Content Marketing Strategy Basics

It is very important to cover all bases when delivering content to a selected audience. If you follow some simple rules and you can gain maximum impact.

Of course it’s not a simple task to engage with users, but you need to make sure you do not make some silly mistakes with content marketing.

One size does not fit all when deciding where to distribute your content. Just following some simple steps when ever you plan a piece of digital content, will prevent some obvious mistakes being made.

You need to follow some simple rules.


Everyone has heard it before, but its a great reminder for helping to make the right choices when it comes to disseminating great content.

WHO – Selecting the right audience and making sure you do not switch off or alienate other target audiences is crucial.

HOW – Selecting the right type of content for your audience and content.

WHAT – Draft your message and consider how it will be received.

WHY – Know your objective and what you want to achieve.

WHERE – Selecting the right channel for your content and audience.

WHEN – Connect at the right time. Do some analysis to judge when to hit the channel and audience at the right time, to get maximum impact.

It’s not a complete strategy but when it comes to delivering great content you should keep this in mind to get the most out your content marketing.

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Google Ranking Factors

Google has never publicly announced all the search engine ranking factors, but we can take a good guess at them.

Domain Factors

  1. Domain Age – Older domains prove to have staying power…
  2. Keywords in the domain name – Sites with keywords that appear in the top level domain name will rank higher.
  3. Domain expiration date – The longer expiration date proves the domain has more legitimacy.
  4. Domain History – Changes to ownership of a domain and breaks in renewal may tell google to reset the domain history.
  5. Keywords used in sub domains.
  6. Exact Match Domains
  7. Public VS Private domain ownership details. – Private whois details might mean the owner has something to hide.
  8. Domain endings – Specific country domain endings which help rank in the specific country but restrict global ranking.

Page-Level Factors

  1. Keywords in Title Tags.
  2. Title Tags starting with keywords.
  3. Keywords used in description tags.
  4. Keywords used in H1 tags.
  5. Keywords that are the most frequently used in the content.
  6. Content Length
  7. Keyword density
  8. Search engines look for synonyms related to the title of your page in order to clarify the meaning and is an indication of quality content.
  9. Page Loading Speed – Faster load times means a better user experience.
  10. Duplicate Content – this confuses the search engines and is also a sign of poor quality content.
  11. Image optimisation – alt tags and image names provide valuable information to image searches.
  12. Recency of content updates – Freshness is good
  13. Frequency of page updates
  14. Keyword Prominence
  15. Keywords in H2 and H3 heading tags
  16. Keyword order – An exact match search query will rank higher than the same keywords in a different order.
  17. Outbound link quality – Linking to quality sites over poor quality and spammy sites.
  18. Good Grammar and Spelling – A sign of quality content.
  19. Original Content
  20. Helpful supporting content
  21. Multi Media – Use of images and video are signs of quality content.
  22. Number of internal links pointing to a page. A sign of the importance of a particular page within a website.
  23. Broken links
  24. Reading level
  25. Affiliate links
  26. HTML errors
  27. Page rank
  28. URL Length – not to long and not too short
  29. URL Path – Pages closer to the homepage may get slight authoritative boost.
  30. Page category
  31. Keywords in URL
  32. URL String
  33. Bullets and numbered lists
  34. Priority of page in the site map.
  35. Too many outbound links
  36. Page age – Older pages that are updated regularly may rank higher than newer pages.
  37. User friendly layouts

Site-level Factors

  1. Contact page – Having contact info is a bonus and if it matches the whois info that’s even better.
  2. Domain trust – a measure of how many links away your site is from highly trusted sites. This is seen as a massively important factor.
  3. Site Architecture – Clear well structured sites will rank higher.
  4. Site updates
  5. Number of pages
  6. Sitemap
  7. Site uptime
  8. Server location
  9. SSL Certificate  – Only a factor for ecommerce websites.
  10. Terms of service and privacy pages.
  11. Duplicate content
  12. Mobile optimised
  13. Breadcrumb navigation – a good tools that helps users know where they are within a website.
  14. You Tube videos are given preferential treatment.
  15. Site usability
  16. Use of Google Analytics’
  17. Use of Google Webmaster Tools
  18. User Reviews

Backlink Factors

  1. Linking domain age
  2. The number of linking domains
  3. Total number of linking pages
  4. Alt tags for image links
  5. Links from .gov and .edu – Likely to help rank higher.
  6. Page rank of the linking page
  7. Authority of the linking domain
  8. Social Shares of referring page
  9. Links from bad neighborhoods will hurt your website.
  10. Diversity of link types
  11. Contextual links
  12. Excessive 301 pages
  13. Backlink anchor text
  14. Keywords in titles of backlinking page
  15. Links from authority sites
  16. Backlink age
  17. Links from real sites rather than
  18. Dmoz listing
  19. Yahoo directory listing
  20. Number of outbound links on a page
  21. Word count of linking content
  22. Quality of linking Content
  23. Site wide links

User interactions

  1. Organis click through rates
  2. Bounce rate – a sign of users testing the quality.  High bounce rates indicates poor quality.
  3. Direct traffic
  4. Repeat traffic
  5. Chrome Bookmarks
  6. Google+

Social Signals

  1. Number of Tweets
  2. Total Facebook likes and shares
  3. Verified Google+ authorship

Brand Signals

  1. Brand name in anchor text
  2. Branded searches
  3. Site has a Facebook page and likes
  4. Site has a Twitter Profile



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SEO made easy…

SEO does not have to be complicated and if you keep your focus on these key tips, your website can continue to thrive. Don’t be fooled into thinking its a simple task. You will need to spend many hours creating user focused quality content and ensure it becomes second nature.

Here are my top tips for SEO.

Content is king, make sure to have good, unique content written for your target audience that will focus on your primary long-tailed keyword phrases. Focus one page to each Key phrase/topic and try not to duplicate content.

Think about the user/customer and what they will want to find on your website.

Keep it fresh – Adding new content and updating exsisting pages will improve your ranking. Also create a blog or news section and add posts two or three times a week.

Links – Inter link pages by adding links using key phrases.

Use Google Webmaster Tools to help submit xml site maps and keep a check on the health of your website.

Correct all errors, broken links, missing alt tags and add title text to links and poor html. Using online tools such as Seorch or broken link checkers.

Interact with social media. Share, Comment, Post, Like and get your story out . There are plenty of great examples out there of how to do it.

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Mobile Friendly Ranking Algorithm

Google are preparing us for the new mobile-friendly ranking algorithm arriving on the 21st April. You might have received an update from Webmaster Tools saying ‘Fix mobile usability issues found on’

Google systems have tested 22 pages from your site and found that 100% of them have critical mobile usability errors. The errors on these 22 pages severely affect how mobile users are able to experience your website. These pages will not be seen as mobile-friendly by Google Search, and will therefore be displayed and ranked appropriately for smartphone users.

Many different blogs are saying that the new algorithm will have “significant impact” on the mobile search results.

This change will affect the mobile results and is likely to have more impact than the Panda or Penguin updates of recent years. Together with the increased use of mobiles and tablets Google are again pushing Website Managers to act and ensure websites are designed to be responsive or mobile friendly enabling websites to display on any device.

Overall Google are encouraging businesses and web developers to be providing a better user experience for the end user. This is surely a good thing all round because if users have a good experience finding the products and services they require more quickly and efficiently, they are more likely to purchase, contact, gain knowledge, share and recommend.

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