Posted to Ben Finklea's blog on June 22nd, 2009

All Content Should Get SEO Love

We are currently living in an era where content creation and distribution has been democratized. Anyone can blog, tweet, status update, and build and write a website. This makes the playing field increasingly crowded in gaining the “share of read” of any Internet user. This also takes the bar down a notch or five, when it comes to the consistency of quality. Just because someone has a blog, doesn’t make them a great writer. If you are creating content for your business or organization online, keep these SEO words in mind. It is no longer, “write it and they will come”, but “write relevant, interesting content and they will convert.”

White papers, ebooks, blogs, social media, and webpage content not only needs to be interesting and relevant, but useful and valuable. Most people searching the web are actually searching to find the answer to a question, or a solution to a problem. Your business provides services or products that provide an answer or solution, but if you don’t know how to effectively tell them that, you will not be able to help them. Content used for marketing purposes should achieve a variety of goals for your business, such as lead generation, increase sales, improve retention and establish yourself as a thought leader. It should educate and inform the customer or prospect. Providing value to a customer will solve their need, whether it be informational- or product-based.

This is important because buying decisions in today’s digital age is much different than the traditional customer experience. Potential customers research online through multiple sources before generating the validation of any decision. In an era where information is more valuable than ever, it is a great marketing tool to provide selfless, valuable information to help influence buying decisions.

The Internet provides a deep pool of resources, so it can be very difficult to be found in the search results. If you can optimize your website and your content with the keywords and phrases most relevant for your business, you will have a much better ranking. Keywords and phrases need to be included in title tags, meta descriptions, and throughout the actual on-page content. Be careful not to stuff your content. It doesn’t read naturally and upsets the search engine spiders. A quality keyword density is roughly 2 percent. Keywords and phrases, if used correctly, can make a significant difference in your traffic and your relevance with the search engines.

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