
• 5 Times When Siloing Can Make or Break Your Website

4. Create Content in Accordance with E-E-A-T

You want to be sure your website passes the Google quality test. As part of that, your website needs to exude experience, expertise, authority, and trust as outlined in the Search Quality Evaluator Guidelines.

Your content and the website as a whole should be created by experts in your subject. This one recommendation goes a long way toward establishing your site as a trustworthy authority on the topic.

For more, see: The Complete Guide to the Fundamentals of Google’s E-E-A-T

5. Optimize to Meet or Beat the Competition

I’ve said it before, and I’ll say it again: SEO should beat the competition, not the algorithm. That means looking at Page 1 of the search results and really digging into the competitors that are ranking.

You’ll want to understand things at the page level, such as:

• What type of content it is
• How many words are on the page for ranking
• Optimal meta information
• Other on- and off-page factors (use our SEO checklist)

SEO tools can get you this information faster, but you’ll still need to do some manual analysis.

For more, see:

• Want Customized SEO Advice per Keyword? There’s a Plugin for That!
• How a WordPress Plugin Can Help You Optimize Your Content with Keywords
• SEOToolSet Multi-Page Analyzer (tool)

Bonus: Structure the Content

Creating website content is about balancing your visitors’ needs with that of the search engines. In doing so, you have the opportunity to create a good user experience and to rank better in the search results.

So for this bonus tip, I want to highlight ways you can further optimize your webpages using structured data and structuring the page itself:

• Also known as schema, structured data is a technical SEO practice that clarifies to the search engine what type of information is on the page.
• On the other hand, how you structure the visitor-facing content on the webpage can make it more readable for visitors and more understandable to Google. Getting this right could mean ranking for featured snippets.

For more, see:

• How to Use Schema Markup
• 3 Surprising On-Page SEO Techniques You May Not Know About

Want more information on creating SEO content? Check out our SEO Guide for a complete tutorial on optimizing your website. Also, subscribe to our blog and stay up to date!

We provide content for many of our SEO clients. If you would like to know more, see our Content Services page and request a free consultation today.

FAQ: How does keyword research contribute to effective SEO content creation?

Crafting compelling content is just half the battle won regarding content creation. To truly succeed online, keyword research is required. It serves as a foundational pillar for effective SEO content creation.

Effective SEO content creation hinges on the selection of the right keywords. Keyword research involves identifying the words and phrases users will likely type into search engines when looking for information. This step forms the bedrock of content strategy, ensuring that what you create resonates with your target audience. By using tools like Google Keyword Planner, SEMrush, or Ahrefs, you can uncover valuable insights into search volume, competition, and related keywords.

Long-tail keywords are more specific phrases that can drive targeted traffic more effectively. Understanding user intent is crucial here. For instance, if someone searches for “best running shoes for marathons,” they’re likely in the research phase, seeking detailed information. Crafting content tailored to address this specific query showcases your expertise and authority in the niche, establishing trust with the audience.

Transitioning from keyword research to content creation involves seamless integration. While keywords are essential for search engines, the content must remain readable, relevant, and engaging for human readers. Keyword stuffing, a practice of overloading content with keywords, alienates readers and can incur search engine penalties. Instead, focus on creating high-quality, informative content that naturally incorporates the chosen keywords. This is the sweet spot where the marriage between keyword optimization and valuable content takes place.

Keyword research is the compass that guides your content creation ship through the vast digital sea. It’s more than just finding popular words; it’s about understanding your audience, foreseeing their needs, and addressing their queries with finesse. This amalgamation of research and creativity sets the stage for improved SEO performance, higher organic traffic, and better user engagement.

Step-by-Step Procedure: How to Leverage Keyword Research for Effective SEO Content Creation

1. Understand the Basics: Familiarize yourself with the concept of keywords, search intent, and their relevance in content optimization.
2. Utilize Keyword Research Tools: Explore tools like Google Keyword Planner, SEMrush, Ahrefs, or Moz Keyword Explorer to discover relevant keywords in your niche.
3. Identify Long-Tail Keywords: Recognize the value of long-tail keywords in attracting targeted audiences.
4. Analyze Search Volume and Competition: Gauge each keyword’s search volume and competition level to prioritize effectively.
5. Focus on User Intent: Put yourself in the user’s shoes to grasp their intent behind specific keyword searches.
6. Build a Keyword Strategy: Develop a strategy that aligns your content with the identified high-potential keywords.
7. Seamless Integration: Integrate keywords naturally into your content while maintaining readability and coherency.
8. Craft Compelling Content: Create informative, valuable, and engaging content that addresses user queries.
9. Avoid Keyword Stuffing: Steer clear of keyword stuffing; maintain a balanced keyword density in your content.
10. Monitor and Adapt: Continuously monitor the performance of keywords and adapt your content strategy accordingly.
11. Update Regularly: Keep your content fresh and up-to-date to maintain its relevance and search engine ranking.
12. Use Variations and Synonyms: Incorporate keyword variations and synonyms to capture a broader audience.
13. Leverage Headings and Subheadings: Organize your content using headings that include relevant keywords.
14. Optimize Meta Tags: Craft compelling meta titles and descriptions that include your target keywords.
15. Content Optimized for Mobile Experience:  Make sure your content is both responsive and mobile-friendly.
16. Links: Use both internal and external links to strengthen the credibility of your website.
17. User Experience Matters: Prioritize user experience to reduce bounce rates and increase engagement.
18. Regular Audits: Periodically audit and update your content to align with evolving search trends.
19. Social Sharing Integration: Encourage social sharing to amplify the reach and visibility of your content.
20. Stay Informed: Keep abreast of SEO trends and algorithm updates to refine your keyword strategy continually.

The post 5 Steps to Create Winning SEO Content That Gets More Visibility in the Search Results appeared first on Bruce Clay, Inc..

The ugly truth is that SEO cannot do the impossible. If a site is not functioning well technically or has content that’s irrelevant, optimizing it is merely putting lipstick on a pig. That pig will never fly in search results.

The fundamentals of SEO will always include a well-functioning website and relevant content. Both are required to create a good user experience. And as we know, Google’s primary goal is the user experience.

So, as SEOs, we have a responsibility to help the sites we manage not be pigs. That means maintaining them on a technical level and keeping content current. These are survival tactics in today’s competitive landscape. Here’s why.

• An unmaintained site cannot fly for long
• So don’t put lipstick on a pig
• FAQ: Why should businesses prioritize quality over quantity in content creation?

An Unmaintained Site Cannot Fly for Long

As we know, Google cares how well a webpage achieves its purpose. Page quality has a lot to do with that. In its Search Quality Evaluator Guidelines, Google makes it clear that unmaintained sites are doomed sites.

Some websites are not maintained or cared for at all by their webmaster. These “abandoned” websites will fail to achieve their purpose over time, as content becomes stale or website functionality ceases to work on new browser versions. Unmaintained websites should be rated Lowest if they fail to achieve their purpose due to the lack of maintenance.

To put this into perspective even more, a “lowest” rating is the lowest-of-the-low rating on Google’s quality scale:

For comparison, that “lowest” rating is given to sites like these:

Websites or pages without some sort of beneficial purpose, including pages that are created with no attempt to help users, or pages that potentially spread hate, cause harm, or misinform or deceive users, should receive the Lowest rating.

In a world where Page 1 of the SERP requires survival of the fittest in an ecosystem that contains more than 6 billion indexed webpages, a “lowest” rating means Google will work to weed that site out of the search results as best it can.

Will some pigs fly under the radar? Yes, but they will eventually need to deal with site quality issues. Once rankings start to fall, traffic erodes. And traffic erosion is a slow death.

SEOs should always be looking at the technical aspects of the websites we manage.

When there’s a gradual traffic decline, we always look at site maintenance issues first. Does the technology need an upgrade? Are there pages that once had high traffic but rankings have declined?

Updates to a site take time. Getting Google to crawl those new updates can take more time. So in many cases, you may continue to see gradual traffic erosion before it picks back up.

So Don’t Put Lipstick on a Pig

The best course of action is to avoid ranking and traffic problems altogether. SEOs should always be looking at the technical aspects of the websites we manage. Are they fast enough? And do they create a good user experience?

Also, creating more and more content but ignoring old content is a surefire recipe for problems.

Every business should delegate half of its content budget to maintain existing content, not just create new pages. That goes for core webpage strategies like siloing, too.

Today, we are focused on quality, not necessarily quantity.

As an SEO, having these conversations with our clients is our duty. It not only points clients in the right direction of SEO, but it also sets expectations.

When necessary, we have to be able to say, “This website needs a redesign.” Or “We’re not going to rank if we ignore site maintenance.”

Yes, these conversations can be difficult, and in some cases, they may impact our business. But it’s much more difficult to make a pig fly.

If you’d like an SEO expert to identify issues holding your website back, let’s talk.

If you found this post helpful, please share it! For more like it, subscribe to our blog.

FAQ: Why should businesses prioritize quality over quantity in content creation?

Many businesses are caught up in an intense race to create content, hoping to stay ahead of their rivals. While quantity may seem appealing, quality should always win out over quantity.

The Quality-Quantity Conundrum

While it might seem tempting to flood your audience with many content pieces, it’s crucial to understand that quality content can significantly outperform quantity in the long run. Search engines and discerning audiences favor well-crafted, informative, and engaging content. When your content stands out, it attracts more organic traffic and builds trust and authority in your niche.

Building Brand Credibility

Prioritizing quality is crucial to your brand’s credibility. High-quality content showcases your knowledge and dedication to serving your audience. In contrast, low-quality or hastily produced content can damage your brand’s reputation, leading to mistrust and reduced customer loyalty.

Audience Engagement and Retention

Engagement and retention of your audience depend directly on the quality of content produced. If it resonates, people will return for more. Engaging content sparks discussions, encourages sharing, and fosters a sense of community around your brand, ultimately leading to higher customer retention rates.

Avoiding Content Fatigue

Producing content for quantity can lead to content fatigue, where your audience becomes overwhelmed or disinterested in the sheer volume of information. Engaging and educational content ensures your target audience remains responsive and responsive to it.

Return on Investment (ROI)

In the realm of content marketing, quality often yields a better ROI. While creating high-quality content may require more time and resources, it pays off through increased conversions, higher customer lifetime value, and improved search engine rankings.

The age-old wisdom of prioritizing quality over quantity in content creation remains a strategic business imperative. By focusing on crafting valuable, engaging, and informative content, you not only enhance your brand’s credibility but also foster audience loyalty and achieve a better return on your investment.

Step-by-Step Procedure: Prioritizing Quality Over Quantity in Content Creation

1. Define your target audience and their preferences.
2. Research your niche thoroughly to identify trending topics and gaps in content.
3. Develop a content strategy that aligns with your business goals.
4. Create a content calendar to plan and schedule your content.
5. Invest in quality research and data collection for your content topics.
6. Ensure your content is reliable, current, and thoroughly researched.
7. Paying attention to readability and structure is vital.
8. Craft compelling headlines and introductions to capture the audience’s attention.
9. Incorporate visuals, such as images and videos, to enhance engagement.
10. Prioritize originality and uniqueness in your content.
11. Proofread and edit your content to identify errors.
12. Optimize your content using SEO best practices.
13. Use multiple marketing channels to distribute and market your content.
14. Monitor the performance of your content using analytics tools.
15. Gather feedback from your audience and adapt your content strategy accordingly.
16. Keep your target audience engaged through social media and comments.
17. Establish relationships with influential figures and collaborators within your niche.
18. Stay updated with industry trends and adapt your content strategy.
19. Constantly strive to refine and enhance the content quality.
20. Content marketing can help increase the return on investment (ROI) and effectiveness.

The post It’s Not the Job of SEO to Make a Pig Fly appeared first on Bruce Clay, Inc..

Content Marketing Strategies for Professionals: How to Use Content Marketing and SEO to Communicate with Impact, Generate Sales, and Get Found by Search Engines.

Content marketing is about creating and sharing content in a way that helps you achieve your business and marketing objectives.

This content marketing guide book is for marketing professionals of all levels — from CMOs and social media managers to search engine optimization specialists who need to know how content contributes to search rank.

If you want to learn how to strategically create and distribute content that moves the dial, then you are in the right place.

Content marketing involves:

• Communicating effectively
• Making connections
• Sharing the right content
• Engaging your audience
• Being in the right place at the right time
• Seizing opportunity
• Inspiring action
• Nurturing the needs of your customers
• Showcasing your personality/company culture in a way that fits the brand

Content marketing is not:

• Writing long-winded sales pitches stuffed with keywords
• Stalking or otherwise pestering your consumers on social media
• Half-heartedly publishing blog posts or other content without a strategy because you think you have to
• Publishing content in all the places your competitors are publishing content without considering what is right for your brand
• Adding a personal diary of what you ate for lunch to your business website
• Scraping or plagiarizing content from other websites

Anyone who tells you otherwise will not be in a job for long.

There are no barriers to entry in this book. While we will push beyond the basics — and push you to learn terms and tactics you may not be familiar with — all you need to jump in is a working knowledge of Facebook, Twitter, YouTube, and how to use a search engine.

Sound interesting?

FAQ: How can I utilize content marketing strategies to enhance my professional impact and generate results?

The post Content Marketing Strategies for Professionals by Bruce Clay and Murray Newlands appeared first on Bruce Clay, Inc..