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5 Steps to Perform Voice Search Optimization For Your Content

November 23, 2022 No Comments

So, you’ve created some blinding content. Now you need to get it read. How do you go about this? The traditional search route is to think of Search Engine Optimization (SEO) and insert some keywords, not forgetting to mention the product a lot. For instance, if your business is all about Databricks Hadoop connector matters, you’ll need to reference this a fair amount on your site. 

So far, so obvious.

When it comes to voice search, though, some slightly different thinking is needed. This variety of search has become so commonplace now that anyone wanting to get their content found will be wise to give it some consideration. Consequently, we’ll look at voice search and offer an easy-to-follow method for achieving better prominence for your content. 

Voice Search – What’s It All About?

Voice search has become super-popular as a means of searching the internet. How popular? Well, statistics show that over 70% of people prefer using voice search to typing. The driving force behind this transformation is the rise of virtual assistants. The resulting growth in voice search-driven eCommerce is startling. 

Image sourced from Digital GYD

Voice search is set to become even more popular as more people buy smart speakers and other voice assistants, and will likely see a major increase in use once the Internet of Things really gets going and smart devices proliferate. As a result, it makes sense to consider voice search optimization when thinking about internet visibility. 

So, let’s see how you can put this optimization into practice. 

1. Conversational Language

The need to adopt a less formal tone has made inroads into content creation, especially in areas such as email copywriting. It’s even more important when considering generating content for voice search. 

Voice search queries tend to be phrased more conversationally than their written counterparts. So, search terms might be “vegan shoes Baltimore” in a typed search but will be more likely to be “Where can I get vegan shoes in Baltimore?” when it comes to a verbal query. 

Start by listing all the conversational queries a voice search user might employ when searching in your area. For example, “Where can I find vegan brogues in Baltimore center?” and “Show me where there’s a vegan boot shop in Baltimore.” 

If you run out of queries quite quickly, do what a sensible person does: Try Google. Put one of the above queries in, and then go to where it says, “People also ask for…”. And then grab the suggestions. 

Then, when you’re formulating your content, stop repeatedly to ask yourself, “what kind of query does this material answer?”. Keep this in mind, and you’ll be tailoring your content to be what people are looking for, i.e. answers to questions. Use question keywords and long-tail keywords. This is a good technique to appeal to all searchers. 

Moreover, keep the writing tone conversational, and you’ll score big with the voice searchers we’ve been talking about. 

2. Know Your Customer

You should have a clear idea of who’s most likely to be interested in your site and angle your content to appeal to them. This is a fairly standard practice in commerce—any lead generation database will use this principle. 

However, with voice search optimization, it’s doubly important as the natural language they use when speaking can vary between population segments. 

It can be fairly nebulous. It might simply be that you probably appeal to a younger demographic, for instance. In which case, imagine you’re reading out the content to a room full of teens. Are they starting to look a bit bored? Best pep it up a bit with some concise answers and maybe some humor. 

Think about the expertise of your customer too. If they’re likely to have some expertise on subjects like Azure data lake cost, then you don’t want to be too elementary in tone. 

The more you remember who’s likely to want to access your site, the more likely your site is to be accessed. This a simple point, but a very important one. 

3. Emphasize Local

Local’s huge in the voice search world. 

Image sourced from DevriX

What this means for you is that you need to maximize your local findability. In other words, highlight your business locations (should your business have a brick-and-mortar presence, of course). Start by attending to your Google Business Profile listing. Make sure that the business listing information is correct and up to date. 

Then go through your content and take the opportunities where they arise to mention your location. 

Again, think of what questions people will ask when they’re on the lookout for a local supplier, and key into those phrases. 

4. Think fast

It should go without saying that you need a site with speed. The more you lag, the more you lose. 

The internet is built on speed and convenience, and users are becoming more and more accustomed to high performance. They don’t want to hang around for ages while a site that may or may not contain what they need struggles to make its wheezy way down to their device. 

It’s even more the case with voice searches. People conducting a voice query may be out and about and perhaps multi-tasking. They need a quick answer. 

So, make sure you trim the site for speedy performance. This includes getting rid of large images and other factors that can slow things down.  

5. Mobile-Friendly

The final step that we’ll look at here is to think about how your site looks and behaves with mobile searches. This is because a considerable proportion of voice search devices are mobiles.

Image sourced from DigitalGYD

The best way to deal with the demands of mobile devices is to make your site design responsive. This means that it takes into account the device that’s being used to access the site and changes its design accordingly. What was large and landscape on a laptop must be compact and portrait on a mobile device.

Since 2019, being mobile-friendly has impacted a site’s Google ranking, so it makes all kinds of sense to accommodate mobiles into your site design and make the mobile user experience as great as it can be. 

Conclusion

Some of the steps to voice search optimization aren’t that dissimilar to standard SEO. However, there are differences there, some large, some small. Pay attention to these, and you’ll soon have voice SEO to shout about. 

The post 5 Steps to Perform Voice Search Optimization For Your Content first appeared on PPC Hero.

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10 SaaS marketers share what’s NOT working in content marketing anymore

November 11, 2022 No Comments

Content has become a traditional marketing channel for many SaaS companies. According to ProfitWell, content companies are likely to see 30 percent higher growth rates and 5 percent better retention rates than those not using content marketing.

The content marketing game is constantly changing – what used to work for SaaS companies years ago doesn’t make the cut today. Having spent a good five years in the SaaS content marketing space I’m always interested in tips, hacks, and low-hanging fruit that let you take a shortcut and speed up product growth.

I’ve interviewed 10 SaaS marketers and founders who’ve been creating SaaS content on a daily basis for years and asked them to share their insights – what’s not working in SaaS content marketing anymore? Let’s dive in and see what they have to share.       

#1 Chasing big fat keywords

Everybody wants to rank for these fancy keywords with large amounts of search volume. But the truth is, large search volumes usually come with a crazy high competition and keyword difficulty. If your SaaS is in the social media space and you are just unfolding your content marketing, going after stuff like “social media management” is literally wasting your time and money.    

“Being the bootstrapped startup that we are, we aim for actions that yield results. Our focus is on high-intent content marketing strategy. We pick keywords for blog posts not according to their search volume but according to their purchase intent. This helped us drive not only traffic but also sign ups with our blog being the only marketing channel today ” says Dennis Vu, co-founder and CEO at RingBlaze

I couldn’t agree more. The reason why our agency has been up and running for 2+ years is because we deliver not only traffic but also sign ups to SaaS clients. And the only way to do so with content marketing is to focus on high-intent keywords – think “alternatives”, “competitors” or “vs” keywords. It works every single time so that’s where I recommend starting your content marketing efforts.   

#2 Going outside of your niche

We’ve written hundreds of articles for the Expandi blog over the course of two years. Today, Google recognizes Expandi as an authority when it comes to all things LinkedIn –LinkedIn cold outreach, LinkedIn recruitment, LinkedIn automation – no matter which LinkedIn-related article we’d cover, it instantly ranks well on Google.

Recently, Expandi introduced new features, only this time they weren’t about LinkedIn but about email outreach. Once we started writing email-related articles, we realized that they were not ranking well. Unfortunately, we haven’t built the email marketing topical authority (yet) so Google didn’t consider us experts in the niche.

This doesn’t mean you can’t enter a new space and write about a new subject. Building the topical authority needed for recognizing you as a niche expert will require time and effort. If you decide to start a new category on a blog, you should keep this in mind. At the same time, if you aren’t changing your product, keep in line with the topic you’ve chosen. 

“If the article is written about CRM, but this is not your niche, it is challenging to get to the top of Google search,” says Andrew Chornyy, CEO at Plerdy where they write 30 blog articles per month. 

#3 Posting articles lacking expertise

Have you ever read one of those articles where it looks good on the surface but once you’ve read it you felt like there was absolutely nothing you’ve learned from it? Pretty much all the content marketing experts I’ve talked to agree on this – vague, watery content for the sake of content is a no-go. 

“Most companies use copywriters to write their content. This doesn’t work anymore. As they are usually not an expert in the topic they write about, they will read our copywriters’ articles to research the topic. This results in an endless loop of already fluffy content being the input for even fluffier content,” says Jeroen Corthout, co-founder and CEO at Salesflare.  

Be careful when you hire copywriters with no subject matter expertise – you might be risking your brand image. Ask about their previous writing examples covering a similar topic or niche. For example, when we chat with a wanna-be client from a niche we don’t have experience with, we let them know about it straight away. Losing a potential client is way better than losing a reputation.   

If your topics are technical and your tech experts don’t have time to write blog articles (which is usually the case) have your writers connect with experts on a quick call to get as many ‘meaty’ details as possible. Also, make sure to get those experts to proofread the post when it’s ready. 

#4 Prioritizing article length over quality

When Brian Dean introduced us to the skyscraper technique back in the day, everyone and his dog started creating content that’s longer than those competing results ranking in Google top. However, long content doesn’t necessarily mean comprehensive. What we see these days is blogs populated with 20-min reads that are vague, watery, and, let’s be honest, don’t bring much value to the table.

Ioana Sima, marketing manager at TextMagic said,

“Long-form written content as 90% of companies do it. The web is incredibly saturated with long-form articles that are written for the sake of being written. SaaS companies should not rely purely on long-form.

I would recommend experimenting with different formats and transforming articles that perform well into long-form content, while also including video summaries, templates, or rich media that can be distributed on other channels and quickly digested. Oh, and ALWAYS check SERPs to see the formats of top-performing pages.”

It can be hard to pack your article with value when SurferSEO asks you to write a 5K words piece. Remember that longer doesn’t always mean better. After all, this is what content marketing is about – writing for people, and bringing value while also catering to search engines. 

#5 Publishing articles under a wrong name

Ranktracker is publishing 50 blog articles per month, translated into 12 languages. Felix Rose-Collins, the CMO, shares that articles they’ve published under the name of unknown authors tend to have poor performance on Google.

“We noticed that they don’t appear for our target keywords, we have now stopped posting for unknown authors. Once we’ve started using well-known names (like CEO), we see them rank within two minutes after publishing in the top 3 results. Even for extremely competitive keywords,” says Felix. 

clicks and sessions over timeRankTracker clicks and impressions over time

In fact, this might be one of the reasons why you don’t see the results from the guest posts published on your blog. Next time, when you accept a guest post, make sure to look up the author on Google. If there are no online publications, chances are it probably won’t do your blog any good.

On the other note, when you pitch a guest post to an editor, include your previous publications on major platforms. For example, that’s how I got to write this post for Search Engine Watch – I shared my previous articles I wrote for Entrepreneur, HubSpot, Zapier, Foundr, and many more.  

#6 Focusing on new content rather past articles

About five years ago I wasn’t thinking much about updating old content. We were on a hamster wheel of creating more content, faster for Chanty, a company where I headed a content team. Then I ran into this article by HubSpot and realized I was missing out big time. So we went back to the older posts to update and optimize them. I can’t share numbers as it was a long time ago but the results were huge. Since then we do this for our clients – if the article isn’t performing well, it gets an update. 

“You’ll find that most of your sign ups come from a handful of articles. Updating our lead-generating content is an ongoing work that never stops. After all, the supply of keywords relevant to your business isn’t endless. While you are producing new content, older articles are going down. If you neglect updating older content you’d be stuck with a traffic plateau and a business that doesn’t grow,” says Andrey Makhovskyi, founder and CEO at Effy.ai

SaaS content marketing - One of Effy.ai updated article performance over time

One of Effy.ai updated article performance over time

#7 Contributing via Help a reporter out (HARO)

This might bring a lot of resentment but we had to discontinue HARO for our clients in 2022. If you are not familiar, HARO is a service that connects journalists/ authors with experts in the field. 

Authors would request a quote from experts and experts would share their advice. Authors then would decide which quote to include in their article and credit experts by putting a link to the expert’s website (similar to what I’m doing in this article). This used to be a win-win case – authors would get meaty insights for their publications while experts would get attribution and links to their websites.

It worked great until it turned into a red ocean zone and space got overcrowded. What used to be a great link building technique became a waste of time and effort.

“About two years ago we used to get 25 backlinks out of 65 pitches for our clients. With time it went into a downward spiral. Today, nobody links to you just because you shared your advice. They also want a link back in return. We realized it no longer delivers the value it used to to our clients. We had to give up this service and focus on backlink building techniques that do work today, ” says Iryna Kutnyak, director of operations at Quoleady

#8 Distributing content across communities

Emilia Korczynska is a head of content at UserPilot and the hardest working marketer I’ve ever met. Getting published a whopping 60 articles per month, she’s tried distributing blog content on Quora, Reddit and social media. She says you have to be very cautious about how you spend time distributing blog posts.  

“Resharing content in social media groups that are mostly dead or Slack channels requires a lot of effort, and with the miniscule organic reach and a high chance of getting banned by the admins just don’t justify it. Similarly with Quora/Reddit and other Q&A sites,” says Emilia.

I couldn’t agree more – we stopped all of our Quora activities a long time ago because the results just weren’t worth it. What we realized is that people often come to Quora from Google search after typing your target keyword – the one you are optimizing an article for. It makes much more sense to get that blog article rank in the Google top (higher than the Quora result) rather than trying to compete with hundreds of Quora answers bugging your friends/colleagues to upvote and comment.

When it comes to sharing in social media groups – self promotion is usually against the group rules anyway. Unless you are an admin or have been constantly adding value to the group, your blatant distribution attempt will be quickly eliminated. At the same time, there are groups that allow this sort of promotion. I call them “distribution cemeteries”. Nobody reads the avalanche of irrelevant content that’s being posted there. 

#9 Prioritizing link building over content quality

Whenever I speak with a potential client on Zoom, I emphasize that content quality comes first. You can’t have a piece of content that’s thin and invaluable and expect it to rank well by building backlinks to it. It’s like putting a fresh coat of paint on a car with no wheels and hoping it will ride. 

I’ve interviewed Mohamed Sehwail, CEO at FullSession and here’s his input on this,

“We haven’t been building backlinks to our blog content for a while, yet we were able to maintain steady growth of traffic and sign ups. Article updates do its magic, boosting our positions and bringing our pages to the Google top.” 

SaaS - FullSession traffic growth over time

FullSession traffic growth over time

Building backlinks will only help rank content better once your content is polished – it’s valuable, well-structured, to the point, answers the search intent, etc. When that’s in place and you are still not ranking well, it’s time to add backlinks.

#10 Overdosing with gated content

“Give us your email and get access to an ebook, whitepaper, guide, checklist, etc.” The classic inbound approach introduced by HubSpot back in the days might not work for everyone as of now. The amount of content online these days is insane. Why would they give you their email if they can get the same contact (if not better) openly elsewhere?

Instead of closing off certain content, we’ve found it’s more beneficial to create ‘additional resources’ as a complement allowing readers the option to download and creating a win-win scenario,” says  Elizabeth Pokorny, head of content at Weglot

When you are putting together three already published articles on a topic and calling it a guide, it doesn’t sound right. If it works for you – great. However, gated content does its best when it’s unique, something you can’t find easily online.

It might help to review your gated content policy and experiment with the assets you share with your readers. Opening more of your content might bring extra organic traffic and result in more sign ups at the end of the day. On the other hand, if your content pieces are of great value and your website is the only place to get them, I’d recommend keeping them gated. 

Bottom line

I’ve interviewed dozens of content marketers and only top insights made it to this article. One thing that’s clear as day – great content is here to stay. It’s not about the amount of backlinks or length. Helpful, actionable, experience-based content written by an expert in the field is what you should be after when planning content pieces for your website. 

When you develop your content marketing strategy, focus on high-intent keywords that will bring a highly-targeted flow of people who are ready to sign up. When you have a pool of articles that generate leads for you, make sure to cherish this content and update it regularly to give it a well-deserved Google boost.

Topical authority is a thing and gradually building authority around the topic that’s most relevant to your business will help you rank your future articles faster and easier. 

When sharing content online, avoid the spray-and-pray approach (don’t bury your content on the spooky ‘distribution cemeteries’), always check the results of your activities and double down only on those channels that are worth the effort.

Hopefully, this article and advice from the content marketing experts who’ve learned their lesson through trial and error will help you save time and focus on things that work.


Olga Mykhoparkina is a founder at Quoleady, a SaaS content marketing agency on a mission to help great software products get quality leads through top-notch evergreen content.

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The post 10 SaaS marketers share what’s NOT working in content marketing anymore appeared first on Search Engine Watch.

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Why Incorporating User-Generated Content on Social Media Will Increase Sales

November 8, 2022 No Comments

For a long time now, brands have requested that their fans submit their images, videos, thoughts, and narratives. User-generated content is an integral component of marketing strategies for several companies. A brand can get a lot of traction from well-run UGC efforts.

Wondering what is UGC? It refers to the content that you publish on your blog, website, or individual written social media platforms and that is outside of your business. 

Since UGC is typically earned, it generates highly sought traffic and interaction. If you are still feeling unsure about leveraging UGC in your social media marketing efforts, then read on to get more insights. 

Why Is User-Generated Content Required for Brands’ Social Media Marketing?

Let us provide some justifications for why you ought to incorporate User-Generated Content into your social media marketing plan.

UGC Provides Diverse Content

User-generated content is produced by various people with various backgrounds and experiences with your brand. In addition, they each have their own manner of expressing themselves.

You can give your audience something fresh and engaging each time you share content when you use UGC as your primary source of social media content. Your audience is intrigued by your variety of content, they interact with you, and they eagerly anticipate your marketing efforts, which increases your user engagement like never before.

Social Proof is Generated Through UGC

Social media has a significant social proof component. It’s merely one of the factors that promote user-generated content. Every time a new social media trend emerges, its users including ourselves produce content around it.

User-generated content serves that purpose exactly. It gives your audience members a sense of social proof. When a client sees user-generated content in your social media marketing campaigns, they are amazed by how you have provided your customers with a platform to share their opinions. They are inspired to produce content for you, providing you with more user-generated content to use.

Increased Transparency With User-Generated Content 

Users struggle to make decisions since there are so many brands growing on social media. However, adding user-generated content to your social media marketing plan gives your company a unique edge by adding transparency and authenticity.

A knowledgeable user who is not being paid for it produces user-generated content. And they’re doing it voluntarily and using social media to express themselves, which makes UGC raw. It increases trust with your prospects and enables them to make more assured purchase decisions.

How To Increase Sales By Including UGC on Social Media

Incorporate Social Media Widgets on Your Website 

Your limitations don’t have to be restricted to the confines of social media when it comes to social media marketing. They can be expanded upon and applied to additional consumer touchpoints, such as websites.

If social media is the stage in the marketing funnel that allows you to connect with your target market, then the section where you welcome them is the part of your website because that is where they go to find out more about your business.

Why not make a good first impression and provide them with something they’ll find interesting, believable, and relatable? While social media widgets let you include your chosen social media content on your website, you may use this tactic to attract user-generated content that was made by your clients to your website.

Your website’s performance and dwell time will also improve as a result of this technique, as users will stay on your site longer to interact with the user-generated content.

Showcase User-Generated Content on Your Social Media Accounts 

When you upload user-generated content to your social media business accounts, you can take advantage of the variety of content it provides to provide your social audience with some original content. 

It will motivate your audience to interact with and recommend your content to their friends and family.

By including user-generated content, you can encourage your audience to interact with your content. As more users interact with you on social media, it reaches a wider audience, enabling you to increase the reach of your company. In order to avoid spammy comments and trolls in the comments section, there is an option to turn off comments on Facebook, Instagram, and other social media platforms.

Publish Social Media Ads

Paid promotions are available on social media sites like Instagram and Facebook. The markets for these promotions are distinct. You can adjust your promotions to better suit your target audience by using various ages, genders, locations, and keyword filters. This will help you achieve the most return on investment.

The disadvantage is that because these campaigns are open to all business accounts on these social media sites, social media is overrun with social adverts that consumers frequently ignore or skip.

So, how will you be able to survive? User-generated content is the answer. User-generated content is what will hold users’ attention when they get tired of skipping over branded and other photoshopped content, compel them to engage, and motivate them to act positively on your social media ads.

Final Conclusion

In today’s social media marketing space, user-generated content improves how brands interact with their audience and foster a conversational flow between the brand and its consumers. Furthermore, it provides brands with social listening opportunities that enable them to better understand and serve their customers.

This brings us to the end of this post and you are now aware of the few ways in which you can strategically include User Generated Content in your social media marketing moves. Go on and improve your social media marketing with UGC right away!

The post Why Incorporating User-Generated Content on Social Media Will Increase Sales first appeared on PPC Hero.

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How to effectively optimize content

September 22, 2022 No Comments

How to effectively optimize content

30-second summary:

  • By using a range of techniques to optimize your content, you can make it easier for both search engines and users to consume your written text
  • Taking the time to plan your content topics and conduct extensive keyword research can make a big impact when it comes to performance
  • You should always write for the user first, but you can still implement SEO best practices while doing so
  • Understand the role of accessibility in written content and the importance of providing as much contextual information as possible

Content optimization is essential because it helps users and search engines to easily understand your written text. In addition to this, there are a huge number of other advantages you can gain by optimizing content. You can increase engagement rates, obtain links, generate brand recognition, and appear as an expert in your field. All while improving your organic search rankings.

Sounds good, right?

Let’s find out how you can benefit from all this, and more, by effectively optimizing your content.

Think about your topic

Before you write content, you need to decide on the topic you’re going to cover. This might sound obvious, but it’s worth thinking about. Spending some extra time planning will help you to identify specific subjects and talking points you can discuss. This will help shape your keyword research, which plays a huge role in creating SEO-friendly content.

At this stage, it’s worth thinking about what you want to focus on. You want the topic to be broad enough that you can produce detailed content about it, but not so broad that you won’t be able to cover it all. It might be the case that you need to split the topic into multiple articles. Or if your topic is too vague, you may need to home in on something more specific.

Conduct detailed keyword research

Keyword research is and always has been an essential part of producing good content. It’s the basis for content production and making sure you’re ranking for relevant keywords that you have a good chance of competing for. When performing keyword research, you should be on the lookout for several different types of keywords.

Short-tail keywords

Also known as the head or main keyword, short-tail keywords are made up of a maximum of three words. These keywords will typically have large volumes, but because of this, they have high search difficulties and therefore are highly competitive.

Because these keywords have a broad search intent, they should be used alongside more precise keywords to make it clear to users and search engines exactly what your page is about.

Long-tail keywords

Long-tail keywords are terms made up of more than three keywords and are much more specific than short-tail keywords. These keywords generally have lower volumes, but they also have lower search difficulties, which means they are less competitive.

These keywords are important because they allow you to target a user’s exact search intent. A user who searches for the short-tail keyword ‘motorbike’ might be trying to buy a motorbike, find more information about a model or simply look at a picture of one.

A long tail variation of this search might be ‘Motorbike helmet with Bluetooth speakers’, which narrows down the user’s search intent to a very specific product.

LSI keywords

LSI (Latent Semantic Indexing) keywords are keywords that are loosely related to your head keyword. While these keywords are relevant to your main keyword and the overall topic, they’re not necessarily directly related.

Instead, they’re used thematically to build broader topical depth and make it clear to both search engines and users what the overarching topic of your content is. If your short-tail keyword is the trunk of a tree and your long-tail keywords are the branches, then the LSI keywords are the twigs.

LSI keywords branch out from the main keyword but are still relatable enough to provide additional context and information. These can be a bit trickier to find, but by using the suggested search feature in search engines, you can get your hands on them.

Local keywords

These keywords won’t always be relevant, but if you’re looking to boost your rankings for local terms, then including local keywords is essential.

Luckily, this is a lot easier than implementing other keywords. You simply add your location into your content along with your main keyword. But remember, don’t stuff in keywords for the sake of it! Try to mix it up, using different variations wherever possible.

People also ask (PAA) key phrases

Like the suggested search function, the people also ask feature is an excellent way to obtain relevant keywords and phrases. These are phrases that users have searched for before, so we know that they hold value and have good search volumes.

So, how can we use this to our advantage?

By creating content that targets these queries, you’ll be increasing your chances of appearing in Search Engine Results Pages for these terms.

And the best thing is, these questions are often different to the main keywords you would normally target. This means your content will be more varied and unique and will specifically target pain points that your audience is looking for.

Always write for the user first

People skim content more than ever these days, so it’s important to keep it short, snappy, and engaging. The days of writing solely for search engines are long gone, and Google’s recent helpful content update has really cemented this.

This update emphasizes the importance of writing for the user first. Your focus should be on creating engaging, informative and easy-to-digest content. You can always go through your work afterward and make tweaks and edits to optimize for SEO best practice.

Just be careful not to make it too robotic as search engines can spot keyword stuffing from a mile away! Keep it free-flowing and try to insert keywords in a natural way; both users and search engines will appreciate it.

Include alt-text for your images

If you’re including images in your articles (which you should be) then it’s essential that you add alt text. Alt text is the written copy that describes an image to users who can’t see them or if the image fails to load.

First and foremost, alt text is a core principle of web accessibility for visually impaired users. Its secondary function is to provide additional context and descriptions to search engine crawlers, allowing them to index an image properly.

As some images contain critical information or provide context for the rest of the page, it’s crucial to take the time to write appropriate alt text. By doing this, you are adhering to accessibility standards and improving your SEO at the same time.

Remember internal and external links

Another way to optimize your content is to include internal and external links.

Internal links can be used to take users toward relevant, closely related pages that will provide them with further information they might be looking for. This makes it easier for users to navigate your website and helps to create a strong site structure.

External links are also useful because they can be used to point toward external data and sources of information that back up your content. In the eyes of a search engine, the use of valuable external links improves the authority of your content.

Just make sure you have a healthy balance of follow and no-follow tags on your external links.

Consider site speed

Site speed is always important when it comes to performing well in search engines. No one likes a slow website, and users are more impatient than ever when it comes for waiting for things to load. Even an extra second’s loading time could put some users off and cause them to bounce from your website.

You should regularly review your site speed and make sure your website is performing well. Consider removing unnecessary code and compressing large images as these are common factors that contribute to slow site speed.

Break up your content

Imagine you land on a webpage and the first thing you see is a wall of text with no paragraphs, headings, or subheadings. It’s not exactly going to draw you in, is it?

Users are more likely to consume your content if it’s broken up into digestible chunks. This makes it much easier for them to quickly take in the information they’re looking for.

It also provides you an opportunity to weave keywords into your headings and subheadings, which are strong signals for search engines. It’s a win-win!

Keep things up to date

Remember, even when you’ve produced a well-written, SEO-friendly article, the hard work doesn’t stop there. Google LOVES it when you go back and update existing content because it shows you’re keeping your website up to date.

Has there been a new development that affects the topic of your post? Or perhaps some new data that you could use to explore a new angle? If there is some way that you can update your article and add information that will benefit your users, then it’s worth taking the time to do so.

Enjoy the benefits of optimized content

Now that you know how to optimize your content, you’ll have a better chance of ranking for your chosen keywords. In addition to this, your users will be more likely to stay on your website for longer, increasing your engagement rates and the time spent consuming your content.

As a result of consistently producing high-quality content, you may well find that your site is attracting more links from external sources. This will boost your domain authority and help you to appear as a trustworthy and authoritative source of information.

So, if you’re looking for ways to give your content a little boost, consider implementing some of these techniques into your writing. It won’t always be possible to include everything we’ve mentioned here, but if you write for the user first and take care with your keywords, you’ll be on the right track.


Rob Phillips is Digital Manager at Coast Digital.

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The post How to effectively optimize content appeared first on Search Engine Watch.

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The Pros and Cons of Combining Content Marketing With PPC and How to Pull It Off

September 14, 2022 No Comments

It’s no secret that content marketing and PPC are two of the most important and popular types of digital marketing strategies. But what happens when you combine the two? Is it a match made in heaven, or does it end in disaster? In this post, we’ll take a look at the pros and cons of combining content marketing with PPC, and we’ll also offer some tips on how to make it work.

What Does It Mean to Combine Content Marketing With PPC?

As we all know, content marketing is all about creating and distributing valuable, relevant, engaging content to attract and retain a clearly defined audience to drive profitable customer action. Content marketers focus on crafting well-written, compelling, SEO-friendly copy that answers users’ questions and helps boost organic traffic and website authority within a certain niche.

On the other hand, PPC is a paid form of advertising that allows you to place ads on search engines and other websites to drive traffic to your website.

This is nothing new. But what exactly does it mean to combine the two? It means using PPC campaigns to promote highly-valuable and highly-converting content on your website. In other words, you’re using SEO-friendly content to attract organic traffic while also using targeted PPC ads to drive traffic to that same content.

Why Would You Want to Combine PPC and Content Marketing?

There are several reasons why you might want to consider combining content marketing with PPC. The most important are:

1.) High-Quality Content Can Be Better at Converting Than a (Very) Well-Written Ad

It’s common for PPC marketers to focus their attention solely on the quality of their ads and landing pages. While that’s certainly important, it’s not the only thing that matters. If you’re driving traffic just for the sake of a sale and you disregard the reason or intention behind a user typing in a keyword in Google, visitors are likely to catch on quickly. They’ll realize that they won’t find what they’re looking for on your site and click away.

But if you use your PPC ad to drive traffic to valuable content that answers a user’s question, they’re much more likely to stick around. This is great for you because good content is much better at driving conversions and generating leads than other forms of marketing. In fact, marketers who focus their strategies around content marketing report six times higher conversion rates than those who don’t.

But it can sometimes take time for a good piece of content to reach the top of the SERPs. That’s when combining it with a well-targeted PPC campaign can help. Both strategies work together as one: your PPC campaign drives traffic to your content, getting people to interact with your brand and share it with others. This helps boost your content’s ranking. On the other hand, your content is more likely to convert readers than PPC ads alone. So, by driving traffic to your content with your PPC ads, you’re effectively getting more value from your PPC campaign.

2.) Build Trust With Good Content and Boost Your PPC ROI

When users see a PPC ad, they’re generally aware that it’s an advertisement and that the company is trying to sell them something. This isn’t necessarily a bad thing, but it does mean that there’s a certain level of distrust there, making people less likely to click on your ad. In the best of cases, an ad does very little to improve the level of trust in your brand from someone who only just found out you exist.

But what if, instead of selling your reader something right off the bat, you direct them to a piece of content that yells, “We know what we’re talking about here!“?

If you take them to content that positions your brand as an authority within your niche, content that offers value and will make your readers keep coming back for more, this can build trust between you and your audience. Nowadays, trust is one of the most important forms of equity a brand can have, as people are more likely to buy from a brand they trust.

It’s a bit of a roundabout way to go about it, but the truth is that driving traffic to valuable content using PPC and building trust with your audience is an effective way to improve conversions and, in turn, the ROI for your PPC campaigns in the long run.

3.) You Can Use PPC to Test Different Types of Content

If you’re not sure what type of content will work best for your target audience, using PPC to test different pieces is a great idea. You can create different ads that link to different types of content and see which ones perform better in terms of engagement, conversion rates, and other important metrics.

This is a great way to fine-tune your content strategy and focus on types of content such as videos, infographics, blog articles, and UGC, which are most likely to resonate with your target audience and lead to conversions.

4.) PPC Can Help You Promote Time-Sensitive Content

If you have time-sensitive content that you want to promote, using PPC is a great way to do it. You can create ads that specifically target people looking for the type of information your content provides and make sure that your ad reaches them at the right time.

This is particularly important in some very dynamic niches like the crypto investment space or the stock market, where a piece of news can make an exchange go ablaze, like what happened in 2021 with the Reddit-GameStop-Robinhood saga. In those cases, getting a good piece of content up in record time can mean the difference between making it big time or missing the wave.

Cons of Combining Content Marketing and PPC Campaigns

PPC can be a great way to drive traffic to your content, but it’s important to remember that it’s not a silver bullet. If you’re not careful, you can waste a lot of money on PPC ads that don’t lead to conversions.

Here are a few things to keep in mind if you’re thinking of using PPC to drive traffic to your content:

1.) PPC Can Make Your Content Marketing Much More Expensive

PPC can be a very effective way to drive traffic to your content, but it’s important to remember that it can also be quite expensive, depending on your niche and the keywords you’re targeting. If you’re not careful, you can easily spend more money on PPC than you’re making in revenue from your content.

Before you start a PPC campaign, it’s essential to do your research and make sure that you understand the costs involved. Otherwise, you could spend a lot of money with little to show for it.

2.) PPC Requires Constant Optimization

If you want to make the most out of your PPC campaigns, you need to optimize them constantly. This means regularly testing new ad copy, keywords, and targeting options to see what works best.

PPC can be a lot of work, which adds on top of the work needed to craft a good piece of content when you combine the two. If you’re not prepared to put in the time and effort required, it’s probably not worth pursuing.

3.) PPC Can Be Disruptive

If you’re not careful, your PPC ads can disrupt the user experience. This is particularly true if you mistakenly target keywords that aren’t a good fit for the content you’re promoting, even if it is topically relevant.

For example, if you’re running a PPC ad for a blog post about “How to make the perfect cup of coffee,” that has the ultimate goal of selling an online course about becoming a barista, but you’re targeting the keyword “coffee beans,” you could end up with a lot of clicks from people who are looking for information about where to source coffee beans, and not how to make a cup of coffee. While the post may still be interesting to them, it may not lead to a good conversion rate.

Tips on How to Combine Content Marketing With PPC Campaigns

As long as you keep an eye on the potential pitfalls, the pros outweigh all the cons of the content marketing-PPC combo. So, how do you actually combine the two? There are plenty of ways to use PPC to drive traffic to your content without breaking the bank or disrupting the user experience. Here are a few tips:

Tip #1: Use PPC to Promote Content Early in Your Content Marketing Strategy

When you first launch a new piece of content, it can be difficult to get it in front of your target audience based solely on organic search results. As we said above, you can use PPC to promote your content in the early stages to give it a boost and help get it in front of more people and up the rankings. Once the post or other type of content starts performing well on its own, you can turn your PPC budget off or direct it to other content.

For example, if you’re promoting a new digital currency exchange in a country like the U.K. through content marketing, you know that it’ll be quite hard to stand out from the competition through organic traffic alone because crypto exchanges are in a very saturated market, even if there are a couple of major players that dominate the crypto scene. This is where combining your content marketing with PPC can prove to be useful, generating traffic to your content and getting Google to notice it more.

Tip #2: Use PPC to A/B Test Two Types of Content Quickly Within a Very Targeted Niche Audience

If you’re not sure which type of content will perform better with a particular target audience, you can use PPC to A/B test two pieces of content quickly. By setting up a well-targeted ad (something PPC marketers are great at) and directing readers alternatively to one content or the other, you’ll be able to acquire very important data regarding your audience. You can then use that information to decide what content to produce more of in the future.

PPC can be a great way to quickly test headlines, types of content, and even calls-to-action to see what performs best with your target audience without waiting for both versions of the content to start performing well.

Tip #3: Use PPC to Drive Traffic to High-Performance Evergreen Content

PPC doesn’t just work to get new posts off the ground; it can be great at capitalizing on your well-performing content as well. If you have a piece of cornerstone content that’s performing well and continues to generate traffic and conversions over time, you can use PPC to give it an extra boost and reach a wider audience. This is a very smart way to make your PPC dollars go as far as possible because this is content that you already know is doing well.

Think about it, if a record company has an artist generating most of their sales and driving most of their ROI, doesn’t it make sense for the record company to promote that artist wherever they can? Of course, this doesn’t mean they’ll abandon the other artists and put all their eggs in one basket, but they’ll certainly be promoting the ones bringing home the bacon a lot more.

For example, suppose you’re running a website that teaches people about personal finance, budgeting, and expense management. These types of websites usually make money by suggesting partner brands and their products to readers through review posts, comparisons, and listicles. But one of the main reasons people visit the website in the first place is to learn something they didn’t know before.

For example, they may be interested in learning about how investing works or about what factors to consider when choosing a good credit card for their business or for personal use. This type of content is always relevant and will always provide value to the reader. You can use these evergreen posts to drive traffic down your sales funnel, so driving more traffic to the evergreen post through PPC will almost always be highly effective.

Tip #4: Use PPC to Remarket Content to People Who Have Visited Your Site Before

PPC isn’t just for getting new people to visit your site; it can be great for getting people who have already visited your site to come back and engage with more of your content. This is called remarketing, and it’s one of the most effective ways to use PPC to improve traffic and conversions.

The way it works is that when someone visits your site, you place a cookie on their browser that will allow you to show them ads for your content when they visit other sites. This is a very effective way to keep your content top-of-mind and get people who have already shown an interest in what you do to come back and engage with more of your content.

The Bottom Line

Content marketing and PPC are two great strategies that can work together to improve traffic and conversions. The key is to use PPC in a way that complements your content marketing strategy, rather than trying to use it as a replacement for content. When used correctly, PPC will improve your content’s overall performance and, in turn, your content’s performance will improve your PPC campaign’s ROI.

The post The Pros and Cons of Combining Content Marketing With PPC and How to Pull It Off first appeared on PPC Hero.

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Generic Content Ratings Based on Location

May 5, 2022 No Comments

The disclosed patent relates to ways of presenting content based on generic content ratings. Searchers get interested in accessing content (e.g., television programs, movies, books, videos, music, news articles, Websites, etc.) from many different countries, regions, or other groups. Each country, region, or group may use a different rating system used to state content that … Read more

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How to create B2B content that ranks and drives sales

March 3, 2022 No Comments

How to create B2B content that ranks and drives sales

Content is crucial for just about any B2B business as it drives traffic and convinces your leads to become your customers. No wonder, most B2B businesses are increasing their content marketing budgets every year.

But do they use content marketing to its full potential? How do you create content that serves several goals, like traffic acquisition and rankings?

The big challenge with B2B content

While being extremely valuable to business success, B2B content is also extremely challenging for marketers to execute properly. The problem is twofold: Targeting.

Unlike B2C content where you usually target a single human being, in B2B you have to keep the whole group of decision-makers in mind. This group is usually referred to as a DMU (a decision-making unit) and, depending on your platform and your target organizations, it can include the head of marketing, CEO, IT representative, CTO, etc.

In other words, B2B content targets a group of decision-makers and normally takes more time (and more steps) to convert.

Creating convincing content that appeals to every single person within a DMU is hardly possible:

  • CEOs may need to know how your product will save them money
  • Head of marketing will need to make sure that your product solves an existing problem without making their department redundant. In this case, the best interests of the CEO may be in conflict with the best interests of the marketing team, and yet, the latter is likely to be the final decision maker, so you will need to keep their needs and challenges in mind.
  • The IT team will have to ensure your platform is technically possible (it is possible to integrate into their technical environment).

Before you start creating your B2B content strategy for traffic generation, you need to know your decision-makers and be able to plan your content around possible conflicts.

In other words, plan your content assets that convey value and then decide which keywords you can optimize for.

Knowing your decision-makers

So what is the best way to know who you are targeting? You already know your target businesses in mind (those you created that B2B product for) but how to better understand their internal decision-makers?

B2B audience research is different from B2C audience research: You can hardly apply your web analytics demographics info because you have to keep all those intra-organizational levels and politics in mind.

To better understand your target DMU, try several of these options:

  • Talk to your sales and customer support teams. They already interact with your potential and current customers on a daily basis. Let them describe their contacts and who those report to. Get all the details they can share, including their frequently asked questions and common challenges.
  • Survey your customers. Using on-site and on-registration surveys will help you collect more data on the size of companies you are dealing with and your actual users’ roles within those companies. There are a variety of plugins allowing you to integrate surveys with your content.

Additionally, inbox Insight offers a handy checklist for you to organize your data and better understand your target DMUs.

From there, start creating a list of problems each person within a DMU may have and how your product may solve all of them. This is where matching those problems to searchable keywords is the required next step.

Planning your keyword strategy

It is not often easy to identify how people may be searching for solutions and answers to relevant problems. While there’s no such a thing as an ideal word count which would work in every niche, try and create a resource that will answer several related questions.

Google is now mature enough to steer your search into a more popular direction, so I suggest starting your keyword research by simply searching Google. Type the search terms as you yourself would use them, and pay attention to:

  • What Google Autocomplete suggests in the search box
  • People Also Ask” boxes and featured snippets
  • Words Google shows within search snippets in bold (on desktop)
  • Google’s “Related Searches” and (on a mobile device) Google’s categories that usually appear below organic search results:

Rich results

All of these will help you collect the core terms your target B2B customers are using when searching for solutions to their problems.

From there, use keyword research tools to extend your core terms and discover even more related terms.

Keyword clustering is a good way to better organize your keywords by intent and identify some common searching patterns. Here’s a good guide on using those identified keyword clusters to create a content strategy that will apply in both B2B and B2C.

Promote and repurpose your B2B content

Publishing your content is a good first step to start generating some organic search visibility. But unless you promote your content, you will not achieve much as search engines need more signals than just useful copy.

Promoting your content is a whole new topic that has already been covered in much detail. A lot of content promotion ideas apply to both B2B and B2C content, including social media sharing, email marketing, and more.

When it comes to the B2B niche, some of the more effective content and link acquisition methods include:

  • Organic promotion via email messages. Emailing is the main source of communication for most B2B businesses, so including your recent or most important content assets in your email signature will get you some clicks and possibly even backlinks. Wisestamp will help your employees create a cool signature that can pull your recent articles. They offer some cool email signature examples for you to get inspired.
  • Content repurposing. With so many complicated DMUs in mind, you will need different content formats to cater to all of them. Making your content possible to download as a PDF file (to make it shareable within a company) is the first step. You can make that happen using Google Docs. Another idea is to turn your content into a video format which is pretty easy using Movavi. This would expand your reach to video-only platforms, like Youtube. Additionally, consider reusing your visuals (graphs and screenshots) in a PowerPoint format to create content to promote on Slideshare and Linkedin. Venngage makes it very easy. In other words, turn your content into lead magnets!
  • Webinars make excellent B2B content because they can be used at every step of the sales funnel. You can live stream them, turn them into many videos, transcribe to create text content, enable lead generation forms to engage your prospects. There are lots of platforms that allow you to do all of that.
  • Use email marketing. Email automation is an integral part of any B2B pipeline. Here are a few examples of email marketing campaigns to get you started with yours.

Creating optimized content that targets different roles and comes in different formats will require a lot of organizational efforts. 

Conclusion

Content planning and creation take a ton of time, so it makes sense to set up a content marketing strategy that serves several goals, like organic traffic and sales generation. Hopefully, the above tools and steps will show you some direction. Good luck!


Ann Smarty is the Founder of Viral Content Bee, Brand and Community manager at Internet Marketing Ninjas. She can be found on Twitter @seosmarty.

Subscribe to the Search Engine Watch newsletter for insights on SEO, the search landscape, search marketing, digital marketing, leadership, podcasts, and more.

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How to win at content creation, Esports, gaming, and web3 markets with SEO

February 9, 2022 No Comments
How to win at content creation, Esports, gaming, and web3 markets with SEO

30-second summary:

  • SEO is vastly underutilized in the content creation industry
  • How can internet marketing lead to success in Esports and gaming?
  • Anthony DiMoro discusses the needed innovation during the content, gaming, and web3 boom

Despite a strong track record and success model within the digital marketing world, for multiple decades, SEO still finds itself almost entirely abandoned in the new age markets of content creation, Esports, gaming, and web3 related properties.

But, why is that? Why would businesses, brands, and creators operating in these spaces, reliant on success in a digital marketplace completely ignore SEO?

Let’s explore why, and how things need to change as 2022 continues to show that the boom of these is not slowing down, but is also rapidly evolving.

1. Content creation and streaming

There is no rhyme or reason as to why content creators (which includes streamers) fail to utilize SEO, considering the fact that their entire brand relies on success within the digital marketplace.

Instead, creators seem to often lean into the following troubling trends, and solely rely on these recycled methods:

Automation and inauthenticity

There is no social platform that has not experienced, in some form or fashion, a form of automation. But content creators, particularly in the streaming sector (like Twitch and YouTube) use this to the point of “overkill”.

“Going LIVE” posts flood timelines, and when they are the majority of what a particular creator posts, it flatlines engagement. While it may seem like a “bot”, it actually is more a real strategy for creators. While informing your audience that you are going live is important, it shouldn’t be or appear, inauthentically posted or automated.

Going further down the rabbit hole will see a more aggressive form of automation in DMs and messages. DMing a new follower or connection is a solid tool for networking when done organically, but the second a bot steps into the chat, your chances skyrocket of someone not only disregarding your content completely but also unfollowing you altogether.

Authenticity is key in proper brand building, especially when you’re being looked at by a potential business or collaborative opportunity.

If you’re heavy into automation and inauthenticity, why would a brand or business spend money on your content or brand? They would, rightfully, assume that is how you do business.

Farming and cycling (aka Botting)

Every few years a new app or platform pops up promising to help creators and streamers reach milestones of affiliate or partner, but are, more often than not, simply a recycling of hacky, spammy, models

Follow for Follow systems have plagued the niche, and have fueled an even more robust “sub for sub” system, but not view churning. This is becoming a more prevalent issue.

Cycling content clips and/or highlights can be an engagement factor for a feed and can help keep your audience engaged, but when in a collective of other cycles, coupled with any incentivizing to push engagement is something completely different.

Some of these models try to divert away from appearing to be a clear violation of, for example, Twitch’s Terms of Services, but it’s all a mirage.

Take it right from Twitch’s TOS page:

Fake engagement is artificial inflation of channel statistics, such as views or follows, through coordination or 3rd party tools. This behavior is characterized by the creation of incidental or duplicitous views or follows. One common form of this activity is often referred to as view-botting. Another, when done in a coordinated manner, is sometimes identified as “Follow 4 Follow” (F4F), “Lurk 4 Lurk” (L4L), or Host 4 Host (H4H), which involve a mutual exchange of interaction intended to increase the visibility of both channels over those with legitimate interaction. Using services that promise higher visibility in exchange for lurking in a large number of channels or viewing streams on pages with several unrelated, active embedded streams, is considered a form of fake engagement and is not permitted on Twitch services.”

Does the app or platform you use have instances where members are motivated to pop into someone’s channel to say “hello, I am here from PLATFORMNAME” and then leave? Are you a part of a system where videos are cycled to generate views and inject this behavior?

Then you may be, in essence, engaging in a form of view botting, albeit a more human version, and also engaging in fake engagement.

Let’s look further into how Twitch defines these things:

Artificial engagement and botting limit growth opportunities for legitimate broadcasters and are damaging to the community as a whole. False viewer growth is not conducive to establishing a career in broadcasting because the ‘viewers’ do not contribute to a healthy, highly engaged community.

As a reminder, fake engagement and artificial inflation of channel statistics are violations of our policies. Participating in, organizing, and/or running these services will lead to an enforcement issued on your account, including and up to indefinite suspension”

Why run the risk? Furthermore, why try to “game” or “cheat” the system to inorganically generate some form of success?

Sure, it can be a good confidence booster, but you’re looking to monetize this, or even make it a career, rather than protecting your analytics and ensuring they are transparent is key, and could make or break a financially rewarding opportunity or deal with a business who will, assuredly, do their due diligence.

Community toxicity

One big issue in the industry, overall, is toxicity and how many creators and viewers engage in this at varying levels. But to take things further, many communities and platforms fuel this behavior or lead the charge.

Association is key, and if you’re aligned or using a service or platform, ensure how they interact, specifically when criticized, aligns with your brand and is something you would not mind a potential business partner or collaborative partner seeing.

Whether a member of the community leaves or someone reports an unsuccessful experience, a brand’s reaction and the behavior/conduct of their prominent members/admins speak volumes in the world of business.

The solution

Explore more viable outlets, look for services more rooted in things such as SEO and internet marketing, and lean into those service offerings and/or benefits. 

There is a reason why influencer marketing and even things as minute as Twitch SEO are gaining impressive traction.

Because, with effort and a professional, dedicated, and intuitive approach, businesses can work in areas that really matter. They can take you outside of the box that a platform’s discoverability model may keep you contained in. It can make you more appealing to businesses.

Explore and re-invent the way you do business. If you’re investing hard-earned money into your equipment and also pouring hours into creating, you owe it to yourself to be efficient with your branding and marketing.

2. Esports

The Esports boom is not slowing down and you can expect the industry to expand further as there is considerable buzz around the college Esports industry in 2022.

The projected boom shouldn’t come as a shock, in fact, it was projected back in 2019 when a report from Estreme Networks and eCampus News “which surveyed 281 technical and administrative leaders across K-12 and higher education in North America, Latin America, Asia Pacific, Europe, and the Middle East, found that –

  • one in five schools already have an esports program
  • 71 percent were considering or might consider adding an esports program in the future

Fast Forward to 2021, and the State University of New York (SUNY) reported that 2,077 students enrolled in a SUNY esports program in the 2021 fall semester, compared to 636 students that enrolled in the 2020 fall semester, and those numbers are going to grow in 2022.

This creates a more competitive marketplace driven by greater revenue opportunities, meaning that Esports teams, players, casters, and businesses need to gain an edge to keep up and scale.

So, where does that come from? Esports SEO.

Let’s backtrack to my article back in August 2021 and what eUnited’ Matt Pothoff said regarding the importance of SEO:

“eUnited does use elements such as SEO to increase visibility when selling merchandise or showcasing new sponsors. Additionally, we help players revise their stream titles and descriptions for better chances of obtaining new viewership when users are searching for different topics on Twitch”

Now, let’s circle back to the here and now, and an interview I did on Gamactica Portals with  Christian Bishop, Director of Twitch Properties:

“SEO and working through the Google machine is incredibly important,” Bishop said.

“This can very much make or break the success of a website or piece of content. Investing in SEO has been one of the most fruitful and rewarding decisions I have made with my media companies. I would love to see creators do more around SEO to drive traffic to their channels and content.

Discoverability and growth can be hard for a lot of creators, SEO might be one of the angles to break through.”

The fact is, internet marketing and SEO are proving to be differentiators in many layers of the industry, including esports, and making it a huge part of the foundation of your team, career, or your organization is more vital than ever.”

There is no denying this need within the esports landscape yet it remains vastly unutilized by many organizations and teams.

3. Video games (Developers and publishers)

Regardless if you’re a big named studio, an indie team, or a solo developer, video game SEO should be a big part of your strategy, because the industry is seeing a rapid YoY increase in revenue flow.

Take this infographic from Statista, demonstrating the market size (in US dollars, billions) from 2010 to 2021 and it speaks for itself.

Statista graph on the size of gaming industry - 2010 to 2021

The influx of revenue means that it demands a more competitive and fluid marketing approach that reaches an exact target market. Given the number of game genres and considering that markets aren’t always the same, you cannot always approach it broadly. For instance, fans of Animal Crossing may not like your FPS game.

4. The new markets of web3, cryptocurrency, and NFTs

Regardless of where you stand on cryptocurrency or the controversial Non-Fungible Token (NFT), they aren’t going anywhere. If you operate in the gaming and streaming industries they are likely already operating in your space.

So, you can choose to disassociate them completely from your brand or be open to working with businesses that operate with them. Regardless of where you lean, you should understand the niches and network with the brands and names within them – they will, more often than not, overlap in your niche.

Marketing will likely do the same and you have probably already seen it exist, in some fashion, in your favorite game, or on a platform you use (such as Twitter), and with the birth of NFT SEO and Crypto SEO, these sectors are going to be pushing even more efforts into penetrating your market space.

Business owners in these spaces will need to rely more on these methods, as a shiny, new-age-looking website will only take you so far.

The importance of marketing and targeted networking will only continue to scale upwards, and those who either don’t use it or refuse to use it all together will either be making their track to success or a much more difficult path.


Anthony DiMoro is CEO of Gamactica. He can be found on Twitter @AnthonyDiMoro.

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Unsolicited Content in Human to Computer Dialog

February 6, 2022 No Comments

Why Add Unsolicited Content in A Human to Computer Dialog? Humans may engage in human-to-computer dialogs with “automated assistants.” For example, humans may provide commands and requests using spoken natural language input (i.e. utterances) which may in some cases be converted into text and then processed, and by providing textual (e.g., typed) natural language input. … Read more

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Content Marketing and PPC Advertising: Better Together

February 3, 2022 No Comments

Content marketing and PPC advertising are most powerful when used together to supplement SEO and sales strategies. How can you get the most from your content?

Read more at PPCHero.com
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