If you missed BrightonSEO this week then fear now? We’ve condensed the 5 most useful takeaways from this year’s conference into an easily digestible post.
1. Not all content is created equal
Remember that top 10 blog post you quickly whipped together between your morning coffee and afternoon meeting? Chances are rushed content carries very little value against the time taken to produce it. And don’t think it’ll make the rounds on social media either – lazy content doesn’t carry any long-tail SEO benefit – no matter how many clicks, likes or retweets or gets.
Instead, be smart about what you create and assess how much it’s actually worth by tiering your audiences. A strong piece of research-based content to top-tier publications by way of a sponsored article is best for SEO given its reach potential and relevancy. Be sure to limit these publications to 5 at most given the heavy financial cost.
Midweight non-paid publications would traditionally be your core audience. In the world of apps and mobile, App Developer Magazine would typically fall within this bracket as being a high-authority domain with non-paid editorial opportunities.
But don’t discount those smaller sites: They may be blog posts run but the little guys but there’s strength in numbers that you shouldn’t ignore, especially when your content isn’t really that groundbreaking.
2. SEO and Relationship Marketing
Content forms relationships. It builds bonds based on quality information. We know mass emails deter from relationship building, particularly between PR agencies and journalists.
And don’t think what you’re producing is entirely unique either. People will nearly always be producing similar content unless you’ve got the huge financial firepower to produce something utterly different. This is a term known as content competition, and you’ll need to be aware of it if you want to maximise your organic SEO growth.
Content competitors are those who may not be in your field or sector, but they are pumping out enough content that your target readers are gravitating towards their articles instead of yours. This could be an individual in the food and beverage sector whose blog on the developing mobile technologies within the restaurant business has totally eclipsed your piece on the same subject – and you’re the one working in tech!
What’s the differentiator between the two? It’s relationship marketing. Your good content delivered to the correct journalist or influencer on a consistent basis will help push your domain authority. You’ll stand-out against those with near-identical content.
Quick PR tip: Striking out with journalists? Try adding “Sent from my iPhone” to the bottom of your next mail merge. It’s a cheeky way to make it seem like your email is personalised as opposed to mass mailed, helping build those initial relationships.
For more information on mastering digital PR check out Tanya Korobka’s slides from the conference: How to Master Digital PR
3. Learn to walk before you run
Here in the UK we’ve got it pretty good. Every Google algorithm change is first rolled out in the States, giving us enough time to adapt and modify existing and future content.
But rather than constantly thinking large-scale, have you considered local? If your content is local you’ll show up more in your region as opposed to other geographic locations. Local relevancy is as important as authority, so be sure to consider your local ranking as well as global.
Google loves local, and it’s ranking highest on page and social signals. For more information check out Greg Gilford’s sides on understanding (and mastering) Local SEO.
4. The power of perception
Although very few of us have owned the social world at 19 years of age, we can still learn a thing or two about mobile game Tippy Tap’s social strategy. Social campaign managers Social Chain produced heavy amounts of comical, engaging and user- generated content through social channels to project the importance of the brand to the existing fanbase. Whilst the fanbase was actually very small, buzz led to curiosity for those who hadn’t (and never had any interest in) playing the game because of perceived notion of ‘missing out.’
Applying a touch of psychology may lead to unexpected creativity to your systematic SEO strategy.
5. The empty space is yours
SEO mastery is goldust. You want to rank higher than your competitors, but have you considered owning the niche rather than scrambling around in the masses?
It’s possibly to identify gaps in your sector to allow you to own the conversation and dominate SEO. Perhaps you’re a know-how guy on the latest in washing machine engineering or the mechanics behind a clock, if so, write to your heart’s content. You’re adding value to people who may never buy a single product of yours, but you’re growing an audience and an authority. That means you’ll be known to the big guys in your sector, and if you can offer them exclusive content in the meantime, you’ll become an SEO king/queen in no time.
And let’s not forget those all-important adwords: you can buy cheap adwords in your field that’ll bring targeted traffic. Pretty good for a perceived niche with little global demand.
To read more on owning the niche, check out Chelsea Blacker’s presentation on 12 Actionable Steps To Become The Content Authority in your Niche
If you’re new to SEO, or want to refresh yourself on the fundamentals, check out these 10 useful tips to get you tweeting like a pro