When we work with clients, we always like to see their point of view on the product they offer to customers. We take on a huge responsibility of creating content that is supposed to be both informative for their industry and at the same time give off the vibe and personality of the company. It’s very important to us that the audience we are writing for is accurate, and is the targeted customers that our clients wish to reach out to. With all of this being said, we can’t come up with the content from thin air.
We like to have brainstorm meetings with the clients where everything gets put on the table, and we sift through it all until we get to the core of the goal for the company. Without a goal, what’s the point of even having a business? We clarify for our client the direction they should go with the marketing strategy, and a key component to it all is the type of information a website will be producing on a weekly basis. The best form of content that can be cranked out on a consistent schedule is blog content. Blogs used to be easier to write by SEO companies as the bare minimum for a good blog was only 300 words. That’s approximately 3 paragraphs worth of information. Those type of blogs are good if your main goal is to just get a page done for the sake of calling it new content.
Google is growing more intelligent by the hour. There’s nearly 500 algorithm updates a year, which means that the strategy you started with in January may no longer bring in results in July. Google’s main objective is to identify websites that offer thought-leading content that will provide useful information to their users. The more answers you offer in a blog, the more likely it is that you will be chosen to be in the top 1-2 pages of Google’s search results.
300 words just doesn’t cut it anymore in content marketing strategies. 1200-1500 words is the new expectation from Google to gain any traffic to your blog. If you’re able to write content that people actually care about, they’re going to want to stay on your page longer and read as much as they can to get the answers and information that they desire. They may also be more inclined to click throughout your site to find more blogs pertaining to their interests. With top quality content, you may even get a return visitor to your site who wants to keep up to date with your new content you crank out regularly.
Good Content Doesn’t Need Top Keywords
Google is also rewarding more and more of the sites with easier placement for various keywords, but only if they truly deserve it. There are algorithms in place that measure the quality of your content, and can piece together the overall intent of your blog. Using this information, they don’t need tightly stuffed keywords throughout the meta information and headings to know what you’re talking about. Google can understand your words and if they have a user typing in synonymous keywords in the search bar, they will still find you in a top ranking position, even if you don’t have that keyword placed perfectly anywhere on your site’s page.
Getting the Content from Good to Great
It’s a great thought that the content we write for our clients will be instant winners in the world of SEO but the truth is, it requires more than just good intentions. It requires research and a knowledgeable background of information to make key points factually accurate and not just opinionated. We are only able to provide so much content from our experience, and this is where the clients involvement in the project is an absolute necessity in order for the blogs to become a success. With some clients, we request for blurbs of information to get a bit of their personality and thoughts on the topic, and with others, we provide the outline of what is required for a great blog, and have them send to us as much of the content as possible. We will always go back into the blog and ensure it is optimized, spell-proofed, and easy to read.
These words mean more to the site than most realize. Many see blogs as a quick bit of content to just put out there, but in recent years, blogs have increased exponentially in their ability to bring quality traffic to the site. With expertly designed Calls to Action, a blog can bring direct business to our clients, and if nothing else, bring in traffic that helps with the domains authority in the eyes of search engines. It may seem unreasonable for some to have to put in the extra effort of writing these blogs or even coming up with the thought-leading blurbs, but it is one of the few things we ask for from our clients.
If a client is not willing to put in this extra bit of work, it could lead to underwhelming blogs with information that is run of the mill as opposed to being the top content on search engine rankings. Any marketing relationship will have a bit of give and take, and is symbiotic. Without the ideas, goals and enthusiasm of our clients, the work we do will be all of our own ideas, goals and enthusiasm. We are not opposed to this way of work, but it can lead to clients feeling like their business is not being marketed as the way they had imagined it. We want all of our clients to feel as though their ideas are being imagined, and we are there to accelerate their goals into the laps of their intended audience, and in some cases, turn their enthusiasm for a successful business into a reality. We feed off the excitement that our clients bring when they visit us in our office, and we take that energy and refocus it into a plan of attack that is both successful, and fresh on the market.
Pictures Really Are Worth 1000 Words
Google is looking at pictures more and more in blogs for ranking factors. If you have good images that are optimized and are original, then you’re more likely to rank in Google images. Stock images may look good, but can be found over and over again over the web. Taking your own unique pictures and cleaning them up to be more interesting to readers can aid in the digestion of content, and also allows for you to have something that no one else does. Google rewards those types of images, and will help you in gaining more traffic to your page down the line. Get creative and take images, or we can have a photographer go to your place of business and take care of that for you.
If you’re interested in having a site that is synced with your views on the industry, and reaches out to the right audience, then we highly suggest taking part in the blog building experience, and letting us see where your thoughts combined with ours can rank on Google.