Generating organic traffic, or traffic from search engines, is absolutely necessary in an age where consumers are constantly using their desktops and mobile devices to search for what they are looking for. A recent statistic provided by Mashable states that there are over 100 billion searches through Google on a monthly basis. Even more interesting, more than half of those searches come from mobile devices.
While those are some pretty staggering numbers, the fact that consumers do a lot of searching through Google is probably not a surprise to you. You are probably well aware of the fact that your business or brand can benefit greatly from ranking high on Google’s search engines. The problem, however, is that you are not sure how to get there.
Enter content marketing.
Now, you are probably also aware that content marketing is important to ranking in Google’s search engines. Your problem now becomes, “How do I compete with all of the other content being created every day?” Well, let’s take a look at three ways you can use content marketing to leverage more traffic from search engines:
Focus on Ultra-Specific Niche Areas
Many niches have become saturated with so much content that it would be impossible to compete with them, especially if you are targeting common keywords. In order to compete in these over-saturated areas, content creators are being forced to get ultra-specific with their niches.
Mark Schaefer, author of the Content Code, gave the example in his book about how much information there was available through search engines about swimming pools. He went on to say that it would take years, even if you created a great piece of content every day, to get your content to rank high on Google for swimming pools.
Instead, he gave the example of what can happen if you focus on a specific niche within the topic, like salt water swimming pools. Or you could get even more specific and go with underground salt water swimming pools.
With all of the analytical tools offered throughout the web, it is actually quite easy to check out specific niches that may have some potential for growth. Possibly the greatest tool for this is Google Trends.
The tool allows you to search for a keyword and then gives you information about the activity of consumers related to that keyword. It also provides relevant secondary keywords and suggestions. When you use tools like Google Trends to discover ultra-specific niches to write content within, you open up the opportunity for you to become known as an expert or authority around that topic.
This also opens up the opportunity for you to become the first, or at least one of the first, individuals to provide relevant information within what may eventually grow to be a promising niche (which means a higher ranking on Google).
Create Less Content While Promoting More
It has basically been established that, unless you have a team of 10-12 writers and content management staff, you simply are not going to be able to compete with the quantity of content that is being put out there by other brands. But what you can do is focus on creating an amazing piece of content and then doing everything in your power to promote the crap out of that content.
Derek Halpern, creator of the popular blog Social Triggers, is a big advocate of this method. He has pointed out multiple times that any small business or solo-preneur attempting to compete with the quantity of content created by major brands is just plain silly. Obviously the first step in this process is that you have to create a piece of content that sets itself apart from the rest. This is something that should be of the long form variety and that should be incredibly well-researched.
Once you have completed the article, the next step is to design a plan for promoting your content. This should include at least 5-6, but preferably 9-10 methods for promoting your content. KissMetrics wrote a great post that included 17 advanced methods for promoting your content. You would be wise to check out that list and make some of their suggestions a part of your plan.
In order to prevent the need to go through this prolonged process each time you create a new piece of content, develop a system for using each promotion avenue that you choose. While this will be a fairly lengthy initial time investment, the long term payoff will be more than worth it.
Use the Periodic Table of SEO Success Factors
If you really want to set yourself up for content marketing success and give yourself the opportunity to rank high on search engines, you absolutely need to check out the Periodic Table of SEO Success Factors that Search Engine Land created. This is an absolutely phenomenal piece of content that can be useful for everyone from beginner content marketers to those that have been in the industry for many years.
One of the coolest parts of the table is that it focuses on both off-the-page and on-the-page SEO. The on-the-page SEO factors include content, architecture, and html while the off-the-page factors include trust, links, personal, and social factors.
It is a great tool to reference as you try to determine what the best method is for creating your content. Obviously all of the factors work together to help create a piece of content that has the potential to rank high in search engines.
One of the biggest myths that marketers are continually told is that, to succeed in content marketing, all you have to do is create great content. But how practical is that really?
There are hundreds of thousands of people out there every day creating great content. How are you supposed to compete with them by simply hoping that yours is better? The answer…you don’t.
Instead, focusing on these three content marketing strategies can give you a much better chance at generating more traffic from search engines and bringing in much more targeted visitors. Shift your focus towards creating ultra-specific content that is SEO friendly and heavily promoted. This formula should lead you to quite a bit of success as far as bringing in more traffic from search engines.