When creating a long-term online marketing strategy for promoting your business and your website, it’s important to follow best practices and avoid taking shortcuts that could lead to penalties from search engines. Search engine optimization (SEO) provides many powerful tactics that can generate traffic in the short term but which can prove problematic in the long term. So you want to use SEO to your advantage while sticking to tried and true methods that will continue to provide value for years to come.
Below are four important tips you need to follow when implementing your content marketing strategy.
- create evergreen content
- do not over-optimize anything
- focus on quality over quantity
- avoid all forms of spam
Create High-Quality Evergreen Content
Again, as always — content is king. Everything you do online revolves around the content that you create for your blog, for your social media posts and for your guest posts on other websites for backlinking purposes. You can’t fake quality, and if you try to blast out low-quality posts, search engines are going to get wise and lower your site in the search rankings.
Along with quality, your content should also focus on evergreen content as much as possible. While it is appropriate and useful to create content that is more timely in nature, the posts that will continue to generate content for years to come are the ones that focus on evergreen content — timeless content that will be useful to readers long after the publishing date.
Do Not Over-Optimize Anything
Digital marketers usually get themselves into trouble when they get too zealous and over-optimize their content, their links and their promotional tactics. Sure, keywords are important. But if you stuff too many of them into your blog posts, you’ll get penalized and lose traffic. Anchor text is important when building backlinks, but over-optimization those hyperlinks is easy for Google to spot, and you’ll get penalized and lose traffic.
So ditch the old school SEO methods and create content and links that are of high quality and that make sense and provide value to real human readers.
Focus on Quality Over Quantity
Studies from Hubspot and others have shown that blogs that publish four or more times per week get about 400 percent more traffic than blogs that publish only a handful of times per month. But that doesn’t mean that you can push out boring, low-quality daily blog posts and expect a flood of traffic to start flowing into your site.
If you can manage to create a lot of content without sacrificing quality, then by all means go for it. But if a fast publishing pace causes your content quality to suffer, then it’s better to back off a little and spend more time creating posts that will provide more value and will establish you as an expert in your niche.
Avoid All Forms of Spam
Spam is the enemy of every content marketer seeking long-term results for themselves and for their clients. If you want to make steady progress for years to come, then you cannot take shortcuts and indulge in spam tactics. Whether it’s about creating blog posts, reaching out through contact pages or leaving blog comments, you can’t just have bots blast out drivel all day long. That will just get you penalized, and as you know already — you’ll lose traffic.
To be successful in content marketing, you have to focus on the long game. That means following SEO best practices, focusing on quality content and quality links and avoiding spam like the plague. Follow these four SEO tips and your content marketing strategy will reap benefits for years to come.