Creating SEO-friendly content is one of the key online marketing best practices in 2021. But, your content should not only be optimized for search. Writing content that both puts visitors first and invites positive interactions is a key part of your brand’s reputation management. Learn how to reap the benefits of enacting a strong brand boosting SEO strategy with these five SEO best practices.
- Create content that addresses your visitor’s concerns
- Invite positive interactions with your content
- Write press releases, linking to targeted pages in the first paragraph
- Respond to ALL customer & visitor feedback – both good and bad!
- Prioritize storytelling whenever you mention your brand, wherever that’s possible
Let’s take a look at each of these SEO best practices in more depth when it comes to building your brand’s online presence.
Create Quality Content That Addresses Your Visitor’s Concerns
In the age of social media influencers, brands need social proof to gain traction in whatever field or industry they service. This is why it’s vital to have a consistent, active presence on at least Facebook and at least one or two other major social networks. But, they are more than just good potential sources of traffic to your website and its content. They allow you to build relationships with a much broader audience.
The best way to build relationships through your content and social media is to put your visitor’s concerns first. How do you know what those concerns are, though? Put yourself in your target visitor’s position. What is he or she most concerned with that would be in potential need of your product, service, or expertise?
Understanding your target audience’s pain points, concerns, values, and beliefs is how you craft content that addresses your visitors directly. People need to connect with what you have to say. If they do, visitors may stick around to see how you may be able to help them. At the very least, your brand may come to mind again when they are seeking something similar.
Invite Positive Interactions With Your Content
When people hear about a brand they are unfamiliar with, they will often search for that brand to learn more about it. This means you want any first impressions those searchers get to be positive. That’s why it’s so important to create positive, useful, and valuable content to quickly catch their attention.
Also, not everyone who likes your content will necessarily say anything. Keep in mind people don’t have to hit “like” on your post, share it, comment on it, or anything. That doesn’t mean it wasn’t seen. But, it’s always best to invite whatever positive interactions with your content that you can.
When you create content that promotes discussion, you can end up with some insightful commentary. If you do, be sure to highlight great blog comments and positive interactions on social media. This gives your engaged visitors the thanks they deserve, while also encouraging others to want to participate in the discussion.
People appreciate brands who are always keeping an open dialogue. Also, active posts on social media get more reach, and active blog posts help boost your website search rankings. The better interactions that your brand has with your audience, the better chance at lasting connections you can make.
Write Press Releases, Linking to Targeted Pages in the First Paragraph
Always be aware of your brand’s search results. The more saturated Google and other popular search engines are with positive press about your brand, the better. Be sure your positive content strategy is also reflected in other content you produce. These include sponsored ads, landing pages, podcasts, videos, features on popular websites, and more.
There’s another form of content to consider that many businesses don’t even think about: press releases. They are one of the oldest forms of marketing, but press releases are still useful as ever. Getting press involvement is a good way to get your brand out quickly to the top of search engines.
Many press releases link to a brand or company home page in the first paragraph. But, the better idea is instead link to a landing page targeted to the press release topic. Of course, this helps you track traffic incoming from that particular press release. But, more importantly, the incoming audience gets additional related content made just for them. That’s much more likely to be shareable and potentially convert into recurring visitors or even paying customers.
Respond to ALL Customer & Visitor Feedback – Both Good and Bad!
Surprisingly, so many brands miss out on the opportunity to respond to positive feedback. Of course, many more brands refuse to respond to negative comments or mentions. However, being silent is rarely going to be the right choice in the long run.
You don’t have to directly answer, especially if it’s a “troll” sort of comment. But, having even a boilerplate positive response for the disgruntled party to contact you privately can be a good thing. Acknowledging that you’re keeping an eye on the conversation around your brand and its content is an important online marketing best practice.
Some people worry that showing that you are that active in responding to feedback opens you up to trolls. But, as long as your brand’s voice remains positive, it can’t hurt you. If anything, you show that you value user-generated content and that you respect others’ opinions, even if they are outlandish. Also, responding to the happy commenters will help increase their loyalty to your brand and inspire others to leave their own feedback.
Prioritize Storytelling Whenever You Mention Your Brand, Wherever That’s Possible
Telling your brand’s story is very important when giving web users a first impression. You want to put your brand’s mission and a bit about how it all got started on sites anywhere that you can. People like stories. Showing a bit about why you do what you do helps create connections.
Not only do people like stories, they also love visuals. You want to use high-quality visuals that catch people’s attention. They can be photos or graphics you have created for your brand. The idea is to leave a lasting impression on people who come across your content.
Also, always be on the lookout for opportunities to share your brand and your story. Remember, you don’t need to be a local or brick-and-mortar business to get opportunities to be mentioned on other websites. If you can offer value to a website that’s not a direct competitor to yours, but has a similar or related audience, see if you can collaborate on creating content. Building relationships that can only be beneficial to both sides can go a long way towards making important connections you may not have gotten on your own.
A well-planned SEO-friendly content strategy is more than just helping your brand to get found. You also need to use that content to create and take command of the conversation around your brand. Then, you can take your brand’s reputation to another level.
What steps do you take to create positive interactions with your brand?