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SEO

SEO content

SEO Content Needed To Be #1 In Results

By | Blog, Food for thought, Happenings, SEO

Everyone wants to be first. But when it comes to search engines, you really need to be first when potential customers search for keywords or phrases related to your business because if your content is what they’re looking for, they’ll never return to the results page to even look at result #2 and beyond.

In an age where the brand name Google has become a verb used in phrases like, “Just Google the definition of that,” search engine optimization (SEO) has become a key to a successful online presence.

To start your journey on optimizing your company website or blog for search engines, get familiar with how to create strong copy and strategy for ranking higher in results. But before you can create a plan for what to do with your SEO marketing, you must first know what SEO is really all about.

 

SEO Meaning

All search engines (i.e., Google, Bing, Yahoo, etc.) return organic results they believe are most relevant to the user’s search criteria. These results are not always paid ads, which we’ll explain later. They’re simply web pages that these search engines have crawled for the keywords related to the user’s search. Search engines are intuitive and use search history to provide relevant content based off previously winning results for that user because after all, the only way users keep coming back to “just Google it” is if they’re ultimately finding what they want with ease.

The way these search engines decide whether or not to show your content is based off of complicated algorithms including total web traffic, average time users spend on your page or article, trustworthiness of your website, connections via back links to other valuable and related websites, and of course, keywords that match their search criteria.

These factors can be greatly affected by how strategic and well-thought out your website is. If your pages lack page titles, search engines won’t trust you as much, and they are less likely to find your webpage because it’s looking for consistency in keywords in your body text as well as your URL and page titles.

By this point in the article, you’re probably starting to realize just how complicated the algorithms search engines use truly are. The good news is, Fabrica is laying out a plan below that helps you understand step-by-step, how to plan your website for search engine optimization, so read on to start showing up in results.

 

SEO Friendly

So now that you know what SEO means, let’s talk about how to get really chummy with search engines to ensure your website is SEO friendly. There are a few main keys to ensuring this.

  1. Include social media in your SEO marketing plan (which we’ll discuss in greater detail below). Search engines love consistency. So, when you set up your Facebook page, ensure the business page name matches your full company name on your website. For example, if your website name and URL is Search Engine Optimization Guru and searchengineoptimizationguru.com, don’t make your Facebook page SEO Guru. To a search engine, this looks like a separate entity. That link between your company and each of your social media channels should be crystal clear without explanation. Search engines like to see the link in your social profiles be your company URL and your social profile links on your website to go straight back to those same profiles because then the connections are clear.
  2. Along these same lines, search engines appreciate websites with clear URLs. This means not have your blog posts look something like this: searchengineoptimizationguru.com/content181. This extension on your URL doesn’t tell the search engine more information about what’s on that page. A better option is a link that looks like this: searchengineoptimizationguru.com/10SEOTips. Now there’s a clear description of the content and that extension should match your page title of 10 SEO Tips.
  3. Ensure your images and videos have metadata attached that tells a search engine what it is. Search engines cannot pull scripts from videos, which is where your keywords are, automatically. It needs some help on this that you can do in the backend when you post your video. The same is true for photos. If you post a photo, be sure the name of the file includes information about what is pictured and add alternate text. Not adding alternate text, while faster for posting blog articles and new content to your website, is a mistake not worth the saved time because now you have a chunk of your page set aside for content that the search engine can’t understand.
  4. Use responsive design and ensure your website looks great in all browsers. This means designing for mobile so that your website adapts from a computer screen to a smartphone seamlessly. Be conscious of tools like flash and javascript. These can affect your search engine optimization because flash and javascript don’t work on all browsers and search engines don’t favor that type of content.

 

SEO Writing

You may be asking yourself, what is SEO writing? SEO writing means authoring and posting content targeted with specific keywords to ensure you’re appearing in the search results you hope to. Sometimes this can be a challenge due to the way people search for items on Google. Take for example how someone might search for a search engine optimization guru: search engine optimization guru, Utah. How do you fit that into normal writing?

The good news is, that pesky comma before the city name doesn’t have to be there in your articles to ensure your content appears in results. You can actually adjust those phrases slightly with punctuation as needed and “stop words” like in, a, the, which search engines tend to overlook in crawling.

The key to successful SEO articles is to write the content in such a way that the reader would never know it was written to achieve certain keywords. The easiest way to do this in your SEO articles is to naturally write the articles about the topic and then go back and insert the keywords where they make sense. That way you aren’t sacrificing the narrative for the keywords. When you reread it, it should be fairly apparent where you can insert the words.

If you aren’t well-versed in this tactic, it may be best to hire SEO content writers. These professionals are trained and have made a profession out of ensuring content is engaging while still helping you achieve your search engine goals. SEO content writers will sprinkle in your keywords in a way that makes perfect sense to the reader.

 

Content Optimization

Writing SEO articles with strong keywords is not the only way to create content optimization for SEO. There are a few steps to ensure content optimization in your full digital strategy:

  1. Start your content strategy with SEO. This means actually deciding what keywords to optimize for before ever deciding what kind of content to create, where to post it and how to promote that content. If you start with SEO as your focus by doing keyword research, you’ll ensure that everything you do surrounds those keywords. This allows your content strategy to be very strategic instead of being a shot in the dark or just following what your competitors are doing.
  2. Is targeted, thorough and answers your customer’s search engine query. Targeting your content to your audience ensures that not only will they find it on a search engine, but it will reach the right person at the right time. This ensures your content is actually selling your product or service. If you’re blog or website reaches a large audience but doesn’t convert, this won’t help you. Thorough content means you’ve gone in depth into the topic. Generally speaking, pages or blogs with 1,000 words or more tend to do better than short-form posts because they provide greater detail to your customers so they don’t have to go elsewhere to read further information and it fully answers their question to where they see you as a subject matter expert to buy your product.
  3. Design from a customer perspective. Content that is engaging with images and interaction ensures your visitors will stay and read your full piece of content, increasing your time on page, increasing the likelihood that search engines will continue to show your content in results. Use visuals that can easily be shared on social media to further spread your article’s reach. Ensure the content is clear and easy to read. Chunky paragraphs and a website design that has no way of breaking up the content with visuals will make your content look difficult to read and send your visitors away to look at the next result in their search engine.
  4. Ensure accuracy. You don’t want to have grammatical errors and typos strewn throughout your content or your readers will be turned off and look elsewhere for something they enjoy reading. Be sure all content is fact checked as well because you want to showcase yourself as a subject matter expert to bring recognition to your company name. While incorrect facts may bring that recognition, it isn’t the kind of recognition you’re hoping for.

 

SEO Marketing

Ultimately, you should have an SEO marketing plan that integrates with your full company marketing plan. SEO marketing includes two key areas.

  1. Paid search engine ads. If your rank is low, but your keywords are strong, you may need to drive more traffic to your site to help increase your ranking. The algorithm search engines use favors popular websites that receive large amounts of traffic. Target your paid search ads to the keywords you’ve optimized for to ensure the right traffic is going to your site so that search engines are seeing the correlation.
  2. Quality inbound links. Partnerships with other organizations or providing content that bloggers or others want to link to will help your site rise in the rankings. This needs to be strategic though. You can’t put out content related to plumbing for your search engine optimization guru website because your links will be from sites completely unrelated to your subject matter, which search engines don’t favor. Don’t pay for services that just link up your content to large amounts of other websites. Google is fully aware to these tactics and can tell a good link vs. a paid, irrelevant link.

 

Why is SEO important?

By now, we hope you’re convinced as to why SEO is important, but if not, we’ll reiterate the importance of a strong SEO strategy. As sales and consumers’ interaction with companies move online more and more, you need to be not only present, but first, and here are the key items to keep in mind:

  1. Not all types of content play well in search engines. Forms, images, videos and flash all need background details to tell a search engine what type of content this is and why it matters.
  2. Uncommonly searched phrases, though synonyms to commonly searched phrases, won’t help you rank. Knowing what keywords to target and how to incorporate them is a key to ensuring you’re actually appearing in results you want to.
  3. Not all links to your site are equal. Yes, you want inbound links, but ensure these are quality sites linking to you because search engines are intelligent to know the difference.
  4. Creating content regularly that is at least 1,000 words in length helps search engines see that your site is being updated regularly and that you provide thorough content that provides longer times on page from visitors so that search engines favor your site.

We hope you found some of the SEO tips and tricks useful!

 

Fabrica Creative

 

Marketing Strategy

Creating Your Marketing Strategy

By | Blog, Food for thought, SEO

Before you go to market with a product or service, you need to understand how you fit into the market and then create a strategy and marketing plan that provides long-term planning and the best opportunity for success. There are many aspects and facets of a full marketing plan including marketing philosophy, content strategy, and digital marketing strategy to achieve effective marketing.

Marketing Strategy Philosophy

Your marketing philosophy truly puts the customer first by analyzing the market to understand how your product and company fit into the market. To generate your marketing philosophy, analyze your product concept, production concept, marketing concept, selling concept, and societal marketing concept.

Your product concept should focus on quality and answer a gap in the market or a need from consumers. The product concept encompasses packaging and distribution. Remember that your product has to stand out on the shelves among your competitors so choose packaging that draws attention, but also highlights the key items that make your product unique from the competition. Who and where you distribute your product also has bearing on its success. Snowshoes won’t sell in Florida and beach goods will have limited interest in Missouri. These are obvious distribution factors that would limit where and who you sell through, but your company should analyze all factors including where your customers like to shop and what areas of town are trending for that type of shopping.

The production concept states that sales increase when production increases. To lower the per unit cost of your product, produce more. Because of economies of scale, your per unit cost will be lower. Be sure the distribution is in place before increasing production, however, as having product laying around isn’t beneficial to cost savings. Remember that effective marketing must have a strategy for distribution. So don’t just start offering your product at any and all stores that will accept it.

Now that you have a product and production concept for your company, you can look at the marketing concept. You must choose a demographic to target. You should know who your customers are based on age, geography, needs, family, and more. The more you know, the easier it will be to market your product to that group. You can create an entire persona of who your customer is as far as how they use your product, why they use your product, and what new ways you could help them use your product.

Next, you must analyze your sales concept. Where and how you sell your product will affect your company’s success. Making partnerships with local markets in a strategic footprint can ensure that your sales concept leads to success. Put yourself in the customer’s shoes and think through the purchasing process. Is it easy? Would you enjoy the process? Does the process match your target demographic for the product? Are you reaching your customers in unique ways across multiple platforms?

Finally, you need to understand your product’s role in society by analyzing your societal marketing concept. Your product or service should improve the well-being of your customers and society. This goes hand-in-hand with corporate social responsibility and sustainability. Be sure that you are considering these items as you define your overall marketing philosophy. Partnering with causes your audience cares about could help you sell more product. TOMS shoes is an example of this. TOMS provides shoes for underprivileged individuals when you make a purchase, making the consumer feel better about the price they are paying for the return on the community that they receive. The impact matches their business.

How to Create a Marketing Plan

Creating a solid, well-thought-out plan for your marketing will ensure consistent messaging and a great experience for your customers. Your marketing plan should include five key areas to ensure effective marketing.

1. Situational Analysis

The situational analysis goes in-depth to understand internal and external elements that have an impact on your organization. You should look at your internal strengths and weaknesses including your culture, staff, image, and brand awareness. Externally, you must understand your threats as well as your opportunities. Threats can come from changes in the marketplace or technology advances. Understanding and staying ahead of these changes can turn these into opportunities.

2. Audience

To succeed in marketing, you must know who your audience is. If you’re already established, you can look at your current audience to analyze who your product is already resonating with. If you’re not established, you can analyze your competitor’s audience to understand who might like or benefit from your products. Once you know who they are, understand the psychographics and demographics that motivate your audience.

3. Goals

Now you must choose how you’ll measure the success of the marketing plan. Your goals will dictate how you execute your plan and define what you want to get out of the effort. By setting clear goals, you can evaluate the marketing plan long term and make adjustments as needed to achieve these goals.

4. Marketing Strategies and Tactics

The next step is to develop how to achieve the goals you set forth. These strategies could include your content and digital strategies, which will be discussed below. This could also include television, radio, and print advertising.

5. Budget

Your budget should include the obvious aspects of ad spend, campaign development, social media management, design services, content, and oversight. These factors could be in the form of salaries for staff or freelancers to create the creative collateral for the campaigns set forth in your plan.

Content Marketing Strategy

Your content strategy should provide useful content for your customers. Content strategy differs from marketing strategy as it focuses more on information your customers need than to solely close sales like marketing does.

Your content strategy provides your roadmap for how and why you will manage and create content. A full content strategy looks at all content your customers encounter from your social media (which is ever-changing) to your website (which is more static).

To start, you must answer the question of why you’re doing this and what need or purpose does it serve your audience. Analyze who you want your company to be in a couple years and use your content strategy to enforce those goals.

Just as you did in your marketing plan, you’ll now define your audience. This definition may go deeper than your marketing plan. Understanding what forms of content your audience is already viewing can help dictate your content strategy. This may mean looking at your website analytics to see how you’re appearing in search engine results and what keywords are driving the most traffic to your website.

If there are other key sites that your audience visits, take a look at the content those sites offer to understand what value your audience is taking from these sites. Listen to your audience. They’re telling you the types of content that resonates with them, you just have to listen. Your social media can be a great place to test different types of content. Test more visuals, bullet points, pictures, and all different types of content and watch how many clicks and interactions you get from these sorts of posts. Analyze the topic, length, tone, and relevance of the content to better understand what’s working.

Digital Marketing Strategy

Digital marketing has empowered many organizations to reach their customers in new and innovative ways with smaller budgets than televisions and traditional marketing. However, digital marketing still needs to be strategic marketing to be effective because, while less expensive in investment at times, it can be more time intensive.

Like any type of marketing, digital marketing must have a goal. Let’s use Facebook for example. It may sound counterintuitive but your goal for effective marketing on Facebook may have nothing to do with selling your product. Facebook provides an opportunity for two-way interaction so your goal could be to reach 4 percent engagement on your posts to showcase that your customers are actually connecting with your brand.

If you’re a heavy B2B company though, your LinkedIn strategy might include more of a sales funnel. Move your customers through from awareness to interest to desire and then action by varying your content types.

Digital marketing strategy is much more than social media though. For e-commerce companies, effective marketing might come in the form of a mobile phone app, a program for Alexa, or employing the internet of things with products that reorder themselves when running low. All facets of digital marketing should be looked at as a whole integrated plan that builds a relationship between you and your customers and ultimately drives sales.

Search engine optimization and keyword research should also be a part of your digital marketing strategy. New customers can stumble upon your product or service when searching for answers to their problems. You must first know what need your product fulfills to start weaving these keywords throughout your digital marketing strategy to begin owning a part of the internet market share for those words. There are many tools that can assist you in understanding your keywords and helping you research new keywords that are not yet being targeted heavily in your industry. Google Search Console is a free tool that can help you formulate your search engine optimization and keyword strategy.

Best Marketing Strategies

Now that you understand the many components of effective marketing, you can evaluate what your best marketing strategies are. Some marketing campaigns fall flat, while others go viral. The difference in results is whether or not you’re connecting with your audience.

April the giraffe’s Facebook Live campaign was simple. It took tools already available to Animal Adventure Park and used them to capture a worldwide audience. The characteristics that made the strategy a great marketing strategy can be employed no matter the industry or platform you’re using to engage your followers.

It was real. Watching April captivated the world because it was so authentic and showcased real life. Users could see at any time of day what the animal was up to.

It was interactive. Users could comment on the Facebook and tag their friends to share the information to a broader audience. It started conversations for Animal Adventure Park before it even opened its doors.

It capitalized on fear of missing out. Users checked in regularly to the feed because they didn’t want to miss out on seeing the baby giraffe born right when it happened. The larger the audience grew, the more people were worried they might not able to say they were watching when the baby was born. April the giraffe became a household name that became the subject of dinner parties and water cooler conversations that drove viewership.

It was worth sharing. In the era of fake news and tragedy, Animal Adventure Park provided happy news that was worth sharing. That’s what made Animal Adventure Park’s live Facebook feed effective marketing. People enjoy sharing good news and unique news, and April the giraffe’s campaign capitalized on both of those.

Why A Marketing Strategy Matters

Strategic marketing is a crucial factor in a company’s success. You could end up spending tons of money on marketing campaigns and see no results if you lack strategy. That’s why the many plans and strategies explained throughout this blog are so important to think about. Strategic marketing is crucial for the following reasons:

1. It proves there is a market for your product or service.

Taking the time to plan and evaluate how you fit into the marketplace provides you with the crucial knowledge that there actually is an audience and a need for your product or service.

2. It helps create stronger pricing strategies.

If you know your competitors and how you fit into the market with your consumers, your pricing strategies are more based off fact than guesses. Creating a marketing plan forces you to really analyze all outside factors that could affect the success of your business so that you can take your product to market with the best chance of success.

3. Consistent messaging

By creating a content strategy, you guarantee consistent messaging. From product packaging to social media interaction, your audience is receiving consistent messaging that truly tells the story of your company well and provides comfort that your brand promise will remain the same over time as customers look to return again and again.

4. Targeted results

By setting forth a plan, you now have items to focus on and results to achieve. This means you aren’t choosing ad campaigns or digital partnerships on the fly and stay honed into programs and campaigns that deliver results for your company. You know where and how to spend your marketing dollars and have set goals for what you expect to achieve with those dollars.

seo experts

UnGagged

By | Blog, Happenings, SEO

Fabrica Creative’s SEO Experts take:

This month I was able to attend one of the biggest SEO conferences in the world, UnGagged in Las Vegas. While there, I was able to meet some of the most successful SEO experts from all around the world, getting to talk to them one-on-one and ask questions that I couldn’t find the answers for anywhere. I was able to discuss and strategize the best plans of action for some clients that I want to do so much for but haven’t been able to break through certain barriers. I received some of the best advice I have ever been given. Without revealing all of our secret tools that we now have in our toolbox, I will now be able to start breaking through those barriers that were once holding me back.

While on this trip, I took hundreds of pages of notes, no, I am not exaggerating, filled with all of the trade secrets that so many of the world’s best SEO experts were willing to share and applying them to Fabrica’s clients. I will be able to show some major changes in rankings that we have been working so hard to show. I am not lying here, people, and the numbers won’t either.

One of the most important things I have learned is that not only is content king, but GOOD content is king. So many websites have blogs filled with trashy content that doesn’t inform anyone about anything. Heck, we all have been guilty of it ourselves at one point or another. We are now able to use tools that will help take your content from basic writing to SEO-optimized and informative writing that will not only entertain your readers but will keep the almighty Google ranking you higher and higher for a variety of keywords that you weren’t able to rank for otherwise.

Also, did you know that on average, a person has to see your brand at least eight times before they will start to subconsciously trust that you are a legitimate company? This means that constant publishing of informative articles with no intention of trying to sell them anything will win you more customers. These customers will look to you for good information and, when the time comes, they will trust you to sell them the best product or service. This is done by publishing blogs that are extensively researched for the best-targeted keywords as well as building a blog that asks a question and answers it throughout the content.

With all of the gained knowledge from this conference, I have come back with a fire lit under my you-know-what and am already implementing many of the strategies into our client’s pages. I also have a plan of showing what all of this work is going to do going forward. Fabrica Creative will be the leader in all-around SEO strategy, and the network that we are actively forming through these world conferences will promise you a network of SEO experts that will be able to answer and strategize the best solution for any SEO problems you may be having.

The Best Time to Post on Social Media

By | Blog, Facebook, Food for thought, SEO, Twitter

Best Times to Post on Social Media

Are you struggling to reach your audience when posting on social media? Fannit.com came up with this detailed infographic of the best and worst times to post on each social media channel. These times may not work for every audience out there, so you might have to play around with your timing just a bit, but don’t give up! Social media is key to making and keeping relationships with your customers (click image below to see full-size version).

Posting Times - Fabrica Creative

Fabrica Creative

SEO

Tips on How to Get Your Website Found

By | Blog, SEO

One of the hardest problems about having a website is driving traffic to it. How do people reach the top of the Google search engine? With about a billion blogs out there, how are you going to be found amongst the crowd? Here are a few tips on how to get your website found using SEO (search engine optimization):

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