NASHVILLE, TENNESSEE – There are plenty of variables that go into SEO. You’ve probably spent time honing your metadata for search engine optimization, and you certainly know the value of good links. Now the best way to further optimize your website for search engines is through new content.
Google likes fresh content. However, creating new content for your company’s blog can be daunting. You may start with a good list of topics, but once those are exhausted, it can be tough to find other topics to write about.
Test your knowledge of your industry by making a list of hot-button issues that double as keywords. Those keywords are important. Are they the same keywords that your potential customers are using to search Google?
Use Your Resources
Make Internet marketing work for you by compiling a running list of good industry resources. Medical professionals might subscribe to RSS feeds from medical journals. Learning what’s going on in your field will help you use more timely SEO keywords.
When we say “stay current,” we mean stay fresh. Learn new things. Ask new questions. Search for popular blogs and websites that feature news in your industry. See what other people are writing about. Knowing what the buzz is in your industry does two things.
First, it allows you to join the current conversation. You’ll know what other businesses like yours are discussing, what methods they’re trying, and what’s working for them. From the number of comments on competing websites you may even be able to gauge how effective certain topics are.
Second, knowing what people are talking about also tells you what they aren’t talking about. You may see an opportunity to start an important conversation about changes in your industry. Content that is fresh and unique has the potential to attract lots of viewers.
Comment on articles from your industry that appeal to you. Link to them on your website or social media outlets. You’ll learn a lot by being an active member of the discussion.
Do Your Own Research
Imagine you’re a baker, and you’re testing a new cake recipe. We don’t want you to share proprietary information, but sharing your journey developing a new product makes an honest, compelling story. Ask your customers for feedback when they try your new cake. Ask how the new cake compares with another one they’ve sampled. Record how many times the new cake flavor is ordered compared to the old ones. Spice up the name of the cake and see how sales are affected.
You’re probably doing this anyway, but think of a way to incorporate your journey into a blog post. All the research you do to increase your business is important, and sharing the results you’ve seen could be informative and engaging for customers and other businesses in your industry. Competition can be cutthroat, but gaining contacts in your own industry is a good thing. A friendly rivalry with another local bakery could yield excellent marketing and SEO benefits.
Remember all the Google SEO secrets we’ve shared along the way as you cultivate your content.
Know Your Keywords
You should be able to create a list of keywords from all your research. Staying in tune with the industry shifts can pay off. Grab some paper (or open a “note” on your phone) and list 10 keywords that are important to your industry. Bakers might list: “baking a cake, cupcake decorating, wedding cake prices, Dr. Seuss cake, and gluten-free desserts.” Already you’ve got a list of possible blog topics. Within each topic, think of specific things users would want to know about that topic. Pretend you are the one searching for the information on Google. What keyword phrases would you use to find gluten-free desserts? Maybe you’d use: “gluten-free cakes, recipes without gluten, baking without wheat, and flour alternatives.”
A column by Trond Lyngbø at Search Engine Land discusses the importance of keyword research.
“Powerful keyword research tools that can help automate and speed up many repetitive processes include Google Keyword Tool, Market Samurai, Google Insights for Search, and Google Trends (that can help reveal seasonal and other trends),” Lyngbø writes. “Analytically reviewing the consolidated data they throw up puts into startling relief many hidden opportunities just waiting to be exploited.”
Visit the resources mentioned above and see if the keywords you brainstormed have low or high competition.
Make your blog topics specific. This gives you more opportunities to diversify the content and the keywords within each post appearing on your company’s blog.
Keeping up with your industry will certainly boost your SEO efforts, but it also will trickle into your everyday work. In the SEO game and in life, there’s always room for improvement.