Web Marketing Strategy Update

Today I want to talk about the synergy between quality content, SEO and building brands. From what started as a fairly routine monitoring exercise, SEO (Search Engine Optimisation) has moved well beyond just simply tracking and reporting on your keyword selection.

Over the years new factors to look at become more important and need to be added to reports, including looking at multi-channel funnels and conversion rates, which will give you a much better sense of how your campaign has been working to boost your traffic, sign ups and sales.

As well as developing reporting styles and focus over the years, the general principles of SEO have developed and changed. Much of this is to do with Google’s efforts of improving its search results, which has led them to look more favourably on brands.

Building up successful brands involves your reach, or the amount of people you can contact with your messages, and the frequency of the messages. By having a large reach which receive regular updates from your brand you have the makings of a very successful marketing strategy. But how do we get your audience to sit up and take note of your message so you can improve your conversion rate?

The answer to this is through content. Your content is your communication with your audience and you are not just limited to one type of content. You can create different types and use various channels to connect with users that otherwise would be unaware of you.

Content created to cover subjects around your specialised field widens your potential search net and also works incredibly well with social media, where good quality content is shared and can become viral, giving you the potential to pull in huge spikes of traffic. Whereas through creating press releases you can aim to get mentions and links from high ranking authority sites, whose backlinks are still a great resource to your SEO plan.

Another important point about creating great quality content is that if it is published frequently (maintaining high standards of course), it is only going to add credibility to your brand, encouraging more people to directly search for your brand name. For example, creating content such as video, blog posts and infographics is a great way of propagating your branding, through distributing them throughout social networks and social bookmarking sites to encourage sharing and voting. As they become more popular you can expect to receive more links to your site which can help boost your pages Page Rank, helping you achieve better search rankings.

Building your own recognisable brand has many advantages for SEO and by sticking to your aims to increase your reach and make sure you post high quality content on a frequent basis, making full use of social media channels, you will create a fan base that doesn’t just search for your type of products or services, they will look for you specifically.

This article was written by Frank Collins as an entry to Silicon Beach Training’s SEO training competition where you can win a limited edition pack of Top SEO Trumps.