Be Consistent with SEO Content Messaging
SEO overall has changed drastically within the last few years. A fear of Pandas and Penguins has forced website owners and SEOs to re-evaluate their strategies for attempting to rank well in the search engines. A good SEO campaign today is more focused on the end users (target audience members) as opposed to the search engine spiders. And what are target audience members looking for? Information! The businesses that are creating great content that is information based are the ones that are going to attract the most search engine attention.
While it’s true that content is a huge component of SEO and it should be created on a regular basis, the focus of the content should always be on quality. A part of writing quality content should always be to ensure that the messaging of the content is consistent and clearly targeted. If there is too much pressure to reach a specific and extreme quota just for SEO content, that’s when the messaging starts to get lost which can cause brand confusion.
For SEO purposes, it’s important to get content published on other sites (outside of your own). This helps to expand your link portfolio and improves brand visibility. Looking for relevant blogs that are in your niche to submit content to should be a part of your ongoing SEO research. Even though the content is being submitted to different sites that may have different audiences, it should all convey the same messaging so that if all of the content were on one blog, it would all make sense together. This is because, depending on your niche, there’s a very good possibility that people are finding your content on different sites. If the tone or messaging is different from site to site, it may be confusing as to what you actually offer.
For example, we are an SEO firm which means that the content that we publish online is directly related to SEO. Topics such as keyword research, link building, and recent SEO news are all very relevant. Because content marketing and social media are directly tied to SEO success we also write about those topics, but always make sure to tie it back to SEO in some way. What you won’t find us writing about are things like PPC, banner advertising, email marketing, etc. Even though those topics are Internet marketing related (and SEO is a part of Internet marketing) it would be spreading our content very thin. Readers would be led to believe that we also offer those services (since we are writing about them) even though we do not.
Even though it’s important to get content published, you never want to be creating content just for the sake of creating it and getting a link back from a site. If you find a site that might be a great source for a link but isn’t exactly relevant to your target audience or what you offer, it’s not worth spending the time to create content that isn’t in line with what you do.
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