So, you’ve just had a brand-new website designed for your business, and its fair to say your now pretty smitten with how your new company website looks.
And you know that when a potential customer sees your website, well, you’re more than confident that they will make an order with you.
But hold your horses for just a second there- you may have a great website, and your company website may accurately state what your business can offer- but how do you get customers to land on your website?
Large advertisements at the side of a road?
Well, possibly, but for a large number of businesses these days, the way to go is to invest in search engine optimisation, also known as SEO.
That’s to say many businesses here in Cardiff, South Wales are calling businesses like Walsh Digital Marketing, and that’s because they want quality SEO, that’s delivered at the right price.
And that’s what we can deliver, we are a white hat SEO agency that simply offers high-quality SEO at a very reasonable price.
And a very important part of the SEO process is to write content marketing, so this article explains what content marketing is, and how it can be used to help your business.
What is content marketing?
Well, in a nutshell its often just written text that’s added to your website, so for example it could just be a new blog post.
However content marketing could also be a YouTube video, or something like a newsletter that your visitors request in sent to their e-mail address every now and then.
However, by far the most common type of content marketing is adding blog posts to a website.
Now, you might be thinking, well this sounds really simple, I can do this myself, however here’s the thing content marketing is important, that’s for sure, however its just one part of the SEO process, and as any good digital marketing company will tell you, there’s loads more to think about, such as building backlinks for example.
And here’s the thing as well, some content marketing can be so good it brings hundreds, if not thousands, or possibly even millions of readers, however some SEO companies also write rubbish content marketing.
And rubbish content marketing isn’t just boring to read, so it forces the reader to go and grab an espresso or even two!
No, its worse than that, as rubbish content marketing is likely to increase your businesses bounce rate. Also, if the content marketing is really rubbish, let’s say it just keeps mentioning the same word that the writer wants the website to rank for, well this could mean that the algorithm just thinks the work is total spam.
So for example, lets say for example you run a dental practice, and your dental practice is located here in Cardiff, South Wales.
But the dentists have made the decision that they now want to branch-out into cosmetic dentistry so for example, they want to attract more customers that want their teeth straighter and want their teeth to be whiter- all well and good.
However, if the SEO agency that employ thinks it’s a good idea to keep adding blog posts, that just keep mentioning “teeth whitening” or “teeth straightening” over and over again, in an effort to try and get the business to rank higher for these terms, well, that digital marketing agency would be mistaken!
In matter of fact, this work is likely to be deemed as spam, that’s if the quality of the work is rubbish, and this doesn’t just mean that the website wont rank for these words, it could actually mean that the business incurs a penalty, like a Google Panda penalty.
Why should our business be regularly adding blog posts?
Okay, so when some businesses contact an online marketing agency, sometimes they think that they need help to get their business to get to the top of Google, and once they get there, then that’s it.
But this is often not the case, that’s because just because a business has reached the top once, it doesn’t mean that the algorithm will keep the business there forever.
No, that’s because there will always be other businesses that want that top spot, or just to be ranked higher on Google. So most businesses therefore face constant competition, and therefore if they stop investing in organic SEO, well the business could drop down the ranks, as the other businesses move up.
So, this is why most businesses invest in organic SEO every month. And this will mean that your SEO Cardiff company will be able to add content marketing to your website, with the aim of improving your businesses SEO each month.
Does Google’s algorithm really know if we adding new blog posts to our company website?
This is a mistake that some businesses make, and that is thinking that their website doesn’t seem to be falling down the ranks, because they are not investing in SEO, or that they have just stopped paying their SEO company.
Yes, its true, the website may not drop down the ranks for a few days, weeks or even months, but, then after a major shuffle of where all the businesses rank, you may find that your business doesn’t just move down one or two places, because there’s been no SEO added, well it might move a few pages back.
So, this is why some businesses think well we don’t need to invest in SEO each month, but then get surprised when all of a sudden their website drops off the first page. So this is why most digital marketing companies, ours included, recommend that each business invests every month.
But how will this help to improve our SEO?
Adding content marketing can allow your business to answer questions that your customers may have.
For example, there’s a lot of conversation about how diesel cars are contributing to air pollution, so people may well be looking to invest in vehicles that offer alternative fuels, for example hybrid vehicles.
Yet, people may not know how hybrid cars work, so if you run a car dealership, and some of the cars that you sell are hybrid cars, well, why not write a few really good blog posts about the benefits of owning a hybrid car?
This way you could attract customers that want to purchase a hybrid car, and this is how content marketing can help your business to generate more sales.
What are longtail keywords?
Let’s say your business operates in a competitive business sector here in Wales, lets say for example you run a solicitors practice here in Cardiff.
And your business is just getting started, that’s to say your SEO company has informed you that your business is up against businesses that have been investing in SEO for a very long time, therefore to beat these businesses SEO, well that also is going to take a long time.
So for example, lets say the business is a solicitors practice, and the solicitors practice specialises in divorce.
Now, your SEO company may have informed you that it would be too difficult to get the business onto the first page of Google for the term “divorce solicitors + the name of the city where the business is based”.
The SEO company may have therefore said that it’s possible in say 12 months time to get the business onto the first page for this term, but for now, it will take too much time, as too many backlinks need to be built- now of course, this is just an example.
But, the SEO agency may say we can get your business onto the first page in around 6 months for the term “family lawyers in + name of city”- as this is what us SEO consultant’s call a longer tail keyword.
Now what does this even mean?
Well, it means that less people are likely to be searching for “family lawyers in + name of area” than “divorce solicitors + name of area”- however, this doesn’t mean that the digital marketing agency should ignore optimising the business for this term, as yes less people may well be searching for that term, yet the term “family lawyers + name of city” could still generate the business more sales.
So, sometimes businesses use longer tail keywords as a way of generating business, that’s while the SEO agency takes a longer term marketing strategy to go after the keywords that are more likely to generate more business, like “divorce solicitors + name of city”.
How can it help to obtain more organic visitors?
Content marketing can help your business to obtain more organic visitors, because let’s say your business makes handmade furniture.
Let’s say your digital marketing agency writes blog posts about your handmade industrial style tables.
Well, this means if someone is looking to purchase an industrial table, well your website will be easier to find because you have written this blog post.
Okay, to be fair, just because your business has written one blog post about industrial tables, this doesn’t automatically mean your business will be on the first page of Google, however what it does mean is that if the work is good quality, it could help to improve your businesses SEO, and help to improve your companies SEO for the term “industrial kitchen tables”.
Why must the content marketing be high-quality?
There are now so many SEO companies, we mean just take for example the city of Cardiff, there are now so many marketing agencies. There are companies from Cardiff Bay, right through to the centre of Cardiff.
Yet, as more and more SEO agencies set-up it will obviously mean that some companies will offer low prices, and these low prices can sometimes mean that some will cut corners.
So for example, the content marketing that is deemed high-quality will normally have the following criteria:
· Be well-written
· No spelling mistakes
· Be well-researched, and written by somebody or a group of people that are experts on that area
· Have internal backlinks, and have external backlinks
· Be white hat
· Offer useful information, not just to improve the businesses SEO, but to offer information that businesses customers will find useful.
Why must the work be white hat?
Well, this is a simple one to answer, the work must be white hat to help improve the businesses SEO, but also so that the business avoids incurring a penalty. As low-quality SEO can mean that a business incurs a penalty, such as a Google Panda penalty.
How we can help
Is your business based here in Cardiff?
If you run a business in Cardiff, and your business requires help with its SEO, then why not call us?