If you want your SEO campaign to be successful, it’s necessary to include content marketing as a part of the strategy. SEO has changed drastically over the years. It’s not so much about link building anymore as it is about link earning. Inbound links that point to your site should be achieved naturally. Natural links occur mostly from informational content. People will share and link to content that they find useful. That’s why ongoing content marketing is such a huge piece of the SEO puzzle today.
If you’re in the market to hire an SEO firm, it’s important to do an adequate amount of research to make sure that you find the right firm that fits your needs. Every SEO firm is going to approach SEO in a slightly different manner. Obviously you want to stay away from the black hat firms that don’t abide by the search engine webmaster guidelines. But other than that, how do you decide which SEO firm is best for you? We believe that an SEO firm should practice what it preaches. If the firm can market themselves successfully in the online space, there’s a good chance that they will be able to do it for you too.
Social media is an increasingly important component of an online marketing strategy. People are spending more and more time on social media sites and good marketing entails being where your target audience is spending their time. If you learn how to “do” social media well on behalf of your business, it can really provide a great return. It’s a great way to engage with current and potential customers, resolve customer service issues, and share information about your company. However, even if your social strategy is working out great it doesn’t mean that you can ditch your other online marketing tactics, specifically SEO. No matter how well your social campaign is working it will never be a replacement for a solid search engine presence.
The goal of an SEO campaign is to deliver targeted traffic from the search engines to a website that is likely to convert, whether that conversion is in the form of making a purchase directly from the site, calling the business, filling out a lead form, subscribing to the company e-newsletter, downloading a whitepaper or webinar, etc. In order to deliver targeted traffic from the search engines to the website, it’s necessary to include keywords within website content that target audience members are using when they conduct a search. If your content is high quality and includes terms that are relevant to the search, there’s a greater likelihood that it will appear prominently on the search engine results page.
Last night, the Boston SEO Meetup group met at the Microsoft Research and Development Center in Cambridge, MA. With views of the Boston skyline and the turning of the leaves, over 50 SEO aficionados gathered in the Sampson Conference Room.
The room became standing-room only as Scott Jangro began his presentation on Content Marketing. Scott Jangro is the co-founder of Shareist, an online content marketing platform. His presentation was titled Content Marketing for the Chronically Disorganized. Slides from the presentation are available on SlideShare.
In order to do content marketing effectively, you need to get into a routine of consuming, curating, and creating content. Taking a note from the recent series finale of Breaking Bad, Scott provided the group with an interesting acronym to follow – RICIN, (complete with an awesome sketch of Walter White).
Here is how it breaks down:
- R = Read Content: find content sources that you can check every day. Read your content over coffee, on breaks, or while taking public transit. There are tools available to help collect content including RSS feeds and alternatives to the now defunct Google Reader.
- I = Capture Ideas: Once you identify your content sources, use tools such as Evernote or Delicious to bookmark content so that it is easily accessible.
- C = Curate Daily: Share other content! “Content Curation” has become a buzzword in the content marketing sphere. It means to select outstanding content from other sources and share them with your social networks.
- I = Invent Content: Make your own content! Scott recommends that you follow a 4 out of 5 rule. For every 4 pieces of content you share from other sources, you should publish and share content of your own.
- N = Publish a Newsletter: Create a weekly newsletter with highlights of all of the content you have shared for the previous week to engage your current audience and attract new followers.
Scott reminded us to “create content when you can.” Unless you have a team of content creators, it is very difficult to create new, unique, and compelling content every day. Set up a schedule that works for you whether it is once a week, or twice a month – just make sure that it fits into your schedule so that you aren’t rushing to publish mediocre content.
As usual snacks were provided by Brick Marketing, a full-service SEO company based in Boston. Brick Marketing is offering its next full-day SEO training workshop on Wednesday, December 11, 2013 in downtown Boston. The full-day SEO intensive is geared for small business owners, marketing managers, and individuals who are getting started with SEO. Registration information is available here.
The next Boston SEO Meetup is scheduled for Monday, November 11, 2013 at the Microsoft New England Research and Development Center in the Thomas Paul Conference Room. The group is always looking for new speakers. If you or somebody you know is interested in speaking, contact the organizers Dave, Brian, or Peter on the Boston SEO Meetup page – http://www.meetup.com/BostonSEO.
As the search engine algorithms become more complex and the SEO rules and regulations make executing an SEO campaign more challenging, it’s necessary to execute an SEO campaign that follows the steps of a white hat SEO campaign in order to find success. A website/business owner can go into the SEO campaign with the best of intentions, but there are still many common errors that are made that are going to seriously delay potential SEO success. Read more
While the term “SEO” has been around for quite some time now, there are still plenty of business/website owners that aren’t quite sure exactly what it entails. They know it’s about improving the search engine presence of a website- but how exactly do you do that? It’s a smart decision as a business/website owner to spend some time understanding the basics of SEO. Once you have that knowledge, you will be able to make informed decisions when it comes time to hire an in house person to handle SEO, select an SEO firm to outsource the work to, or even develop and execute a strategy on your own. A great way to learn about SEO is to attend an SEO workshop. Of course, all SEO workshops are different so it’s important to choose the workshop that is right for you. Read more
Boston-area SEO firm Brick Marketing is looking to add a full-time web developer/website designer to our in-house team.
Web Development Requirements:
- WordPress, CSS, HTML
- Familiar with Drupal, e-commerce platforms, and other Content Management Systems
- Familiar with mobile app development
- Familiar with responsive design
- Familiar with technical SEO
- Must be comfortable building a website from the ground up
The Boston SEO Meetup group gathers together last night at the Robbins Library in Arlington, MA. About 40 SEO enthusiasts (both professional and novice) met to make new connections, and share their insights to the ever changing world of search engine optimization.
The August Meetup featured guest speaker, Suzanne McDonald. Chief Content and Social Media Strategist of Designated Editor, Suzanne was a previous attendee of the Boston SEO Meetup before she relocated to Rhode Island. She currently teaches social media strategy at the University of Rhode Island and most recently at Framingham State University. The presentation of the evening was called Promoting Events with Social Media to Boost SEO.
For those who were unable to attend the event, slides from her presentation is available on SlideShare.
There are four stages to leveraging social media for your event. A benefit of utilizing multiple social media channels is increased traffic to your website, which in turn improves the site’s SEO. The four stages are:
1) Setting up the event
2) Promoting the event
3) Day of event engagement
4) Post event analysis, social media engagement, and review of ROI
Some of the interesting statistics from the presentation included social media’s effect on revenue. According to a study from EventBrite, social media on average drives $3.24 in revenue to the event organizer. Not only do social media channels drive awareness for the event, but it also has a direct impact on ticket sales.
Once you get attendees to register for the event, your work doesn’t start. On the day of the event engagement activities could include using a hashtag for the event, live blogging, a social media lounge, and a question and answer session conducted over Twitter.
Some of the tools that were discussed last night to aid in social media promotion included:
- EventBrite (http://www.eventbrite.com) – event management and ticketing platform.
- Bit.Ly (http://bit.ly) – URL shortening site with built in tracking and analytics.
- GeoChirp (http://www.geochirp.com) – find who is tweeting what in your area.
Attendees of the Meetup enjoyed refreshments by the food and beverage sponsor, Brick Marketing. A Boston-based SEO company, Brick Marketing is holding a full-day SEO training workshop on October 2, 2013 in downtown Boston. The workshop is geared for small business owners and those just getting started with SEO. Registration information is available here.
The Boston SEO Meetup group is always looking for new speakers. If you or somebody you know is interested in speaking, contact the organizers Dave, Brian, or Peter on the Boston SEO Meetup page – http://www.meetup.com/BostonSEO.
Last night, the Boston SEO Meetup group met at the Robbins Library in Arlington, MA. About 50 local SEO professionals and enthusiasts gathered to network and discuss all things related to Search Engine Optimization. The evening featured a guest speaker, Eric Enge of Stone Temple Consulting & Co-author of The Art of SEO. Eric has been in the tech industry for over 30 years. Initially a software engineer, he switched gears to SEO in 2002 and hasn’t looked back.
The topic of the evening was Winning Content Marketing Strategies and How to Scale Them. Eric broke down the different components of successful content marketing campaigns, explained how content marketing works to drive traffic, and why you need to be doing it. Some highlights from his presentation included:
Social Media and an Integrated Content Strategy
Using social media to promote content is a big part of your content strategy. In that content will be shared across multiple platforms, you need to have an integrated content strategy in place to make sure your topics are consistent across all channels.
AuthorRank and Verified Online Profiles
Google’s AuthorRank connects your Google+ profile to the content you create. In Eric’s most recent blog post, he quotes Eric Schmidt, Executive Chairman of Google on the importance of establishing authorship.
“Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results.”
There are two main components of guest blogging that you need to focus on. They are:
1) Producing high quality content.
2) Making sure the content gets posted to high quality sites.
The sites you post to are just as important as the content you create. The sites you choose to place guest content on need to be highly trusted, produce great content regularly, and are thought leaders in their respective industries.
Brick Marketing, refreshment sponsor of the evening, actually interviewed Eric back in April. In the interview he provides a great explanation on unique versus differentiated content and how to stand out against the other thousand pieces of content on the web. You can read more of the interview here: http://www.brickmarketing.com/blog/eric-enge.htm.
The presentation concluded with Eric in the “hot-seat,” answering questions from the room. One of the most memorable quotes of the evening from Eric, regarding making connections was “Face to face is still the best way to build relationships. Nothing in our digital world is going to change that.”
The next SEO Meetup will take place at the Robbins Library in Arlington, MA on Monday, August 5. It will feature guest speaker Suzanne McDonald, Chief Content Strategist at Designated Editor and founder of Newport Interactive Marketers.