Internet Marketing Success – Part 3 – Content!

by Wendy Riches

In my last post, I discussed how to increase your website relevance.

The next thing you can do to build on your internet marketing success is to engage in your online community and constantly create new content. For example, creating a blog. The more (good and relevant) content you create, the better chance you have of others linking back to you. This equals “Google love” ;-).

This is easier said than done.

Sure, when you’re not as busy, there’s plenty of time for blogging, keeping up with social media and doing new business development (everyone’s favourite task ;-). But when the projects are rolling, it can all seem to fall by the wayside, and it can be difficult to just jump back in.

I’ve learned to make my blog posts shorter. Spend your time adding in relevant links over writing reams of text. Remember, everyone else is just as busy as you.

One idea for creating a few blog posts in a row is what I’m doing right now – take a larger article, or a list of items, like the top 10 questions asked by prospective customers. Write about each one individually and you’ve got ten blog posts. Add links or photos, and keywords.

The goal of blogging is to “share industry expertise”, as opposed to shamelessly self promote, but you can include a call to action at the bottom of your post. Like this:

If you liked this post, ask me for the full summary report I re-created from Hubspot’s “Essential Guide to Marketing Success”. 🙂

Internet Marketing Success – Part 2 – On-page SEO

By Wendy Riches

As discussed in my last post, there are several ways you can optimize your website “on-page”. While it only accounts for about 25% of the importance of your website rank, it is relatively easy to manage on your own.

1. Page titles – one of the most important on-page SEO factors. Page titles are the text you see at the top of your browser window when viewing a web page.
Use keywords at the front of your title, limit it to less than 70 characters, and put your brand name at the end. Also, use a separate title for each page.

2. Meta descriptions – provide the searcher with a short description of the page.

3. Headings – use keywords in your on-page headings and an h1 tag to highlight them in the code.

4. Cascading Style Sheets – ask your developer to use these.

5. Images – don’t overuse images, as they slow your site down, and use keywords in your “alt text” (the text associated to an image).

6. Google crawl – Google will crawl (and hence rank) your site more often the more you add or change content (this is partly why blogs are good).

7. URL – use keywords in your url is possible, and separate them with a dash.

Now for the other 75%.

Off-page SEO is your “authority” on the web based on what others say about you.
It requires other sites to link to your site, which you can increase by blogging or creating other new content that others might search for. Then share your content through social media to optimize being found.

This post is a summary of info found in Hubspot’s “Essential Guide to Internet Marketing Success”.

Keywords are Key

By Wendy Riches

One of my favourite internet marketing companies, Hubspot, recently published a lengthy e-book on succeeding in internet marketing. You can download the whole thing here if you like, but I thought I’d summarize it in the next few blog posts.

To start, create a keyword strategy:

Keywords are used primarily to help businesses grow their organic search results. They are words and short phrases that get to the core of what your product or service is about. Try to think like your customer and be as specific and relevant as possible.

There are some handy tools out there to help you analyze the relevancy and competitiveness of your keywords – I like the Google Keyword tool.

Once you have determined the keywords that will really resonate with your customers, you can use them to optimize your website.

There are two major ways to do this:

1. On-page SEO – this describes how well your content is presented to search engines. It only accounts for 25% of your website’s importance on the net but, it’s much easier to manage than off-page SEO.

2. Off-page SEO – refers to the importance of your website as viewed by others, or rather, the number of inbound links you have from other sites. This can account for 75% of your site’s importance.

In my next post, I’ll review some of the things you can do to optimize on-page SEO.

Now go think of some keywords.

If you need help, or have other marketing needs, give us a shout!