Lee Odden has a blog called Top Rank Marketing that covers search engine optimination and an agency that helps people improve SEO. For those not familiar with the term, SEO involves all of the efforts you make to help your blog or website appear as high as possible in the search results when people type their request for information into Google, Bing or other search engines. Lee’s agency does not buy ads or use sales people. That’s the best testimonial I can think of to show that he knows his stuff.
- Be present as an authority every day, by blogging in an authoritative and helpful way. When people are looking for help in the area where your business provides a solution, they will find you on the web and come to trust you if you do.
- You need to have a purpose and stick with it. Quick! Look at your blog or website? What does it stand for?
- Dominate your field by knowing your audience. What does that mean? – know the language they use on search and speak to them in that language, possibly using it in the title of a post. While the words your company uses for products and services might make sense for use in marketing materials, it’s essential to discover what words your customers use when searching sites like Google and Bing. Know what social topics matter to them by how they respond to posts and other content you produce. Know the pain points of your customer by listening to the questions they ask you. (This issue of “pain points came up several times in the conference.) It’s common sense, yet many businesses are so busy coming up with what they think is the next better thing that they neglect to address the real, everyday issues their customers have shopping or using their product or service. For example, people have trouble figuring out what to buy, so you could create a buying guide for your product on a blog post.
- Have a content plan based on what information your customers want and need. You’ll discover that by looking at what they search for, ask for, click on and respond to. Also, ask them!
- Don’t just write whatever comes to mind in your blog or website, make sure you are using the language your customers use when search for your product or service. You can improve on using that language in your content by including it in post titles, categories, and tags.
- Spend 60% of your time on content creation and the rest on content promotion
- For more details about these concepts you can download two free guides here and here. When you look at these guides you may ask yourself, how could Top Rank Marketing give all this helpful information away for free? That’s the definition of providing good content. Yes, it took a lot of time and effort to produce that content but it was not as costly as advertising (which rarely convinces people to make an investment in their businesses) and while some readers can take the info and run with it, others would rather hire someone with the expertise to handle this work for them.