The Art of Content Marketing

The Art of Content Marketing | SEO Without Borders

Content marketing is commonly considered to be a primarily creative endeavor – oversimplified to the extent that the Field of Dreams maxim of ‘build it and they will come’ is perpetuated with the idea that if content is good enough that it will find its own audience.

Though staggeringly unlikely, it does happen occasionally and such accidental virility in content marketing is enough to perpetuate the myth. However, while there are a few such instances (mostly non-branded memes and videos), branded content marketing succeeds for a very different reason.

That reason is the scientific method:

  1. Ask a question
  2. Do background research
  3. Construct a hypothesis
  4. Test your hypothesis by doing an experiment
  5. Analyze your data and draw a conclusion
  6. Communicate your results

It is only by employing such rigorous methodology and standards that success can become the rule rather than the exception.

The Scientific Method

The scientific method is the long standing academic format for all testing. For a hypothesis to become a theory (in the scientific sense), it must be rigorously researched, tested, analyzed and retested to remove all doubt as to the conclusions drawn.

It may seem odd to apply such a structure to what, as stated previously, is often considered to be a creative practice, yet for the design of a successful content marketing strategy, impact on social media and brand awareness cannot be left to chance.

For any strategy to be truly successful, it must be replicable – and for this, there are few things better equipped than the, itself tried and tested, scientific method. The following sections will detail which stages of the overall marketing process (many of which you may already be aware of) fit with which each level of the process chart and how they can fit together to produce a content marketing strategy on which you can rely for results.

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Julian ConnorsThe Art of Content Marketing

8 Best Practices For Writing SEO Content

 SEO Content | SEO Without Borders

Writing SEO Content

Tips to serve both search engines and your visitors when creating SEO content.

1. Carefully select keywords.

Refer to the previous chapter on keywords. Remember, you should write for your audience and not the search engines, but a little optimization is needed.

When it comes to optimizing:

  • Include a selected keyword in your copy or headline
  • Think about selecting one primary keyword and some supporting ones to go along with it
  • Target a low number of SEO keywords per page (ideally no more than five)
  • Use the exact term
  • Don’t mention it too many times!

* Remember: as long as the content reads naturally then the writer shouldn’t worry too much about how many times a keyword has been mentioned.

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Julian Connors8 Best Practices For Writing SEO Content

A Simple Guide To SEO For Businesses Near Clifton Park Pt 1: Content Optimization

content optimization services | seo without borders

Keyword research tools such as the Google Keyword Planner Tool are a great to use for content optimization, as well as to see how consumers throughout Clifton Park generally look for information or services.

You’ll get better information if you can access the tool through an AdWords account (these are free), but there is anonymous access as well, through which you can get basic information.

Content Optimization for Clifton Park Businesses

Once you access the tool, you can get a rough estimate of how many searches are happening each month on a specific term.

You can filter by location, languages, devices people are using to access the search engines and other factors.

You’ll also want to find out what kind of words consumers might use to search for the type of content that you produce.

You can do this by:

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Julian ConnorsA Simple Guide To SEO For Businesses Near Clifton Park Pt 1: Content Optimization

A Simple Guide To SEO For Businesses Near Clifton Park Pt 1: Know Your Audience

Know Your Audience | A Simple Guide To SEO | SEO Without Borders

The most important thing you need to do if you want to increase the SEO performance of your Clifton Park business is to know your audience and to make sure that your site is brimming with great, relevant content.

And the first step in writing great content for the web is learning about your audience. You aren’t writing web content simply because you enjoy writing and you (hopefully) aren’t writing just to make the search engines happy.

That means that you should be writing for humans not robots, making the content something that users will genuinely want to read, engage with and share on their social channels.

This will, in turn, make for good SEO and help to pull users through the buying process, helping to increase conversions. In the early years of the web, overly optimized meta tags and pages of content that were stuffed with certain keywords and phrases were able to rank highly in search engines.

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Julian ConnorsA Simple Guide To SEO For Businesses Near Clifton Park Pt 1: Know Your Audience

The Evolution of SEO Tactics Throughout Clifton Park

The Evolution of SEO Tactics For Businesses Throughout Clifton Park New York | SEO Without Borders

In the late 1990s and at the turn of the millennium, the internet was starting to become an increasingly important commodity for businesses and organizations throughout Clifton Park, New York.

And with Google being the world’s go-to search engine, webmasters believed that being ranked as high as possible in search engine results pages (SERPs) was imperative.

Original SEO Tactics

In order to achieve this, webmasters would perform a range of different SEO tactics:

  • Paid links
  • Stuffing pages with keywords
  • Link farming
  • Hidden text
  • Cloaking
  • Duplicate content
  • Blog comment spam
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Julian ConnorsThe Evolution of SEO Tactics Throughout Clifton Park

A Simple Guide To PPC Advertising Pt 3: Targeting & Campaign Settings

PPC Bidding and Targeting Services For Businesses Near Clifton Park

So you have now developed a list of keywords that are relevant to your Clifton Park business and have created your pay-per-click (PPC) ads – now you need to decide who, where and when you’re going to show them.

You can use your settings to target a specific audience within Clifton Park and tweak them at any time to improve a campaign’s performance.

You can select the specific ‘networks’, or combination of networks, that your paid ads will be shown throughout Clifton Park. If you select ‘search network’, your ad will appear in the search engine results pages, as well as any of its related search sites.

For AdWords, this would mean Google’s search engine including Google Shopping and Google Maps and also its search partners’ results, for example, AOL and Ask Jeeves.

You also have the option to select ‘display network’ (also known as ‘content network’).

PPC Targeting

You can also target your campaign by:

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Julian ConnorsA Simple Guide To PPC Advertising Pt 3: Targeting & Campaign Settings

A Simple Guide To PPC Advertising Pt 2: Campaign Structure

PPC Campaign Structure | SEO Without Borders

Paid search campaigns are built around your business goals, split by category or business area.

To start a campaign, you need to create an account with your chosen search network, i.e. Google AdWords or Bing Ads.

Each PPC campaign structure contains ad groups – a way of organizing keywords that are closely related, or ‘themed’, and pairing these with relevant ads. Ad groups should contain between 1 and 20 keywords and 2 to 3 ads.

Creating ppc campaign structures and ad groups relating to specific products or services and that also mirror your website’s structure, makes it simpler to create ads that link directly to a relevant area on your site.

This in turn will help you gain a higher Quality Score, getting you lower relative CPC.

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Julian ConnorsA Simple Guide To PPC Advertising Pt 2: Campaign Structure

Pay-Per-Click Optimization For Businesses Throughout Clifton Park

PPC Setup and Optimization Services | SEO Without Borders

If you’re already using paid search (PPC) advertising and are familiar with the basic principles – but want your ads to work harder and improve your return on investment (ROI) – this article is for you.

We’ll explain everything you need to know about pay-per-click optimization in order to boost your performance and achieve the best results possible in Clifton Park, New York.

Pay-Per-Click Optimization Services

This diagram shows how each of the optimization techniques described in this eBook work together to help you maximize the potential of your paid search activities.

pay per click optimization services | SEO Without Borders

Paid search allows you to track what’s working and what’s not in near real time (for example, in Google Analytics) and make adjustments as necessary to your campaign.

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Julian ConnorsPay-Per-Click Optimization For Businesses Throughout Clifton Park

A Simple Guide To Pay-Per-Click Advertising For Businesses Throughout Clifton Park

what is pay per click advertising | SEO Without Borders

Imagine if there was a way to ensure your website appeared on the first page of search engine results when people searched for keywords relevant to your business.

You could write an ad and it would only be shown to people who had expressed an interest in the product or service you offer and you would only pay a fee (pay-per-click or PPC) each time someone actually clicks on your ad and sends a visitor to your site.

That’s how paid search works, in a nutshell. PPC is the standard payment model.

What Is Paid Search?

Paid search ads are those listings that appear at the top of search engine results pages (SERPs), marked as ads or ‘sponsored results’.

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Julian ConnorsA Simple Guide To Pay-Per-Click Advertising For Businesses Throughout Clifton Park

PPC Buyer’s Journey For Consumers Near Clifton Park, New York

PPC Buyers Journey For Consumers Living In Clifton Park | SEO Without BordersUnderstanding the PPC Buyer’s Journey for consumers living near Clifton Park, New York is critical for maximizing qualified conversions.

Today, we will review the conversion funnel, as it relates to PPC, and how businesses throughout Upstate New York can increase the value of their ongoing paid search campaigns.

PPC Buyer’s Journey – Upper Funnel – Awareness

The point of entrance into our funnel is the initial stage, we seek to fill this by raising customer awareness, generating a desire for a product or service, or in seeking to fulfill an extant need.

PPC Buyer’s Journey – Mid Funnel – Consideration

Consumers at this level of the funnel are now aware of the product/service and have begun shopping around, comparing prices etc.

At this stage we are seeking to entice rather than educate.

The reason this section of the funnel is described as dealing with consideration and preference is that, by this time in the PPC buyer’s journey, many consumers will have decided what they want.

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Julian ConnorsPPC Buyer’s Journey For Consumers Near Clifton Park, New York