Content marketing and search engine optimization live almost parallel universes. Good content is generally optimized for both search engines and by the nature of its mass and quality. The difficulty occurs, though, when content marketers sometimes lose sight of the larger goals and, thus, fail to take the right perspective on how to optimize the findability of good content. Optimizing content for search engines usually means writing about a niche market and writing about a keyword phrase targeted to that market. That’s fine; the problem is that you’re missing the target, which diminishes your overall effectiveness and compromises your eventual traffic and rankings.
What should you do in order to optimize your blog for the search engines? One important step is to make sure you have good internal linking from other relevant sites. A simple way to accomplish this is to set up guest blog posts where you invite an expert in a related topic to guest blog on your site and provide a link back to his page on your site. An even better practice is to invite someone to guest blog on your site who has an expert status on his topic. He should also have some external links coming from good sources. This will give him credibility and his link will count just as much as your internal one.
Another key to content marketing success is internal linking. The importance of internal links cannot be overstated. Internal links from related posts or pages strengthens the overall value of your website to search engines and readers. If your internal pages don’t link to each other, search engines will take the word of the external source and ignore your page. For example, if you publish a blog post on how to start your own business, your blog might link to an article about affiliate marketing.
It’s important to follow best practices when it comes to content marketing. When you use CTM links, you need to keep your links as short as possible. You want the readers to focus on what you have to say in each article instead of on whether or not you linked to another page. Keep in mind that you might have to use many different backlinks in each piece so use good best practices.
Use anchor text in your posts and content. Anchor text, also called hyperlinked text, is the words or keywords that you will insert in your post or on your web pages that will draw the reader to your site. Keywords can help with your SEO efforts because they are what people will enter into the search engines to find what you are offering. However, don’t overdo keywords or you won’t be able to show up in search results. Aim for natural keywords that are related to your niche and you’ll attract more readers.
The most successful content marketers don’t worry about backlinks but rather what readers think about their blogs and sites. Content marketing should build readership and your goal is to build a relationship with your readers. Let them know that you care about them and that you want to hear what they have to say. Then share what you know with others through blog posts and articles. By doing this, you’re showing your readers that you have an interest in what they have to say and you can provide them with valuable information.