As search engines constantly change the way they value websites, it can seem difficult to keep up with those changes. Luckily, there is a way you can manage your website to make sure you are hedged from these changes.
In this week’s Ask An SEO Expert feature, Beth Corneglio, SEO Consultant at Slingshot SEO, explains how you can make sure your website remains valuable and keeps receiving qualified traffic.
Recommended for YouWebcast: 4 Steps to Creating a Marketing Content Plan
Is there a basic tried and true method for structuring blog posts and other digital content to still achieve SEO goals without having to reinvent the wheel every time search engines change the way they rank content? This is a great question, and in light of it being Shark Week, I’m going to try to relate all my answers about making the best blog post back to Shark Week and why it’s doing so well right now.
You shouldn’t be writing content for content’s sake. Shark Week doesn’t exist just because. Shark Week exists because there was a void, and the people have spoken, and they were like, “We want more sharks.” So, basically, what you need to do when you’re writing a blog is find that void and fill that void. What does your audience want? What is it craving? Basically find your shark, find your appeal, and write content that relates to that audience.
The next thing is to write compelling content. So, Shark Week is awesome. People like to share about it. They like to talk about it. They get excited about it. So, what you need to do when you’re writing your blog post is find something that’s appealing, that’s sharable. If people aren’t clicking on it, if they’re not liking it or tweeting about it, if at least one person hasn’t liked your blog post, then it might as well never have been written, right?
So, what we want to do is write content that gets people excited. Sharks get people excited. Again, you’ve got to find that shark appeal. What is hot in your industry right now? Where is that void, and how can your blog speak to that audience? Because one way you know you’re doing a good job with blog and getting that long-tailed traffic organically is by answering someone’s question.
So, Shark Week does a good job. I mean, it’s on the Discovery Channel for a reason. Sharks make us wonder. They make us question different things. They make us want to learn more about sharks. I mean, that’s the whole point of the week. So is your blog post inspiring people to learn more? Does it make them want to learn more about your service, your offering? Maybe it’s engaging them in a way they didn’t think possible. This could be through video, blog, different digital marketing options.
But the reason that this shark appeal works and will stand the test of time between any Google algorithm is because it’s the X Factor. You’re not gaming the system. You’re not trying to get your keywords in there or anything like that. You’re just doing honest blogging, so your products and services should sell themselves.
You’re finding the void, applying the shark factor, the shark appeal, and really speaking to your audience, giving them great content that’s sharable, and that’s all Google could want. Because if your content is speaking to users in such a way that is compelling and is sharable, then more often than not, you’re probably answering a searchers query within that, a long-tailed query or a direct question that’s going to get you noticed and Google will find you.
So, just writing blog posts that sell themselves – really that’s what’s going to stand the test of time through any Google algorithm update. Hopefully there’s not a Jaws one, but yeah. So, go shark week, and good luck finding your shark appeal.