What is Content Curation?

What is Content Curation?

To Create or Curate content?

What is content curation and why use it? (II)

What is content curation?

What is content curation?

If you’re asking this question, think about your days at school. If you were given an assignment, you research the topic. Next you would answer the questions of the assignment by finding the best possible information and compiling it.

This is a way to perform content curation on the information you have been given.

Finding and isolating the most relevant information on the topic is vital. The next step would be to organise all the useful information from different sources into an essay that is logical, easy to understand and read.

Content curation is very similar, except no one hands you a piece of paper with questions to answer. Your questions come from your audience.

If you know them well enough, you should be able to determine the audience’s intent: what they want to know. From there you can start providing them with a full-on meal of knowledge, complete with all the tasty bits of information they so desire.

You might have created an article in the past which is still very relevant, use that! Update it and re-post it. This is possible with most online and social media marketing.

You may have read an article from someone who you know to be a reputable source or an expert on the subject. Use their link, just remember to give them the credit they deserve.

If you’re decent at curating, you’ll be able to give the audience the answers to questions they haven’t even asked yet. 😉

Why would I want to curate content?

Content curation has become essential for brands looking to build a relationship with their audience.

It adds that back and forth of human interaction that the world of web so often lacks. It also serves the ultimate and wonderful purpose of assisting your audience and customers find relevant information which will ultimately help them in their lives.

For instance, if you are a dentist, you could post articles on the latest news concerning cavity prevention, or how a change in your diet could keep your teeth from crumbling down to the gums.

As a health care professional, you could debunk medical myths.

The possibilities to do good through curating your content are endless. This type of work does not go unnoticed and is highly appreciated by your audience.

So, let’s sum up why you would want to curate content.

  • Conserve your time and energy… Psych!

It’s been said that it’s exhausting and time consuming to come up constantly with new content. It’s also hard to get all you want to say down in one article, especially when a topic is extensive (trust me, I know).

Curation is an effective way to keep readers up to date and build a comprehensive picture of your topic for them to understand.

But, that also means even more time, research and dedication. That being said, you can save on the resources it takes to create fresh content.

You’re not only re-posting, you’re adding value, your perspective, filling in gaps and verifying facts from multiple sources so that you can…

  • Stay ahead

Be considered a leader of thought in your discipline. An expert.

If you continuously post about the latest, validated and most relevant topics, it will show your audience that you have a deep engagement in your field and are a trusted source of knowledge.

This should build your business a loyal following from your audience. When curation is done correctly, it can strengthen your email list, help define your brand online and strengthen your organic SEO in time – as a by product.

  • Repetition is annoying. Annoying. Annoying

It’s silly to re-create a message if you’re going to say the same thing in almost-the-same way. There’s no need to add to the vast abyss of online clutter on the internet.

As a curator, you should always add value! Sure, extract the best bits to illustrate and explain, but don’t stop there. Add your (educated) opinion, commentary, a review or even a little introduction to help facilitate clear understanding.

  • Avoid narcissism

It can be intensely boring to only write about your business. Don’t get me wrong, it’s imperative to the success of your business, but all too often it can end up sounding like a kitsch, hard-sale pitch.

Note: if it’s boring to write, it will most probably be boring to read. This, in a world full of instant-gratification seeking humanoid monsters, is a death-sentence.

  • Act as a “spark”

Whether igniting online networking opportunities; a new business venture or partnership; or simply inspiring a local reader, our content should have purpose.

It should light fires under the bottoms of our audience! To read; act; buy; to do MORE (hopefully, for good).

  • Grow your business

Keep existing loyal readers stimulated and encourage them to spread your virtual word by staying:

  • Consistent– Regarding usual posting times and quality content,
  • Relevant– to the topics that interest the audience,
  • Original– No repeats, I personally beg you!
  • Somewhat entertaining– By offering a variety of quality articles from different perspectives on the same subject. (since most people enjoy gifts, remember to give value.)

Those were the “What’s” and “Why’s” on content curation. If you’re interested in reading more, such as the “How’s” and “Who’s”, watch this space, part three will follow.

Digital Marketing South Africa – Content curation, digital marketing, SEO

Don’t let the digital world of content curation intimidate you. Let our panel of digital masters take the lead and handle everything related to SEO, while you sit back and reap the rewards.

For more information, contact us today.

An Introduction to Content Curation

An Introduction to Content Curation

To Create or Curate content?

That is the question.

An introduction to content curation

An introduction to content curation

 

An introduction into types of content

There are 3 main types of online content: Content Aggregation; Content curation; and Content creation.

Although for this post, we’re only going to touch on aggregation (I don’t recommend it, you’ll find out why, so just keep reading).

Content creation

Constantly creating quality content is a great, if not the best, way to keep your website up to date and simultaneously give your organic SEO score a boost, thus keeping your business in the eyes of your audience.

So, what’s great about content curation?

We all know how time and resource consuming it can be to usher in original content all the time. Also, if your market is very competitive, if everyone is writing about the same topic, we’re bound be bombarded with many articles of a very similar nature.

This, along with the influence of social media, has contributed to the absolute disarray of content (and spam!) on the internet.

To quote Mitchel Kapor: “Getting information off the internet is like having a drink from a fire hydrant.”

This is where content curation comes in.

The focus and definition of content curation is in the logical grouping, organisation and presentation of the most relevant pieces of content regarding one topic, in one place.

The content could have been written by you in the past (so long as it’s still relevant), or you could have found the source elsewhere.

You could rewrite the posts and fill in any gaps in the information with new, sound knowledge.

Content aggregation

This applies to content curation, whereas content aggregation is simply taking the information from one site and using it on another (or linking to it) as it is. Aggregation contributes to the many duplicates of content on the web, adds no further value and can negatively affect your SEO score.

Curation is kind of like cooking a meal filled with delicious ingredients. Then, after cooking, you pick out the prime pieces of the dish, only the juiciest morsels. Yet, instead of gobbling it up like a little piggy, you share them with your loyal audience.

Sweet, right? You’ve gone through the whole pot just to ensure your readers only enjoy the best. If that doesn’t show you care, then nothing will.

Digital Marketing South Africa – SEO, Digital Marketing, Social Media Marketing

Our digital experts know all there is to know about content curation so you don’t have to. To learn more about content curation and other important digital marketing aspects, contact us.

Digital Marketers: The Mystery Unveiled

Digital Marketers: The Mystery Unveiled

I’m sure by now you’ve found figuratively tons of online information regarding digital marketing.

So, now we hope to answer some of the questions you might have about the people who perform your business’ digital marketing: specialist digital marketers. What does a digital marketer do? What should you expect of the services you receive from your digital marketing agency? Are there different types of digital marketers and what is their role in your digital marketing strategy?

The greatest digital marketers will have a clear outline of how each digital marketing campaign supports their overall marketing goals. The size of the campaign is determined by marketing strategy goals as well as the organic (free) and paid channels at their disposal. They are responsible for building awareness for the business; providing research for prospective customers as well as driving those prospects to conversions.

Digital Marketing Specialists

Digital marketing specialists are those who drive brand awareness and lead generation via all digital channels for a business. These marketing methods can be organic (free) or paid and are used through channels such as:

  • Your business website
  • Social media
  • Search engine rankings
  • Display advertising
  • Blog engines and
  • Email

A digital marketer will focus on various key performance indicators (KPI) for each and every channel in order to accurately measure the business’ online performance. KPIs are measures which are used to assess the success of a digital marketing strategy (commonly measured in conversions).

Digital marketing is an umbrella term that holds all roles of online marketing under it. Just as in traditional marketing, digital marketing is a job that requires many different skills.

In small companies, one person may be able to handle many of the digital marketing tools for a time. However, as the business grows, the responsibilities that come with each role is multiplied, and may require the focus of many specialists. To find all of the necessary skills in one individual is rare, therefore effective digital marketing requires the formation of teams. The rest of this post will focus on the members of this digital marketing team.

SEO Manager / Specialist

Ensuring that a business’ website can be found by the target audience is no easy feat. The role of an SEO specialist is to help the business achieve an acceptable rank on Google and to measure a website’s “organic” traffic.

Traffic generated organically (with free marketing methods) refers to traffic that comes from website visitors who found your business’ page through a Google search.

An SEO specialist uses a variety of approaches in order to optimize your business’ website; this would include collaborating with other specialists to achieve marketing goals. For example: coordinate with content creators to ensure only the highest quality content is produced and performs well on Google.

Main Key Performance Indicators (KPI/s):

  • Organic traffic

Content Marketing Specialist

These are the digital content creators. Digital content marketers are in charge of coming up with a content strategy and keep constant track of the business’ blog-calendar (when to release new blog content).

Content includes static pages; landing pages; blog articles; newsletter; emails and videos. Content marketers often collaborate with other departments to ensure products and campaigns are supported with promotional content on each digital channel.

Main KPIs:

  • Dwell time on page
  • YouTube channel subscribers
  • Overall blog engine traffic

Social Media Manager

Social media manager is a self-explanatory term; however, the industry the business is involved in determines the social networks they manage. These specialists establish a posting schedule for all the written and visual content for a business.

Collaboration with content marketing specialists is common when developing a strategy for which content to post on which social media network.

Main KPIs:

  • Shares
  • Impressions – number of times a business’ post appears on the newsfeed of a user.
  • Follows

Marketing Automation Coordinator

A marketing automation coordinator assists in the choosing and managing marketing automation software. This software allows the entire marketing team to decipher and understand the customers’ behaviours and to measure the growth of the business.

Many of the marketing operations discussed above may be executed separately from one another; however it is vital that there is someone who is able to group these digital activities into individual campaigns in order to track each campaigns performance.

Main KPIs:

  • Campaign click-through rate
  • Lead Generation (conversion) rate
  • Email open rate

Our role as your digital marketing agency includes many roles and responsibilities.

For example, a collaboration between digital marketing specialists may involve:

  • A content marketer creating a series of blog articles in order to generate leads for a new product.
  • The social media marketer would help promote the blog articles through organic and paid advertising on the business’ social media accounts.
  • An email marketer creates an email campaign to send to those individuals who would be interested in the product or more information about the business.

Digital Marketing South Africa

The world of digital and social media marketing is complex and diverse. Furthermore, if you are not using your digital marketing as a tool to market your business then it is guaranteed that you are missing out on incredible benefits.

Digital Marketing South Africa offers you the opportunity to take your business to the next level. Our team of digital and social media marketing wizards are equipped with all the tools necessary to help you grow your business.

You do not need to have your own team of digital marketing specialists, ITM can easily fulfil that role for you. But if you have internal resources we can strengthen your team and add much needed expertise in key strategic areas.

We handle all aspects of online marketing, including:

Feel free to contact us for more information about our online marketing services.

WEBSITE DESIGN CAPE TOWN

It is critical that your web design be modern and use current technology.

In addition your website should support your marketing efforts and include elements such as a blog and Social Media.

Digital Marketing South Africa utilizes the superior professional web design services of ITM Website Design.

The Lesser-known Digital Marketing Tools

The Lesser-known Digital Marketing Tools

Everybody is buzzing about the digital marketing tools: Search engine optimization (SEO); Content marketing; Social media marketing and PPC (Pay per click); but what about the lesser-known digital marketing tools?

The digital marketing tools which form some of the foundation of your online marketing strategy, but that aren’t as exciting. Except, when you hear about their benefits, they turn out to be surprisingly stirring. Today we are going to explore:

  • Affiliate marketing;
  • Native advertising;
  • Email marketing and
  • Online PR and how each can help your business reach its marketing goals.

Affiliate Marketing

What is Affiliate marketing?

Affiliate marketing is a performance-based digital marketing tool that is founded on revenue sharing. It is the method of spreading product marketing across diverse parties, which results in each party receiving a share of the revenue – according to their contribution, of course.

There are many sources on the subject which state that there are either four or three different parties involved in affiliate marketing: the merchant; the network; publisher and customer; or the advertiser; publisher and consumer. But, to be honest, there are two real sides of affiliate marketing: the product creator/seller and the affiliate marketer.

The product creator, also known as the merchant/vendor or retailer, is the party which creates the product. Anyone, from entrepreneurs to large companies, anyone can become a merchant behind an affiliate marketing program. All they need is a product to sell.

The task for an affiliate marketer is to earn commissions via promoting the products of other companies. Find products that appeal to you, promote that product by attracting and convincing potential customers, then earn a commission for every sale you help make.

Examples of affiliate marketing channels include:

  • Posting affiliate links from social media accounts
  • Running a review blog of a merchant’s products
  • Hosting video through programs such as YouTube partner; or
  • An entire website dedicated to finding the best products related to a certain topic, or many topics (such as Amazon.com)

Benefits of affiliate marketing

For advertisers:

  • Market your products only to interested people for no upfront fee.
  • Engage in risk-free advertising: pay only when you see results.
  • Have multiple (hundreds, even thousands) of websites promoting your product.

For affiliate marketers:

  • The opportunity to effectively sell stock without the costs or responsibilities of manufacturing, buying or storing.
  • When working with networks that pay highly, there is massive profit potential and,
  • If performed correctly, the opportunity to create an almost passive income.
  • There is the ability to work online from anywhere at any time, with the freedom to choose how hard you work.
  • A strong social following can almost guarantee that you, as an influencer, will receive many free incentives from advertisers who are looking to boost their brand awareness.

Native Advertising

What is native advertising?

In simple terms, a paid form of advertising that is primarily content-based and is featured beside other non-paid content on digital  platforms. Native advertising is a combination of form: matching the visual design of Ads to look and feel like natural content; and function: Ads which function like natural content, behaving consistently with the seamless user experience.

Native advertising morphs advertisements into content which resembles the content online audiences already seek.

Types of Native Advertising

  • Sponsored content
  • Recommended content
  • In-feed Social media Ads

Examples of native advertising

Many posts on social media represent examples of native advertising. These include:

  • Instagram
  • Facebook
  • Twitter
  • Pinterest
  • Tumblr and
  • BuzzFeed sponsored posts

Benefits of native advertising

  • This type of advertising helps create a seamless experience for the online audience, contributing to the goal of the ultimate user experience.
  • The online audience realizes that native advertising is still advertising, but studies prove that users are up to 25% more likely to engage with native Ads vs. standard banners.
  • Online user bases are also more likely to engage with native advertising than with editorial content.

Email Marketing

What is email marketing?

Businesses use email marketing in order to communicate regularly with their audiences. Email is a great communication platform as it is a widely used – even more so than social media platforms such as Facebook- and lacks the clutter associated with social media as it is generally used for business-orientated purposes and interests.

Types of Email marketing

  • Direct Email – Promotional messages and special offers.
  • Retention Email – Newsletters.

Examples of Email marketing

The types of emails one would create to form an email marketing campaign could include:

  • Welcome emails for new customers.
  • Blog subscription newsletters.
  • Follow-up emails for visitors who have subscribed, downloaded or bought something.
  • Promotions for loyal members.

Benefits of Email marketing

  • An incredible source- There are more Email accounts than Twitter and Facebook accounts combined.
  • Measurability – Track your ROI (return on investment) precisely and make necessary modifications to your campaign.
  • Success – Target your audience to find the ideal customers and keep constant contact to enrich business communications.
  • Cost- Email is one of the cheapest ways to communicate to a broad target audience which can also be specifically targeted.

Online PR

What is online PR?

Dissimilar to traditional PR; online PR is the process of attaining earned exposure with digital publications; blogs and other content-based websites, only through digital marketing channels. However the content is not focused on the product or service, rather topics of interest which surround the product. The channels one could use to maximize online PR include:

  • Engaging online views for your business.
  • Reporter outreach through social media channels.
  • Engaging comments on a personal blog or website.

Examples of online PR

Online PR is a digital marketing tool which influences:

  • Columnists and traditional writers;
  • Websites and brand-sites;
  • Personal and professional bloggers;
  • Social Media users

Via distribution sources such as:

  • Blogs;
  • Social media platforms and
  • Websites

Benefits of online PR

  • It is great for online reputation management. Good reviews bring in more traffic to your website, while bad reviews offer insight into the business’ shortcomings and can be counter-acted with press releases or articles.
  • Online PR does not have to be expensive; many will review your product for no cost if a sample is offered.
  • It can improve your SEO ranking by submitting keyword optimized articles or press releases to blogs, you can increase your back-link profiling.

Digital Marketing South Africa

The world of digital and social media marketing is incredibly complex. Not using digital marketing tools, especially inbound marketing tools, to market your business is guaranteed to be a loss of incredible benefits.

Digital Marketing South Africa offers you the opportunity to take your business to the next level. Our team of digital and social media marketing wizards are equipped with all the tools necessary to help you grow your business.

We handle all aspects of online marketing, including:

  • Native Advertising,
  • Content Creation,
  • Content Strategy,
  • Search Engine Optimisation (SEO)
  • Social Media Marketing (managing and sharing across all social networks)
  • Email Marketing
  • Pay Per Click
  • Marketing Automation

Feel free to contact us for more information about our online marketing services.

ITM – WEBSITE DESIGN CAPE TOWN

Not only that, it is critical that your web design be modern and use current technology.

In addition to this your website should support your marketing efforts by including elements such as a blog engine and Social Media marketing.

Digital Marketing South Africa utilises the superior professional web design services of ITM Website Design.

Defining Inbound Marketing vs. Digital Marketing: What’s the difference?

Defining Inbound Marketing vs. Digital Marketing: What’s the difference?

Inbound marketing and digital marketing, these two terms may seem similar: both focus on creating digital content for online audiences. However, there is a major difference: one resides in the other.

Digital Marketing: An Umbrella Term

What is digital marketing? The definition of the term is one that doesn’t differentiate between different types of online marketing.

These methods include both push and pull marketing tactics (otherwise known as inbound and outbound marketing methods). Therefore digital marketing is an umbrella term in which inbound marketing and outbound marketing fall under.

The role of digital marketing in a business is to effectively market your brand to an online audience. However, your method of marketing, whether inbound or outbound, will have drastic effects on your marketing success.

Outbound marketing

The definition of outbound marketing is a series of tactics which aim to place a marketing message (or an advertisement) directly in front of the viewer. Outbound marketing tactics also aim to show the message to as many people as possible, regardless of whether the message is welcomed or even relevant to the audience.

Examples of digital marketing

Outbound marketing examples:

  • Banners Ads that push products or promotions onto an audience.
  • PPC (Pay-per-click advertising)
  • Content syndication
  • Email Marketing (usually in the form of spam Emails)

The disadvantages of Outbound Marketing

  • There is more difficulty in tracking ROI (return on investment).
  • It’s a high-cost, low-yield solution.
  • There is an increase in blocking techniques (such as Spam filters and “do not call” lists).

Inbound marketing

The definition of inbound marketing refers to the ‘full funnel’ method of attracting; engaging and enlightening online audiences with high quality content in order to turn them into customers.

Inbound marketing tactics make use of high quality online content that will provide helpful assets to the online target market. These inbound marketing tactics attract target customers to the business’ website.

Inbound marketing example:

Possibly the simplest, yet most effective of the inbound marketing tools is a blog engine. Blogs allows your website to capitalize on information regarding the keywords and phrases that your ideal customer audience is looking for.

The other methods which are used with inbound marketing are varied (including both organic and paid methods) and include:

  • Online PR (Public Relations)
  • Email marketing
  • Marketing automation
  • Affiliate marketing
  • Native advertising
  • PPC (Pay-per-click advertising)
  • Social media marketing
  • SEO (Search Engine Optimization)
  • Content marketing

These tactics may be used throughout an inbound marketing strategy. As a result of the work put into inbound marketing strategies, the ideal customer will be delighted when they perform a search and are attracted to your business’ website that is full of useful, high quality content.

Digital Marketing South Africa

The world of digital marketing is dynamic and complex, as is your audience. If you are not using digital, and more importantly, inbound marketing as a tool to delight your audience and market your business then it is guaranteed that you are missing out on incredible benefits.

Digital Marketing South Africa offers you the opportunity to take your business to the next level. Our team of digital and social media marketing wizards are fully equipped with the tools necessary to help you grow your business.

We handle all aspects of online marketing, including:

  • Inbound marketing,
  • Native Advertising,
  • Content Strategy,
  • Content Creation,
  • Search Engine Optimisation (SEO)
  • Social Media Marketing (managing and sharing across all social networks),
  • Email Marketing,
  • Pay Per Click advertising and
  • Marketing Automation.

Feel free to contact us for more information about our online marketing services.

ITM – WEBSITE DESIGN CAPE TOWN

Having fantastic inbound marketing is great, but it means nothing without an equally fantastic website. Therefore it is critical that your web design is modern and uses current technology.

Your website should serve as a support to your marketing efforts and include elements such as a blog and Social Media.

Digital Marketing South Africa utilises the superior professional web design services of ITM Website Design.

 

Content SEO- Your online business ally

Content SEO- Your online business ally

Does online marketing strategy sometimes end up sounding like a Slavic villain attempting to dominate the world? Talking about SEO and strategies, UX’s, canonicalization, etc?

Our goal is to remove those anxious feelings and act as your translator. We’ll show you that you don’t need a course in digital marketing. And you definetely don’t need to hire an advertising agency to get your business to flourish. You just need a little bit of help, which we can provide. We are here to change your opinion and make you aware of your ever-present online ally, SEO.

Search engine optimization (SEO)

SEO is the practice whereby you implement unpaid or ‘organic’ methods (online marketing techniques) to elevate your website to the first of the search engine result pages (SERP). As a result, you increase the quality and quantity of your website’s traffic (while decreasing traffic to your competitors!).

By definition, marketing should allow you to place your business in the line-of-sight of your consumer. Most people pretend to know what they’re talking about when it comes to online marketing, consequently few truly understand how it works.

Hence not many realise that SEO is an imperative part of your business’ marketing plan. Research states that SEO ( online marketing strategies) has a positive correlation to higher sales and marketing leads.

Whether you use an advertising agency, social media advertising, organic advertising, or paid advertising: it’s a great idea to utilise SEO for your business.

This is ultimately a fancy way of saying that you structure your website and content to captivate the attention of Search engines (mainly Google). Which will drastically increase your chances of catching your target market’s eyes.

SEO is for Search Engines and Humans

The goal of Google is to be the most comprehensive online hub of marketing, communication and information. They seek to provide their users with the best quality information available via searching for specific terms.

That may seem like a simple task, but when you think of the billions of websites in the world, combinations of terms, and how long it takes to go through all the spam… Even if your website happens to be very niche, the result is still sorting through thousands.

It’s somewhat equivalent to sifting through a desert to find the finest grains of sand. Then laying them out, in order of quality and relevance, for all to enjoy.

But it’s certainly better, because instead of grains of sand, its millions of terabytes of useful information.

By using SEO properly, you implement marketing strategies that allow search engines to find, understand and index your website correctly. When this is done suitably, the result should land your website at the top of the first page of a Google search.

There are over 250 factors that Google uses in hugely complicated mathematical algorithms to decide the rank of a website. This includes everything from:

  • Design;
  • Standard of user interface;
  • Age;
  • Traffic;
  • Activity;
  • Technical aspects; to
  • Scrolling text.

All these SEO categories can be divided into 3:

  1. Technical SEO – These include foundations such as: sitemaps, robots.txt,  page speed and mobile friendliness.
  2. On-page SEO – This includes a content audit, page titles, URL, meta-description, title tags and semantic architecture.
  3. Off-page SEO – includes back link building, social citations and domain authority.

Without improving the technical aspects, content SEO has the ability to  drastically increase your websites ranking on Google. This deals with the writing and structure of your content, thus making it easy-peasy to navigate for people and Google.

On-page (Content) SEO deals with three main topics:

  1. Keyword strategy
  2. Site structure
  3. Copywriting

Keyword strategy SEO

Your keyword strategy is created based in the findings of your keyword research, this involves:

  • Search intent: discovering what the target market actually wants to know, do or buy;
  • Finding keywords: terms you want your business to be associated with and, more importantly, the terms your target audience would use to find your business.

Your target market already has these questions, it’s your job to find out what they are. The next step is to answer the queries with concise, quality content.

There are three steps to keyword research:

  1. State the mission of your business.
  2. List all the keywords you want to be found for.
  3. Create a landing page for each keyword.

Keywords can be divided into heads and tails. Head keywords are generally short, common and highly competitive as they generate decent traffic for websites. Tail keywords are usually longer, more specific (niche) and less common (thus easier to rank).

At first, your content should focus on the small number of the most common (head) keywords that fit your business best. It would be wise to place them on the highest level pages of the website (homepage and menu categories).

Your business is dynamic, it may change in time. Therefore you and your keyword strategy should be flexible enough change with it.

Site structure SEO

The structure of your website is important for various reasons, here are two:

ONE: So that Google may read and ‘understand’ your site. This allows them to discover important aspects such as:

    • What the site is about;
    • Where the most important content is;
    • How easy it will be to find and index content relevant to your sites purpose and intent

TWO: Ensure that you don’t compete with your own content. You may find yourself with several articles on a similar topic. A decent internal linking structure can show Google which articles are the most important.

The ideal site structure would form a pyramid.

Start simple and get more complicated lower down. Use head keywords higher up and tail keywords addressed lower down in the site’s scheme.

The homepage would serve as the top tier and have content regarding the focus keyword (the main keyword you want to associate with your site).

The top tiers of the pyramid would focus on cornerstone content: articles on head keywords which you are most proud of;  fit the mission of the site best; and which you want to rank most with.

The next tier should form categories that refer to the following pages and more tail keywords.
It is important to link from tail to head (mention tail articles in cornerstone content) in order to tell Google which articles to rank highest.

More characteristics of an ideal site structure are:

  • Incorporating tags and taxonomies to give the site more structure (this assists Google in understanding how to group your articles on similar topics);
  • A clear, logical site map (with unique and apt page titles);
  • A Meta-description (to reflect the relation of the page to key search terms);
  • A lack of duplicate and out-dated content; and
  • Solving orphaned content (which don’t get any links from your other articles/posts).

Copywriting SEO

Content copywriting, like all writing, must be attractive to the reader in order to hold their attention.

However, this specific type requires you to attain the attention of two audiences: the human target market and Google.

The importance of SEO Keywords

The keyword research comes in handy again when you start to construct your site content. By this stage, you should be aware of who your target audience is and what their intent is.

By deducing this, you can then move on to formulating your main message (what you want to tell them) with purpose.

I.e. what you ultimately want them to do with the information. This could be to engage, read more, buy, sign up, etc.

Discovering keywords that your target audience uses should provide some great starting points and ideas for articles. Then the task is to turn those keywords into interesting angles on original content.

Readability

Not only should your content be original, but also well readable for both of our audiences (humans and Google). This is where traditional writing skills come to play.

A well-structured and clearly written article, complete with defined paragraphs, immaculate grammar and superior spelling. These are all part of creating those smooth, information-packed, easy-to-read posts that get our audiences to rank; join; follow; like; sign up; share and buy.

Ultimately, the goal is always to answer the target audience’s questions and ensure a decent UX (User eXperience). They have posed specific questions and these require quality answers.

Thus the role of content copywriting is to incorporate SEO practices to make your website more visible to search engines and answer the target markets queries with high quality content.

Conclusion

There is no doubt that businesses create this informational, original and readable content. The terrible thing is, many never focus on maximising their content’s findability with regards to Google. That obviously means they have this fantastic content that gets lost in a vast abyss of the very average. How truly sad?

What is the point of having website? It is to have your content seen by the largest audience possible. Findability is about increasing the likelihood that Google picks your content for result pages. The higher up your website is found, the more clicks your site will get.

In fact, SEO is all about making 100% sure that your superior content and the product/ service, or message you offer is seen and acknowledged by Google. And as a result, by every person out there that’s looking for your business as an answer.