There’s an old saying about the web – well, not that old considering the relatively new nature of the digital world in the grand scheme of things – that suggests not everything you read on the Internet can be considered trustworthy. Whether you attribute this wisdom to Albert Einstein, Abraham Lincoln, or just let it stand by itself as a pillar of common sense, everyone from The Week’s Chris Gayomali and his friendly reminder concerning the veracity of many digital outlets to marketing professionals from different companies suggest that it might be worthwhile to spend a little more time taking things on the web with a grain of salt. This is good advice every SEO writing services expert will tell you.
With this in mind, let’s spend a few minutes digging into five supposed “truths” found within the world of search engine optimization (SEO) and why it just might be time to rethink your stance on these SEO myths. From here, you’ll be ready to move forward with the development and optimization of your site while others are stuck wrestling with facts, figures, and tactics that simply don’t hold much value when you take a closer look.
SEO Is a Quick Fix
First up on the agenda is dispelling the idea that SEO is a “quick fix.” As Amanda Clark of Business 2 Community points out, there’s generally only two reasons why someone is willing to sell SEO as an overnight sensation – either you’re getting scammed or this so-called expert is willing to utilize underhanded tactics that are sure to bring down the wrath of Google. Proper SEO can deliver a fast turnaround in some scenarios, but the truth of the matter is that this practice requires a long-term approach that rewards patience and builds the quality of your page over time.
Content Marketing Optimization Is on the Other End of the Spectrum
Additionally, Clark goes on to explain that there’s a misguided notion floating around the web that content marketing and certain SEO tactics have to stand in opposition of one another. Actually, this couldn’t be farther from what Google and the other search engine giants want from brands and marketers. As this industry shifts farther and farther away from keyword stuffing and other shady tactics, compelling, customer-driven content that offers up real value and entertainment serves as the focal point of the ever-increasing overlap between these two practices.
If You Build It, They Will Come
Having a website with words on the screen is good enough for at least some sort of SEO benefit, right? While that seems like a logical assumption, Search Engine Watch’s Kristine Schachinger notes that this mentality embodies a myth that endangers the viability of your online presence.
Outside of a few highly unique cases, expecting your customers to come running to your page – even if it does already have great content on-site – just isn’t a realistic approach. If you truly want to get seen by the people that matter most to your brand, having great content is step one, and building relevant and influential links that support these offerings comes next.
Site Position Doesn’t Matter a Certain Point
Another key point offered up by Schachinger covers the concept that page ranking and positioning only matters based on tiers. For instance, the idea that making the bottom of the second page on a certain search term or query provides the same benefit as being at the top of the same selection falls firmly into the parameters of this myth.
Unfortunately for those who subscribe to this line of thought, the numbers tell a different story. Each unique spot up your page moves – especially in the top 13 results – offers a massive boost to your reach and potential. Sure, not every browsing consumer responds to favorable rankings exactly the same, but it’s more than safe to say that the higher up you stand on any response page, and not just being content to make it this far in the first place, goes a long way toward increasing your return on your SEO investment.
Your Standing in the Social Media World Doesn’t Matter
At this point you’re probably thinking that the myth surrounding the interaction between social media and SEO has at least a little going for it. After all, Google doesn’t even count Facebook likes or retweets when it comes to page rankings! While this is definitely true, Cyrus Shepard of The Moz Blog points out that it doesn’t mean your social media presence has zero impact on your SEO operations.
Think of it this way: Social media might not directly play into increasing your position with Google and the rest of the search engine world, but that doesn’t mean it can’t have some extremely powerful secondary affects. By being active on social media, you improve the distribution of your content via shares, likes, and favorites, as well help boost the discovery and indexation of these posts. This in turn works as an organic form of link building – something that is definitely worth your time.
Obviously, the Internet is a valuable source for both research and entertainment, but at the end of the day it’s susceptible to misinformation and misguided “truths” just like any other form of media. However, with this realization leading the way, and a willingness to keep asking questions from whoever is handling your SEO operations, you’ll be more than ready to sift through the myths and get the most out of your page and content optimization endeavors.
The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.