When “SEO” first became a buzzword and every marketer was looking to take advantage of the search engine spiders to rocket their websites to the top of the rankings, the focus was much more on the technical side of things, like getting a thorough sitemap up and cramming as many keywords as possible into your HTML. Today, however, the focus has shifted much more toward content providing the SEO help a marketer needs. This shift is detailed in Marketing Sherpa’s 2011 Benchmark Survey of 1,530 marketers, who name content creation as the most effective SEO tactic they use.
But what makes for good SEO content? The truth is that there are many different tips and tricks and instructions you can follow to create content that will boost your SEO power, and what you need to do specifically will depend on the type of content you are pushing out at any given time, but there ARE certain things that ALL of your content MUST feature in order for it to do its job correctly, regardless of whether you’re working on a whitepaper or an infographic.
Let’s face it: every business website could use all the SEO help it can get. It doesn’t matter if you’re creating a 20 page ebook or a 140 character tweet – when you create content to market your business, it needs to boast 3 things every time: value, originality, and shareability. Cover those bases the first time and every time after that, and the rankings will follow.
Owner, Stockmann Law
CEO, Pearls Premium
VP Marketing, All Metals Forge Group
Todd M. Grant
Vice President of Marketing, LogicBay