How to Use Article Marketing to Improve SEO?

Included in article marketing should be useful, informative content, created with its online audience in mind. When a specific topic in the article is searched for in a search engine, such as Google, it shows in the web pages, along with blog posts and other sources related to that topic that it is listed in.

Article marketing is a content marketing technique that combines writing and posting articles across different platforms, with the aim to promote the desired business or website through its backlinks included in the article.

The highest-ranking pages are bought to the top of a search engine, this means they have good SEO. So, when an article is being written you can adapt the content and optimise it to help you reach the top of the search engine. Optimising your content can be a very important aspect of your marketing as it can lead to a huge increase in traffic to your website and business.

Article marketing is not only a strategy to improve your SEO; it can also generate traffic through many different channels, such as social media. With businesses growing their reach across different audiences, they can adapt their content with their posts to suit the platform. Here are some of the platforms listed below:

  • LinkedIn
  • Twitter
  • Facebook
  • YouTube
  • Other blogs
  • Guest posts
  • Email campaigns

When starting your article marketing it can be easier to create bitesize steps to establish what best fits your business and the users you are trying to reach. These are some of our recommended, simple steps for you to get your content exactly how you would like:

1. Choosing Your Topic

Firstly, you will need to choose a topic that you know will be of interest to your audience. Create a list of these areas which you think will be the most effective whilst thinking about the key parts to your business that are most enquired about e.g. cost, designs, content, service?

2. Research Your Keywords

Now you have your topic and aspects that are going to be included, you will need to plan the keywords that are relevant and will be most searched for in a search engine. There is no use including words that are not used in your field or are never searched for.

To help with this step, there are many tools like Semrush that will be useful in this stage of the process. By doing some research into specific words and if they will be effective to your SEO.

3. Writing Your Content

With your research done, you can now start taking on board what you have learnt so far and begin writing your content. This is also a good time to analyse your content and make sure it has great SEO, helping it to rank higher in the search engine. Some of the aspects include the following features:

  • An interesting title and clear headings throughout your text.
  • Ensure your content is interesting.
  • Adding internal and external links.
  • Using a good URL structure.

Another feature that would be beneficial to add at this time would be different types of media. Add some creativity into your article with images, videos, digital tools and PDF’s which will attract a larger audience and improve your SEO!

4. Publishing Your Content

Now your content is ready to go you will need to find a platform that will publish your work. It is important to find a platform that has the right audience for your content, and provide the best results. There are many platforms and blogs, that will host your article on their site and include a link back to your website to drive more traffic. Look at useful platforms like AI Guest Posts and FAT JOE, that will publish you articles for a small fee and you will benefit from their large audiences and reach across popular industries.

Now the hard work is done, watch the results of your article marketing and see how successful it will be to your SEO and bringing traffic to your website.

The Types of Content Marketing

Content marketing is the creation of information and content and how this can be shared across different materials and formats, such as videos, blog and social media. The main idea is to entertain or inform the audience, whilst delivering a business goal. Here is an example of some of the variety of content marketing that is used across different businesses:

  • Blogging
  • Video
  • Podcasting
  • Infographics
  • Email
  • Visual content
  • E-books
  • Newspapers
  • Presentations
  • Quizzes’/tools
  • Checklists
  • Courses
  • Webinars
  • Free apps
  • Social media posts

When thinking of content marketing, the two most popular ways, which have grown hugely, are blogging and podcasts. The statistics for blogging have increased globally, but in the U.S. the number of bloggers between 2014-2020 increased by 10 million!! Similarly, the global growth for podcasting is expected to increase by 31% for 2028. With huge markets like these, is it understandable how content marketing has become so varied and can appeal to larger audiences.

Here is a more in depth look at some of the most popular types of content marketing:

Blogging

After being around for such a long time, blogging still accounts for a large percentage of the content marketing that is out there. With most blogs being written about products or services relating to a business, it is easy to see the results made from creating the blog and why they are so popular. Alongside this, blogs also carry a non-expensive price tag – ideal for small businesses or those on a tight budget. You can find free options or choose platforms to post your blog that you know will reach a much larger audience.

Blogs are also a great form of content marketing to use whether your business is small or large. If you have a small business and you begin posting a blog, this will entice the following you are looking for or alternatively, if you are an established business, the personal touch of a blog will add a genuine nature to your business and show your audience you are a trustworthy brand.

Social Media

Like blogging, social media is also huge in the content marketing industry. There are now so many different channels to engage with your audience, and this element does set social media apart from other types of marketing. By creating a social media post, the ideal result is to be seen and engage with your audience with an almost instant reaction or feedback from them.

Like blogging, this is also does not take much funding, unless you are looking to push this further and track your results and analytics. By tracking the results on your social media content, you will be able to see what is working and generating the most traffic to your site.

Podcasts

With podcasts, the initial cost of equipment and set up is a little more to take on than blogging but the potential audience for this could be huge. It is important to plan what you are going to say in your podcast to make sure it is not just ‘off the cuff’ and meets the reason of why you are doing the podcast. After all, the main aim of the podcast is to raise awareness of your brand and target those areas that are harder to reach with other types of content marketing.

Like with social media, there are lots of celebrities who have also joined the world of podcasting as a way of creating a relationship with their fan, just like businesses can do with clients. Podcasts can be found on many popular apps like iTunes, Spotify, and many radios stations and websites. They are convenient for people to listen to on the move, and they can do this at any time.

Conclusion

Whichever type of content marketing you choose for your business, remember you need to create a clear and well-documented plan. When creating your content marketing strategy, you should:

  • Consider who your target audience is
  • Define your brands identity
  • Understand your buyers’ journey
  • Know the benefits of your products and services
  • Identify measurable goals
  • Create an action plan

Creating a content marketing strategy sounds like a daunting task, however if it’s done right, there is no reason why you shouldn’t start seeing some immediate results!

Search Engine

Understanding the Stages of a Search Engine

One of the most common goals within marketing is to rise through the ranks and be on page one of Google, Bing or Ask.com, but how is this achieved? With so many processes involved in bringing your content to the forefront of search results, it is understandable that stealing that prime position on page one is difficult!

There are certainly more than four stages to this process but breaking it down makes is easier to understand and implement into your own content marketing. Here are our 4 easy steps to understanding how your website gets ranked:

  • Crawling
  • Rendering
  • Indexing
  • Ranking

Crawling

When a search engine requests webpages from websites’ servers, this is called crawling. For example, if Google itself was searching through their own web browser typing in or clicking on a link to a webpage. Search engine machines all visit webpages similarly to how we do – when a search engine visits a webpage, it complies notes on the webpage of the content and the links. It will make sure to visit all of the links on that webpage and make a copy of them.

Most of the major search engines have their own technology to do the ‘crawling’ for them, and they are called ‘Googlebot’ for Google and ‘Bingbot’ for Bing. These search engine ‘bots’ can discover webpages’ links in some of the ways listed below:

  • When links are created back to their page
  • Through backlinks
  • Social media posts
  • Documentation including links
  • URLs found in written text and not hyperlinked.

In some instances, it will depend on how accessible the links and other information is to the bot, and it can affect how the search engine interprets the webpage. Therefore, showing the importance of creating strong backlinks and doing this in different and creative ways, such as guest posting.

Rendering

Once the search engine crawls a webpage, it will then ‘render’ the page. Rendering involves taking the HTML, JavaScript and cascading stylesheet (CSS) information to generate how the page will appear to the user on a desktop or mobile. 

Search engines will store compressed files of how these pages will appear. Some will only keep a shorthand version of the webpages in a much more simplified formatting, i.e. just the text.

Indexing

The next step in this process, is to determine what the content of the page is about and whether it will be stored in the index. Similar to an index of words found at the end of a book, the search engine index works in the same format.

A search engine index contains many keywords and keyword sequences that are featured on the webpage, and it then associates them with a list including where the keywords are situated.

Indexing is also like a master database look up table, allowing to easily find exactly what you are looking. Of course, this is now much more advanced – when you type in your keyword to google it lists all of the URL’s that would be of interest to you based on the keywords across a huge scale. Search engines like Google are keen to keep this search engine as effective as possible so there is a chance that any content that is of low quality, will not become indexed and make it high in the ranks!

Ranking

The most popular step in this process, ranking. Once a search engine has a list of all the webpages associated with a particular keyword or keyword phrase, it must decide an order that all of the pages relating to those words will appear. Ranking is a very complex step which so much time and investigation has been spent on because getting it right is the difference between success for some businesses.

Most people who work within the SEO industry will know or have heard of the ranking process and the ‘algorithm’ in how it works. Different algorithms can include number of pages, views, clicks, comments, likes, shares. With new pages and links added every day, Google’s method to rank these is done quite quickly allowing an opinion to be made about the authority and usefulness of the page with its hundreds of factors included in the algorithm.

Simply understanding these stages to a search engine ranking, can help your content marketing preparation by including some of these points to achieve that no.1 spot!

The Benefits of Regular Article Creation

Article creation is the process of how articles are started, titled, written and developed, and is a key component to any content marketing. Planning an article before it is written helps decide whether the content you are about to write is going to be beneficial to your readers. It needs to be relevant to its audience and grab their attention from the masses of other sources now online. Article creation gives you the opportunity to attract new customers seeking information on a particular topic relating to your work or business, or alternatively help you know how to reach out to those new customers.

All successful marketing strategies include good content marketing which is reflected in their article creation. By doing this regularly enables you to connect with exactly what your readers are looking for at every stage in the engagement process. If you can capture their attention throughout, it will build a strong relationship between you and your audience, and they will trust your content or business above your competitors.

The great thing about article creation is that whatever you put into it, you should get out. If you have taken the right steps in your planning this will show in your results. By regularly creating content you are ensuring that you are staying ahead of any competitors, but the main online benefits of doing this are ultimately to:

  • Both attract new audiences and maintain your current reach
  • Increase traffic to your website
  • Improve SEO and your website rankings
  • Learn more about the type of content you are providing and develop your work

To achieve the above benefits, try to keep in mind your target audience whilst working on each aspect of your marketing. As we know, marketing is not just about written articles, it can be across social media, website advertising, paid posts and much more. These types of platforms are continually growing to be successful with the amount of people who use social media that is only makes sense to spread the marketing across these areas too. When doing your content marketing is it equally important to include Regular article creation on these platforms too. It is all about being seen on social media so scheduling good content ready to post on a regular basis is a good step to keep your audience engaged.

Whilst writing across this range of media, try and use specific keywords in each article to keep your targeted topics similar. In turn this will improve your SEO and maximise your exposure in organic search results. This content you put out to your audience could be the first stage of them buying into your product. It is a good ideal to monitor these keywords and trial them for an amount of time before replacing them with some other keywords and seeing which is most effective with your audience.

If you are struggling with this aspect there are many useful online tools that can assist you in everything from your article creation to complete marketing strategy. Sites like SEMrush have many useful templates and tools to get all of your ideas together and help with article creation.

How to Build an Effective Guest Blogging Strategy?

From past success of guest blogging, we are aware that there are lots of benefits to it and as there are so many different aspects that can help you improve your content, to assess where to publish your posts, and increase your traffic through backlinks, it is a good idea to collate these together and develop a strategy to do this easily and effectively.

It is not easy to acquire guest blogging opportunities, especially as more and more professionals and companies are entering the world of content. So how can we navigate this crowded field more effectively? Look at the following steps and see if you can implement these into your own guest blogging strategy:

Market Research

Content marketing research is the best place to start. Identify your audience you are aiming for and spend time learning what content they are most interested in. You can do this via multiple sources from; articles, reports and surveys to social media and what posts they are engaging with and sharing. This is the time to establish exactly what your audience will want from reading your content and will allow yourself to ask questions like, which topics concern them the most? What are they looking for? This will in turn help you to understand what content to include in your own work going forward.

Set your goals for your guest blogging

Once your market research is finished, you can then begin to set goals such as:

  • Raise awareness and recognition of your work
  • Improve SEO through connections you have made
  • Building quality backlinks to your websites
  • Drive more traffic to your site and get more leads and then sales
  • Become one of the leaders in your industry with brand authority
  • Increase the number of newsletter subscribers or social media followers

Find opportunities

With your research done and your goals set, you now need a platform to publish your content. It is important to find the right platform for this and think about relevancy, is your content going to be relevant to the website, and generate the right kind of traffic? The engagement of the site, you don’t want to put your content on a site with a low domain authority. There are many platforms that you can find which host multiple brands to make it easy to find a website relevant to your content and good DA’s. If you find a good site but it isn’t relevant to your content right now, create yourself a database of sites and take a note of it – it could be useful for future content.

Write your guest blog

Now you are ready to write your blog. Think about all the research you have done to get to this point and zone into this when writing your title and the keywords to include. Keywords are an important part of your content as this is what will make the difference between good and bad SEO. Good SEO will lead to a positive result in SERP. For your piece to generate traffic and be at the top of the search engine results you will need to include those keywords!

A good way to also boost your SEO is also through link building. Carefully choose the links that you are linking to and ensure they are valid and relevant sites. By adding these links, it will boost your SEO and the brand you link to.

Share and track your content

Once your content is complete and you are happy with the following aspects:

  • keywords
  • links
  • the style of your piece
  • uploaded to your chosen site
  • you can track this progress

It is then time to watch your results happen. Keep records of your traffic and leads and see how effective everything you have done up until this point has been. One of the main aims of guest blogging is to reach new audiences and expand your audience, so keep an eye on if this is working!