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5 Key Tools to Improve the SEO Potential of Your Content

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Coming up with good quality content, consistently, is a difficult task.

You have to create something that reads, looks and sells well – but wait, as they say in infomercials, ‘that’s not all’. A huge part of a webpage’s success in the long term is also about which search queries the content ranks for, and for how long, ensuring you get optimal traffic flows to your site.

SEO is a whole other consideration –  four essential things you need to cover for perfect SEO writing are: 

  1. Pick the topics that attract a lot of clicks
  2. Discover the keywords needed for the search engine to rank you
  3. Write a piece of content that adheres to search engines’ best practices
  4. Attract organic links by engaging with your audience, and refining your publishing process 

There’s a lot of elements to consider – but luckily, there are tools to assist with each aspect.

In this post, I’m going to go over some of my go-to apps for each, and provide some additional recommendations to assist, which will help you improve your content SEO process.

Let’s get started.

1. Google Trends

All content creation starts with a question – ‘What should I write about?’

And, sure, you can just wing it, and you can create content that’s engaging for you, that you yourself would like to see online. 

But unfortunately, most of us can’t afford to rely on luck and/or personal taste. What we need to know is what specific types of topics and posts are popular in our niche, and which will help us connect with our target audience.

For reliable search data, you can’t go wrong with Google’s own. Google is the world’s dominant search engine, and basically for whatever your business does, and wherever you are in your process, having a high ranking in Google Search remains a key way to gain traffic.

With Google Trends, you can see how the interest in your focus topics have changed over time, related queries stemming from them, and even which geographic locations are the “search hubs” for the topics you’re interested in. 

Advantages:

  • The data comes direct from Google
  • You can monitor trends locally
  • It’s free

2. Google Keyword Planner

Keyword research is one of the best ways to increase your traffic – using the right keywords will ensure search engines are able to understand what you’re writing about, and how deep you’re covering your topic of choice. 

For example, let’s say there’s a search engine results page with top 10 ranking of pages for the search query “leather boots”. The vast majority of the pages displayed will likely have “women’s leather boots” sprinkled all through the text, headers, and/or title. Now the search engine is likely to consider “women’s” a vital part of the topic when creating a page about “leather boots”. 

Even though you want to rank for “leather boots”, “women’s” will also need to be covered to get some of that coveted relevancy. 

To know which umbrella of words is needed to be ranked for a certain query – that’s what keyword research is for.

With Keyword Planner, you’re able to enter a bunch of seed keywords and the tool will come back to you with a range of suggestions, synonyms to cover, and possibly extensions for your topic that you haven’t thought of before. 

Keyword Planner will, of course, show you the average number of searches for the keywords you’re interested in, but that’s not the only criterion you need to be looking at. 

Use the “Historical” data tab to see how the stats for the keywords changed over time – and of course use Google Trends to see where and how intensely people searched/are searching for it. 

Advantages:

  • Again, the data is direct from Google
  • You can research up to 10 keywords at the same time
  • There are lots of ways to filter the keywords you’re getting
  • CPC/PPC information
  • It’s free

3. WebSite Auditor’s Content Editor

WebSite Auditor’s (disclosure: this is a tool from my company) Content Editor is, as the name suggests, a tool for creating and editing your online content.

It’s a word processor app with SEO features, so you get to create and edit webpages while having a wealth of custom SEO tips and tricks on-hand.

As you’re writing your future page, the tool will give you a bunch of SEO alerts to turn to – for example, if you’re using too many or not nearly enough of your target keywords (or words in general), or if you need to fill out a certain tag or image alt text – you’ll know immediately.

There’s also quick access to “People also ask” boxes about your topic, giving a continuous feed of ways to expand your page, while the tool will also automatically recommend additional keywords you might want to cover that you haven’t already to avoid missing any opportunities.

Advantages:

  • SEO advice as you’re writing the page
  • List of highest-traffic competitors always on hand
  • You can create a new page from scratch, or edit an existing one
  • It’s free

4. Yoast’s Real-Time Content Analysis

Chances are that most people reading this are familiar with Yoast, given that it’s the most popular plugin for WordPress in the world, and helps millions of people do SEO on the fly. 

Their content editor, Real-Time Content Analysis, offers similar functionality to Website Auditor, but with a particular WordPress bent to it.

It also combines the word processor/SEO auditor functionalities under one hood – and thanks to the fact that it’s a web-based service, like all of Yoast’s SEO plugins, you get to edit your page anytime, anyplace. 

Advantages:

  • A list of SEO advice right near your writing
  • A cloud service, so you can write your page anywhere
  • It’s free

5. Buffer

As we’re all painfully aware, your content’s success (SEO success included) doesn’t stop at the content. 

Both SEO and content marketing need the same slippery thing to be successful — the buzz. And while in content marketing we’re talking about likes, shares, and clicks, what the search engines crave are organic backlinks

Organically attracted backlinks are solid proof for any ranking algorithm that your pages are great, that people enjoy them and find them useful. The chances of getting ranked higher increase substantially thanks to that.

To get those precious organic links, you need people linking back to your content – you need to inspire engagement and prompt sharing. This is where content marketing collides with SEO.

To manage the buzz of your content, you’ll need a tool like Buffer, both for coordinating the publishing process of your content cycle, and for analyzing social media data for higher engagement level with your audience. 

Within Buffer’s dashboard, you can see exactly what kind of reach you get when you publish new content, and what kind of audience is responding. Armed with that kind of knowledge, you’ll be able to more easily improve the spread of your content – and ultimately, its position as a relevant and useful page that search engines will want to rank higher.

Advantages:

  • Manage your content strategy across all social media platforms
  • Analysis features included to improve your reach
  • Free trial available

Conclusion

Content marketing and SEO activities always have to go hand-in-hand for us to really step up our SEO rankings, and, consequently, the traffic we see.

Most people today use search to find everything, and seizing the opportunity provided to us by the search giants is key to ongoing success. 

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Social Responsibility And Ethics In Influencer Marketing

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Social Responsibility And Ethics In Influencer Marketing

Chief Growth Officer (CGO) at HypeFactory, a global influencer marketing agency.

It’s no secret that influencer marketing popularity has skyrocketed over the past couple of years, and partnering with influencers isn’t a new concept. Just over the past year, the industry was valued at $16.4 billion and still keeps growing, with a whopping revenue forecast of $143.10 billion in 2030.

Since the beginning of influencer marketing, people have talked about how influencers and social responsibility fit together. It stands to reason that influential people would use their large fan bases to help others. However, when influencers and businesses collaborate, they each have specific responsibilities to the communities in which they operate.

Sponsorship Transparency And Gender Stereotypes

One of the most critical skills for an influencer is honesty. Influencers base their marketing strategy on being genuine and sharing personal tales and thoughts with their target audience. They are not celebrities living in a bubble of fame that very few of their followers will ever reach; instead, they live lifestyles that are reachable and use items that their viewers would find helpful. This approach has significantly contributed to their immense level of success.

However, many influencers don’t play by the rules, especially when it comes to impressing brands they’ve made deals with, even though transparency is essential to the sustainability of an influencer’s career. Because of this, many people would think that the most important ethical issue in influencer marketing is sponsorship disclosure.

The United States Federal Trade Commission (FTC) and the Advertising Standards Authority (ASA) and the Competition and Markets Authority (CMA) in the United Kingdom have all put out rules about how influencers should be honest in their posts and about their relationships with brands. If you disobey the regulations, you risk facing penalties, fines and legal bills. You also risk losing the trust of your customers for good.

Moreover, when doing influencer marketing, it’s essential to consider gender stereotypes and how people usually think men and women will act in different situations. The Committee on Advertising Practice (CAP) has said that since June 2019, marketing materials could no longer show men and women in ways that are based on stereotypes. These rules state that ads “must not use gender stereotypes that are likely to hurt or offend a large number of people.” Great campaigns, like Nike’s “Dream Crazier,” have challenged gender preconceptions.

Improving Influencer Marketing’s Reliability And Authenticity

Authenticity is essential in influencer marketing. People listen to influencers who are honest and relatable. In addition to the moral problems I mentioned above, brands and influencers must also follow FTC rules, community guidelines and terms of service on social media platforms.

Based on my experience as a chief growth officer at a global influencer marketing agency, here are some things brands must consider for influencer partnerships that are authentic and reliable.

Outline—and stick to—the ethical principles that your brand stands for.

Before you can begin your search for the ideal influencers, you must first understand the core principles of representing your business. Most businesses start by determining their values and ethics early on. They then use these to build their brand identity. It’s up to each company’s brand to decide where they will draw the line and how they will show their core values on social media.

However, consumers place a high value on consistent honesty. Customers are likely to call out your company for being hypocritical if it says it wants to fight racism but then partners with an influencer who has a history of making small slights against people of color. Or if your company promotes equal pay yet pays female influencers less than it does male influencers, contributing to the continuation of the pay gap between male and female influencers.

As a result, you will likely lose the trust of these customers.

Collaborate with real influencers.

One of the most effective ways to stick to influencer marketing principles is by collaborating with real-life influencers. Choosing the right influencers is crucial for building consumer confidence in your product.

Determine which influencers are authentic and have credibility with your intended audience. Specifically, it would be best to look at how many people engage with their content and how good it is. Even though engagement numbers are essential, they only tell part of the story about an influencer’s reliability. Please pay close attention to their writing style, the brands they’ve worked with, the accuracy of their reviews, etc.

Develop a long-term partnership.

When you’ve found a group of genuine, influential people with whom you can collaborate successfully, it’s crucial to keep in touch with them over time. Even if they are paid to review a product, genuine influencers always give honest opinions. Because they follow all the rules, the spectator can have more faith in them.

Consequently, after a shortlist of influencers has been compiled, you should perform authenticity checks. Check their content feed for branded articles. Make sure that any disclaimers you find adhere to the first point’s disclosure guidelines. Consistently partnering with the same influencers demonstrates to customers that you value their brand’s success just as much as they do, which can increase consumer confidence in your business.

Conclusion

Authenticity serves as the cornerstone of the influencer marketing strategy. Influencers earn the trust of their followers and become successful when they always provide high-quality, authentic, relatable content.

In addition to the concerns over the morality of influencer marketing, brands and influencers must follow the criteria established by the FTC and the community guidelines and terms of service based on social media platforms. You can shield your brand from potential ethical and legal difficulties and still enjoy success with influencer marketing if you are aware of the expectations and follow certain best practices.


Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?


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Key Notes on Building Your Brand via Your Social Profile Visuals [Infographic]

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Key Notes on Building Your Brand via Your Social Profile Visuals [Infographic]

Looking to give your social profiles a visual refresh for the new year?

This could help – the team from Giraffe Social Media recently put together an overview of the whys and hows of building your brand via your social profile visuals.

There are some good notes here – a key consideration is consistency, which ensures that you’re building your brand with every post and update.

Check out the full infographic below.

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Publicis Performance Marketing Unit Acquires Influencer Platform Perlu 01/30/2023

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Publicis Performance Marketing Unit Acquires Influencer Platform Perlu 01/30/2023

Publicis Groupe-owned performance marketing agency CJ, which specializes in affiliate marketing, has acquired Perlu, a Syracuse, New York-based influencer networking and technology platform.
Perlu’s platform enables companies to activate, network, and collaborate with a community of influencers.   

Perlu will initially retain its name and organization as it is
integrated …



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