As you can see, the activity needed for off-page optimization is huge to be effective. If you’re a local business, however, you can bet that the vast majority of your competitors are NOT doing any of this and the ones who are still can’t out-put a fraction of this either. That being said, it’s more than likely to steal market share with SEO. In fact, eMarketer reports that content marketing is one of the highest ROI business activities you can do. Further, with the exception of time, there is also no cost to do any of this. Smart business owners often opt to buy a managed solution, however, it isn’t totally necessary if you can dedicate 15 – 20 hours a week and go for it full force.
On-page content marketing is basically a link to all of your off-page publications, however, your website has to be structured in a certain way. First and foremost, it needs to be mobile-optimized. Google will eventually stop indexing non-mobile sites in the near future. Second, your site needs to be accommodating to a site architecture style called “silo-ing.” A site silo is a category on your website, often held together by your site’s navigation. All of your keywords will suit you best if your content is within your site’s silo. That’s the technical part. You should have only a few main silos and they should be organized well visually and technically.
Also Read:- X obstacles you need to overcome to get clients through blogging.
Lastly, there are human elements to SEO that should make sense to you if you’re familiar with advertising at all. The most important part of every page is the call to action. You should have some kind of call-to-action on every page. Never leave the potential customer hanging after finishing your content. Make the text large and easy to read, use contrasting colors and common-sense styling. Whatever assists the principles which contribute to “ease of use” is always a plus for your website.
Now that you have a run-down of “human elements” I want to go more in-depth about the call-to-action we just mentioned. There are several common types and most businesses can incorporate a mixture of all of them. There are static calls to action, which remain constant and “follow” the user throughout the entire website. An example of this might be a phone number at the top-right corner of the website on every page. In fact, I employ this one myself at michaelbianchi.ignitedlocal.com. When you visit my site (go there now) you’ll also notice that it’s one of the first things you’ll see. The numbers are big and they are easy to read on every platform. Simultaneously they draw attention, with animations, to the general offer I promise my customers across the entire width of the screen just below the number. I promise you the world (and deliver it too!) in easy-to-read text.
Once a user finishes reading or watching the content on your website, you’re going to want to immediately “follow up” with them at the bottom of the site with a second type of call-to-action, such as a registry to a mailing list (email lists are worth big money with enough people).
Finally, a 4th call to action is actually the conclusion of your written or video content. You want to inspire your visitors to a point where they get excited enough to take some action about you and your industry for themselves, and make sure they understand that it’s possible to achieve whatever result you’re offering. Although nobody but me will say it, you also want to make it seem impossible for them to do it on their own and thus buy from you as a result. That’s content marketing in a nutshell.
At this point you’ve branded yourself in the visitor’s mind 4 times. As I’ve mentioned in other articles, your B2B prospects typically buy between the 5th and 12th contact and SEO is one way to do half of those steps automatically without you actually making a contact yourself. In this example about content and calls-to-action, you can see how easy it is to “ask for a deal” 3 or 4 times without you ever actually asking for a deal.
About The Author
I’m Mike Bianchi, professional web developer serving the Warren, MI area. My passion in life is to contribute to restructuring the digital infrastructure, improve the internet, and emphasize profitability for my client’s websites through SEO and custom website coding solutions.