4 Common Content Problems & What to do About Them

As many people have been saying, content copywriting and marketing is the “new SEO”. Although it may sound less complicated, there are quite a few obstacles you can still run into. Here are a few problems and some fixes to help you over come them:

1) Thin content – Older web pages and e-commerce sites often have this problem. This might mean having a page only filled with a list of links or pictures with very little to no actual content.

Fix: Let’s say you’re selling something like a dog sweater. You can spruce up the thin content on the page by adding a catchy title, relevant sub headings, a brief summary/description paragraph, and user generated content (like reviews). This added content will search engines a better signal that it’s more than just a filler page. It will also engage readers and encourage them to stay on page for longer. A good example of this is Amazon, think of all the different things to click and read while browsing for a single item.

2) Irrelevant content – Your content may be well-written and unique but why aren’t people contacting your business? Or they might be calling for the wrong reason or leaving as soon as they land. This is mostly a writing issue that can be fixed with the right analysis.

Fix: A good indicator that visitors aren’t getting what they want can be seen by analyzing your bounce rate. There are many things that can turn readers away and Webmaster Tools and Analytics can help you better understand what users are searching to get to a certain page and why they might be leaving. Check out Google’s Content Experiments for more ways to optimize and test your content.

3) Static content – Do you have content on your site that hasn’t been updated in years? This is not a good signal to search engines and definitely not helpful to your readers. Although it helps to consistently add new content, it’s also worth it to go back to important landing pages and make updates every couple of months.

Fix: Having an on-site blog can help show search engines and customers that you’re always adding new, quality content to your site. Adding a social networking share buttons on web pages also helps with social signals and can give old pages that are already ranking well an added boost. Having social shares associated with your pages is an indicator that it is relevant and worth sharing.

4) Duplicate content: If you’ve hired and switched marketing companies in the past, it’s important to re-evaluate old content and see if it’s unique or duplicated across multiple sites. I’ve encountered pages that are 90% and up duplicates of other sites! This is not good at all, especially when it comes to Google Penguin updates.

Fix: There is no shortcut but to identify and re-write the duplicate content. Tools like CopyScape can help you find duplicate content. You can also copy a paragraph from a page and search for it with quotes and see if that exact blurb pops up anywhere else outside of your site. If it’s the issue of other sites or scrapers taking your content and outranking your original content, it might be worth it to file a DMCA complaint.

Are Your Business Blogs Too Boring? (Part 2)

Are you afraid that your business blogs are boring your customers? Here’s our companion post to help you find ways to keep your content fresh and interesting:

Engaging Content – Pictures, free downloads, and video content are excellent ways to break up content in your blog posts. These are all assets in your content arsenal that will help capture reader attention as well as showcase your company’s versatility. Different types of content in blog posts will help create highlights and give readers something new to look forward to.

Make the Most of Social – Integrating your social networking profiles is a great way to cross-promote and bring something new to your posts. Encourage readers to get social on Twitter by using certain hashtags or create excitement by inviting them to enter in a contest or giveaway. And it doesn’t have to be a big prize to capture someone’s attention. Free downloads are great but even a free hat or t shirt will get more attention than just a normal blog post. Remember that the point isn’t just to give away free stuff but to bring the relevancy back to your company and how to be useful to customers.

Connect With Your Readers – Asking for comments and feedback promotes engagement. Blogs are a platform for open communication and you want a place where readers can feel comfortable leaving feedback or asking questions. Connecting also means showing your personality – meaning solving problems, responding to reviews and expressing real, human emotions. Who knew that blogging can be such a freeing opportunity?

There are many different ways to spice up your blog posts and these are just a few ways to get started. This especially holds true for businesses like e-commerce or other industries that aren’t considered reader-friendly. Do you have any other tried and true tips for your business blog?

Does Your Content Marketing Measure Up?

content marketingWhat is content marketing? In broad terms, it applies to all forms of marketing involving sharing engaging content that is meant to be useful for your target customers. When you hear this term used nowadays, it means more than just using words – like on a traditional blog or website.

Different Types of Content Marketing

Nowadays, content marketing applies across social media, video marketing, press releases, public appearances, and more. In the end, the goal is to tell a story about your brand and influence potential customers to convert. Without over-complicating things, it’s a content marketing is a simple strategy to make your products and services attractive to the right consumer base.

Counting Clicks and Shares

In terms of social media, people are always wanting to know how to accurately and effectively measure these metrics. Earlier this month, Twitter revealed that they are developing Twitter Web Analytics, which should be extremely helpful to small businesses.

But like other forms of content marketing, you can’t measure and analyze social media by just using one metric. Because your business may use social media in a different way, you have to consider different factors than just say “clicks”. While this is good place to start, you have to dig deeper than that. Looking at how many users are sharing your content and tools such as PostRank can help give you that insight.

As an e-commerce business, you might take the approach of tracking sales before and after advertising coupons or deals on social media networks. Whatever form of content marketing you choose for your next campaign, you can also check the progress you’ve made on certain keywords in search engine rankings.

Notice here, there is no magic way to give you the answers you need when it comes to analyzing the effectiveness of your content marketing. The concept of these metrics is simple, but when it boils down to it many people just don’t have the time or man power to track them. It all comes down to putting in consistent work and constant monitoring of results to see what needs to be changed. As a business, this might sound like a lot of work – because it is. Remember, our Los Angeles SEO consultants are always here if you have any questions or need any help!