What SEO Consultants Know About Content Marketing That You Don’t But Should!

Search engine optimization (SEO) & content are interconnected pieces in your business marketing ecosystem”.


Content is baked into every marketing strategy.

Whether you realize it or not, content is there, was there, and will always be there. Otherwise, you’ve got no there there.

Having a simple website with no new, regularly refreshing content would be like paying to advertise your business in an empty billboard frame. You’ve got the pole, the platform, the support structure, and the frame where the sign would go, but you’ve put nothing inside it.

Your “empty billboard” budget would return no value because it would be anonymous for you and irrelevant for your prospective customers.

Content contains meaning, that’s all.

Whether you assign it or not, content is any “thing” which conveys or confers meaning outward, into the world, up to and including simply the name of your business.

Do you remember phone books? Back in the days when local service providers would give their shops names like AAA Propane Services or 123 Pest Control. That was to get to the top of their section listing in the yellow pages. (It was a practice called Yellow Page Optimization (YPO). By no one ever.)

But it was content all the same. And, it had search value. When you let your fingers do the walking, you start at the top of the list.

Content carries its own water.

In the march of marketing, you don’t need to worry about dragging content along behind the supply lines. Content handles its own, has a broad back, and marches right behind the business leaders.

Sure, neither content nor marketing were traditionally thought of as “line functions.” But, tell me, who thinks traditionally anymore?

What does content do for you?

  • Position your business as a thought leader
  • Make your business stand out in a crowded local field
  • Communicate your business value & unique sales prop
  • Build trust, credibility, & social capital with your target audience

Grow that audience with email newsletters, social sharing, & other distribution channels

What does SEO content do for you?

First, let’s define terms – what is SEO content?

We’ll crib from Brian Child writing clearly & generously over at Moz Blog’s Next Level series:

Search engine optimized content is the strategic process of researching and writing website copy with the goal of maximizing its impact in the SERPs [search engine results page]. This requires having a keyword strategy, the ability to conduct competitive analyses, and knowledge of current ranking factors”.

Here’s what your SEO Consultant knows about that content:

  • It strengthens the signals your site sends to search engines &
  • Improves ranking factors, like session duration & page depth, which in turn
  • Builds your site’s authority in search, meaning you show up higher on SERPs & that
  • Grows your audience with organic traffic from clicks on SERPs

Good content opens doors. But you betta work.

Not just any ol’ content will do.
Brian Childs again, “Words matter in SEO, and spending the time to get them right is a big part of creating content effectively.”

Your local SEO Consultant helps you find the right words.

When you work with an SEO professional, they’ll go through a careful discovery process with you, listening to you and learning about your business and industry. They’ll complete extensive SEO research on your behalf including a look at your competitors’ online activities. Rely on their years of know-how and their analysis of your situation to help develop a list of keywords, semantic fits, and long-tail search phrases that should act like siren songs to your prospective and existing clients.

You’ve got to know your audience.

You’ve been in their shoes. You’ve run the same traps, jumped through the same hoops, dealt with the same ol’, same ol’. Share your lessons learned and knowledge about how the sausage can get made more effectively, more efficiently, and less expensively. Make their life easier.

Make it valuable & relevant to your target market.

Your customers are going to have specific questions. Your content ought to provide specific answers. That’s your bread and butter.

Teach your customers the topical content. Don’t sell.

Everybody hates a come on. We’ve all become very busy and very savvy shoppers in both B2C and B2B. These days, like as not, we won’t make time for lectures and we won’t invite strangers into our homes (or screens) to demo vacuum cleaners.

When a brand doesn’t immediately show us “What’s In It For Me” (WIIFMe), we’re on to the next one.

While you’re at it, show, don’t tell. Be compelling, germane, & on topic.

Remember the empty billboard analogy — there’s no content there. Well, there could be. An empty billboard in a major market would certainly be compelling. So much so that your prospective customers drive by it everyday thinking, “What is the artist trying to convey? Is this a postmodern reflection of our daily pursuits and commutes?”

That’s hardly valuable to your business marketing.

Craft content for busy humans.

The reading level should be easy. No ten dollar words when a dime’ll do. Use images, graphics, headlines, subheads, things that break the copy into small bite-size chunks. Make sure your site plays nice with whichever device calls it – whether it’s an iPad on a train into the city or an Android on the tram at the airport.

SEO content that make friends with bots, spiders, and engines.

Your SEO Advisor will make sure your easy-to-read, relevant, shareable, valuable content is packaged and presented properly “on the back end.” In the code of your website, many factors are not made directly for human eyes, like metadata and _______. However, their correct and consistent usage results in your website being seen more often by human eyes.

So many types of content. So little time.

It’s not just blog posts and email updates. There’s white papers, infographics, interviews, guest posts, podcasts, video blogs, tutorials, ebooks, downloadables, landing pages, confirmation pages, thank you pages. There’s content for every step along your sales funnel from first contact to first sale to repeat customer.

Just like a good sommelier can help you make the right wine choice for your meal, your SEO Consultant can help you understand the many content varietals out there and which one is best suited to your goals and campaigns.

SEO: Why You Should Care

Have you ever questioned the value of search engine optimization? Or maybe you understand the importance, but don’t know where to get started? In today’s digital-driven world, search engine optimization (SEO) is not something to ignore if you want a thriving, successful business.

Studies have proven that search engine optimization (SEO) is a vitally important part of your online success, producing a greater ROI than traditional forms of marketing for start-up and for well established firms.

What is SEO?

Wikipedia describes SEO as the process of affecting the visibility of a website or a web page in a web search engine’s unpaid results — often referred to as “natural,” “organic,” or “earned” results. In short, a good SEO strategy can make your company visible online, allowing your services and products to appear in search results for terms and search queries directly related to your business.

Why invest in SEO for your business?

 Forbes states that investing in SEO is more important now than ever.

  • Cost-effective. An SEO plan can be scaled to work within any marketing budget, and is a bedrock for your online presence — producing longterm results.
  • Organic traffic increase. SEO boosts organic traffic to your website; it’s a great lead generator that allows you to market to consumers seeking products and/or services that are specific to your business.
  • Improved usability and user experience. SEO goes beyond search engines — Google demands for quality-driven content, and SEO opens the door for enhanced usability and user experience.
  • Trust and credibility. Users trust search engines, and when your business ranks well it provides more credibility to your company in the consumers eyes.
  • Web data analytics. With the use of Google web analytics, unmatched insights are learned about your customers, the performance of your website is tracked and consistently optimized for improved engagement with your online market. The results of your SEO efforts are measurable.
  • Quality content. No matter how good your SEO is, you’ll never get the results you’re after without good, compelling, market-relative content that’s easily accessible to your online audience. SEO demands a healthy content profile.
  • Social media marketing. Social media is intertwined with SEO and plays a valuable role in ranking. Social media campaigns are a part of what is referred to as ‘inbound marketing’, where attention to your customers are brought through social media, and directs organic traffic back to your website.
  • Online reputation management (ORM). SEO includes off-page, quality-driven link building and online reviews that help build authority within the web, and directs users back to your website. Think of these resources as online referrals which promote and build local presence to improve overall search positioning, trust and ranking for your business.
  • Competitive advantage. If you are not doing it, your competitors are. SEO can gain great advantage with outranking your competition and establishing longterm success.

“The Fireplace Blowers Online team has been working with js-interactive for years to empower our creative content and strengthen our online visibility. As a direct result of their efforts, our organic SEO is industry leading and our profits have never been better.  If you have doubted even for a second the power of SEO, give Justin Staples at js-interactive a call.  He’s a world class gentleman and will treat your business with every ounce of professionalism it deserves!”

Terry BakerOwner

What can we do for your business?

We improve your search visibility and give opportunity for your business to rank higher than your competitors. Our goal is getting your online positioning to page 1 of Google. The first step is to provide an SEO audit (analysis/report) of the current health of your online business before implementing a comprehensive SEO strategy and plan.

For more questions on how you can get started today, please feel free to contact us. Let’s discuss the long-term benefits of search engine optimization for your business.

Why You Need SEO

Do I need SEO?

Let’s consider the fact that over 4 billion people now use the internet, and when it comes to acquiring any sort of information, the internet is now the 1st place people go to learn more about your business. With these numbers only continuing to grow, it’s not hard to understand the significance and the importance for having a good SEO plan in place for your website. Whether you’re an existing online business, or new to the internet world, with hundreds of thousands of stores now available on the internet, it’s important that your online customers are able to find you. Take one example, when a user searches for something like ‘Milwaukee hotels’, search engines want to show a list of results that are relevant to the topic of ‘Milwaukee hotels’. Search engines will analyze all of the web pages that they’ve ever visited and pick out the pages that they believe are the most relevant to Milwaukee hotels. They determine this by evaluating lots of different factors, including how your content is written and implemented in code, as well as how other websites around the Internet are linking to you.

If you’re a business, there are some very real and very specific benefits to having a consistent, ongoing Search Engine Optimization strategy. Without an SEO plan, it becomes very difficult for your online shoppers to find you and learn more about your business and what your business has to offer.

How can SEO benefit my business?

Here are a few highlights on what an SEO plan can do for your business:

  • Increase visibility online – With the correct title tags, meta descriptions and market-relative & creative content, your website becomes more relevant to search
  • Improve usability – How your website performs plays a significant role in SEO. Clear value propositions need to be made to where users can easily access information they need, and navigate through your website. Without good usability and architecture, the chances for conversion can be impacted by a greater chance of frustrated users leaving your website upon access.
  • Increase web traffic – According to a study by Conductor over 310 million visits to 30 different websites shows that organic search accounted for 64% of all referral traffic.
  • ROI – Whether you’re running an online store or not, SEO provides trackable, quality results. An SEO strategy includes increased traffic, rankings and conversions, and almost every aspect of it is trackable and measurable.
  • Provides inbound marketing & lead generation – SEO has become the #1 source for leads, holding greater value than paid advertising.
  • Increase in visits and sales directly relate with ranking in local search – More consumers are using local search queries to identify local businesses to find locations, hours and directions. According to Google, 50% of consumers who performed local search on a mobile device visited a store the same day.
  • SEO leads to brand credibility – High ranking in search results provides credibility, and trust for online searchers.
  • Cost effectiveness – The inbound nature of an SEO strategy directly targets user actively seeking your services or products.  This results in a more qualified marketing strategy than an outbound paid media strategy which generally requires greater costs (on an average 61% more) to generate leads.
  • The majority of consumers research products online before visiting a store – According to studies, GE Capital Retail Bank shows that 81% of shoppers research and compare products online before making a local purchase.

If you would like to know more information on how SEO could benefit your business, feel free to contact us for a consultation. We’d love to hear from you.

5 Universal Key Questions for your SEO Strategy Audit

Being able to creatively write content for your website or your blog like any other writing requires skill.

Google search engines really push creativity for site authors, and encourage structuring your content and writing in a way that keeps material interesting to read for your users. If your content is market relative, and if it engages your target audience, they are more likely to stay on your page, and to share your posts via Facebook, Google Plus, Twitter and other social media networks. Web copy differs from published or print copy, and have a greater incentive to stop reading content on a webpage (where you have other clickable links, etc.); So it’s critical that your website copy is clear, concise, and provides answers to commonly asked questions relative to your target market.

When it comes to building content, our experts at MOZ have put together 5 KEY QUESTIONS, that marketers should be looking into when formulating creative content for your SEO strategy.

  1. What does our organization create that helps solve searchers’ questions or problems? Your product or service should present expertise, value and solve questions most likely being asked by searchers.
  2. What is the unique value we provide that no one else does? Don’t just present your content in a way that says “we’re better than the top 10 on the list”…explain ‘why you are ten times better than anything on the list”
  3. Who’s going to help amplify our message, and why will they do it? Having material that people care enough about to share. Who is your target customers and who influences your target customers enough to share. This is what helps build ranking signals and amplifies your company’s message. These people, however, aren’t on social media…these are those customers who love you so much, they don’t want to share you with others. There has to be a strategy that’s a level above this…you need press, bloggers and social media sharers to influence your target audience.
  4. What is our process for turning visitors from search into customers? As part of an SEO strategy …. what will it take for people first visiting you from search, from a problem or a question that they had that you answered— become a customer?” If you don’t have that process yet, it has to be built. The optimization of this SEO strategy is referred to as conversion rate optimization.
  5. How do we expose what we do that provides value here in a way that engines can easily crawl, index, understand, and show off? This question leans more towards classic SEO. While we may have the answers to keyword questions, how can we show this off in a way that is not only structured well and reads well, but is crawled and indexed by Google.

If you can answer these five questions, then you are on your way to providing a tactical approach to your SEO strategy. If you’d like learn more on why you need SEO, click the button below!