Content, or perhaps better said; quality content, is the single biggest tool available today to improve the overall quality of your website, to engage readers/customers in an ongoing fashion and to keep new site visitors on your site longer. In this story I want to show you how to make use of content in a slightly different manner than what you may have already thought of.
The premise for this post is to target content a somewhat general category of search results in a specific geographic area. The topic should be something related to your product or service so that it gives you actual benefit. That benefit is the reason for creating the content.
Content Targeting; The Results
For example, I have an advertising, web design and local SEO business so the general category I picked for my content was “online business”. That term can have many applications beyond my actual areas of interest so it should reach a larger pool of viewers than the topic of “online advertising” or “SEO”. Plus it can reach people who may be interested in my specific services who were not specifically searching for them at the moment.
I followed good on site SEO practices by including my topic and my target geographic area in the URL and title of the blog as well as in the content. Because I add new content regularly the search engine had my new blog post indexed and available within 3 hours of being posted.
In this image you see the result. I have the number 3 position in Google search in my intended geographic area. Additional benefits are that I included my type of business in the search result by using the post category tag “advertising” which is incorporated into the URL displayed in search results. I used the search description to try to arouse enough curiosity in the searcher to make them come to my site to learn more (story description meta tag).
I also followed good content management practices by distributing the story automatically to 35 RSS feeds and directories, my social networks, news bookmarking sites. In addition I ran a copy of the story separately in a somewhat closed group that is not indexed by Google but has a very large reader base that is by default interested in subjects that are related to what I do. This created backlinks to the story and my site. In addition, whenever anyone shares the story via my website or social networks more good backlinks are created (varies by social network). There will be more on that last topic in a future post.
Finally I took advantage of the Knowledge Graph search model. I incorporated Rich Snippets into the story. I described the image I created in the story properly and as a result, if you repeat the search and click on the images category in the results you will see my image from the story is the number one result in Google search for the topic in one day after being posted.
If I had wanted to I could have taken it yet one step further and created a Youtube video as a companion to the story. That would have given me a top position in video search results. I could have also released the story as a news item via a press release service that I know is picked up by Google News and so would have had a good position in the news results tab in search.
I also believe that the story is quality content. By this I mean that it actually imparts useful information to the reader. At the same time it advances the concept that making use of my services might be a benefit for the reader if they have a business online.
This is how to do content distribution properly. That includes every piece of content that you put on the web as a business. In this case I did a broad based piece that would utilize the benefits of organic search as much as possible. As I said, I could have taken it a bit further but for the purposes of illustration I think what I did was sufficient. I have good on-site SEO done on my website and on every piece of content I publish which is the foundation of content management. I distributed the content automatically, I utilized the Knowledge Graph search model to my benefit. I did not publish multiple spammy or spun versions of the story. I did not keyword load the story.
I did a good piece of content and followed “best practices” throughout. The result is that I have the number 3 position on Google search for exactly the topic and geographic location that I wanted. You too can do exactly the same thing if you do as I suggest. Yes, it is a much bigger job than just writing a blog post or posting a photo but the rewards for doing it right are much larger as well.