Posts

5 Popular Content Marketing Myths You Shouldn’t Believe in 2018

As internet trends come and go, they can cause you to abandon your current content strategy and adapt to new practices. By the same token, many of yesterday’s tactics have lost their effectiveness. Protect yourself by learning about five popular content marketing myths that you should ignore in 2018.

Any content will do

Avoid the mistaken belief that practically any content will help you achieve your goals. Instead, you need to understand the people who comprise your audience and use that knowledge to create an online experience that matches their expectations.

Additionally, you must avoid the myth that quantity matters more than quality. If you get in a rush to publish online content, its quality might be diminished, and fewer visitors to your site will have the experience that they’re looking for.

Rather than taking a hasty approach to content, plan your editorial calendar, including the topics and titles that you will cover in coming months. Plan your content and then make sure it has the quality and information needed to engage your audience.

Content Marketing isn’t for “boring” industries.

Sometimes industries and products are so exciting that the words practically leap from your mind onto the page. Other times, you might not understand why anyone would be interested in your content. In either case, what you write matters, as well as how you write it.

In other words, content marketing works for every business that wants to engage their audience and build relationships. The key is to publish high-quality material that solves real-world problems for prospects and customers while adding value to the marketplace.

Anyone can create great content.

Try thinking of content creation as you would think about working on your vehicle. You can do simple things with your car such as inflate tires and refill fluids. However, when the time comes for an engine overhaul, you instinctively look for an expert mechanic.

So, consider involving yourself and your team in the production of basic content while allowing expert employees or freelancers to do the “heavy lifting.” For a freelancer, you can expect to pay between $20 and $30 for each article.

If you get your employees to do the work, consider offering them a chance to work remotely. Doing so can reduce your overhead while substantially increasing employee productivity.

Content marketing ROI can’t be measured.

Every business wants to get ample returns on the money they invest at every level. Unfortunately, many business owners and managers believe the myth that they can’t track the returns generated by content marketing. This isn’t true.

In the end, the goals you set determine how you will measure ROI. So, when you execute a content marketing strategy, you have the responsibility to set goals that contribute to your mission. Also, you need to define relevant metrics that allow you to measure progress.

You can always measure things like page views, downloads, visitor time on site, gathered leads and conversion rates since it’s the engaged website and social media visitors who will contribute the most to your profitability.

Good content is all you need

Don’t believe the notion that, by publishing high-quality content, you can forget about other content marketing issues and SEO.

Even if you have created the most valuable content on the web that precisely meets the needs of your audience, you will still need to promote it. Needless to say, content promotion is a specialized field of its own. In other words, you can’t just promote a Facebook post or tweet and consider the job done.

Instead, spend time optimizing your content to meet the queries of the search engine users that you want to reach. Furthermore, when the time comes to expand your audience, you can utilize PPC and guest-blogging campaigns to promote it.

In conclusion, you have a lot of myths to ignore in 2018, if you want to succeed in content marketing. As you adjust your beliefs, remember that creating a new and successful strategy takes time and effort.


qurban

Jen McKenzie is an up-and-coming author from NY. She usually writes on business, marketing and HR subjects. When not at her desk, you can find her taking long strolls in the countryside or enjoying her free time brushing up on photo editing. You can reach Jennifer @jenmcknzie on Twitter.

 

Effective SEO Techniques That Will Work in 2018

Search Engine Optimization has been a rapidly evolving field. From the early days of merely stuffing keywords onto a page to the more recent trend of having a large number of high authority links, the techniques have adjusted to match our current technology. With 2018 fast approaching, the SEO landscape is once again poised to make a noticeable shift. Here are five techniques that will be crucial to outranking your competition.

1. Use Structured Data to Stand out Among Other Websites

It used to be that the only ways to drive clicks from search engine rank placements were either to rank high or have a very targeted title tag to convince users to click through to your website. Now, Rich Snippets do even more to draw the eye towards your site, giving you a better chance to win clicks.

Rich Snippets are META data tied to your site which can be highlighted text, author profile pictures from Google+ or images found on your website. There’s a whole host of code markups that search engines use to categorize the pages on your site, and many can be found on Schema.org.

2. Optimize PageSpeed for Faster Loading

If your website takes longer than 3 seconds to load, chance are it will never outrank strong competition in SERPs. Your visitors will try to find relevant information on your page, be annoyed at waiting, and leave the page. A high bounce rate due to slow page loading can have a negative impact on your rankings.

To combat this and provide a better user experience, Google has their own PageSpeed tools to help you analyze and optimize your website’s code. By starting there and taking the proper steps, you can decrease the load times and retain more visitors.

3. Lockdown Your Branding for Linkless Backlinks

Backlinks have always been a key element of SEO, and that’s not going to change anytime soon. Google and other search engines need some metric to track just how credible your website is, and linking to it is a sure vote of confidence. But it’s even possible to earn clout on the web without a URL pointing to your website.

The more high-quality websites are talking about and mentioning your brand and website; the more search engines will take that into account. With SEOs having found how to game the system with links for years, search engines have had to determine who the real influencers are and how people are talking about them. By tying your brand and website together effectively, you can be recognized by more than just your website URL.

4. Quantify Objectively High-Quality Content

For years, Google and SEO experts have said quality content was the best way to influence higher search results. While that’s been a correct assessment, it’s been exceedingly subjective what that meant. Hiring a professional writer or creating a lengthy, exhaustive guide for your niche has had mixed results. The truth of the matter lies with what other websites are doing and how you can improve on their efforts.

A quick scan of what your competitions’ websites are aimed at can give you a big clue into what both your visitors and Google are looking to see from your site. Educating your potential customers on the confusing aspects of your niche can also help, similar to what is found on Brilliance’s website. They have an extensive library of educational resources to assist new customers in understanding the process of selecting the right jewelry. Sometimes it might be tempting or exciting to reinvent the wheel, but simply taking your website from where it is to where it needs to be content wise can make a big difference.

5. Tap into The Expanding Mobile User Base

Voice search is convenient, quick, and highly responsive. Users on mobile devices are typically looking for an answer or problem solved quickly. By optimizing your website for mobile devices, you can outrank your competitors who may not have taken the same steps and are lagging behind.

Google is expected to launch their mobile-first index sometime in 2018, so taking steps to prepare for that is crucial. Catering to a new crowd can yield desirable benefits to your business.

As the SEO landscape changes, so too will the techniques required to navigate it successfully. By keeping up to date with these trends as they develop, your business and website will better be able to capitalize on them in 2018.


nick rojas

Nick Rojas is a self-taught, serial entrepreneur who’s enjoyed success working with and consulting for start-ups. Using his journalism training, Nick writes for publications such as Entrepreneur, TechCrunch, and Yahoo. He concentrates on teaching small and medium-sized enterprises how best to manage their social media marketing and define their branding objectives.

Plumber & HVAC SEO: How to Start Content Marketing

Content marketing is the creation and distribution of your content across several digital platforms. Content marketing is just so necessary if you wish to establish your plumbing brand on digital platforms, increase your sales and grow your customer base. Also, from the Search Engine Optimization (SEO) point of view, content marketing is genuinely so beneficial. It allows you to carry out different ad campaigns in the digital universe, while also being able to engage with your audience on social media. The truth is that content marketing is indeed a must when you are considering digital marketing for your plumbing or HVAC services. Take a look now at a few helpful suggestions if you are unaware just how to get started with content marketing for plumbers or HVAC technicians.

Define Just What Your Goals Are

It is vital that you set up your business goals before you get started with content marketing. Doing so will assist you in answering just what you can do with content marketing. You will then need to create a content marketing strategy to help fulfill your business goals. Just some of the goals you may want to consider include increasing awareness about your HVAC or plumbing firm, generating leads, increasing customer brand loyalty, educating customers about your services and increasing web traffic. Defining your goals will help in the budget planning for content marketing and will also help you to quantify the results achieved. An example is something like this. Your goal might be, over the next three months or so, to increase by 2% on Facebook your social media engagement. In line with this is that you will need to decide just how many content pieces you will require and what the cost will be to produce them.

Identify Your Audience

Your audience is not everyone in the online world. Part of your audience might be disqualified by things like wrong age or wrong geography. This means that you cannot market your services to everyone. By adequately knowing the audience to target, you can create valuable and relevant content that they will be interested in receiving. Correctly handling this will not only help to pitch your plumbing and HVAC services better but will also keep you from wasting any money or time on an audience that is irrelevant. If you have some different target groups, you can create content designed for each of them and promote it accordingly. As an example, if you cater to both businesses and individual customers, you can fashion separate content appropriate to each group.

Analyze Your Current Situation

It is essential that you analyze your current SEO ranking and your social media engagement so that you can determine as to just what should be improved. It will also help you decide if you have sufficient resources and capabilities to execute your content marketing strategy properly. If the answer is no, you might have to consider outsourcing your marketing to a professional firm or perhaps hiring some skilled people to address the situation. You can also check just what sort of content has gained more traffic to your website in the past if any. Getting this done will assist you in planning your future content.

Creating Content

Canada Furnace Videos and Images

Example of how Canada Furnace – Kelowna uses video and images on their website.

Content can be created by you in the form of videos, images, blogs, etc. Better engagement, particularly on social media platforms, tends to come with pictures and videos. In fact, a good plan is to have some pictures of the quality plumbing work you have done to be displayed. You can also boost your social media engagement with some funny images. When the subject turns to blogs and videos, your audience can be educated with different topics like “choosing the correct HVAC system for your home,” “tips to maintain your drainage system properly,” “what things to be aware of that your HVAC system might need repair,” etc. Also, to help to educate your intended target, it also helps to establish you as a professional plumbing firm.

When you create your content, it is vital you keep in mind the goals of your company. To best increase the awareness of your brand, your reader should want to know just who created this content that they have just consumed. If increasing lead generation is your goal, content should be sales-oriented. You want to get across to the reader the fact that you are indeed the best plumber or HVAC technician available to them. If increasing social media engagement is your goal, creating content that is casual and engaging will get the job done. And here again, the cost of your content will be defined by the goals that you have. If it is educational content you are looking to provide, it is detailed information that you will have to offer. This means that you will have to increase your blogs word count. Also, your video content is going to have to be longer. It goes without saying that with the length of the content being longer, the cost will be higher.

Promoting Content

If your content is not distributed to your target audience, it is useless. This is why you want to promote your content with the aid of multiple digital platforms like online advertising, SEO and social media. More people are going to get to know about your services when you post on social media pages. The awareness of your plumbing brand is going to be increased if you build a good number of followers on a variety of different social media channels. The truth is that when people discover your content and find it useful, they are apt to share it with friends and family in need of your services. In this way, your post will be getting maximum exposure. And to keep your company page on top of their newsfeed, post social media content on a regular basis. Be aware though that it is indeed a time-consuming task managing multiple social media channels. That is why it is highly recommended that you do make use of social media tools whenever possible to schedule your content in advance.

Uploading plumbing or HVAC service bogs on your website is still another organic way to promote your content. To help improve your website ranking, you need to create SEO-friendly content. To get this done, keywords will need to be added that, in a search engine query, your target audience will use. Keep in mind though that the addition of a few keywords to one blog post will most likely not be enough to improve your website ranking. It is so imperative that you continue working on the creation of multiple blogs that are focused on a specific keyword. Thus, you will need to create and upload blogs periodically.

The fastest way for your content to be promoted is through advertisement. That advertising content can be on search engines, social media or other digital media sources like YouTube, etc. It is highly recommended for a plumbing and HVAC firm to advertise on channels like Twitter, Facebook, and Instagram. Each of these channels has a different way of their users being targeted. If in your experience on social media, you have never created ad campaigns, it is best to seek the assistance of a professional social media advertising firm. You can get your website on the first page of specific keywords that you have selected with the aid of Search Engine Marketing (SEM). For your plumbing and HVAC services, SEM is merely a great way to generate leads. But always be aware that you must be careful while on search engines you are managing your ad campaign. Any mistakes with things like adding or removing keywords, geo-targeting, the bid price, etc. can genuinely make your campaign ineffective. You can also lose some dollars this way. The bottom line here is that you should consult a professional PPC management firm unless you have a precise knowledge of SEM.

Measuring your performance is vital to enhancing your content marketing efforts. Doing so helps you to make any corrections necessary. Now that you have these suggestions to guide you, you can get going with the content marketing for plumbers and HVAC technicians that you have been seeking. If you do need further assistance, do not hesitate to get in touch with an expert content marketing firm.

At Coronation Internet Marketing – Local SEO Vancouver we specialize in helping HVAC businesses increase their online exposure through SEO. Call us today for a free, no-obligation, consultation to find out what we can do to help you.

 

Better SEO For Roofers: A Brief Guide to Choosing Roofing Keywords

As a roofing business, you must optimize your site with proper keywords for better rankings in Google. Finding keywords for your website is especially true if you’re not working with an SEO service. Then you must know how to do your keyword research.

Finding Keywords for Your SEO

When using Google’s free keyword planner to find keywords for your site, here are a few things you must remember:

Start off by doing a little planning. Here you’ll want to write down all the services you offer including roof repair, metal roofing, torch-on roofing, and commercial roofing for instance. Also, determine who your primary target service area is, but keep it simple and realistic. Think about your address and the city you’re in. Your goal is optimizing a page for each service and location.

Once you’re armed with your list of words and locations, head over to Google’s keyword planner at https://adwords.google.com/KeywordPlanner. You’ll want to enter each of your keywords and phrases here. Make sure you change the location around with each of these. This way you’ll have multiple combinations of the same phrases – some with your address and others with the city’s name. Spend time scrolling through the list looking at what the most buyer-oriented keywords are based on search volume. Make sure each of them has at least 10 per month. Make a list of these keywords for yourself.

Add Your Keywords to Your Content

Now that you have a list of all your keywords it’s time you work them into your content, so you get better Google rankings. Getting your keywords into your content is where the real magic happens. You’ll want to create a different page for each of these keywords. Make sure you don’t overuse the keywords too as this is keyword stuffing, a practice Google frowns on. You only want to use the keywords on the service page they’re relevant to. As you do so, make sure you combine them with city phrases too. For instance, if you have the keyword phrase “best roofing company” and you’re in Vancouver, add the H tag and the phrase “Why we are the Best Roofing Company in Vancouver.”

Here you’ve learned how to find keywords. Optimization is another process in and of itself. However, you don’t want to rush into learning everything all at once. SEO is a process that takes time.

If your roofing company’s website needs help being found online, talk to the roofing SEO professionals at Coronation Internet Marketing today.