Tuesday, February 27, 2018

Five Common SEO Mistakes That Content Marketers Make

Five Common SEO Mistakes That Content Marketers Make

Search engine optimization (SEO) and content marketing are a powerful combination that can build your website's authority and drive valuable search engine traffic. Blogging, in particular ,is a popular way to drive website traffic and build authority in your niche.

However, many people struggle to get great SEO results from blogging. Here are five common SEO mistakes that content marketers make when creating and promoting blog articles.

1. Optimizing Everything for Keywords

Trying to optimize any and all content for search engine rankings is one big mistakes that marketers make with blogging. Some SEO enthusiasts might be surprised to learn that not all successful blogs are so highly focused on SEO.

Here is what Benji Hyam from Grow and Convert for a virtual summit had to say about keywords. Benji, who grew ThinkApps from zero to 50,000 pageviews a month within six months, said he takes a "content first" approach, by which he means his focus is on creating great content rather than obsessing over SEO.

Even if getting ongoing traffic from SEO is a priority, content that isn't optimized for keywords can help tremendously.

A great example of how content not focused on keywords can build authority is Brian Dean's Skyscraper technique. When Brian first launched the skyscraper technique, the phrase "skyscraper technique" probably had close to zero search volume.

However, he promoted his post heavily; and because the article was well written and innovative, he quickly became one of the most popular experts in the SEO space.

Building his authority and name recognition allowed him to later rank for more competitive terms, like "keyword research," when he launched his keyword research guide.

It's much easier to get people to reply to your email outreach and to obtain natural links to your content when people are familiar with your brand.

2. No Internal Linking

Many content marketers and bloggers are so heavily focused on getting external links that they don't bother to do much internal linking. Once you gain enough authority for your website, you can start ranking for keywords from internal linking alone.

Internal links tell search engines which pages on your website are the most important. This article from Search Engine Watch gives examples of sites that used internal linking to achieve higher website rankings.

Make it a habit to link to at least 1-2 old articles of yours in every new post you write. Linking to old content from new articles will not only help with SEO but also drive real traffic to the best articles that you've already written.

3. Not Promoting Old Posts

Another important bloggers often fail to do is to promote old but evergreen content. Most bloggers will write a blog article and then forget about it (which is totally natural; our minds tend to focus on what we are currently working on).

There are many ways to promote old content. One way is to update and relaunch an old post. Robbie Richards took that approach for his SEO tools blog post, which ended up driving more shares and links to the article, as well as better search engine rankings.

Here are a few other ways to promote old articles and content:

  • Autoresponders. If you are successful with blogging, you will attract new subscribers to your blog on an ongoing basis. And many of those subscribers probably haven't seen your older blog articles. You can send new subscribers to old content by scheduling emails into your autoresponder linking to old content.
  • Ongoing social promotion. People frequently share blog posts on social media when they first publish them. With social media scheduling tools like Buffer and Crate, you can schedule social sharing for old articles so that you can drive social media traffic to them on an ongoing basis.
  • Guest-posting mentions. Mentioning your old articles in guest posts on other blogs or on new articles on your own blog is a good way to drive traffic to old blog posts.
  • Updating old articles. Sometimes it makes sense to update old articles, and then promote them. People prefer recently updated content over older articles. You can update old posts by adding new resources to them, removing old links that are no longer relevant, or simply adding more content to make the article better or more up to date.

4. Not Publishing the Right Amount of Content

A lot of blogs are so focused on creating long form content that stands out that they don't create enough content. According to an SEO study, 70% of all search traffic comes from long tail searches.

You can't rank for keywords if you haven't written content to target those keywords. If you aren't writing enough content, then you're missing out on a lot of long-tail SEO traffic.

HubSpot did a study and found that companies that blog 16 or more times a month get on average 3.5 times more traffic than companies that blog 0-2 times per month.

Although it is possible to publish infrequently and still do well, the blogs that generally get the most traffic are those that publish frequently.

5. Obsessing Over Content Length

A lot of articles have been written about how long-form content outperforms short content in SEO and gains more social media shares. And because long-form content has become so popular, some blog editors are requiring minimum word counts for their articles.

However, long-form content does have downsides.

Most people prefer shorter content, and many won't read longer articles. In fact, readers on average spend only 37 seconds on an article.

Long content can also take a lot longer to write, which can make it harder to maintain a consistent publishing schedule, and it can be more expensive to produce.

Finally, just because content is long doesn't mean that it is good or it will perform well. And investing a lot of time and resources into long-form content that doesn't perform well can be discouraging.

Marketing Profs and Entrepreneur are good examples of sites that have done well with shorter content. In fact, these sites have a maximum article length for contributors to prevent people from writing articles that are too long.
Though word counts can be suggested as a guideline, editors should be flexible and consider shorter articles as well—so long as the quality is good.
If you need help with your email, web site, video, or other presentation to promote your company, product, or service, please give me a call at 440-519-1500 or e-mail me at john@x2media.us.

X2 Media can help you target your content and get your message to the audience in a way that it is not only seen and heard, but remembered.

Until next month….remember, “you don’t get a 2nd chance to make a 1st impression”. Always make it a good one!

From X2Media I would like to thank you for your time.

John E. Hornyak

X2Media, LLC

Five Ways to Keep Your Website Relevant in 2018

Five Ways to Keep Your Website Relevant in 2018

Welcome to 2018, the year you need to update your website's look and functionality for two business-critical reasons: legal compliance and user respect and trust.

The latter is probably long overdue and has been hindering conversions; the former, a long time coming, is looking to become an immediate concern.

The problem? Businesses that set up a website many years ago and have done few, if any, modifications since. They may have updated to integrate new forms of payment or to manage inventory in a more timely manner, but that's usually the extent of it. If that describes your business, then your site is doing a disservice to your business and your customers—and, potentially, your bottom line, because they are non-compliant at a time of looming enforcement of standards and legislation.

Here are updates you should consider for your website if you find it's out-of-date in any of the following areas.

1. Data Security

In 2018, security is going to be a top concern of your website visitors, especially if your site requires them to provide personal or financial information. After the numerous well-publicized data breaches in 2017, your users will be especially wary of how interacting with your site could affect them.

Minimally, you should be using HTTPS to protect confidential online transactions and even online info-request forms. But today's users now expect a trusted certificate on any webpage they visit, so be sure all your pages have up-to-date certificates. The addition of basic SSL-level security will also aid in your SEO efforts.

For e-commerce sites, Payment Card Industry Data Security Standard (PCI DSS) compliance, while not in and of itself the law, is the standard required by the major credit card issuers (Visa, Mastercard, Discover, American Express, and JCB) for all merchants accepting payments online. Merely using a PCI DSS-compliant processor cuts down your risk, but it doesn't eliminate your compliance obligations. Merchants still must validate compliance, and the usage of an Approved Scanning Vendor (ASV) to check your website for vulnerabilities can help keep hackers at bay.

Make sure your vendors understand the requirements for building your business on a solid, secure foundation and are building solutions that enable you to maintain compliance.

2. Design That's Beyond Desktop and Mobile

Design is now moving beyond desktop and mobile considerations, into more advanced technologies (such as voice). Design is now less about building a website and more about building a journey revolving around all the ways brands can interact with their customers. For example, you can use artificial intelligence (AI) to design and build a buyer journey based on user experience and buying habits. So content customization is becoming the centerpiece of any effective website-based campaign.

3. Embedded Background Video

Fully 60% of website visitors will click on a video if one is available. Video is the newest component of website literacy, with more "stick" value than any text or picture you might have formerly used. Moreover, video is one of the simplest and most effective ways to engage site visitors at that all-important emotional level, so be sure your video is funny or touching, or else extremely useful. Sites with video have higher clickthrough, engagement, and conversion rates.

4. Disability Compliance

Though not rigorously enforced up to now, the Americans with Disabilities Act (ADA) does require your commercial website to be wholly compliant so that it can be used by your visitors who have disabilities. Web Content Accessibility Guidelines (WCAG) 3.0 and ADA compliance regulations are updated often, and infractions have become easier to track, which means compliance will be much easier to enforce in 2018.

The guidelines are intended to enhance accessibility for a wider variety of people with disabilities, such as people with low vision, learning disabilities, and speech restrictions. Legislation guiding mobile displays is expected midyear, as well. Is your site compliant?

5. Artificial Intelligence

In 2018, watch artificial intelligence, typically in the form of chatbots, to be incorporated into many business websites. Once again, the goal is to make the customer experience on your website seamless and useful. AI agents have a way of knowing exactly what your customer is looking for by analyzing their past purchases or inquiries. AI has also taken over the customer service function on many websites.

Does your site have a live messenger or chatbot presence?

These are all but the tip of the iceberg of changes that are coming to Web design in the very near future. Voice-command integration, engaging micro-interactions, and progressive Web apps are also on the horizon, which elicits the bigger question: Is your website management adequate for dealing with this anticipated sea change?
This may very well be the year you'll need to address the large issue of website development.