Tag Archives: keyword research

How to Develop Content Your Audience Will Love

Content marketing is the latest trend in the marketing world. Through content, you can connect with prospects, build trust and develop long-lasting relationships. You can even position yourself as an expert in your field. But how do you go about creating content your audience will love? Read on for some simple tips:


Find your audience

First, let’s get something straight: When it comes to creating content worth sharing and hopefully linking to, the goal is, now and forevermore, to deliver something the audience will love. Even if the topic is boring, your job is to deliver best-in-class content that’s uniquely valuable.

Instead of guessing what content you should create for your audience (or would-be audience), take the time to find out where they hang out, both online and offline. Maybe it’s Facebook groups, Twitter, forums, discussion groups, or Google Plus.


Write for your audience

Although this sounds simple enough, sometimes we lose sight of our audience when we sit down to write. Think about what your audience is interested in, how they speak, what will motivate them to read your content. Stay away from industry jargon unless you’re in a highly specialized industry, and make sure to write in your product’s unique voice.


Solve a problem

Nothing will get you more attention from your audience than solving a problem they have. Make sure to choose a keyword they might be searching for online and repeat it various times throughout the content. This is a sure-fire way to develop content your audience will love. See what I did there?


About length & Structure

There’s a lot of discussion regarding the ideal content length. Frankly, you should write enough to provide value to your customers, but not so much that you bore them.

Provide tactical, easy-to-follow information. You can use a list format, such as this one, or step-by-step instructions if the content merits it. The most important thing here is to remember your audience and write in a way that they will connect with.


Add visuals

Numerous statistics suggest that all types of visual content, including video content, is a sure-fire way to make an audience fall in love with your content. An article in The Guardian noted many of these findings, including Cisco’s research that suggests that video will account for 69 percent of all consumer internet traffic by 2017, while YouTube already receives more than one billion unique visitors each month.


Do you want to see how your website compares to your competition and learn powerful insights on how to improve your website? Contact us today for a free website analysis.



Website Development for Tradesmen

In the Information Age, fewer and fewer people pick up the phone to research companies they want to do business with. They turn to their favorite web-browser and search for what they need. If your business doesn’t show up in their online search, their money will go to someone else.

Where do you start? What do you include? Your website is a potentially powerful marketing tool. It isn’t just an old-fashioned newspaper ad with your contact information and a list of your services.

Here are some things to help people remember you and come back for more when doing website development for tradesmen.

Show customers testimonials and previous work

People like to see what they are getting before they buy. This is especially true of expensive works like fitting a new bathroom or decked garden area. Unfortunately for tradesmen this can be difficult as most of their previous work will be in other people’s homes. With a website, you can show pictures or videos of your best work alongside customer testimonials. A major headache for people looking to contract a tradesman is trying to filter the professionals from the cowboys. By showing them your previous works on your website you can put their mind at ease and increase the likelihood that they will pick you out of the crowd.

Gain good search engine rankings easily

Search terms involving both keywords relating to your profession combined with local town names will have little or no competition. So it is possible for new websites to claim these search terms and easily gain first place rankings. This is particularly true when combined with google local service. Imagine the advantages of having a map to your business premises and a phone number appear first on google for search terms such as ‘plumbers in Raleigh’ and ‘find a roofer Raleigh’.

Helpful information

Helpful information about your area of expertise in the form of blogs engages both potential and existing customers. Are you a painter? Blogs about choosing colors and types of paint are always in demand. Are you a plumber? Create goodwill by explaining when customers can do repairs themselves and when they need to call you.

Social media integration

Everyone has their favorite social media platform. Can you be reached on Facebook? Twitter? Instagram? Others? Your website needs to connect to popular social media platforms. And you need to know what sorts of posts go over well on each. Social media is the new “word of mouth.” People ask friends about who to hire for trade jobs on social media. If they can’t easily reply with your online contact information, their project goes to another business.

Professional First Impression

Many small businesses don’t have websites. By getting a website designed for your business you will be showing your customers a sleek and professional front giving them more peace of mind when it comes to contracting your services. The internet doesn’t easily differentiate between big and small businesses. A major contractor turning over millions of dollars a year can have a terrible website while a local provider can have an excellent one. So even a new website has a good chance of succeeding if developed properly.

Does all of this sound like a lot? It is sometimes overwhelming, especially when you are often out of the office on job sites or meeting with clients. Let us help you. Contact us for your website and social media management needs.



How to Use Keywords for Search Engine Optimization

As you probably are aware, keywords are the backbone of search engine optimization. Of course, using keywords excessively is a bad idea. However, if you just use a keyword once and expect your post to rank, you’ll be disappointed. Here are three ways to optimize your keyword usage.


What Are SEO Keywords?

Your SEO keywords are the key words and phrases in your web content that make it possible for people to find your site via search engines. A website that is well optimized for search engines “speaks the same language” as its potential visitor base with keywords for SEO that help connect searchers to your site. Keywords are one of the main elements of SEO basics.


Finding Your Best Keywords for SEO

Most beginning search marketers make the same mistakes when it comes to SEO keyword research:

  • Only doing SEO keyword research once,
  • Not bothering to update and expand their SEO keyword list, or
  • Targeting keywords that are too popular, meaning they’re way too competitive.

Basically, SEO keyword research should be an ongoing and ever-evolving part of your job as a marketer. Old keywords need to be reevaluated periodically, and high-volume, competitive keywords (or “head” keywords, as opposed to long-tailed keywords) can often be usefully replaced or augmented with longer, more specific phrases designed not to bring in just any visitor but exactly the right visitors. Who visits your site – particularly if they’re people who are actively looking for your services – is at least as important as how many people visit.


Focus on “Like” Keywords

Google updates have changed the way keywords work. Search engine queries no longer only bring up websites that contain the search query keyword, word for word. Google has a pretty good idea of what things mean, and it will bring up websites that discuss the topic in question even if the keyword has a slightly different wording. That’s why you should focus on one topic, but not one keyword. Instead, you should include different variations of a keyword in your blog post or article.


Optimize Your Images for SEO

Did you know that you can insert keywords in images? There are two ways to do this. One is by inserting your keyword in the alternative text, which is what will show up if an image is temporarily unavailable (this is also how Google search results “reads” images). The other way is by simply inserting the keyword in the image’s name, for example: “Keyword.png.”


Where Else to Include Your Keyword

You should also insert your keyword in your blog post’s meta tags and title. This is easy with a WordPress blog. Your title and the first paragraph of your article, as well as your web page’s URL, should also include your keyword. After that, just write naturally, including your keyword and “like” keywords occasionally throughout the page.


For more SEO help, please contact us.



The Two Types of Misconceptions Related to Search Engine Marketing

There are a ton of misconceptions related to search engine marketing, but just about all of them fall into two categories. This recent Search Engine Land article defines them clearly:

“If you break it down, there are two broad categories of misconceptions about SEO, each of which is damaging in its own way. The first category is misconceptions about what SEO is and what it’s used for. The second category of misconceptions is related to the strategic execution of a campaign.”

So if you’ve heard something about SEM that sounds wrong, the person who said it either doesn’t understand SEO or doesn’t know to how to plan a strategy or campaign related to it.

Misconceptions regarding SEM’s use

The most common SEM misconception is that it’s just a way to spam Google’s search algorithm to give your website a good site ranking. Although black-hat tactics definitely exist, no respectable agency would ever recommend them. Saying SEM is spamming is like saying social media marketing is spying on your followers.

There are many reasons to prove SEO is alive and well, but to save time, I’ll just reference a quote from Google Software Engineer Matt Cutts: “Our advice for webmasters is to focus on creating high quality sites that create a good user experience and employ white-hat SEO methods instead of engaging in aggressive web spam tactics.”

Misconceptions regarding SEM strategies

Misconceptions in this category are often just outdated strategies. Stuffing keywords, for example, used to be widely recommended within the context of SEM. But that changed about five or six years ago, and some businesses still approach SEM with the same mentality. To be able to plan a good SEM strategy, you have to be knowledgeable regarding Google’s algorithm and its corresponding updates.

When you use the Google keyword tool to make your keyword research, it is normal to select keywords that have high traffic thinking that this way you will gain more visits to your website. This is a misconception because high traffic keywords are also high competition keywords that are very difficult to rank. The end result will be zero traffic and disappointment.

What you should do instead is target low competition, long trail keywords which are relatively easier to rank and once you have top positions for a number of low competition keywords, you can go after medium and high competition keywords that will also bring in more traffic.

There are many SEO misconceptions circulating the web mainly because of the confusion caused by the various Google updates. SEO rules change all the time and if you are not following the recent developments you may end up in confusion.

The best way to minimize your risk from Google updates and to stay unaffected from any SEO misconceptions or changes it to create a high quality website with attention to design and user experience. If you can manage to offer a unique experience to your users with good quality content then success is inevitable with or without SEO.

SEM is the most misunderstood aspect of online marketing. While social media and email marketing are somewhat intuitive, SEM is more sophisticated in nature. As a result, there is an endless amount of misconceptions concerning SEO, all of which show a lack of knowledge in regard to its function, use, and effect.

Unless you’re speaking with an agency, it’s unwise to take SEM advice as fact. To talk more about search engine marketing, or anything else, contact us today.


Content Surges to the Top When Companies Inject These Tips

Google, Bing, Yahoo, and other search engines use an algorithm to separate good content from bad content.  The same algorithm separates good content from great/popular content.  Your content is competing with rivals and unrelated companies for the same thing – a reader’s attention.  Compete and sway readers to your site using search engine optimization and the tips Google, Bing, and Yahoo crave.

Length: longer content gets higher rankings than short articles. However, long content must have meaty knowledge.  Users rely on articles to solve their conundrums, and longer content satisfies readers while expanding their knowledge with more information.  That balance of lengthy word count and relevant knowledge must apply to all written content.

Optimize for the Right Keywords: All too often, a company has its site optimized for the keywords and phrases it thinks their target audience uses to search, or keywords where it cannot possibly compete against the Internet’s biggest players. But they don’t really know because they didn’t bother to check out what keywords and phrases people actually use when searching for their type of product or service. There are several tools available that will give you a good idea of how many people searched for the keywords you think are hot over the past month. If you find that only 4 people actually used your favorite keyword search term, don’t panic. These tools will also suggest related words and phrases that will give you a higher yield.

Understanding: complicated subject areas exist in your industry. Explaining that to the average reader proves difficult.  Conveying what you know into non-technical language takes skill as not everyone can do this.  Back up claims with facts such as examples, statistics, and comparisons.

Credibility: take facts a step further and provide facts throughout the article. Bold claims in an article such as statistical data need factual evidence as confirmation.  Interviews, expert analysis, and citing sources at the footer separate valid articles from false or unproven articles.

Appearance: looks matter in blogs. If a blog doesn’t look appealing, users flock elsewhere regardless of information provided in the article.  Make your blog page look presentable with visuals.  Charts, graphs, infographics, and screenshots look good and provide substantial proof to possible claims in the article.  Bulleted/numbered lists and headings/subheadings in articles break up the bulky text making it easier for users to skim the article.  Finally, use a custom template and change the font/colors/background image/align position.  Additionally, make the page mobile-friendly with responsive web design or mobile web pages.

Variety: give users a choice on how to read your article. Written text, infographics, video, and audio are the choices allotted.  If you choose text, you can select from viewing as one/single page, multiple click-through pages, PDF form, and/or a table of contents.  Additionally, tag articles with words or phrases so users can filter.

Search engine rankings are pivotal to small businesses, mid-size companies, and large corporations.  Competing for online attention derives from content.  Never assume anyone in the company can write quality articles and blogs.  Trained writers are knowledgeable experts in the field.  Other trained writers wrote a lot on the subject.  Both know how to convey the words on paper and make readers curious enough to click.  In addition, trained writers know how to maintain company ranking with consistent, relevant content.  For more information on quality content, contact us.