One of the most effective search engine optimization (SEO) practices for encouraging improved website rankings on search engine results pages (SERPs) is the publication of fresh content on a regular basis. Whether it’s in the form of a blog or other source on your site allocated to the release of informational text content, search engines like Google, Bing, and Yahoo all favor websites that can provide users with current, relevant, and original information. The most popular tool for regular content additions is a blog utility. These can be integrated into new or existing websites with the help of a marketing and content development agency. At MLT Group LLC, we provide SEO, digital marketing, social media marketing, graphic design, web design, and video production services for a broad range of clients. Our SEO marketing services in Minnesota’s Twin Cities and throughout the region offer a comprehensive range of support for small businesses, nonprofits, local brands, and customers. Our team of marketing experts, writers, graphic designers, project managers, and videographers work with customers to meet their exact needs while following the technical and design trends that improve website quality and SERP rankings to expand audiences and improve conversions.
One aspect of content creation that we work into blogs and informational articles we write for our customers is the idea of newsworthy or timely content. Search engine algorithms approve of websites that stay up to date on their data and user trends. Publishing timely content that will also be attractive and helpful to users will make your website more likely to get a higher ranking from a search query. For example, if a user searches for “best rated toasters,” Google and other search engines will favor sites with blogs that rank the newest toasters. Blogs or articles that are titled “Best Toasters of 2022” or “Top Rated Toasters of 2022, Tested by Chefs,” for instance, will likely improve your ranking for that query.
Headlines and title cards are important parts of SEO marketing when it comes to publishing new content, but the use of keywords and having information that is actually helpful to users is important too. The information in your content, the relevance of the data to your brand and audience, and the interest or “humanization” of that data are all important parts of publishing newsworthy, timely stories.
Internal and External Information
When choosing a topic for a timely blog or news article, there can be multiple sources for your information. Having accurate data that can be backed by internal studies, reports, or analytics or by reputable external sources is important because it improves your brand’s credibility, establishes trust with your users, and improves your professional image. However, most of the companies and brands that host websites and publish content to grow their audiences don’t have access to reporters and newsrooms. Many scholarly articles, scientific studies, or other rich, data driven sources of information are housed behind pay walls.
To get the right data for timely stories, you’ll have to tap into the resources you do have at hand. This can include your company’s own operations and expertise, staff knowledge, internal data, public information, surveys and other customer feedback, social media, and many other sources of knowledge, advice, facts, and other statistics that could be useful to your audience. Your internal data resources can provide analytics and statistics that you can use to build relevant information for the contemporary user. In fact, most companies have a rich source of information about their day-to-day operations that many customers might be interested to know.
Think about the companies that you purchase goods and services from or the brands that you support. Would it be of interest to you to learn how those goods are made, what training staff is given, how things are cleaned, what equipment is used, or how facilities are maintained? What about the information that guides brands to develop a certain product or build their site tools in a specific way? You can lend some transparency to your company’s operations, expertise, and analytics to give important information to users that will make your brand more likeable to the customer and better ranked on SERPs.
Another important resource for data you can use as a foundation for timely content is public data from the municipal, state, or federal governments, data published in open studies, ranking systems, articles, peer reviewed papers, books, journals, and more. Wikipedia is not considered a credible database because it is built with crowd sourced information, but you can often use the Wikipedia resources section of a page to backtrack to references listed that are accredited or legitimized data citations.
You can also gather information from users and your own customers by conducting surveys, asking for reviews and feedback, and analyzing user interaction with your brand. By gathering your own data this way, you can prove to readers the reliability of your information by disclosing the numbers and way you learned about the topic for a certain blog or article. There are many ways to gather survey information available to companies today, such as SurveyMonkey, Google Forms, and Google Survey.
Having information to create timely content is key but, you still need to be able to determine its relevancy to users. If your blogs or articles are not relevant to the users that interact with your website, you can lose their attention and your site may seem less relevant to search engines.
To determine the relevance of your data, you need to decide if it is serviceable to the reader, contextualized, and localized. In order for your content to be serviceable, it needs to help users in some way. Most companies perform analytics to gather data about their audience demographic. This often includes age, cultural background, location, economic status, and community. If you have a dataset you can use to write content, you need to write around that information to make it helpful to your user demographic. For example, if an appliance company has a group of statistics showing that 80% of homeowners store their toasters off of the counter when not in use, they can use that information to recommend the best toasters in their collection for efficient storage or toasters that cool down the fastest or are the easiest to clean. The company could also gather further information about where their customers most frequently store toasters in the kitchen and relay that in a timely blog post.
To generate content that is contextualized, you need to stay in the loop for trends significant to your brand. The purpose of digital marketing with SEO content is not necessarily to break the news to the public, but you can relay news about your brand in the form of industry trends. Think about what’s happening in the world to your business format, your audience, your products, and more. If your brand falls into a niche or industry category, publishing data with regard to the current events and trends of those areas will give that information a strong relevancy because of the way SEO and search engine algorithms work. Continuing with the toaster example, an appliance company could publish content overviewing their most popular toaster models and parallel that with trends in kitchen aesthetics and varying degrees of gadgetry consumers currently desire.
You can also use localization to make global data or large-scale conclusions gathered from reputable studies accessible to your audience. Localizing data brings it to a community level. For example, if there was the release of a brand-new toaster like a smart phone-controlled, portable, and rechargeable toaster with a USB port (we don’t know if this exists) it could spark conversation among your audience if you write a blog discussing pros, cons, and whether such a device is necessary. Localized content gives users the chance to interact more personally with information and allows you to speak more directly with your audience.
Humanizing the Story
Finally, you need to humanize your story to make it relatable to your living, breathing users. While a search engine will process your data and content based only on merits written into a software algorithm, users will go one step beyond this and process information on an emotional level that can manifest in many ways, including surprise, care, joy, fear, anger, and much more. As humans, we process things in emotional ways naturally even if we are also considering the numbers and logic of informational content. Unlike journalistic news providers who have to report objectively, marketers and brands can instill a humanized aspect to their content with the subjection of emotion in positive, constructive ways.
Pairing data relevant to your brand and your users with a humanized delivery will help you create more successful timely content. To learn more about using these tools for SEO marketing in the Twin Cities of Minneapolis and St. Paul, as well as surrounding areas, contact MLT Group at (507) 281-3490 or firstname.lastname@example.org today.