Creating best-in-class content is wonderful, but it can't help your website's search engine rankings if no one ever sees it. How can you ensure that it gets the audience it deserves? The answer is to optimize and promote that content.
Let's start with your content's title. Whether you've created a video, article, informational graphic, white paper, or jut an incredible blog post, your content's page needs a powerful title. It's the first thing that comes up for it in the search engines. You're limited to 60 characters, and you'll want to fit in both keywords and, if possible, a sense of urgency to convince people to click. As Kristi Hines notes, "if it's an infographic on content marketing strategies, you wouldn't want it to be just Content Marketing Strategies but Content Marketing Strategies You Need to Implement Today."
Next, you'll want to write a strong meta description. It's true that meta descriptions won't help you rank higher on the search engine results pages, but searchers still see them. Many use them to decide whether they should click through to the page. Think of the meta description as an extended version of your title, and use your allotted 160 characters to tell those searchers why they want to visit your content.
If your content includes images, you should use your article's main keywords in the image file's name. Use the appropriate ALT and TITLE tags as well, so searchers looking for images will be able to find you.
So you've optimized your title, meta description, and images. Now you need to start promoting your content. You have a lot of options here. You don't absolutely need to use them all; depending on the content you've produced, not all of them will be appropriate. But getting those links out there means more people will come across your content - and if it really is as good as you think it is, more people will link to it and share it with others.
Start with the social media networks. Facebook, Twitter, and LinkedIn are considered the big three, of course. But there are lots of other social networks on the Internet, and one or more of them may produce even better results, depending on your content's topic. Build a good following on these networks and you might find your website traffic increasing accordingly every time you post a link to a great new piece of content.
If you have a mailing list with subscribers, you can send out a message with a link to the new item. It makes a nice change of pace from sales-focused emails.
Do you regularly read and comment on blogs related to your topic? You might be able to leave a link to your new content at the end of a comment. If you do it right, other readers of that blog will see the title of your content, and may be intrigued enough to click through and check it out.
If you've produced a video, an infographic, or something else that is embeddable, you might want to email other bloggers who cover your field. Let them know what you've created, and why you think their readership would find it valuable. If the blogger agrees, they'll be happy to share it with their audience - and your content will garner many more viewers.
By using content optimization and content promotion together, you'll generate curiosity and interest, which can lead to more clicks, more visitors, and hopefully more readers of your quality content. Good luck!
Read more: http://www.searchenginejournal.com/the-keys-to-content-marketing-improving-search-rankings/28720/
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