Any good SEO firm would tell you that a strong search engine optimization strategy begins with the optimization of your own website. The main pages of your current site architecture, or if you’re launching a new site, the pages that you are about to write, should be optimized for well-researched, contextually appropriate terms. By “optimize,” I’m referring to the process of weaving the target terms you’ve chosen throughout the entirety of your website, in all fields where Google would look for them, including your content, title tags, link anchor text, alt text, etc. Wrap up your optimization process by ensuring your site is technically sound, and crawl-friendly, and you should be set!
Of course, an initial optimization exercise is not THAT easy, but this post has less to do with an initial optimization, and more to do with what comes next…
And the “next” item in our SEO equation is the key to ensure that you’ll actually gain visibility and rankings for those keywords you used when initially optimizing your website. Ongoing optimization is hard, arduous, difficult, and takes a massive amount of effort and dedication. And it’s widely known in today’s world as content marketing.
Content marketing, when done in an optimal fashion, is much more in-depth and detailed than the simple creation of content that lives both on- and off of- your website. Sure, creation and sharing of the content you’ve written can improve your brand reach and increase your referral traffic, but if you’re creating your content with only these two objectives in mind, you’re probably missing an opportunity to boost your SEO.
You’ll get the biggest bang for your content buck if you employ the same content optimization practices that you used initially when crafting all of the content you plan to “market”- both on- and off-site. By continually and seamlessly integrating your target terms into the content you craft for your own website, you’ll be adding more mentions of your target terms on your own domain, boosting your site’s own relevance for these terms, and positively impacting your search engine visibility in the process. And, if your on-site content is shared, or if you post content off-site using the same principles,you’ll be creating off-site relevance for your target terms, and building links back to your site. You can think of these links as “votes,” as they show Google that domains that you don’t own think you’ve been writing and sharing valuable content. You’ll get bonus points if you’re able to use some of the target terms you’ve added into your content to link to other relevant content on your domain.
In short, the reason why your SEO Firm wants you to be a content marketer is pure and simple: content marketers craft relevant, engaging, valuable content for Google to continually snack on! And when the continual content you’ve created has been optimized, its creation causes your site to consistently boost its ranking power for the terms you’re targeting. Additionally, your continual website changes give Google’s web crawlers a tangible reason to revisit your site and reassess its ranking power frequently, making it more likely that the positive ranking changes you want can be achieved.
Yes. Pushing out content that is not only high quality- but is also optimized- is tedious. But, it only takes 21 days to form a habit. So, if you’ve already committed to the not-so-easy task of writing regularly, getting in the habit of using your target terms in your pieces, and boosting your SEO in the process, should be child’s play.