With the release of Google’s Hummingbird came a great change in the world of SEO. Although many digital agents consider that the changes were to be expected, it has become quite difficult for businesses to promote themselves online.
The SEO landscape is not the same as it was ten years ago, and this basically means that companies have to work harder, and invest more time and money in expanding their online credibility. The Hummingbird and Panda algorithms love high-quality, compelling content that truly adds value to the World Wide Web.
This means that content is one of the best ways to grow your online presence, not just because it appeals to search engines, but also because it helps potential clients perceive you as an expert in your field. Nevertheless, even if you’re the next Stephen King, chances are that your brilliant article will never be read because you haven’t promoted it properly. Therefore, you require a diversified content marketing spread, which includes guest-posting strategies, commenting, social media marketing and many more.
Also, because most companies are already promoting their content on social networks, blogs and other websites, you must also think of alternative publication channels in order to achieve maximum impact.
Maximum impact means more influence. More influence means more traffic, and traffic means conversions. In the world of internet marketing, conversions are the best indicator of success. It takes more than SEO to promote your business. Web marketers should focus on three main areas: social media, email marketing and search engine optimization. Let’s take a look at several content promotion strategies built around these areas.
Promotion cycles and feedback loops
Content promotion requires a lot of time and effort. It is a tedious and daunting task, but the good news is that once you’ve attracted a decent amount of followers, they will probably help you get more.
Whenever a visitor writes about you, and links back to your site, he is promoting your content, and improving your position on SERPs. Whenever a reader subscribes to your page, or follows you on a social networks, you gain more online influence. Now, let’s take a look at different content promotion strategies for the three major categories:
1. Content promotion for better SEO
Although keywords represented a lucrative method of improving SEO, the rule no longer applies. Since Hummingbird was released, the concept of conversational search changed the way that results appear on SERPs. The search engine can now analyze the semantic value of a keyword, and this means that short-tail keywords have lost their value. If you truly wish to make use of keywords, you should focus on long-tail keywords, or phrases that have the same meaning. There are three great ways of indicating your relevance to Google:
2. Email marketing
Although I am not the biggest fan of email marketing, I cannot deny its power. By sending timely, targeted and relevant emails, to the right people, you will be able to promote your content better. You could either send a summary of your content with a link in the email (use the URL builder to add tracking code to the link). Make sure you send emails during peak hours, for maximum interest.
You could also send an “In case you missed it” follow-up email, or manual email (this might be time-consuming). Last but not least, make sure you have an email subscription box somewhere on the page.
3. Promote content on social media
Social networks are without a doubt the best places for promoting content, for the simple fact that they are very popular, and that people spend so much time on them. They also give readers a chance to connect with like-minded individuals, and engage in conversations. Here are a few content promotion strategies that work on social networks:
By doing all of these things on a regular basis, your content will definitely reach more people. The most important thing is to be persistent, and always look for alternative methods of promoting content online.
Image: JD Hancock via Flickr.
Article courtesy of Memeburn.