5 Steps to Create SEO Online Content

5 Steps to Create SEO Online Content

SEO to help with your content? 

As a small business or a start-up looking to build their business, one of the most basic and effective things you can do to help yourself is to improve your SEO (Search Engine Optimisation).

How can SEO help me?

SEO can help improve your ranking on search engines such as Google, which in turn helps your business be found by your target audience, therefore helping your company growth by increasing revenue and profit margins.

Search engine optimisation is a fundamental building block for any company.

Most people panic or get bored when they hear those words as they either don’t know what it all means or assume they need to seek professional SEO advice, which normally means paying someone.

Please don’t be put off. A cheap and easy way to improve your SEO is to create engaging content. On-topic, original, interesting, well-written and researched keywords utilised.

Great online content, full of SEO friendly keywords, should be a key element in any business strategy.

Sounds simple right? But… where to start?

5 Simple SEO Steps

Here are five simple steps to help make the process as effective and stress-free as possible:

1. Compelling Words

Writing an appealing blog or article is often daunting when it’s time to actually sit down and type. Headline hooks, keywords, quotes etc, all need to be attention grabbing. On average 70% of content should be problem solving and 30% evergreen or about you and what you’d like to sell. Play around, look at the analysis. Ask a friend or colleague to proof read, edit before you publish.

2. Optimise for mobile

You only have to look around to see how many people are using their mobile phones. Recent studies from Stone Temple, states that the % of visits from mobile devices grew from 57% to 63% between 2016 to 2017; the % of time on site from mobile devices grew from 40% to 49%; and the Mobile Bounce Rate dropped from 52% to 47%. Consumer behaviour research has found overall mobile usage is continuing to grow and at sometimes of the day is higher than desktop usage.

Ensuring the mobile user experience (UX) is smooth and effortless is essential for online growth. Content should be written with consideration to the size constraints of mobiles (Iphone or Android), and the speed at which your pages download on mobiles also needs to be a priority. How many times have you given up on a website if it takes too long for the pages to load? First impressions count – always!

All of this doesn’t mean desktop usage is over. It’s not, it just means you need to give extra attention to your mobile offering. 85% of adults consume content on multiple devices at the same time.

3. Visuals and Images.

Being able to grab someone’s attention when they are being bombarded at speed by millions of other things requires strong images. Remember what they say – one picture is worth a thousand words. There are countless statistics that prove social media posts with images receive more interaction than anything else on Facebook for example.

Think about your brand, what your company represents, what colours are you synonymous with and choose your images with those in mind. Also, think of what grabs your eye when skimming through online articles. Colour? Faces? Product Placement? They should all reflect your brand.

There are a wealth of sites offering up free images, such as Unsplash, Pixabay, Burst or Startup Stock. Pixels for social media images require different settings for each platform and each section of a platform. So, do your research – find an up-to-date guide such as this one from Sprout Social.

And don’t forget from a Search Engine Optimisation (SEO) point of view, images saved with keywords will serve you highly in the rankings.

Another way to grab more attention than words alone are, as we mentioned above, visuals – including video and the use of self-explanatory and easy to understand graphics – or Infographics. Visuals are faster and easier for your brain to process and can help drive business. They can often be more memorable and visual content is 40 times more likely to be shared on social media.

For the small business or start-up these elements can be time consuming and challenging to produce in terms of resources but don’t under estimate their impact. Maybe start with infographics. Canva is a great resource for creating eye-catching graphic design with a lot of elements available for free, as is Wordswag.

4. SEO and Keywords

Drill deep into keyword searches. There are excellent online tools to help search engine optimisation for your content. Why not find the most searched word or term for your product or topic on Google Ad Words? If you’re a closet techie, perhaps get Add-Ons for your browser, if your platform is WordPress then Yoast is the SEO plug-in tool for you. Also, don’t forget my last blog posting “How to use SEO in your Content Marketing”.

5. Create and Schedule

Write frequently so your blog platform or website helps Google’s crawlers. Use scheduling tools for social media, such as Buffer or Hootsuite. Don’t just post though – you have to engage too.

So, what are you waiting for? There is a lot to think about. Google keyword research doesn’t have to be daunting. Spend some time to come up with an achievable plan.  Creating a plan which can be broken down into steps of what you can do week by week will help. And remember, if in doubt, keep it simple.

 

 

For 1-2-1 tailored coaching or group workshops please get in contact.
The relationship between Content Marketing and Business Development

The relationship between Content Marketing and Business Development

Why Content Marketing and Business Development complement each other

The word of the day at my networking meeting this morning was “marriage” and from Pickled-Ginger’s point of view, I wanted to talk about the relationship between content marketing and business development, which is rather a heavenly one for lead generation.

“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.”

Joe Pulizzi, Content Marketing Institute

Without content marketing your business development will struggle. WITH content marketing you already have effective business development!

When I tell people I’m a copywriter and marketer, they might imagine it’s storytelling without substance, however my content is more of a strategic marriage between business development and marketing.

Content is Key

Content is Key

One of the quickest ways to reach an audience is through words.  What are you trying to achieve with your businesses (apart from profits)?  It’s either to add value to a client’s business or to solve a problem they might have.

Without a marketing strategy involving content then your business development will be asking for a divorce.

When I write copy for websites, newsletters, blogs and social media – I research effective key words for Google algorithms, together with researching the client’s target audience as well as getting the correct feel for my client’s business – no off the shelf wedding here.

So for those of you who’d like more brand awareness and therefore more leads I suggest you and I get engaged leading to an advantageous business marriage and in 9 months we’ll see healthy, bouncing profits.

Contact Elaine for further information and receive a free content marketing audit.

Why content & SEO Marketing with Intent will convert your leads

Why content & SEO Marketing with Intent will convert your leads

The power of marketing with intent  (content + SEO) 

There’s a great quote from Paul Wright of Iotec saying “Good intent marketing provides the mechanism to ensure a message reaches the widest number of individuals for whom it will most likely resonate”.  Marketers are coming up with different types of content to grab their clients’ audiences attention.  Brands and professionals want added value, problem solving and research with intent….content marketing has become the secret advantage in a successful marketing strategy.  By using content and SEO as a marketing collaborative, engagement and conversions are harmonious.

 “User intent is the goal someone has in mind when typing a query into Google.”

Neil Patel, New York Times best selling author

Here are a few of my top tips for intent marketing campaigns:

Research  If you want to reach potential clients/customers – then well researched content is so important.  You could be writing a new website, or sending newsletters out, or writing blogs or using social media – each will require their own research and key words.  Websites will require good SEO content written into the pages whereas newsletters will need to be punchy with headlines as hooks.  It is the intent behind the researched keyword that measures the competition.

Online search for user intent – this helps identify your audience and therefore your content & SEO.  Here are the 3 types:

  • Transactional  wants to buy something
  • Navigational   seeks for a specific resource
  • Informational  wants information on a subject or seeks answers to their questions

Keywords  There is so much data being shared online every minute of every day – these statistics from one of Domo’s reports shows the enormity of it:

  • 684,478 pieces of content are shared on Facebook
  • 2,000,000 search queries are made on Google
  • 48 hours of video are uploaded to YouTube

Google’s Adwords Fourth Edition, reports that “Google gets searched six billion times every day.  That’s 70,000 search every second.

It can be daunting to know where to start with writing engaging and responsive content to reach people who would most appreciate it. Keywords – that’s your answer.  Are you answering a specific question? Are you helping with a query? Be specific – are you selling a product or service? Drill down more – I, for example, come up on the first page (under recruitment boards!) for Content Marketing and Copywriting in Marlow.   Pickled Ginger key word search

Provide content for, and traffic to, your website  Newsletter content can be re-used as content on your website or blog, generating additional traffic from search engines and social media.  Social media is perfect for either re-tweeting a blog several times or used on LinkedIn as a guide for groups within this medium.

Crafted Content There’s no point harvesting content and spewing it out as the reader will switch off if not targeted for their needs. If you don’t know where to start, perhaps use a testimonial and turn it into a story for a blog and use keywords to engage.  You need to understand your audience’s need so that you can craft specific content – this takes a little time, but I personally really enjoy getting to know my clients and their audiences so that my writing forms a background understanding and subliminal relationship.

Elaine Pasini at Pickled Ginger for all your website & newsletter content, design and social media scheduling.  If you’d like to have an informal and free chat about any of the services Pickled Ginger provides, please don’t hesitate to email or call me 07775 438 538.

Lawyers + Business Development = Pt 2…

Lawyers + Business Development = Pt 2…

Lawyers Calling Prospects

So following on from my recent blog on the same subject, ie don’t the majority of solicitors just HATE business development, marketing and anything that isn’t related to the specifics of the law they are practising?  Btw (sorry, Twitter speak), someone just walked behind my screen and witnessed the word “majority”, in case one of you feels the urge to come back with the contrary.

Bad Business Development… : Please don’t force me to call a potential new client! Nooooo…..

Business Development & Client Relationship Management =

relationship building/maintaining existing relationships

To  develop your business there is a requirement to reach out to your audience.  This will be the marketing arm.  Do you know who your target audience is?  That’s half the battle.  Are you confident enough in your own offering of legal services?  What is your USP (Unique Selling Point) that puts you ahead of your competitors?  Once you are aware of your audience, it’s up to you to call them.  Uh oh – how does this make you feel?  Like procrastinating?  Do those SPAM emails suddenly seem like they require urgent attention?

Research for Business Development

Research the person or company you would like to do business with.   Who is the decision maker at the larger companies? If you are B2B (business to business), have you linked in with anyone on LinkedIn?  If you have no idea what and how to make the most of LinkedIn there are excellent training facilities out there (Pickled Ginger can help set you up, write your profile and help you with your blog writing and scheduling, or I’d recommend Rachel Tombs from Links2Leads, who is one of the best trainers in the legal field.  If your legal services are aimed more at “people” (B2C) – are you on Facebook?   Elderly clients, although becoming more and more social media aware, still often prefer a telephone call – remember, it’s just an introductory call.

The Call…

In my experience, there is a general fear of picking up the phone if it doesn’t relate to a legal matter if you are a solicitor.  Why?  Every individual has their own reason for disliking calling a prospect if going in cold: fear of rejection; becoming flustered at behaviour of recipient; feeling their role is to practice law and not sell themselves or their business; shyness – the list is an endless one.  Calling after marketing your services isn’t about selling them over the phone – it’s about introducing yourself to a business or person.  You will have done your research to know that your expertise could offer mutual benefit and something you could add value to or solve a problem they might have.  Your call is about building the trust and relationship between you both. It’s about you offering them something they need (either now or in the future). Sole Practitioners and SMEs rarely have a budget to pay for external resources to do this side of the business, so to ensure your hard work pays off by enjoying the independence of going solo or working in a small partnership, understanding that the legal market place is not what it used to be and that clients are extremely savvy. You have to be prepared to at least try marketing yourself and networking in a relevant sector.

Each call will be unique for each prospect. Ask open questions and listen well. Make notes and email or write to thank them for their time. Invite them for an informal coffee to meet you or ask them to drop by your office whenever they are near. If nothing comes of it, you will have made a new connection.

Pick up the phone!

Pick up the phone!

Finally – what do you want for your own business? Know this and you will have the confidence in your business skills to develop your practice.

Get in touch if you’d like to advice on how to manage your business development or marketing to stay ahead of the crowd.  Pickled Ginger offers a free audit of your current strategy, please contact Elaine for an informal chat.