Is your content great, but not ranking? Columnist Kristopher Jones shares some of the more common SEO errors bloggers and content marketers make.
The digital marketing landscape has evolved significantly over the last two decades. And between Google’s ever-changing algorithm and the deluge of misinformation floating through the digital marketing sphere, it’s easy to lose sight of basic practices we should be employing in our own SEO and content marketing strategies.
With every new algorithm update and technological shift in search, we become obsessed with how the field of SEO will enter a wholly new paradigm, and we shift our focus to reflect this. Yet as much as the medium may change, the core principles remain the same — and it’s time to get back to the basics.
We all understand the secrets and best practices of SEO, so why do we often fail to leverage these tactics? Let’s explore five common blogging mistakes you may be making right now.
Unoptimized keyword structure
Despite the rise of semantic search and machine learning technology, keyword research should still take precedence when modeling an internal content marketing campaign. All on-site content should be thematically linked by topics and keywords to your overall business objectives.
If our content is simply covering topics and not keywords, how do we know what users reallydemand? Without keyword research, how can you truly know who your audience is and who you are writing for?
Keywords serve as the bridge between user intent and informational/transactional content. Keyword-optimized content helps to position individual web pages to rank higher organically and drive impressions for targeted searches. This effectively makes blog content a lead generator.
For on-site blogs, the focus should remain on informational long-tail keyword phrases. Common examples include question phrases beginning with how, what, when, where and why.
Other keyword ideas could include actionable phrases that are often searched for, such as the top “tips” and “hacks” to improve upon some process.