I’m coming to you from Pubcon this week, and the topic I’m talking about here is our content marketing strategy. It all began back in 2009, when we stopped backlinking and switched to a more effective way of marketing. It’s changed a lot since then, but the basic idea is still the same.
I started looking at bloggersSEO, which is our course for teaching SEO to bloggers, as you might think. I was looking for some of the key phrases we’re trying to rank for. You can do this for your own site by using search analytics. One easy way to do this is to use a comparison. Compare some date ranges, sort by position, and you can see the differences in position between the two dates. This is a good way to figure out what keywords we want to work toward.
Now, we haven’t done a lot of SEO work on this site yet, but we’ve got the Facebook group and the Twitter account. They’re two great branding sources. Google has found these brand signals, and it understands that all of these instances combine into one single brand.
What I’ve noticed recently is the ranking of the site is tied to the activity in the group. The stronger the Facebook group grows, the more activity we’ll have on our site, and the higher our rankings grow. The site doesn’t have a lot of content, so the rankings aren’t tied to any work we’ve done there. It’s all about the branding we’ve done with the social media accounts.
So, basically, your content marketing doesn’t have to focus solely on blogs. It can be Pinterest posts, Facebook group activity, or even one fabulous YouTube ad. Get your audience talking about you, and your branding will connect with your site, raising your Google rankings.
This article was originally published on stewartmedia.com.au.
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Jim Stewart is a leading expert in search engine optimisation. His business StewArt Media has worked with clients including Mars, M2 and the City of Melbourne.
