Allison Turner

Marketing Manager

June 256 min read

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The TL;DR June 25, 2019

This week we’ll be covering how to improve your SEO, symptoms of a failing content marketing series, and what you need to know about SEO in 2019. Catch up on last week’s issue here if you missed out.

5 Actionable Steps to Improve Your SEO Performance

Your organic Google ranking is one of the most important marketing platforms you have. Here are five things you can do to help improve it. Read more on Social Media Today.

The TL;DR

  1. Learn how customers search for your product: Customers search for things differently than how you might describe them. Put yourself in your customers’ shoes and think of terms they might type that would ultimately lead to your product. Once you’ve defined those terms, integrate them naturally into your website copy.
  2. Create URLs that tell Google what to do: Google spiders check your URLs, too, so make sure they accurately describes what your webpages contain. Instead of something like “site.com/page1234=5”, try “site.com/learn-Morse-code”.
  3. Create your website for mobile instead of desktop: Google rewards mobile-first design thanks to the large amounts of searches conducted on smartphones, so design for the small screen first.
  4. Manage your images: Using lots of images is a great first step, but adding “alt text” will strengthen image relevance both for your content and for search engines. Remember to keep them short and specific.
  5. Keep a strict “no copy/paste” policy: Google penalizes duplicate content, so be careful not to make your pages too similar. Try to write unique copy for each page — if there isn’t enough info to differentiate in a certain category, consider combining it with another.

3 Symptoms of Content Marketing Failure

Content marketing is powerful, but it must be analyzed and optimized to stay relevant. Here are three signs your marketing isn’t working hard enough and how to get it back on track. You can read more here.

The TL;DR

  • Low Social Media Performance: If your numbers keep dropping but you keep posting, here’s what you can do to remedy it.
    • Evaluate the channels you’re on: Are you actually on the same channels as your audience? Don’t waste your time on networks that don’t appeal to the people you want to be your customers.
    • Check in on tone: If you’re making meme references on LinkedIn and writing in a business tone on Instagram, there’s a good chance it’s turning audience members away. Make sure that your tone matches your posting platform.
    • Content type compatibility: Every network has a particular type of content that thrives there. Posting all your awesome videos on Twitter yet never unloading them on Youtube is a big miss.
  • Slipping Google Rankings: Behind paid placement, and potentially social media, Google rankings are the main way users will see your content. If your ranking goes from #1 to #9 overnight, you might have some work to do.
    • Check your keywords: Have the keywords people are using to find content like yours changed? Keywords trend in and out just like anything else, so be aware of what people are using and update your content to reflect it.
    • Take a look at algorithms: Google does sometimes change their algorithm, as all tech companies do. Stay on top of these changes and update your content accordingly.
    • Make sure your site works correctly: You’ll be penalized for a slow site, too many 404 errors, lack of responsiveness and more. Make sure you stay on top of your site’s functionality and optimization to keep your rankings high.
  • Lack of Conversions: Users are finding your stuff, but they aren’t sticking around. Here’s what you can look at to remedy this problem.
    • Evaluate your tone: Does your content feel really promotional? If the content seems like it’s trying to sell more than it’s trying to give, then you may be turning users away.
    • Keep your promises: Does the user path match up to the content you’re providing? If your social post promises fifteen tips on better headlines but users who click are met with a piece on topic selection or analytics, they may feel lied to and turn away.
    • Make sure it’s useful: Is your content offering users anything new or valuable? If it’s mere fluff that’s common industry knowledge, they likely will dismiss you as a thought leader.

17 Tips for A Higher Ranking on Google

SEO should be a major focal point for all marketers. Check out the infographic below for 17 things you need to know when working on your SEO, found on Social Media Today.

SEO Content Marketing Google