The result is an Internet saturated with information. Content pieces are a dime a dozen. Quality content, on the other hand, is a much rarer bird, and one offering the greatest value to consumers. But how can that content avoid getting lost among the billions of other posts?
The answer is three simple letters: SEO.
While the large population of bloggers might seem a threat to content marketing efforts, that is hardly the case. All it means is brands must be proactive in making content accessible. It’s not enough to simply trust that content will be found—”If you build it, they will come” doesn’t apply to the Internet.
If you build it, they first have to find it. And finding is the first step to buying: Social4Retail notes that 61 percent of consumers have made a purchase thanks to a blog post they read.
That’s where search engine optimization comes in. Brands have a leg up over individual bloggers in the way they can spearhead search engine optimization efforts. Making sure that current search engine optimization is meeting established best practices will inevitably help your content’s visibility. Over time, the traffic results will speak for themselves.
But this requires investing in every optimization tactic out there. Even though some corners of the Internet have disparaged keyword targeting as an optimization tool on its way out, the fact remains that such strategies still work.
“Are keywords really the hobgoblins of our work as bloggers?” writes Jean Don for Search Engine Journal. “Sure, they’re a main part of doing SEO effectively, but aren’t they also just part of writing well for the electronic age?”
Blogging in itself can generate attention—companies that run a blog experience 97 percent more inbound links than companies that don’t. That’s a great first step, but search engine optimization requires brands to maximize those opportunities.
This attention to detail can pay huge dividends during the holiday season, when online competition for consumer attentions is at its most cutthroat. According to Small Business Trends, a number of simple practices can help brands capitalize on the holiday shopping season.
The first step is starting early. Just as retailers start their holiday sales earlier and earlier every year, holiday-themed content gets the best results the earlier it is published.
Providing customers with holiday gift ideas, as well as sale sections and landing pages for related ad campaigns, also increases content traffic. And, of course, your site should be equipped to handle an influx of traffic without slowing down or crashing entirely.
Every business is desperate to increase its share of holiday shopping. Blogging and creating original content will maintain brand awareness and increase those opportunities—but only if your SEO is helping spread the word.
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