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SEO Basics for Business Owners

SEO Basics for Business Owners

Whenever you search anything on Google, chances are you don’t click very far past the first page. That’s why SEO (search engine optimisation), the strategies applied to show high up in Google organically (without paid advertising) is so important in business. While SEO can get complex and time-consuming, there are a few simple things you can start doing straight away to support your ranking. Even if you decide to enlist the support of an agency to optimise your website and content initially, you’ll want to take back the reigns eventually to keep the practices and strategies they implement up. So, these are the SEO basics to start putting in place. If you have a new website, submit a sitemap to Google A sitemap is a file that provides Google with information about the pages on your website so it can start appearing in search engine results. If you’re creating a brand new site, you can submit a sitemap through Google Search Console. Start with the right set of keywords Your keywords are the words or word combinations that people will search in Google when they want to find a product or service like yours. In turn, Google returns a list of pages containing those words or word combinations. Understanding what your market is searching and weaving those keywords into your website, so the copy still sounds natural, is at the core of SEO. Arriving at your list of keywords takes keyword research, which you can do in a platform like SEMrush. Keyword research can be time consuming so if you’re brand new to SEO, you might want to outsource...
Blogging Without Results? 4 Ways to Improve Your Blog

Blogging Without Results? 4 Ways to Improve Your Blog

You needn’t be a professional copywriter or experienced marketer to write business blogs. To improve your blog posts, you just need to know how to use them to your advantage. Whether you can knock out a quick article in under 30 minutes, or spend hours agonising over the right opening line to snag your audience, the most important thing to remember is that you know your business better than anyone else. Couple that with these four essential steps, and you can improve your blog posts and increase your chances of converting readers. 1. Choose the right topics Content marketing agency professionals spend years honing the craft of topic ideation and delivery – it’s why they’re so good at taking businesses large and small to the next level. But you don’t have to be a content marketing expert to recognise the importance of choosing the right topics. After all, without an interesting topic, no one is going to read your blogs. And if no one reads your blogs, your online presence will suffer greatly. So just how do you choose the right topics? Start by asking yourself the following: What are you passionate about? If you’re not interested in the topic, or it’s not relevant to your business, that will seep into your writing and turn off the reader. Who’s the audience? As a business owner, you likely cater to multiple demographics and have more than one target audience. Do your blogs appeal to everyone, or are they niche topics where you can drive readers towards a particular product or service? Is it evergreen? An ‘evergreen’ blog is one that has long-term appeal. It’s...
Australian Marketing Manager Survey

Australian Marketing Manager Survey

A marketing manager’s role is rarely easy. Are your doing a mountain of work with a small team? Having trouble getting approval for campaigns? We’d like to know about your content-related challenges in 2018. Please take 2 minutes to take our Australian Marketing Manager Survey....
Australianising US Content: a guide for marketing managers

Australianising US Content: a guide for marketing managers

It’s a common challenge. The content team at US headquarters pumps out volumes of great content, and the US or global marketing director doesn’t understand why you want to engage an Australian content marketing agency to create localised content. Can’t you just tweak it? Maybe, you reply cautiously. Some pieces of content can be easily touched up for an Australian audience. Other pieces will have so many issues you don’t know where to begin – or how to explain the problem to someone who might not understand how delightfully different we are Down Under. Aside from the Australian English versus American English issue, there are other factors that come into play, like differences in buyer motivation, cultural attitudes and the suitability of examples used in American content. Here’s a handy guide to help you identify the issues involved, or perhaps to more easily explain the scale of the content localisation problem to US HQ! How are we different? Let us count the ways: Spelling – American English vs Australian English Back in the 18th century, English spelling was somewhat inconsistent. Two influential chaps decided to put an end to that, and each published a dictionary. Unfortunately, they were different. The English began to favour one dictionary, but Americans favored the other, so now we have inconsistency on a global scale. Australia followed the English, as we often do. A few examples: OUR (AU) versus OR (US): Our Aussie humour can be a little colourful. We’re sure American humor can be colorful too, even if we don’t find all of it funny. ISE (AU) versus IZE (US): That wouldn’t stop...
Why Some Digital Marketing Agencies Provide Content that Sucks

Why Some Digital Marketing Agencies Provide Content that Sucks

I can safely say that more than a few digital marketing agencies regularly lose clients over poor quality content. That’s because many people who enquire about our content marketing services do so the moment they reach the end of a digital marketing agency contract – when they’ve made a decision not to renew because of a content issue. Often, they’ve encountered the problem early on in the contract, but when their complaints didn’t result in any significant improvement, they stopped complaining and quietly awaited the contract expiry date. To be clear, there are some digital agencies that do an excellent job in this space. But why do many others have such a problem supplying good content? For a few, it’s because they’re short-sighted and not even trying. Many others seem to have the will but not the way – they want to keep clients happy but can’t seem to stem the flow of complaints about content. Where agency attitude and culture are right but the content is falling short of client expectations, I believe it comes down to the not having the right processes and team members in place for properly managing content creation. Agencies that began in traditional marketing and added digital marketing or content marketing services seem to have far less trouble that those that began with a focus on SEO and PPC management. That’s likely to be because traditional marketing agencies are accustomed to the processes necessary to manage creative work, so if they add a content or blog writing service for their clients, they tend to apply similar processes. The challenge for those traditional marketing...
Blog Fail Diagnosis: Are These 3 Knowledge Gaps Limiting Your Traffic?

Blog Fail Diagnosis: Are These 3 Knowledge Gaps Limiting Your Traffic?

You have a business blog and you’re publishing content regularly – just like your marketing or SEO advisor, business coach, website designer or digital marketing guru told you to. Somehow, you formed the impression that doing it would bring in hordes of site visitors, and you concluded that even if a small percentage turned into clients your blog would pay off very nicely. But it hasn’t. The traffic-busy blog you had in mind is feeling more like a dead end.  What’s gone wrong? Unfortunately, the advice to set up a blog isn’t always followed up with a detailed explanation of how to get it right. If you’re going it alone because you don’t yet have the budget to pay a content agency or writing service to take care of the details, what you need to know is that there are a number of important factors that come into play in-between starting a blog and getting results that amount to anything at all. Here are three common mistakes that seem small but have a big impact. Failing to choose topics of interest The entire sales process (particularly for B2B) has been turned on its head in recent years. Your prospective clients are often searching for answers long before they decide to contact a potential supplier. What questions are your prospective clients asking at that stage? You need to identify those questions and look to publish material that satisfies their queries. You can do that by using a keyword tool and thinking about the things I discuss in my recent article: MORE: Google Micro-Moments and Long Tail Keywords You’ll also find a link...