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    Content Marketing For Search Engines

    Matt Scroggs • Nov 07, 2023

    In the vast landscape of the internet, where information is a currency and attention is a precious commodity, businesses and content creators are engaged in a relentless battle for online visibility. As the digital realm continues to expand, the role of search engines in shaping our online experiences becomes increasingly pivotal. When it comes to being found by your target audience, it's no secret that search engines reign supreme.


    Enter content marketing, a strategic approach that has emerged as the driving force behind online success. In this digital age, creating valuable, engaging, and search engine-optimized content isn't just a marketing strategy; it's a survival tactic. Your content isn't truly effective until it finds its way to the top of search engine results and connects with the people who need it.

    This blog will be your guide to understanding the intricate dance between content marketing and search engines. We'll explore the strategies, techniques, and best practices that can propel your content to the forefront of search results, ultimately driving organic traffic, nurturing customer relationships, and boosting your online authority.


    So, if you're ready to embark on a journey into the world of content marketing for search engines, where the words you craft hold the keys to your online success, let's dive in and uncover the secrets to achieving prominence in the digital realm.

    Strategic Content Planning: Key Questions for Search Engine Success

    In the ever-evolving realm of content marketing, your success begins long before you put pen to paper or fingers to keyboard. Effective content planning is the cornerstone of your journey toward online visibility and higher search engine rankings. To guide your content marketing strategy, consider these essential questions:

    1. Are you showcasing your core competencies? 

    Your content should reflect your expertise and the unique value you bring to your audience. Make sure it highlights your core competencies, positioning you as an authoritative source in your field. Search engines reward expertise, so it's vital to showcase your knowledge through your content.

    If you're writing about topics at the heart of your business, you'll establish yourself as an authority on the subject, building an archive of content optimized for the questions that bring prospects to your website and use keywords naturally. For example:


    • A business that offers outsourced account services should write posts about the importance of having a qualified accountant, the selection process used to find skilled staff members, the scope of the work virtual accounts do.
    • A solar panel company should write about the technology behind its products, the cost savings its customers realize, and the positive impact solar users have on the environment.


    These posts may not appeal to the masses, but they'll appeal to your target audience. It's a better approach than covering popular or trending topics, and then attempting to make loose connections back to your business with keywords forced in.

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    2. Are you answering customers' questions?

    Valuable content addresses your audience's needs and questions. Conduct research to understand what your customers are searching for and ensure your content answers those queries comprehensively. This not only attracts visitors but also positions your content as a trusted resource.


    Your blog content shouldn't just be a place to plug keywords. It should be an opportunity to answer FAQs about your business, and cover topics important to your customers.


    When Google introduced the Hummingbird algorithm, it started a slow move away from strings of keywords and toward semantic search. It recognized that people are less likely to type keyword strings into search, like:


    • “Outsourced account services”


    They're asking questions or searching with long-tail phrases to find specific information, such as:


    • “Should I outsource accounting for my small business?”
    • “Cost of virtual accounting services.”


    By creating content that answers these questions, rather than just plugging in keywords, you're optimizing your site to show up first in search when people look for this information.


    However, keyword research is still a cornerstone of any effective SEO strategy. It helps you identify the phrases that competitors are targeting, the phrases that customers are using, and the phrases that are actually bringing people to your website.


    To learn more about how quality keyword research can help you improve your online marketing strategy, check out this blog post.

    3. Are you adding engaging visuals?

    Articles with relevant images or graphics get 94% more views, according to a study.


    The internet has been inundated by visual content, and images are becoming critical for online marketing. Not only are images people-pleasers, but they can improve your SEO by increasing dwell-times and reducing bounce rates (people tend to flee when they see block text). These are two factors that Google considers when ranking content in search results.


    Pro-tip: optimize images for search with custom titles, alt descriptions, and descriptions to make them crawlable. Google Bots can't tell what the image contains unless it's accompanied by text they can 'read.' It's also useful for viewers. In case the picture doesn't load, they'll see a description of what a broken link should be there rather than just.

    4. Are you creating unique meta descriptions?

    While many old-school SEO tactics have fallen out of favor, meta descriptions are more important than ever. To perform well in search, you need to create unique meta descriptions that:


    1. Summarize the content in a sentence or two (150 to 160 characters)
    2. Include a keyword or long-tail keyword, if possible
    3. Provide some kind of call to action (e.g. Learn about the 5 questions you need to ask yourself...)


    Remember that when Google shows your content in search results, users only see the headline and meta description. These two snippets need to be compelling enough to get readers to click your content rather than the ones that rank above or below them in results.

    5. Are you adding internal links?

    Internal linking strategies are an important, and often overlooked, part of SEO that can enhance your content's discoverability and authority. Ensure your content includes relevant internal links to other pages on your website. These links help users navigate your site and establish relationships between your content, both of which search engines value, such as:


    • A landing page with more details about a product or service
    • A resource page where readers can find additional information
    • Another blog post that provides complementary insights


    Internal linking is good for SEO because it gives crawlers a direct pathway to other pages on your website. This allows for flow of PageRank (or link equity) and promotes indexing.


    Plus, it gives readers a reason to click deeper into your website, reducing bounce rates and exit rates. Google considers these engagement metrics as a signal that the information on the page was useful to visitors, and is more likely to push that content to the top of rankings.

    Crafting Compelling Content: Strategies for Search Engine Impact

    Writing content isn't just about putting words on a page; it's about creating a narrative that captivates your audience and resonates with search engines. Here are key strategies to elevate your writing for optimal search engine impact:

    Improve, don't reuse: elevate your existing content

    Your existing content is a goldmine waiting to be refined. Rather than recycling, focus on improvement. Update statistics, refresh examples, and add new insights to breathe new life into your content. Search engines appreciate updated and relevant information, and so do your readers.


    When it comes to content, there are few unique ideas on the web. With billions of sites on the internet, most topics are covered. This can make industry-specific blog posts seem pointless. However, this isn't the case. There's room for repetitive themes and topics online, as long as you abide by one key rule: improve upon the alternatives. 


    Say, for example, you want to write an article about home purchase tips for first-time buyers. This article may exist in hundreds of different forms, so you need to make your iteration stand out in a good way before hitting publish.


    How?  


    • Add more content than the competition (e.g. increase word count, add imagery, incorporate a video, etc.). If the top post on Google has five tips, try to up your number to ten great tips. Incorporate an infographic picturing the tips is a memorable way.
    • Partner with a professional writer; grammar, sentence structure, and flow should be excellent
    • Incorporate additional information that goes beneath the surface and provides a unique perspective

    Refreshed content rivals new: the power of keeping it current

    Out of ideas but still need to publish? Afraid of putting something bad on your blog listing page just for the sake of posting?


    Under these circumstances, reusing your OWN content is an excellent option. Add new ideas, incorporate fresh imagery, update out-of-date wording, link to other blogs on your site, and publish again. 


    Refreshing content is extending the life of posts and pages that already rank well, providing a way to improve concepts that have already proven successful. Plus, refreshing can save time, helping you publish consistently without compromising on other marketing priorities. Trends evolve, and information becomes outdated. Regularly revisit and update your content to ensure it remains timely and valuable.


    Be careful, however. Using the exact same content may raise duplicate content issues with Google, so put a fresh spin on the content you plan to refresh. Additionally, only posting rewritten articles is not recommended either – readers may start to recognize re-used themes.

    Expand upon your ideas: dive deeper for greater impact

    Historically, 500 words has been the benchmark for content length: long enough to provide value, short enough to keep readers engaged. However, some marketers claim that Google and readers favor longer, more comprehensive articles. Don't settle for surface-level content. To stand out in the vast sea of online information, go beyond the basics. Expand upon your ideas, providing in-depth insights and comprehensive coverage. The more valuable and thorough your content, the more likely it is to be recognized and favored by search engines.

    Here’s what you need to know about the best length for your next piece of content.


    The Construction of a Blog Post

    A good blog post contains the basics of any quality piece of writing: an introduction that establishes the thesis, a thorough description of the subject at hand, and a conclusion that wraps up the main message. Blog posts should also include a call to action, attracting the reader’s attention to company offers or services.


    What Research Says About Blog Content Length

    Research indicates that there is an overarching objective answer to the question of blog length. Experts have found that blog posts with at least 1,000 words rank best. Posts of this length or longer are more likely to contain relevant information at a valuable level of detail without going too far in depth. Another study found that the posts on the top page of Google have an average length of 1,890 words, indicating that, on the whole, longer content performs better — despite perceptions of short attention spans in internet users.


    In terms of sharing, even longer articles tend to do even better. Blog posts between 3,000 and 10,000 words — content falling into the long-form category — yield the most shares. One resource states that an average reading time of 7 minutes is most effective, giving readers adequate time to learn about a subject without risking a loss of interest.


    Hitting the Right Notes

    However, in many cases, the true requirements for a blog will vary based on what needs to be said; filling an artificial word limit isn't worth it if your message is compromised. Fluff – content written to meet a word count – is worse than a shorter blog post that sends a clear message.


    Quantity vs Quality

    Since the Panda algorithm update in 2011, sending low-quality pages plummeting to the bottom of the SERPs, quality content has been a major factor for a decade. More recent shifts, like Penguin and Pirate, have demonstrated more of the same: Google cares about good content. Quality content is also more likely to drive engagement, build trust, and inspire discussion and social sharing, providing more ways for you to reach out to your target audience.


    Quality over quantity functions on two levels: the physical number of posts, and what you have to say in your posts. As with frequent posting, long content can be great – but only when it's necessary. Your marketing shouldn't be long for the sake of being long; instead, focus on adding value in as many (or as few) words as it takes to do so. Ultimately, Google emphasizes value over a specific word count.

    Optimizing Content for Maximum Impact: Strategic Techniques

    Content marketing begins with writing, but it doesn’t end there. Once your content is crafted, the journey doesn't end—it's time to optimize. Blogs optimized for search engines are accessible to users. After writing, consider these strategies to make sure your content is easy for Google to rank and your target audience to find.

    Be selective with keyword choices: precision over volume

    Keyword selection is an art. Instead of inundating your content with keywords, be strategic. Choose relevant keywords that align with your content's theme. Optimize strategically, focusing on user intent rather than sheer volume. Search engines appreciate precision and relevance.


    The best way to choose keywords is to utilize words that naturally fit your content. Use one or two long-tail keywords (three or more-word phrases) that a user would search for when looking for information related to your content. Include one or two target keywords in each blog post. Add these to your post title, header, body, URL, and meta description, but don’t overdo it. Your content should flow naturally; keyword stuffing produces choppy content.

    Can I Post Without a Target Keyword?

    While the importance of keywords can't be understated – after all, these are the words and phrases web users utilize to generate relevant results online – it's possible to put too many eggs in the keyword basket. Keyword usage is not the only thing that matters when it comes to ranking content.


    Why Ranking Matters

    In essence, the better a site ranks, the more likely it is to score a visit from web users. The sites Google ranks well – those with a strong presence, high-quality content, and an effective approach to marketing – are considered to be more valuable and reputable, and 75% of clicks go to results on the first page. This figure diminishes from there, leaving sites unlucky enough to appear on pages two, three, and beyond out in the cold.


    How Long Does Content Take to Rank?

    Due to the mechanics behind Google's web crawlers, ranking isn't an instant process. A great web presence builds value over time, and older sites often carry more clout than newer rivals on the scene.

    As one study identified, top-rated sites for any given keyword are, on average, around two years old, showing that building a strong presence can take time. Only 22% of sites created in the last year rank at the top, demonstrating a need for long-term commitment in the search for a solid, stable rank. Domain authority, referring to the strength of a site's backlink profile, makes a difference as well, and so does the volume of keywords searched.


    So, what does all this mean?


    While incorporating keywords is certainly important, Google's algorithm is now adept enough to identify concepts and link words, displaying hits for phrases that appear across a website rather than those found all in one place. Instead of writing for the sake of keywords, content marketers should be focused on creating content for a purpose, offering value to readers that transcend a simple vehicle for words and phrases.


    When planning your SEO and content strategy, think more about what you can give to your audience rather than what your content can do for you. When you take the focus off of keywords and rankings and put it toward developing your brand, you're far more likely to produce content that packs a punch.

    Finding the balance between ranking well and adding value isn't always easy, but putting an emphasis on the latter can be worthwhile. While keywords are important, they're not the only thing that matters, especially in securing a prized first-page rank.

    Mobile-friendly matters: responsive design for enhanced visibility

    In today's age of smartphones and tablets, more people are using mobile devices to access search engines. As a result, big search engines list mobile-friendly content at the top of search results. Making the most of mobile options, such as responsive design, for your blog gives you greater visibility. Images are great, but they do not need to be high definition. Lowering the quality of an image can speed up the load time on mobile and decrease your bounce rate.

    Consider your meta description and image alt tags: elevate your metadata game

    Meta descriptions give the user a glimpse of what to expect on your page, providing an accurate preview and persuading them to choose your listing. Your meta description should capture the attention of a searcher and make sense.


    Additionally, incorporate keywords in your meta description that best represent your content. If you match keywords in your description with the search query, your keywords will be bolded in the SERP.


    Also, add alt tags to your images that relate to your content. Search engines use this information when listing results, making your content even more accessible for people who rely on image results to find content.

    Make sure your content is updated with voice search

    Since the introduction of Apple's Siri in late 2011, talking to your phone has become the norm. Windows' Cortana and Android's assistant feature joined Apple’s innovation, making it possible to search the web, find information, and explore news stories through voice alone. This trend has only accelerated with the introduction of smart home devices, like Amazon Echo and Google Home. 

    The Divide Between Text and Speech

    In some ways, text and speech are similar. Text tends to use the same phrases and grammar as spoken word, at least to an extent. However, the habits taught for effective Google searches do not generally translate into normal talking patterns. As such, while someone looking for a shopping mall may type "shopping malls near me" into Google, they're more likely to say something like "Where is the closest shopping mall?" to Siri.


    Voice search queries are longer and more complex than a traditional web search, too; a standard search uses one to three words, while spoken queries are typically between four to six. Keywords and phrases are emphasized online, whereas users speaking into a device are more likely to speak in full sentences. 

    There's a lot to be learned from voice queries from which companies can benefit. For example, the kinds of spoken questions asked can provide greater insight into where a customer is in a purchase funnel. A web search like “Levi jeans" doesn't mean much, but the question "where can I buy Levi jeans" is a much better indication that someone is ready to make a purchase. 

    Write conversional content: engage your audience naturally

    Engagement is key in the online landscape. Craft content in a conversational tone to connect with your audience. Conversational content not only resonates with readers but also aligns with search engine algorithms increasingly favoring natural language patterns.

    

    Your online searchers can find you on the web, and that's great. Now it's time to bridge the gap and help them find you via voice commands, too. Here's what you should keep in mind as you optimize content for the evolution of voice search trends.


    • Conversational content is a priority. When you post content, make sure it sounds similar to human speech patterns and follows common colloquial phrasing searchers are likely to use. Use tools like buyer personas to identify who your target demographic is and make sure your content matches accordingly. 
    • Incorporate full questions as often as possible, including queries that start with who, what, when, where, why, and how. Add these kinds of questions into the headings of your content or as page titles, as they fit naturally. Focus on long-tail keywords that fit with normal speaking patterns. 
    • Make sure structured data and schema mark-up are incorporated into the back end of your website to better help search engines process your data and pair your content with voice queries. 

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  • What's the Deal With Duplicate Content?

    Along with best practices, there are certain cardinal sins in the creation of content to avoid, duplicate content being among these. Duplicate content can be a subtle saboteur in your quest for online visibility. In this section, we'll unravel the complexities surrounding duplicate content, exploring its definition, significance, causes, and effective solutions. Here's why Google dislikes duplicate content and what you can do about it.

    What is duplicate content?

    Duplicate content refers to identical or substantially similar content that appears in more than one place, either on the same website or across different domains. Search engines aim to provide diverse and valuable results, making the presence of duplicate content a potential concern.

    Why does duplicate content matter? Understanding the impact

    Duplicate content raises a number of important issues from both a search engine and a site owner perspective.


    From Google’s perspective, duplicate content presents a conundrum as there is often no way to determine which content is the original source and thus which pages should be included or excluded from an index, as well as which versions to include in search results.


    For site owners, duplicate content offers similar problems, including the potential of having a page excluded from rankings entirely. Search engines rarely show more than one version of the same text, so duplicate content across your site creates problems with visibility and competitive advantage. This can dilute link equity as well, forcing those linking to your content to choose between various available pages.

    The causes of duplicate content: identifying culprits

    Most site owners struggling with duplicate content didn't create these situations intentionally, and many may be unaware of duplicate content issues. This is largely because duplicate content arises inadvertently, through tactics like:


    • URL variations derived through parameters like click tracking, the use of session IDs, or even printer-friendly versions
    • HTTP vs. HTTPS page types
    • Copied content, like manufacturer information on product pages 

    Addressing the issue of duplicate content: proactive solutions

    So, you have duplicate content on your site. Now what? There are ways around most instances of duplicate content, including:


    • A 301 redirect to your original page, highlighting to search engines what to rank and ensuring visitors end up in the right place
    • The "rel=canonical" attribute that indicates to search engines that a particular page is essentially a copy of another parent page
    • Meta no index is a meta tag that instructs search engines to ignore a page for ranking purposes
    • Setting appropriate search domain and parameter handling using the Google Search Console
    • Utilizing consistency in internal links
    • Taking care to create fresh, authentic content for things like product descriptions


    How you ultimately handle duplicate content will largely depend on the source of duplicate content and your preferred back-end techniques for handling problematic URLs. 

    RivalMind: Content Marketing Agency

    At RivalMind, we craft holistic digital strategies, centered around your primary goals. Our content marketing team works to craft powerful marketing plans that drive results.


    To talk to a member of our team, give us a call at 331.228.9636 or complete our online contact form.

    Matt Scroggs, CMO, RivalMind

    Meet the Author

    Matt Scroggs

    CMO RivalMind

    Hi, I'm Matt Scroggs, a digital marketing strategist. For two decades I served as the senior digital marketer for several global, iconic brands. Today, I'm the chief marketing officer at RivalMind, an agency 100% dedicated to helping companies thrive by driving transformational growth through innovative digital marketing. I'm also a lifelong Cubs fan, a faithful family man, and a web analytics junkie—relentlessly tracking conversions, loyalty, and advocacy, which are often as elusive as the pennant!

    Specialties: Helping Businesses Grow, Marketing Strategy, Idea Guy

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    Welcome to RivalMind. Our purpose is to help your business thrive. We are a digital marketing agency that offers SEO, PPC, Web Design, Social Media and Video Solutions as tools to our clients for online business development and growth.


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