Tag Archives: web content

Content Marketing with RankBrain in Mind

How does Google determine which content ranks where on the search engine results page (SERP)? That question is at the heart of SEO, and it’s also important to content marketing. Answering it is, truthfully, close to impossible; Google’s algorithms are complicated, and ever-changing. There are a lot of factors in play, and the way Google balances and prioritizes them is somewhat veiled.

With that said, Google has been clear about one thing: RankBrain is one of the most important of all ranking factors. In fact, Google has stated that it’s in the top three. So, if you want to write content that ranks well, you have to know what RankBrain is—and how to appease it.

What is Google RankBrain?

RankBrain represents the artificial intelligence and machine learning aspect of Google’s algorithms. RankBrain works to understand user queries and content topics, and to match the right content with the search request— evaluating all the content out there and formulating the best possible results for the search engine user.

In other words, RankBrain is a machine that’s actually capable of learning about content and user search queries, and of judging which content provides the most relevant and actionable results for a search engine query. That’s really pretty cool, especially when you consider that these editorial decisions are made strictly by AI; there is no human assistance required for RankBrain to do its thing.

Again, RankBrain is not the only factor in determining search engine rankings—but it’s a major one. This brings us to our ultimate question: How can you design content that appeals to RankBrain? How can you get your website or blog ranked well by this AI system?

3 Tips for Mastering RankBrain

There are three tips we can offer here.

  1. Write content that is focused. RankBrain evaluates content to determine—basically—what it’s about, and whether it answers the user’s question. If your content is all over the place, jumping from topic to topic and presenting a hodgepodge of information, it’s unlikely that the algorithms will be able to reach clear conclusions. Content like this almost never ranks well. Make sure each blog post and each website has a strong, singular topic—and that everything within the content points back to that topic.
  2. Structure content in a logical way. Along the same lines, your content should be structured in a way that leads the reader (or the RankBrain algorithms) through a logical argument. Present your main topic or point in the first paragraph, then use section sub-headings to advance the content, one step at a time, until you reach a clear conclusion or CTA.
  3. Test everything. You won’t be able to guess your way to ranking success. Instead, you’ve got to constantly consult your data and analytics—seeing which content works and which doesn’t, learning from your SEO successes and failures alike.

Step Up Your Content Game

Effective content has to appeal to human readers and to Google’s machine learning system—and that’s a tall order. We can help. Get some seasoned, SEO-minded content writing professionals on your team. Reach out to Grammar Chic, Inc. to learn more: 803-831-7444, or www.grammarchic.net.

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Filed under Blog Writing, Content Marketing, Content Writing, Social Media, Web Content

6 Non-Technical Ways to Boost Your SEO

Search engine optimization isn’t rocket science—although, to be fair, it can sure seem that way at times. You can get pretty deep into the technical dimensions of SEO, which for small business owners who lack a tech background can be daunting. But here’s the good news: There are some completely non-technical, novice-friendly SEO strategies that can actually have a big impact on your site’s visibility and rankings. In this post, we’ll share just six things you can do to make Google love your site more—no advanced technical training required.

Simple Ways to Ramp Up Your SEO

Make a User-Friendly URL

Sometimes, URLs will default to random strings of letters and numbers—but that’s obviously not very helpful to users (or search bots) trying to determine what the page is about. Make sure each page of your site (and each blog post) has a short and descriptive title—for example, the page where you can learn more about the Grammar Chic content marketing services is www.grammarchic.net/content-marketing-services. Right to the point! Content management systems like WordPress usually make it quite easy to change your URL to whatever you want it to be.

Structure Your Site for Readability

You can enhance user experience (UX) and SEO by designing a website that guides the reader from top to bottom—that is, from headline to call to action. Make sure the headline itself is compelling, and that you break up the content with descriptive section sub-headings. Use bulleted lists when you can.

Place Keywords in Strategic Places

You don’t have to do a lot of complicated math to figure out the desired keyword density for a Web page. Instead, just naturally and judiciously insert keywords in titles, section headings, and meta descriptions, then perhaps once or twice in the content itself. Always make sure they feel natural, not cumbersome to read.

Enrich Your Content

Make sure each page has an image, video, GIF, infographic, or something else to provide added interest. You shouldn’t have just isolated blocks of black-and-white text.

Link to Relevant Resources

Internal linking is key to SEO success. If there are other pages of your site—or blog posts, for that matter—that augment the page in question, include strategic links to them. There’s really no right or wrong number of internal links. We’d just caution you to make sure the links you include really are relevant and helpful.

Encourage Social Sharing

When a piece of online content is shared on social media, that signals to the search algorithms that it’s useful—that is deserves a prominent ranking. Share your own content on social media, but also make sure you enable the social sharing buttons that let others quickly and conveniently share your content. Again, WordPress and other content management systems make this pretty easy.

Going Further with Your SEO

As you can see, there are plenty of small steps you can take to seriously improve your SEO effectivity. To go even further—to get content that’s written to rank and to convert—we encourage you to call the Grammar Chic, Inc. team today. Reach out to us at www.grammarchic.net or 803-831-7444.

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4 Things to Include in Your Meta Description

Do you know what a meta description is? It may sound like an overly technical term, but really it’s not. Here’s how SEO Moz describes it: “Meta descriptions are HTML attributes that provide concise summaries of webpages. They commonly appear underneath the blue clickable links in a search engine results page (SERP).”

HubSpot, meanwhile, goes into a little more detail: “Meta-descriptions play a big role in search results. In case you’re unfamiliar with the term, a meta description is the snippet of information below the link of a search result. Its purpose is to describe the contents of the page to the searcher. The end goal is to convince and persuade the searcher to click through to your website. Any words that match the search term are bolded in the description.”

Why Meta Descriptions Matter

In a nutshell: When you conduct a Google search, you’re given a list of links that match your search criteria, and under each link is a quick summary of what the page contains. That summary is the meta description. And it’s important that your own Web pages and blog posts have their own meta descriptions so as to take full advantage of this precious online real estate.

The meta description is an invaluable opportunity to capture some keywords and to make a strong first impression on search engine users—persuading them to actually click the link and visit your website. But in order for this to happen, you have to write a good, persuasive piece of copy—all while keeping it to 160 characters or less. (If it is more, Google will likely cut it off mid-sentence.)

4 Elements of a Strong Meta Description

There are four key elements that make any meta description effective:

  1. Your branded keywords. What we mean by this, generally speaking, is your company name. Grammar Chic blog posts always have our company name in the meta description, to start building some Google collateral and to make sure our content is clearly marked as our own.
  2. Additional keywords. One or two focus keywords, designed to attract search engine users, should also be worked into the meta description. For example, in a post that offers content marketing tips, we might include content marketing or content marketing solutions as our focus keywords.
  3. A statement of value. Why should search engine users click through to your content? Your meta description should summarize not only what the content is about, but how someone will benefit from reading it.
  4. A call to action. We’d also recommend a call to action—an insistence that your search engine user click through to read your content.

That may sound like an awful lot to encompass in 160 characters, but it’s more than possible. We’ll show you. Here’s the meta description used for this very blog post:

Writing meta descriptions is key to owning the Google SERP—but how is it done? Get meta description tips from the team at Grammar Chic, Inc.

You’ll see there our company name, a focus keyword (meta description tips), value (learning tips to own your Google SERP), and a call to action (Get…).

That’s just one example—but maybe you’d like to see how meta description writing could work for your content. We’d love to show you. Reach out to Grammar Chic, Inc. to start a conversation. Contact us at 803-831-7444, or www.grammarchic.net.

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5 Ways to Make Your Written Content More SEO-Friendly

Whether you’re writing content for your company website or dashing off the latest company blog post, you want it to be something good—something that offers value to your reader, and reflects well on your brand. At the same time, you want it to be something that’s search engine optimized. After all, great content isn’t very useful if nobody can find it.

This is a little bit of a false dichotomy, perhaps. Generally speaking, writing good, valuable content is the single best way to optimize it, and all the SEO tricks and gimmicks in the world can’t compete with the raw power of quality writing.

With that said, there is certainly a need to ensure that your content is as palatable for search algorithms as it is for human readers, and simply writing a good article is only the first step. As you seek to maximize your content’s SEO potential, here are five simple principles to keep in mind.

Improve Your On-Site SEO

Originality is Imperative

First and foremost, make sure that what you are writing stands on its own. Google doesn’t see any value in duplicate content, and as such it tends to penalize it. Regurgitating the exact same copy for each product page on your website, for instance, or simply copying text from the website to the company blog, will lead to diminished rankings. Take the time to ensure that every piece of content you write is phrased uniquely. Tools like Copyscape can help you ensure that you’re not plagiarizing yourself or others.

Readability Matters, Too

Google’s bots are more likely to favor articles that are readable to wide audiences—and that means using short sentences and paragraphs, limiting your ten-dollar words, and abstaining from the passive voice. Good, concise, punchy content—written in a way that makes it easy to read—will only help you as far as SEO rankings go.

Your Title Should Be Optimized

Writing a catchy headline is key. So is keeping the title to a Google-friendly length of 55-60 characters max. Finally make sure your URL matches the title and contents of the page; a URL that’s just random numbers hampers your SEO efforts.

Be Structured

Your content should have a structure that makes it easy for readers—and search bots—to follow along and get the basic gist of what you’re saying, even just by skimming. The best way to do this is to structure your article with H1, H2, and H3 tags to break up different sections of content. Bullet points and numbered lists can also be helpful, when applicable.

Use Keywords—Judiciously

Though you want to avoid keyword stuffing, and shouldn’t sacrifice quality for keyword count, keywords can certainly be useful in demonstrating what your content is ultimately about. We’ve blogged about the importance of judicious keyword strategy before.

Write Content That Gets Discovered

With the right approach, you can write content that pleases people and search bots alike—no easy feat, but worth it in the long run. Or, you can hire our team to write it for you. Contact Grammar Chic today to ask us about our SEO-friendly content writing services. Reach out at 803-831-7444, or www.grammarchic.net.

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Getting Started with Integrated Marketing

There is no shortage of digital marketing tools you can use to build your brand—but which ones are most effective? And how do you use them well? These are the questions that integrated digital marketing concerns itself with. Essentially, integrated marketing is about not putting all your eggs in one basket; rather than spend all your marketing dollars on SEO, an integrated marketing approach might pull together SEO, content marketing, PPC, and more.

The key to integrated marketing is harmony. You want each arm of your marketing endeavor to be working toward the same goal. In other words, your content marketing should complement your SEO, and your SEO should in turn work in tandem with your PPC. Everything should be oriented toward the same goal.

Pulling these disparate digital marketing threads together may seem daunting. For business owners looking to get started with an integrated approach, these general tips and strategies may be useful.

Getting Started with Integrated Digital Marketing

Start by Identifying Your Target Audience

Your integrated marketing approach needs to speak to a particular user demographic—to the people you’re trying to reach, to convert into customers. Before you do anything else, identify that audience. Consider crafting buyer personas to spell out their interests, values, and pain points. Make sure that, throughout your marketing endeavors, you know exactly who you are talking to.

Choose the Right Marketing Channels

An integrated approach does not require you to use every single marketing channel that’s out there; your budget may leave room for just two social networks, for example, so be prudent about picking which two you’ll use. This is where a data-driven approach becomes invaluable; if you have metrics from past marketing campaigns, you can use them to determine which channels get the best results with your target audience.

Know Your Message

What are you trying to accomplish through your integrated marketing strategy? How will you define success? And what message are you going to tell in order to achieve that goal? These are the questions you need to address as you put together marketing content. Ensure that your messaging is consistent across each channel.

Be Cohesive

It’s not just your message that needs to be consistent across all platforms, but also your visual style, the kind of verbiage you use, and more. Think ahead about color schemes, font choices, logos, graphic design decision, and the kinds of buzzwords and phrases you use to promote your brand.

Make Content Creation a Priority

Content feeds all your other marketing endeavors. It provides you with SEO value, with social media fodder, and more. Creating original content—whether landing pages or blogs—should be a central activity in your integrated marketing strategy.

Track Everything

It’s often said that marketing without data is akin to flying blind. Don’t fly blind through your integrated marketing endeavors, but rather set up tracking and analytics for everything. You can really never have too much information.

Review and Revise as Needed

Using the data you collect, determine what’s working and what’s not. Test new ideas, and see how they work. Make tweaks and adjustments as needed, always relying on that information you’ve gathered along the way.

Take a Big Leap Forward with Integrated Marketing

You’re not going to be able to launch an integrated marketing campaign over night, but you can start making your plans and laying your foundation. These tips should help. Start thinking about your goals, your audience, and how you can move your brand forward, using all the digital marketing tools at your disposal.

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Filed under Brand Management, Business Writing, Content Marketing, Social Media

What to Ask Your Web Content Writing Company

The written content you include on your company website is of paramount importance. After all, most new or potential customers will head straight to your website to learn more about what your company does. The content they find there will establish their first impression of your brand. It’s in your best interest to provide content that is well-written, easy to follow, substantive, and informative; ideally, it should instill trust while also encouraging the reader to pick up the phone and call you for more information, or even to buy a product from you straight away.

That’s a tall order, which is why a lot of business owners outsource their Web content writing services to an outside firm—like Grammar Chic. This is the best way to tell the story of your company in a way that is compelling, and persuades the user of the value you can offer.

Evaluating a Web Content Writing Company

As you meet with a Web content writing company for the first time, it is important to establish clear lines of communication; in particular, we recommend asking a few key questions, to ensure that you understand the process and that you are truly comfortable with the company you’re meeting with.

Here are a few of the key questions you should ask:

What’s your experience in Web content writing? Learn more about the track record of the company you’re working with. Inquire about how long they’ve been writing websites, and ask to see examples of their past work.

How will you capture my voice? You may not be the one writing the content, but your voice should still come through. Ask the writer how this will be achieved.

What’s your research process? The content writers will need to gain an understanding of your company and of your industry, through interviews, independent research, or some combination of the two. Make sure you get a good sense of what this process entails.

What do you expect from me? Your Web content writer may need you to furnish some information, and it’s important that you do so as promptly as possible.

What are the SEO considerations being made with this site? Your Web content writing company may not be an SEO firm per se, and that’s fine—but hopefully there will be some attention paid to the best practices for search engine optimization. You might especially ask about keyword inclusion, meta descriptions, and meta tags.

Will there be calls to action on the website? The answer should be yes!

How will the page be formatted? Ask about section subheadings and bulleted lists, and be sure to voice any of your own preferences.

What about revisions/rewriting? Even a great Web content writer may miss a few things on the first pass. This is usually a process, and it’s good to clarify whether revisions and rewriting are included in the company’s services.

Ask Your Questions Today

Get your questions asked and answered by the Web content writing team at Grammar Chic. Contact us today to set up a consultation: 803-831-7444, or www.grammarchic.net.

 

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Filed under Brand Management, Business Writing, Content Marketing, Content Writing, Web Content

5 Ways to Improve Your Website’s Internal Linking

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Internal linking is one of the backbones of search engine optimization. It’s one of the things that separates a mediocre website from a truly stellar one. Providing links that connect the different pages of your website is a small and simple thing you can do that could yield big results.

Internal linking is significant for a number of reasons. One is that it makes it easier for Google search bots to crawl your pace. Another, just as important reason is that it makes it easier for your customers to find the information they want. Internal links keep people on your page, which reduces your bounce rate, and they can also boost the SEO value of the pages you’re linking.

The bottom line? Spending some time on an internal linking strategy is certainly prudent, and can certainly pay off. The question is, what can you do to get internal linking right?

Here are five tricks of the trade.

Link to Content-Heavy Pages

Let’s say you write a 1,000-word blog post. You definitely want to insert a couple of internal links, but you don’t want to waste them on parts of your website that are low on content value—like a generic “Contact Us” page.

Think about it this way: The pages you link to should be resources for your reader, providing them with additional information that enhances their experience. As such, it’s best to link to pages that provide further details or delve into related topics… pages that actually provide enriching, value-adding content, not just boilerplate.

Use Descriptive Anchor Text

The anchor text refers to the actual words on the page that you make into a hyperlink—and choosing the right anchor text can add real value to those links. That’s why you never want to link to bland, boring, or valueless text like click here.

Consider this: You want to provide a link to a recent blog post about the best Instagram strategies. You can make the words blog post into your anchor text, or the words best Instagram strategies. Which of these do you think offers more link value? The more descriptive option is always going to be the better one. Be wise in including good, colorful anchor text with every link.

Include a Couple of Internal Links on Every Page

How many internal links should you feature in each post, or on each page? There’s no hard and fast rule here, and different SEOs will tell you different things, but we’d recommend at least a couple. Remember that each link boosts the “freshness value” of the page you’re linking to, so you might as well take advantage of each opportunity.

Be Logical with Your Links

With that said, we also recommend being wise: You don’t want to appear like you’re spamming your reader, or bombarding your website users with links. Make sure the links you include are relevant. For example, a Grammar Chic blog post about Facebook ads probably shouldn’t link to a separate post about resume writing. That’s just not a logical connection.

Update Your Links Often

Remember that broken links decrease your site usability and its SEO value. Meanwhile, when you write a really good piece of new content, you may want to include links to it from older, relevant posts. Routine link audits and updates are essential.

Of course, linking is an integral part of your broader content marketing strategy—and that’s something the Grammar Chic team can help you put into place. Learn more by calling us today for a free consultation. Reach Grammar Chic’s content marketing team at 803-831-7444, or www.grammarchic.net.

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