I’ll admit, I’m getting a little hungry thinking about the impending Thanksgiving holiday, but that’s not the [entire] reason I’m writing this blog post.
Think about this: a turkey takes all day to cook. I mean, you wake up at 8 AM to put that bad boy in the oven, and then you have to torture yourself for hours smelling the unfinished product. When it’s finally done, the last thing you’re about to do is throw away the leftovers. Who wants their hard work to go down the garbage disposal? So, for the next two weeks, it’s gobblers and turkey soup aplenty.
And no one really complains about gobblers or turkey soup because, come on, they’re delicious.
I promise I’m going somewhere with this.
When you write a really good piece of content, it’s kind of like a Thanksgiving turkey. You put a good amount of effort into it, and you’re going to make the most out of it – right? Because if you aren’t, you should. There’s no guarantee that when you write a really well-researched, informative, and/or interesting blog post, you’re going to get as many pageviews as you’d want on it. There’s no reason you should call it a loss, especially if it’s something you think your target audience would want to know.
I was writing a blog post about the essential ways to winterize your home for a client who does HVAC installations and repairs. It’s getting cold out there, and their prospective clients probably want to know how to winterize their homes to save energy and keep the house at a comfortable temperature. If they missed the blog post, they shouldn’t miss out on the info! So, here are a few ways to make leftovers out of perfectly good content (without, of course, plagiarizing yourself).
- Revisit old posts on social media. A few days, weeks, or even months (if it’s still relevant) after you write a good blog post, don’t be afraid to tweet about it again for anyone who might have missed it! A simple tweet or Facebook post reading, “It’s cold today! Don’t forget to check out our blog post on winterizing your home” works perfectly. I’ve seen a lot of companies do this, and I think it’s a great idea.
- Link to old blog posts in new ones. If you mention something in a blog post that’s relevant to something you wrote before, then link to it!
- Make an infographic. Perhaps your followers skimmed over your post because it was too lengthy. Infographics are fairly easy to make (see what I did there?), they’re eye-catching, and they help to organize content in a fashion that’s easy for readers to absorb.
- Make a slideshow. Similar to making an infographic, slideshows are great because they organize the content and make it easy for a reader to find what they’re looking for. Slideshare is a great tool for this because people can search for your slideshow and you can even put tags on it.
- Make a video. I could have easily made that blog post on winterizing your home into an informative video to spread it across more social channels and appeal to an audience who prefers a different type of media.
- Make an e-book, PDF, or whitepaper. Even if your readers don’t want the information now, they can save it to their computers or tablets for reference at a time when it might be more useful.
Do you repurpose your content? What methods do you use?
Gone like a home run – not into the abyss.
Recently, I came across two great articles by Neil Patel, co-founder of KISSmetrics, and Brian Gardner, founder of Studiopress. They both had one word in common – LONG. They also confirmed what I already believed to be true: 1) long form content dominates search rankings and 2) long tail keywords promote higher quality traffic.
Long Form Content: Brilliant When Necessary
When Neil Patel says long form content converts more than short form content, he’s talking about high quality web content. He’s talking about a page that powerfully expounds on one specific point – not a page that’s unfocused and comes across muddled. Remember, even though Google is a machine, it’s a damn smart one.
More Quality Content = More Social Signals = Higher Rankings
Google is smarter than ever because it now reads social signals. That means the more tweets, likes, +1s and other social shares that your page has, the more authority it receives in search engine rankings.
And guess what receives the most social shares? Long form content.
In Patel’s article about content length, he uses one of his own famous blogs, Quick Sprout, to test word count’s effect on social metrics. To do this, he took the 327 blogs he’s written for the site and separated them into two categories: 1) blog posts under 1500 words and 2) blog posts over 1500 words. He then took the average number of tweets and Facebook likes received in each category and made a handy graph.
After crunching the numbers, Patel concluded that his posts over 1500 words received 68.1% more tweets and 22.6% more Facebook likes than his posts under 1500 words. This is just one small example, but it’s consistent with others I’ve come across during my time as a content writer at WebiMax.
Think about this: Google gives high quality long form content an advantage over high quality short form content published on the same day (assuming that each hosting website has similar authority). Because long form content ranks higher, more people are bound to look at it — and because the quality of the content is high, more people are likely to share it. This means higher rankings.
Recent evidence that the use of long form is growing: Google’s recent launch of in-depth articles.
Long Tail Keywords: It’s as Simple as Adding “What Is”
If you use any keyword tool, you’ll see that shorter terms have more competition and longer terms have less. Because the tools show that WAY more users are searching for the shorter terms, people are often tempted to try to rank for these.
Unless your website has superior domain power, however, it could take years – even decades – to rank on page 1 for a short, specific term.
You read it right – decades.
For this reason, SEO companies and web whizzes like Brian Gardner are targeting long tail keywords – keywords three words or longer. In Gardner’s article about long tail keywords, he confirms something that I discovered during my time working for a local BMW performance shop in Manayunk, Philadelphia: adding something as simple as “what is” to a popular term can have amazing results.
My own experience: As a marketing assistant at the performance shop, I developed the company’s content marketing strategy by using old school SEO tactics. I would write articles and post them on every article directory I came across: Ezine, Sooper Articles, Article Snatch, and others (recognition of my SEO ignorance at the time).
One day, I wrote a post on walnut shell blasting – a practice used for cleaning the intake valves of vehicles. Before writing it, I looked for a keyword using Google’s old Adword Keyword Tool. “Walnut Shell Blasting” had high competition, while “What is Walnut Shell Blasting” had very low competition.
Long story short, I added the “what is.” Now you can find my Ezine article about walnut shell blasting at #1 on Bing. I imagine if I posted the piece on the company’s blog instead of on multiple article directories, it would have been close to #1 on Google, too. However, as you probably know, Google has very strict duplicate content rules.
Gardner’s experience: A while back, Gardner wrote a post on email marketing – its definition, how people use it, etc. Like me, before writing it, he did some research and found that he had a better chance ranking if he added “what is” before “email marketing.” As he expected, Google rewarded him with highly targeted traffic.
When Gardner wrote his article on long tail keywords, he noted that “what is email marketing” ranked #14 on his keyword referrals list for Google Search. Pretty impressive.
According to Gardner, “the majority of searches performed are of the long tail search variety. Rather than typing in a generic word or two and sifting through pages of results to find what they’re looking for, searchers are much more likely to type in longer phrases to immediately find the specific information they need.”
Evidence that the use of long tail keywords is growing: SEO companies like WebiMax are focusing on long tail keywords’ enormous potential for highly targeted traffic to increase rankings for new and existing clients.
Imagine the online recognition that could be achieved by combining long form content with long tail keywords.
Vast like the abyss. Awesome like a home run.
For the last twenty years, numerous SEO companies and internet advertisers have depended on keywords as being a guiding light for search engine indexers and site crawlers. A tactic commonly used by ethical and unethical online marketing agencies alike, heavily emphasized keyword implementation was so pervasive throughout the web development community that almost everyone has come to rely on it. Of course, this all started to change with the arrival of Google’s Panda updates as well as the recent release of Penguin. Now, webmasters are looking for ways to remain relevant to Google and other search engines while revising their own operations.
Smart Keyword Use: Only When Necessary
As Google made clear in its original announcement of Penguin, high-quality content is at the top of the company’s desired SERP content. The implications of this demand for engaging webpages is many, but in this case we’ll focus on the greatly reduced effect of what is known as “keyword stuffing.” This practice describes the rather unscrupulous behavior of repeatedly using key phrases and terms in order to game a search engine and artificially strengthen their relevance to the page or site in question. In the past, too many marketing agencies would repeatedly stuff their clients’ online properties with keywords, but these days search engines have become smart enough to know the difference between spam and good content.
As a result of this, everyone needs to get on the same page (pun not intended) as Google and emphasize the importance of interesting and unique content over questionable optimization methods. Although the world’s biggest search engine still uses keywords to categorize and archive pages, the repetition of a key term throughout a page means that Google’s search algorithm now regards it as having a low value. As a result, business owners and webmasters should use focused keywords only as needed.
Keyword Limitations Lead to Quality Content
While being forced to use a keyword conservatively may sound like a hassle, the fact is that it actually yields a number of benefits. For one thing, putting a limit on one’s keyword use leads to content that is fresher and also more interesting to read. Content writers should also use the situation to explore more interesting and more varied topics. For example, a keyword such as “car engines” may be the focus of a page, but that doesn’t mean that the content needs to be all about that term. Instead, users can choose to focus on the way engines work in classic automobiles versus top-of-the-line racing cars or other topics.
Even though the new obstacles set forth by the Google Penguin and Panda updates may be a thorn in some SEO developers’ sides, it’s really just another way to motivate website and blog owners to create content that users will read and maybe even share. For further advice regarding how to use keywords in this post-Penguin world, I can be contacted at email@example.com.
Article writing is a valuable way to market your business. Many SEO companies have used the approach for link building as well. Articles provide a means for you to capture the attention of readers while adding a link to your site or branding your company name.
Articles can be written in the form of a product review, an informational piece, a how to article, advice, a press release, and more. And, they can be posted to your website, submitted to an article distribution site, or published on an outside website. Doing so creates and opportunity for the article to reach a large audience with limited hands on work on your part.
You do not need to be a professional writer to take advantage of the article marketing technique. Just follow the simple article writing and distributing tips below.
- Find a topic that relates to your business but is also reader friendly. Being too industry specific will limit your audience.
- Do your research. Search creditable sites or books to gain a better knowledge of the topic. Be sure to cite sources for the information you quote.
- Use a clear and descriptive title. Avoid catchy and cute lines that do not explain the article enough.
- Use a pyramid approach and put the important information in the beginning. Many Internet readers will not scroll through an entire piece, reading the first few paragraphs only.
- Paragraphs should be short. When you change a thought or idea, start a new paragraph
- Use bullet points and lists for clear, concise, and to the point information.
- Break up the article into sections and title each section with a descriptive word.
- Save the sales pitch. The article needs to be informative, not a promotion of your company.
- Refrain from using too many overly complex terms or acronyms without explaining their meaning.
- Add links naturally and sparingly. The article should flow and not be overly stuffed with links to promote your website or business.
- Link to other sites as well as your own. If every link is pointing to your homepage, the article loses credibility.
- Credit an article section on your site to centralize the articles for easy reading.
- Use diversity when submitting to distribution sites. For example, do not submit multiple articles to Ezine (a distribution site) that all have links to the same url. The links will diminish in value each time. Submit articles containing links to the same url to a different platform each time and the link value will be greater.
- Search for niche sites to post articles too. Complete a Google search for the topic or industry that you are writing about and look for a credible site that allows author contributions.
Article writing and distributing is changing and evolving as we speak so be sure to stay informed of new techniques by reading blogs and websites dedicated to the process.