Content and search marketing go together like bread and butter, horses and carriages or even Facebook and random pictures of other people’s meals. In the past the production of high quality content was not the primary focus for search marketing companies. Where content writing was a factor, the aim was to increase the number of relevant keywords in URLs, tags and on page. This attitude led to a plethora of articles that added little value to the user and were often keyword stuffed.
After the Panda update in 2011 shook up the world of search marketing, attitudes to content writing changed significantly. Another factor in this evolution of article provision is the impact of social media and viral marketing: put in simple terms, interesting articles that offer information are more likely to be shared on platforms such as Facebook and Twitter. This “link bait” technique works to build natural links to your website and while many of these links will be <rel=”nofollow”> as standard; there is a growing belief that search engine algorithms are now incorporating this growing phenomenon.
As a business owner you are probably thinking that the link bait strategy sounds like a prudent plan and you’re wondering how to go about implementing it. The truth of the matter is that not every business can employ fulltime copywriters that understand both your business and how to create optimised and readable content. There are, however, two basic tips to ensure that your content is as linkable as possible:
- Firstly, tonality is important. Readers of a business level exchange company will expect content of business standard, meaning formal language, precise focus and supporting information. Conversely, readers of a lifestyle retailer are less focused on facts and figures and more the value of the product offering. Lifestyle sites often have a softer/ more conversational style to the copy and this should be continued through the content writing.
- In terms of the body of your content, one should always seek to use your own knowledge to provide insight (one of the most common writing tips, after all, is “write what you know”. A great tip is to create a diary of questions that clients ask you, as this will give you a great (and free) insight into what your clients actually want to know, then write your article as a question and answer piece.
If you simply do not have time to write your own content in house, Digital State Marketing offers a content writing service. Call us on 01229484290 to find out more.