Category Archives: SEO

Ideas for Blog & Social Media Content

Content is king! Apparently. So, SEO’s, social media marketers, web designers/devs and anyone else and anyone in this industry claims. Here’s the facts: Google is a search engine, but ultimately, when you get down to it – it simply publishes other people’s content. So, yes it is (assuming the rest of your SEO set-up is squeaky clean). So, they’re all correct. Let’s get the best out of your marketing…

Content Generation & Sales

I should have told her the benefits, not the features……

There is no getting around it. Coming up with great content is easy (should be!) in the beginning. With all the ideas running around your head, you can run for a day/week/months without coming up against a creative block. But when you have exhausted your initial ideas, you are left wondering where to turn to next. Social media campaigns that fail, fail because they run out of content. And, most social media campaigns do fail. I know the stats. For social media, you have to be persistent, and continuous. Publishing 4 posts a day for the first week and then 2 a day, then twice a week etc. Sound familiar?

My research has proven (industry dependant but generally e-commerce) that 3 general posts, then 1 product/sale post is the general rule. So, a 3:1 ratio on product placement. Otherwise people will just unfriend you. And that might make you feel sad 🙁

Use these sources to generate content that’s fresh, unique, and guaranteed to attract new readers, and keep old ones.

The News/Current affairs/Trade events

To make a splash in social media, your content has to be trending. Luckily, the news is always present on social media. Relate your next blog post to a major news story, as long as it is relevant. This will naturally slip into any trends on Twitter and Facebook.

It’s not evergreen content, but it is going to win you a spike in traffic.

Just make sure the connection doesn’t look forced. If you are struggling to relate your brand to a recent news story, take the safe option and don’t to it. You industry and trade has news out there. Go find it.

SEO Competitor & Social Media Blogs

Your competitors are not brands to be ignored. They’re brands to take inspiration from. Take a look at the competitors who are above you in the search rankings and think about how you are going to overtake them. The easiest way is to start is not with imitation but with variation.

What’s creating the biggest buzz for your competitors?

Drill down into this and come up with a variation on the same topic. That way you are creating unique, fresh content people actually want to read.

Current Events in Your Company

If you cannot think of anything to say, look at yourself. Most companies will constantly look at competitors and recent news for ideas, but they are missing an important opportunity much closer to home.

Customers want to see what’s going on behind the scenes. It’s why companies have been so successful in producing Vine and Instagram videos that are only seconds long. They give people an insight into what is going on with the brand.

What Are You Selling?

Sometimes you may want to generate some excitement for a product before it is released. Instead of a simple Facebook or Twitter update, consider writing a piece on your latest product.

Here are some ideas for the angles you can take:

  • A brief background to the product.
  • Uses for the product.
  • Your inspiration for the product. Why did you want to add this to your portfolio in the first place?

Benefits versus Features

Remember the difference between features and benefits. EVERY great salesperson in the world practices this. A feature for a kid’s toy might be “Batteries included”. Benefit is: no upset, crying disappointed kids, trips to the shop on Xmas day etc. Here’s the classic pen features versus benefits video:

Customers

Too many brands don’t ask customers what they think. They do not allow them any input, and then struggle to meet their expectations. Get around this by asking customers what they want to know and what they want to hear about. What they want. And, ultimately, what is it about you that makes them buy from you.

For info on the age old marketing question, go here: Why should I buy from you (opens in a new link)

You could even look into your customer service files and see which queries you receive the most. Turn this into a blog post where you answer it once and for all. Q & A – that’s why the web exists.

Ask Your Staff

You don’t have to take on the burden of coming up with ideas all by yourself. If you’ve exhausted your list, call in another pair of eyes. Another person could see a subject in an entirely different way, and that completely different pair of eyes could turn into a brand new blog post/tweet.

To make the content unique to that person, have them write it as a guest speaker. The different style will give readers a different flavour and keep things fresh and interesting for them.

We recommend doing this on a regular basis. Create a list and write down ideas as and when they come. Don’t leave it until the last minute.

What if You’re Stuck?

Everyone has slow weeks. Sometimes you are out of ideas, there is nothing going on, and the news does not relate to your company or niche. In this case, do not post if you have nothing to say. Or, do you? What about just engaging with others? Liking, following, commenting?

Long gone are the days where you had to post once or twice per week. Silicon valley no longer cares how often you publish content as long as you are not entirely inactive. If you have to wait for a couple of days for an idea to leap out of the darkness, so be it. Do not force it because people will instantly notice it, and that will do more to hurt your brand than help it.

P.S. Don’t publish nonsense, the web’s full of it 😉

SEO in 2016 – What Will Change?

Every year, as online marketers, we go through the same thing – SEO is changing, and companies from all sectors need to think about how they are going to adapt their SEO and online strategies. SEO won’t change – good content and good links are how it’s done. Maybe this is more about how Google will change.

Most good SEO’s know that Google toys with us – marketers trying to influence (manipulate, ahem, it) and a lot of info it releases or suggests may or may not happen. I suppose it’s their way of staying one step ahead of some very intelligent SEOs & online marketers to prevent exploitation.

But, in order to do what we do best, we need to take everything into account (whether we believe it or not, or implement what they say). So, for SEO in 2016, we might see some significant changes. Google has, and will continue, to become more than just a search engine by reducing the need to actually visit websites, and we can expect to see the continuing rise of image and video content.

Phone Search

“Hello, is that Google? I’ve heard that I can search quicker and get better results if I have a mobile compared to a desktop. Also, can you tell me where I can get mobile?”

Let’s take a look at the big changes you are going to have to contend with this year.

More Direct Search Answers in 2016

Google understands that when we are on the move, we do not have time to enter a query and choose a website to find our answer. This is why it is going to increase the number of direct answers in 2016.

In other words, if you ask it a question, you type the query, and the answer appears in a box at the top of the search results. It already happens for a limited number of queries, and is the latest in search engine innovation. Alright, it might not cover absolutely any question, but if you have something on your mind, you’ll be able to get the answer straight away. This is a serious worry for website owners, as it means users will not click-through to websites, meaning a drop in traffic (and, the other consequences this brings including, less readership, Adsense clicks, contact and so on).

Currently, only 4% of all questions asked gain a direct answer, so there is a lot of space for Google to expand in this area.

Here’s the good news and the bad news about direct answers:

If your business is based on providing data you didn’t own, such as an encyclopaedia, you are going to be in direct competition with Google. Good luck with that one. Specialised search engines are going to suffer because Google is now encroaching their territory.
Most searches cannot be turned into a direct answer (at least not yet), so multi-step searching will still reign supreme. Local businesses can welcome this change simply by becoming the answer to any direct questions. Primarily, that is what websites are there to do: answer questions (as well as offer products for sales and be portals to other forms of information)

As you can see, this change can be good or bad, depending on which sector you are in. Some businesses may have to change their whole models, but for the majority this is a positive change designed to help them.

Voice and Mobile Searching

Speed is everything. It’s SEO’s, web designers and advice from Google that recommend that sites need to load in under two seconds for a single page (Google expects 0.5 seconds) or it will affect ranking factors, and associated loss of visitors and so on. There’s a good recent post at Hobo Web that discusses this.

Now, it’s Google increasing the speed of searching. Most interestingly of all is the incorporation of voice searching from a mobile device. Speak into your mobile device and the question will appear in Google. This is where direct answers will become even more potent and important.

Research shows that people are mort likely to use voice search when they are looking for something local. For example, they may ask, “Where’s the nearest coffee shop?” or “I need the number of a local taxi company”.

Google will provide an answer, but you have to make sure it’s your business that appears at the top of that list of results. The answer lies in local SEO. It has been on the cards for a while now. Local SEO is important because Google is determined to provide a personalised search experience for all.

Improve your local SEO efforts and concentrate on creating a foothold in your local community; if you are a local, land-based business of course.

The Process is Complete…

Over the last few years, we have seen a steady process of mobile dominance. In 2016, this process continue. Mobile devices (in some countries) have surpassed the number of desktop devices using search engines ( See this great article by Danyl Bosomworth for more on this). As expected, this will continue to increase as the years goes on, and desktops searches further decrease in number.

What will this mean for SEO, though?

It will mean that if you already have a responsive website you will (should!) experience a little SEO boost. Google will (or should) hammer those of your competitors that have not yet made their sites responsive. If you are the company without a responsive website, though, be prepared for a significant drop in your rankings. 2015’s  “Mobilegeddon” pandemonium that ensued didn’t impact as much as many in the industry thought (particularly website designers wanting to capitalise on this from website owners on the fear of dropped rankings – but to be fair, Google did indicate a drop in rankings was inevitable). I would expect responsive websites to continue to improve in the rankings. Good post on Mobilegeddon on Search Engine Land here.

The Main Takeaway

The main idea you have to get used to is that Google designed its search engine for users, not for you: website owners, businesses, SEO’s, web developers). I’m aware that this is a controversial statement! Businesses and websites are secondary to the people entering those search queries.

While it can appear as if Google is constantly trying to make your life difficult, the behemoth is only responding to what users want. You should see this as a helpful indicator for what you need to do to better meet your customer’s expectations for SEO in 2016.