Much of search engine optimization (SEO) is a bit too focused on online marketing. Optimizing title tags and focusing in on keywords is great – and there’s nothing wrong with that – but it is enhanced when the focus is still on the content.
Even when the content is focused on the reader, you’re still obtaining search marketing-related benefits. In other words, you might not even mention your business at all in your blog post, but it could still hold real SEO value. Plus, you’re not giving the reader yet another marketing pitch.
It could be something topical that would generate plenty of interest. For instance, a shoe company might look at the inspirational story of sprinter Oscar Pistorius, who was a prominent figure in the 2012 Olympics. At the end of the piece, that same business could use SEO-related terms to describe how it caters to sprinters and those with handicaps.
It doesn’t always have to go in the title. Your business name could be a small footnote to a great story that your readers and customers crave. Yet, there is still SEO value. You could still target certain keyword strings – even if they’re not in the title or the first paragraph, even.
Other benefits are involved as well. Stories that aren’t as business-focused can be a great way to bring in new readers, as interesting content will surely draw them in. It can also generate comments and shares by the wide-ranging appeal of an engaging story.
Marketing-focused SEO can be great, but it’s built on the back of engaging content. Contact us for more information about getting the most out of your online strategy.
Singing out loud: how to find your voice in the digital marketplace
Truly great brands don’t hide their personality behind layers of artificial messaging and boisterous advertising. They use a compelling voice to really connect to their most passionate customers through truly authentic digital marketing.
How do I get noticed online?
Put some time and energy into building a strong brand and network. Most companies start a blog or join a social network like Facebook and LinkedIn. Others create online conversations like podcasts or blog interviews. Start creating lots of high quality, tasty fodder for the Google machine — the more ways there are for your customers to find you, the better.
What social media tools should I use?
It depends on your audience, but make sure you’re playing in the big pools, like Facebook, Twitter and LinkedIn. Once you’ve got your groove, try dipping your toe into places like Yelp and Open Forum. In the end, it’s not really about search engine optimization but about being active in a community of users. Find out where others in your industry or region are hanging out, then make a deliberate, consistent effort to be there too.
Is too much email overloading our customers?
That depends. If you’ve established a great personality, your company is no longer a faceless email to be immediately deleted. Unfortunately, so many organizations use it as a low-cost method to blast out marketing to a mass audience. That just hurts you. But a unique, timely, intimate email from a real person could create a very personal connection that might even connect to other people since it’s so easy to forward an email on. Decide to re-examine how you use email, because it has a lot of hidden potential, when used in the right way.
How do I stand out from the crowd?
Remember, it’s not about whether your personality is big and loud, but whether people have access to the heart of your company. Be true to the thing that you offer or sell. Your customers should have a personal connection with your company and know exactly what it is you stand for. The best part about that is your brand can then never get stale or old.
Want to learn more? Contact us, we’re happy to help give voice lessons.
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