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5 myths about content marketing and SEO

In this post, I’m going to debunk some of the myths surrounding content marketing and SEO.

Let’s start with some definitions:

What is content marketing?

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.  Content Marketing Institute

What is SEO?

Search engine optimization (SEO) is “the practice of increasing the quantity and quality of the traffic that you earn through the organic results in search engines.” Moz

As you can see from this, these are 2 very different disciplines. They do, however, have one thing in common, they are both intended to drive traffic and sales.

The changing landscape of SEO

SEO has changed beyond all recognition in the 8 years I have worked in the industry. When I started out as an SEO copywriter in 2008, SEO (specifically link building) was all about article marketing – creating crappy, keyword-stuffed content and throwing this mud at the wall in the form of article directories. Much of this content had little editorial integrity and was never read by anyone.

Google’s algorithm was not sophisticated enough to detect this rudimentary tactic, and as a result, it was reasonably easy to get a website to rank.

Fast forward to 2016, and it’s a very different story – to get results you need to produce quality content that earns genuine links due to the value and insight it offers. There are no short cuts and no easy answers.

The rise of content marketing

Content marketing has exploded in popularity over the past few years, as demonstrated by the Google Trend graph below.

Meanwhile, many prominent SEO agencies have rebranded, losing any mention of SEO from their names. This reflects both the shift in mindset of those within the industry and the growing demand for more holistic online marketing, which encompasses a range of services, including not just content marketing and SEO, but also CRO and social media.

One of the biggest drivers of this growth and shift in focus from SEO to content marketing has been the diminishing, or in many cases negative impact of traditional SEO link building tactics such as article marketing. These have now been largely replaced by content marketing.

Myth: Content marketing has replaced SEO

This argument is flawed for a number of reasons:

• If there is no consideration of SEO, specifically keyword and link placement in content, there will be no tangible SEO benefit to even the best content marketing.
• The impact of content marketing without any thought to SEO will arguably have much less of an impact than it might with SEO.
• Content marketing cannot fix technical SEO issues with your website.

Myth: Content marketing is the new SEO

SEO as a discipline has been around for less than 30 years, Content marketing has been around for over 100, so how can content marketing be the new SEO?

Content marketing is an important part of the savvy SEO’s playbook, but it is not a silver bullet and is certainly not the new SEO.

Myth: SEO guys should do SEO, content marketing guys should do content marketing

The mistake that many people make when considering SEO activity is to treat it in silo, rather than as a key part of the whole marketing mix. We’ve seen brands historically do this with copywriting, social media and PR.

To be successful, you need all departments to work together, as Copyblogger’s Brian Clark explains:

At Copyblogger, we don’t have sales, social, marketing, media, or SEO departments. We have an editorial department, and editorial makes all of those things happen (and more) as part of one seamless process.

Myth: I should spend my entire budget on content marketing

As great as content marketing is, it can’t be denied that the ROI from it can be difficult to measure. You should spend a decent chunk of your marketing budget on content marketing, but don’t neglect other areas that can also drive traffic and sales.

Myth: SEO is dead

Google processes over 1 trillion search queries every year and 15% of these are queries it has never seen before. SEO is definitely not dead!

Conclusion

If done correctly, content marketing and SEO can be complimentary, but they are not one and the same, you need to do both. Content marketing has not replaced SEO, SEO is, and will continue to be as important as it has ever been.

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SEM-Tool.com Review

There are hundreds of SEO tools out there, each with different features and pros and cons.

One of the most in-demand features right now is keyword research and ideation. As Google continues to refine its algorithm, and reward those who are regularly publishing quality, relevant content, SEOs are increasingly looking to create this content on a regular basis.

Finding the phrases that people are commonly searching for when creating this content is a constant challenge, and a new platform, SEM Tool, has been designed specifically to help with this. In this review, I’ll look at the product in more detail.

SEM-Tool.com homepage
SEM-Tool.com homepage

First impressions

The site has a clean design and a clear user interface with a box to enter your desired head search term, as well as check boxes for various different search engines and other sites. Users can search for results on the following sites:

Google
Bing
YouTube
Amazon
DuckDuckGo
eBay
Google Play
Qwant
Wikipedia
WolframAlpha
Yahoo
Yandex

Users can also filter results by country. To test out the tool I entered the term blog writers.

Free vs. paid features

For free, users can search for keyword ideas based on data from the sites above. For an additional fee, they can see search volume, estimated cost per click and view their domain’s position for the terms listed in the results.

Shortly after signing up, I received an email from an account manager informing me that I had received some complimentary free credits to use some of the paid features on the site, which was a nice touch and enabled me to try out some of the paid-for features.

SEM Tools results page
SEM Tools results page

Accessing and using the data

Once you have performed a search, you can view the results in a series of columns, which can be toggled to view data in ascending/descending order. You can also download the results in a .xls/csv spreadsheet, which enables you to manipulate the data further.

Summary

As I started out by saying, there are hundreds of SEO tools on the market, many of which contain the features of SEM-Tool.com and more. Whether or not this product will be able to compete given its fairly limited functionality remains to be seen – the addition of a more detailed Rankings Tracker and ‘Potential Analysis’ features listed on the site as ‘coming soon’ may broaden its appeal.

This is a simple, useful tool, which will be a great help to those in need of keyword ideation for content marketing. It won’t, however, replace your chosen suite of SEO tools just yet.

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5 Easy ways to get more out of your blog posts

We all know that we should be blogging more. At the same time, there’s nothing more frustrating than spending ages on a great post, only to see it ignored by your audience. Here are 5 really easy things that you can do to get more from your blog posts.

Mention influencers

Everyone loves to have their ego massaged once in a while. Use Buzzsumo to find influential people in your sector and mention them in your posts.

Before writing this post, I did a search for content marketing. This showed that Joe Pulizzi, Michele Linn, Stephanie Tilton and Micheal Brenner are influencers in this area – perhaps one of them will consider that this post is relevant to their audience and will give me a Tweet.

Use Buzzsumo to find influencers
Use Buzzsumo to find influencers

Write a killer title

When you write your title, think about whether or not it will drive click through. Simon Edelstyn of content sharing platform Outbrain has some great tips for this, which include using questions, lists and exclamation points.

Don’t be afraid to sensationalise in order to get those clicks.

Sensational titles get clicks
Sensational titles get clicks

Link strategically

Links can be used to drive traffic to other pages, position your post as authoritative and alert your audience to similar content that they might enjoy. In your posts, link to:

  1. Landing pages on your site to help with SEO, lead generation and conversion.
  2. Sources you have used and you believe your audience will find useful.

Add images

When you link to your posts on social media, be sure to include an image. According to research by Buffer, posts on Twitter with images have been proven to get a much higher click through rate than those without.

Automate sharing

Providing your blog has an RSS feed, you can set up If This Then That to update all of your social media profiles as soon as a new post goes live.

Automate sharing with IFTTT
Automate sharing with IFTTT

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Ask an SEO – Jonathan Argile of twentysix

In the first Ask an SEO feature of 2015 I chatted with Jonathan Argile. I asked him about his role as Head of Search Operations at twentysix and the SEO trends we can expect to see in the year ahead.

Jonathan Argile
Jonathan Argile twentysix.

Q) Hi Jonathan, could you start by telling us how you got into SEO?

A) My history is not the typical “agency” SEO background you would expect.  I actually started working across SEO in some form or another during my university placement year which was a client side marketing role and then further developing in additional Digital Marketing roles client side before moving to agency. These roles however also included working across other digital marketing elements such as email marketing, paid search and aspects of development.

I only started working in a pure SEO role once I moved agency side back in 2012 with a role at Stickyeyes, before moving across the City Centre to start at twentysix in the summer of 2014.

Q) Tell us a bit about your agency, twentysix?

A) twentysix is a full service digital marketing agency with offices in Leeds, London, New York and Singapore. Our services within the Search area of the business include SEO, PPC, social media, affiliates and CRO making up over 40 members of Staff with a further 60 plus staff members working within the Development side of the business which includes Mobile & Website Development and our UX team.

twentysix is a fast paced, passionate agency where we have a real hunger to drive the best ROI for our clients.

Q) Leeds has a thriving digital marketing community, what’s it like to be part of it?


A) Leeds is a fantastic hotbed of search agencies with great pool of talented individuals which is ultimately pushing the industry forward, especially in Yorkshire. twentysix itself has some really strong competition from some great rival agencies which means we are pushed regularly to be one of the best and consistently develop and enhance our proposition.

Media City Leeds
Media City Leeds

Q) What is the first thing you do when you start a new SEO campaign for a client?


A) It really depends on what our client’s objectives are and what the scope of work is. This can be anything from technical analysis to data gathering and analytical reporting or even pure outreach and creative campaigns. But what we take real pride in is our complete immersion within a client and their activities; we are ultimately as an agency an extension of their company and so should be fully integrated and up to speed with everything that they are.

Q) As an agency, what are the metrics and KPIs that campaigns are measured against?


A) We focus on real world results. Rankings and search visibility are great, but there are far too many inaccuracies and uncertainties within third party metrics such as Moz’s domain authority, which means as an agency we can use these as comparison metrics but not alone.

We work to bottom line figures; we’re driven by the client’s KPIs and their business needs to drive the best ROI. Reporting, accountability and transparency are the core to our approach.

Q) What has been the most significant change in your time in SEO?


A) There have been so many changes across digital as a whole from the rise of mobile search to the launch of Panda, Penguin and Pigeon algorithm updates, but “not provided” has been a real game changer for not just agencies but clients themselves. There has been a real shift from having SEO KPIs purely based on rankings to incorporating traffic, revenue and overall organic visibility of brands and that ranking for “Golden” high volume terms are not the be all and end all of SEO campaigns. There is so much more that agencies should be focussing on such as the actual monetary return on investment for clients and showing a clear bottom line progression.

Q) What are your SEO predictions for the year ahead?


A)  SEO evolves so fast that most predictions within this industry are blown out of the water with something completely new and unthought-of by the end of the year. What I really see in the year ahead includes:
•    The further development and refinement of the recent Pigeon update within the UK market.
•    A real focus from clients on the closer unity of SEO within the digital marketing mix. How SEO impacts and reacts with the other marketing channels.
•    Further refinement from Google on the Penguin algorithm and the manipulation within a sites backlink profile.
•    A significant change within mobile search from how Google interacts with un-optimised sites.
•    A better understanding from Google on user experience and how this differs between markets and industries, UX is not one size fits all and certainly isn’t determined by Google but remains with the user.
•    The rise of new technology – the game isn’t just desktop, mobile and tablet, welcome to smart watches and many more devices.

Watch out for more Google Pigeon updates
Watch out for more Google Pigeon updates

Q) What are your top SEO tips for sites with little/no budget?


A) As a business clearly define realistic key organic search objectives and make your agency work for you not the other way around. Be realistic in where you are and where you want to be, if you have clear objectives you won’t get led down the wrong path. Be aware that search engine optimisation is not an off the shelf product or one off buy, it is a continual process of implementation and development which should be involved and integrated with all of your marketing activities.

Q) What are your favourite SEO tools and why?


A) As far as I am concerned, SEO is all about variety, there are some fantastic tools in the market from link analysis tools such as Moz, Majestic and Ahrefs to visibility and ranking platforms such as Searchmetrics and Brightedge but never forget Google’s continually developing arsenal of testing and reporting tools within Webmaster tools and analytics. Working in SEO, we should always test and try new tools in the marketplace because we are always pushing the barriers and can never stand still.

Everyone's favourite SEO Rockstar - Rand Fishkin
Everyone’s favourite SEO Rockstar – Rand Fishkin

Q)Who are your favourite SEO ‘rockstars’?
A) The SEO community is such a diverse group of professionals with varying knowledge, expertise and advice. Personally I am open to listening and reading to as many peoples and agencies opinions as possible. I have a tweetdeck specifically set up to follow blogs, agencies, SEO and digital marketers which is constantly updated when I come across interesting new information which I could test and implement across my clients.

For any person wanting to develop their knowledge of SEO the UK has some great events and conferences such as Searchlove and Brighton SEO, which really highlight the quality the UK has in SEO professionals, but I would also highly recommend following guys like Bill Slawski, Rand Fishkin, Barry Schwartz and of course Mr Matt Cutts.

Read up on sites like SearchEngineLand, SearchEngineWatch, SEORoundtable and read the detailed information across Moz’s Blogs and guides. But don’t forget the UK market is a very different animal to US so take some information with a pinch of salt!

 

Are you an SEO with a story to tell? Email help(at)copify.com to be featured.

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