In the world of digital marketing, there always seems to be a lot of absolutes. However many of the “absolutes” are dependent on your business’s marketing strategy. In this post, I’m going to discuss the important role that SEO can play in your digital marketing strategy. What works and what doesn’t?
So, when you’re sitting down and making your future marketing plans, you’re going to get a lot of things put on the table. You’re going to have SEO, blogging, website and social and maybe some other things that you might want to throw in there such as podcasting.
Create Awesome Content For SEO
The problem is as a business owner, you have to figure out how much time you spend on each one and more specifically which ones. I want you to take a step back and talk to you about what’s most important and how do you distribute it? So, the most important thing you can do as a business owner is to get those great ideas out of your mind and onto paper.
An easy way of doing this is to open up a recorder on our laptop or a recording app and talk. Talk about a concept with someone. For example, let’s say I’m going to interview a client about the latest recruitment practices. I pull up in Google, a keyword suggestion tool such as UberSuggest or Answer the Public. Once I’ve got it right in front of me and I start asking my client the questions that searchers are looking for.
Now remember, I’m recording this interview the whole time. In as little as 3 minutes depending on the topic you can have a well-thought-out article that is original and answers the key questions that searchers have. This is really important because in a short span of time you have been able to generate a 900-1000 word document that once transcribed can be used to create content across nearly every platform. This content can be published as a long-form blog article, broken down into social media posts and sound bites, or published as a podcast.
Then we’re looking at a digital marketing strategy. That same piece gets written up in a blog with images. Then that same piece becomes a topic for your podcast and you talk about that with an expert in the industry. So, I don’t want you to think about “How many different things do I have to do?” I want you to think about being a thought leader on one topic. A good digital marketing strategy has to start with an excellent piece of content. And then once you record yourself, you could be driving to work. You could be, I don’t know, on your own at home and you just want to dictate or walk around the apartment or walk around your office.
How This Becomes Important For SEO
Creating awesome content serves two purposes. Firstly, you showcase your expertise to potential customers, and secondly, you are showcasing your expertise to Google.
Only those who are well-positioned as experts in their field stand a good chance of getting to the very top of the rankings. Google refers to this quality standard as E-A-T or Expertise–Authority–Trust.
This applies, in particular, to websites that provide sensitive information on finances or health but can essentially apply to any industry and domain. A website can build trust by having a clear topic focus, paying attention to content quality and relevance, and providing author transparency; other important factors are a confidence-inspiring web design with HTTPS, a site legal notice or a quality seal from a recognized organization. Inextricably connected to building SEO authority is brand building, be it through mentions, backlinks, or direct traffic.
