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A steady transformation is taking place in online marketing. The strategies for getting your website seen by existing and prospective custom
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Scooped by Martin (Marty) Smith |
Scoop.it!
janlgordon's comment,
July 2, 2013 9:45 AM
Marty, great article, right on track!!
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Content Is The New SEO
Content is the new Search Engine Optimization because Google wants it to be so. This is an excellent post about WHY content is the new SEO and how to get started.
I do have a common nit to pick. "Create great content," is advice I read frequently. That is like saying, "Win The Lottery" as a way to make your numbers. You might win the lottery, but you might spring wings and suddenly be able to fly too.
Better to embrace content marketing as a CSF for your company and brand (CSF = Critical Success Factor). No matter what your digital presentation is the most important communication you create (period and full stop).
This means you need to get GOOD at digital communication. Here are a handful of hard won tips to create "great online content":
* Short sentences.
* Don't use connections like and, but, thus.
* Short paragraphs keeps readers engaged).
* Visual clues (linked post is bad about clues).
* Use H1s and other meta tags for technical SEO.
* Make CSS makes tags look good on the page.
* Use bullet points early.
* Use a bigger font (reading online sucks).
* Tease links don't drown them.
This last tip is a common error. Many new to Internet marketing want to provide everything AND the kitchen-sink all at once. Better to tease a click and then tease another click and then another. The more time and pages your customers view the better your SEO (what is left of it).
Ask yourself a simple question. Would you rather read one page with 1,000 words or 5 with 200? True you can make a website too clicky. You can make your reader work to hard. Finding the fine line between engagement and work is where metrics and testing should rule your actions.
Never a reason to GUESS with Internet marketing when you can construct a test. If you see abandonment after the 3rd click reduce your 5 click journey to three. If you see preference to read the long form content eliminate the clicks. No matter HOW you present content its substance needs to be great.
Whoops, there I go adding to the "You must create great content," crowd without telling you how to do that. I have posted on tips to create great content and as soon as I find it I will link it in (lol). M