I run a free content strategy meetup in Brisbane for anyone interested in content-related topics. Our December meetup featured Iain Calvert, Strategy Director for Reload Media discussing SEO and content. As a copywriter and content strategist, I am asked about SEO a lot. In fact it’s one of the questions in my client brief! So it was fantastic Iain shared three simple ways to improve SEO by using content. Here’s a summary of his presentation.
1. Build useful content online
Google changes its algorithm daily, but the one thing that remains constant is the importance it places on quality, useful content. Why? Because it still gets the bulk of its revenue through advertising, and the better its search results are the more likely it can make money from the ads. In order to have better results, it needs better content.
Where do you start? Figure out what kind of content your customers/target audience would find useful and then decide the best way to deliver that content (such as a blog post, podcast, infographic, newsletter etc.). Then commit to creating great content on an ongoing basis.
2. Get your technical SEO sorted
Make sure your keywords are used in your content, including:
- The title tag, page header (H1) and url.
- In the main body of the content, making sure the language is still natural and not obviously stuffed with keywords (if you do this you’ll be penalised by Google too).
- In links to other important internal pages of your own site.
Iain also pointed out that all important content should be in HTML (so don’t bury it in PDFs) and to use Google Webmaster Tools as a way to monitor performance and known issues.
3. Promote your content
There’s no point having fantastic content on your site if no one sees it! Use different methods to promote your content such as:
- Writing guest posts for other relevant sites with a link back to your own site. For example, you may sell gardening products and write a guest post on the best way to care for your gardening tools for a home-handyman site.
- Commenting on related sites, making sure you add to the conversation.
- Emailing your existing database when launching something new, making sure they have the ability to opt-out if they want to.
- Promoting your content on social networks.
- Listing your business on industry sites. For example if you are chiropractor, make sure you are listed in the Chiropractors’ Association of Australia’s directory.
Iain’s presentation was a fantastic introduction to SEO and content. The points he made may seem obvious, but I still see so many businesses that don’t have these basics covered.
He also made a special point about the importance of being on Google+. I created a Goggle+ account when it was still in beta, then ended up not using it because my main email address was through Google Apps (which at the time Google+ didn’t support). But this is no longer the case, so I have merged by old Google+ account to my new one and will start making more of an effort to use the tool (it’s a bit empty at the moment while I wait for the accounts to merge). Connect with me on Google+ here or use the badge below.
Remember to add Iain to your circles too.