February 28, 2019

12 Ways to Create Content and their SEO Relevance

Jennifer Pardee

Jennifer Pardee
Founding Partner, CEO/Blinkstream.net

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When faced with the task of creating delightful content for your company where do you start? What do you write about? What kind of images and graphics would you need? How would this content be promoted and found by users?

The process often inspires questions long before answers come about. The answers to those questions will define the content strategy you should have for your company.

Content or digital content evolves with the technologies that we use. While you will see consistency in some aspects of content creation and development,  you will see other elements evolve on a consistent basis.

The types of content that I'm writing about include search signals and tools that give them significance as content.

For some context what I am detailing is content creation, or the means to express the message a company is looking to share with optimization recommendations for these types of assets.

When it comes to publishing content through various social media, web sites, and other online channels, there may be additional considerations to achieve optimal goals in reaching your audience.

Let’s get started.

Web Site Pages or Static Pages

One of the original types of content, static website pages, are still the cornerstone of internet content. Every website page created can be organically optimized (and promoted through paid efforts) with certain elements on each page.

  • Meta titles 
  • Meta descriptions
  • Keywords

All these elements are what allows a page to be found in the SERP (Search Engine Page Results).

  • Header tags

Header Tags are the bolded text in different sections of text (H1, H2, H3, H4, etc.) allow a page to be crawled by the spiders so they can be ranked.

If you're using a content management system like WordPress, you will have a number of tools and plugins to put these things into each page easily.

Images

"By 2021, early adopter brands that redesign their websites to support visual and voice search will increase digital commerce revenue by 30%." Gartner

Using relevant high-quality images is crucial for the user experience side of both SEO and your content.

While there are numerous technical considerations for images on websites for the purposes of content development play some guidelines here will help you get started.

  • Alt tags - Also known as an Alt Description, and Alt Attribute, an Alt tag is added to an image tag in HTML and helps the search engines know what the image is about to people searching images
  • Customized filename - Instead of a file name "abc123.jpeg" create a custom filename that is relevant to what the image is all about.
  • Optimal sizing (size to quality ratio) - Different web sites and devices may need different sized images. You will also want an image to be optimized for the fastest possible loading times
  • Image Sitemaps - With the ability to search images growing exponentially, an image sitemap serves the same purpose of easy crawl-ability. An image sitemap will augment searchability for your web site.



Social Media Posts

With literally billions of pieces of content being shared on multiple social media channels each day, your social media posts will be comprised of a number of different elements

SEO and search on social media varies from platform to platform but not much. On some social media platforms, content can only be searched within that particular platform for example when you are logged on. Other social media platforms the content is openly searchable online. And yet other platforms allow you to choose settings as to whether or not something is searchable openly online or within that Network only.

I've included the top four platforms for business based applications for the purposes of this article.

  • Facebook - To enhance searchability on FB make sure your business page has filled out all the profile information as well as category, subcategory sections are important. Also, the About section, and tags on photos will help searchability on search engines.
  • Instagram - SEO on Instagram is enhanced with tags, keywords, paid advertising, contests and influencer marketing are also ways to enhance searchability.
  • LinkedIn - Make sure your profile is searchable in Settings. You can also use Anchor text in titles and descriptions and keywords in Titles and Descriptions.
  • YouTube - With the latest updates from Google, hashtags can improve searchability on YouTube Videos. Adding hashtags to Titles and Zdescriptions for your Videos will augment searchability.



Videos

Video content and search is probably the largest and fastest growing segment of content creation in recent years.

The main types of videos for content marketing as well as the searchable elements for optimal organic SEO to jump start content strategy.

  • Brand Videos 
  • Demo Videos
  • Expert interviews 
  • How to Videos
  • Explainer Videos
  • Animated or Infographic videos
  • Augmented Reality Videos
  • Personalized Videos



Blogs

First I want to highlight the difference between a Blog and a website. A blog is a type of website with the newest content showing first and is regularly updated on a regular basis. A website is static in nature pages are organized in the specific navigation structure and often the content is not updated as frequently.

Essentially all blogs can either be a website or be part of a website however not all websites are blogs.

Blogs are a form of a website where companies organizations and individuals can demonstrate knowledge and thought leadership.

Blogs are also used as educational resources and knowledge base, how to and support resources. 

Long-Form Content

If you have ever signed up to receive a downloadable guide, or an ebook, or just invested the time to read a 3000 to 6000 Word document then you have just experienced long-form content.

Long-form content is ideal for knowledge-rich resources in book or mini-book form. Often long-form content will include graphics statistics and even small infographics to accompany text-based content.

Long-form content is a popular choice for B2B marketing efforts as an educational resource for decision makers.

Podcasts

In recent years podcast engagement has increased tremendously. I'm sure this has something to do with more recent developments in voice search.

Similar to videos you can have many different types of podcasts. 

Like most things with a podcast the user experience is also extremely important so the navigation the types of buttons If it's mobile-friendly those are types of elements that are also important with podcasts.

Infographics

Infographics have been used as a conversion tool for many years. Infographics are still a very effective lead and conversion tool using data statistics and Graphics that tells a visual story.

The more popular infographics, of course, include original artwork so they are time-intensive by nature to build.

Optimization tools will be the same as the file type used to create the infographic. This means that if you choose to save your infographic as a JPEG file and share it on Facebook you need to optimize that image and use the tools and Facebook to reach the most people.

If your infographic is saved as a secure downloadable PDF and embedded as a part of your log article with a mechanism to capture email addresses for people that requested download then it needs to be optimized for that blog article.

So how and where you publish your content is just as important to remember the relevant optimization needed for that in addition to the actual content you are creating.

Case Studies

Case studies have been around forever since before the internet even. 

They are and will continue to be an effective way to provide both of testimonial of your products and services and inexperience with your company.

Case studies now can be in multiple digital formats.

  • Blog articles
  • Web pages 
  • Videos
  • Social media 



White Papers 

White papers are another Cornerstone of business information and knowledge. The process of creating a white paper can be lengthy depending on the studies and research going into that white paper.

SEO for the publishing and the promotion of that white paper you still going to apply depending on the channels in which that white paper will be made available.

Ebooks

With self-publishing is having a huge impact on the publishing industry, self-publishing has made it so much more content can be created and be accessible openly. However, the majority of the time Ebooks accompany a book in multiple formats from print to Amazon and various file formats.

Ebooks can be considered a type of long-form content. Ebooks are used as a lead generation tool when coupled with conversion tools. Ebooks also allow an author or organization to strengthen your brand and demonstrate their knowledge and authority.

Neil Patel considers Ebooks as being one of the top lead conversion tools for content marketers.

Conclusion

When you create content you are giving your clients and audience free useful information about your company, products and services. You are also providing a pathway for clients and attracted visitors to engage with your company through content.

Content marketing is a sure way to generate a greater reach, engagement and leads. These tips are based on the numerous questions I receive from clients.

For any company developing their content marketing strategy, all of these considerations can help your content be seen by a larger audience.

Comments? You can contact me directly via my AdvisoryCloud profile.

Recommended Reading & Resources for Content Development

Content Marketing Institute

https://contentmarketinginstitute.com/creating-content/

 

Neil Patel

https://neilpatel.com/blog/creating-a-content-marketing-strategy-for-your-personal-brand/

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