In the past, if you wanted to improve the overall ranking of your website, you would have to learn metadata, title tags, headers, H1-H3, etc. and details that programmers speak of in code and jargon. While these aspects are relevant, there is lots you can do yourself to improve the ranking of your site. It’s called content marketing, and aside from your time spent creating and sharing content, it’s all free.

Content marketing is based on information sharing and generosity and recognises that consumers are researching and looking for answers themselves before ever making contact with your company.

Here are four ways that your content can improve your website rankings.

#1 Lots of rich information about your industry, services, and products - and update it regularly.

The main way that search engines rank your website is through the information on each page of your site. Not to say that each page needs to be a mini essay stuffed with as many keywords as possible, but by using each website page to include relevant and interesting information, you’ll be providing Google with SEO gold. Updating your website with new pages, new media, and new information will all help grow the organic ranking of your website for your relevant keywords and Google searches.

#2 Regular, fresh updates with new content (like a blog)

Ongoing content creation is one of the best things you can do to improve the search engine rankings of your website. A news module, or a blog, on your website means you can easily and quickly share industry news, information about new products or services, and offer tips and product knowledge information specific to your company.

Content marketing is a great way to demonstrate your competitive edge. Using a mix of video, images, and words, you can continually demonstrate industry superiority and show different facets of the business that your customers are likely to be interested in.

Content marketing comes in a range of formats. Keep it interesting by delivering a range of different content types like:

  • Blogs
  • Presentations
  • White papers
  • Infographics
  • How-to guides
  • Videos & animation

While content should be keyword rich and support your targeted keyword and search strategy, your articles are first and foremost to be value-adds for readers, offering insights, tips, trends, information, or advice.

#3 Regularly sending out email newsletters

Your corporate database is another great place to start to where to share your content. Create a monthly or quarterly newsletter that consistently offers quality content relevant to your target audience. By consistently sending out eNewsletters, you aren’t relying on customers to remember to come back and visit your site; you‘re delivering interesting content directly to their inbox.

The open rate and success of your email newsletter will often depend on the age and quality of your corporate database. Mail Chimp has created a guide for industry based benchmarks on open rates and expected click through rates for specific industries that can be used as a guide.

#4 Sharing your content on social media

Social media is great for sharing quality content. Posting to your company LinkedIn or Facebook pages with a link back to the full article on the website is a great way to get relevant visitors onto your site to explore your range of products or services offered.

Social media is a great engagement tool, used effectively for getting closer to customers and understanding their interests and needs

When using social media for your business, there are some general best practice guidelines you should adhere to.

  1. Always use URL Shorteners in Blogs and Social Media – This is highly measurable and saves valuable posting space. Think Bit.Ly or Google URL Shortener, etc.
  2. Link content back your website
  3. Think mobile – is the content you have posted relevant/accessible for mobile?
  4. Respond quickly! Respond to everyone and give everyone the benefit of the doubt.
  5. Be brief
  6. Be visual
  7. Share content from the blog – but post a different intro to the blog before linking your social posts back to the website
  8. Have a social media policy as to what you post, who posts, and any approval processes
  9. If you aren’t going to be active, don’t use it
  10. Remember to value to your followers and to engage with your customers – not to shamelessly promote your business

Content marketing - as in having an up to date website with regularly updated content and sharing the content to customers and social media - works best when it is part of an integrated program. When done together, you are getting the maximum reach out of every piece of content you are create.

Icon Visual Marketing can help your business take advantage of content by recommending the right platforms and tactics to maximise your exposure and engagement with existing and potential consumers. For content marketing strategies that take your goals in mind, contact Icon Visual Marketing on 1300 138 984.