Content Archives - Bruce Clay, Inc. BlogJanuary 16, 2018
Marketing teams across the board will face receding budgets as the C-suite becomes increasingly unwilling to dole out money without solid proof that it delivers results. As a result, I expect to see a focus on attribution tools and better data reporting as the industry scrambles to connect the dots of customer journeys and justify marketing spend.
Predictions for digital marketing in 2018 are fairly easy to make — at least compared to the last 13 years of annual prediction posts I’ve written. I am sure that most in the SEO industry who follow Google see these trends already progressing. In a nutshell, the hot buttons SEOs know now will stay hot.
Here are my predictions for mobile first, voice search, content, linking, speed, SEO, ecommerce, machine learning, virtual reality and video — to help you be informed to make the right marketing moves this year.
January 10, 2018
We’re in a time when writers carry a heavy responsibility. They produce the fuel that SEO and marketing engines need to drive sales forward.
That’s because content marketing requires a LOT of content. In fact, 72% of marketers surveyed said relevant content creation is the most effective SEO tactic.
It makes sense, then, that writers should be equipped with tools that help them make informed SEO decisions along the way to making relevant content.
Read about why original content is harder to produce and the solution to the growing need for SEO-skilled writers who can analyze data and decide what content needs creating in this post.
November 15, 2017
It’ll be 10 years ago this January that I first walked through the doors at Bruce Clay, Inc. and entered digital marketing.
I was fresh out of journalism school, which I’d studied because I wanted to write truth to the world. By making information publicly available, I thought I could contribute to the greater good. I saw myself educating readers by sharing the stories of the world. Pretty altruistic, right?
I never thought I would work in marketing. Who plans on a career in marketing? What 10-year-old says, “I want to be a marketer when I grow up, Mommy!”
Well, I’ve learned that marketers play a similar role as journalists but in the private business sector. We’re in the business of communications — crafting messaging and figuring out how to get those messages in front of as many people as possible.
We use our storytelling talents and distribution know-how for our companies and our clients. Our job is to get the right story in front of the right audience. I’ve learned that SEO wins happen at the intersection of identifying storytelling opportunities and maximizing the visibility of those stories through search.
And yet I think it can be easy for an SEO to forget a critical role they play for clients and for organizations: that of the content evangelist. SEO’s can fall into a trap of focusing on the technical requirements for making content findable by search engines. And while crawlability and accessibility issues are key SEO responsibilities, big brands today are demonstrating that the competitive advantage lies in the crafting of 10x content.
April 25, 2017
It struck me the other day, while I was reviewing a client project with one of our SEO analysts, that the old problem of thin content is still an insidious revenue killer for many websites.
Or put another way, until you have content worth ranking, do not be surprised if you don’t rank well.
By way of example, the client, a B2B lead gen site for industrial parts, is receiving 150% more traffic this year compared to last and getting a record number of inquiries. We’re seeing these stellar results after many months of work that focused heavily on fixing thin content — until content was improved, the traffic suffered!
March 7, 2017
There’s good content. And, then there’s high-quality content, the stuff that rises in the search engine results pages, oozing those attractive and useful characteristics both consumers and search engines value.
In my experience as an SEO copywriter (going on 10 years now), I’ve learned that there are several tried-and-true ways to make your content more “valuable and useful” to your readers than your competitors’ sites.
A crucial yet underused method? Expert information.
If your web copy isn’t performing, it might be because it lacks credible, expert information.
Read the step-by-step guide to using the voice of an expert to lift good content to high-quality heights.
February 10, 2017
You want your site to work smarter for you.
You know that SEO (search engine optimization) is what you do to get your blog or site to show up when your audience uses Google to find you.
You might be doing your own SEO. Or you may be a copywriter looking to boost your content with a competitive advantage of higher search rankings, better click-through rates and improved like- and share-ability.
Get started with SEO for copywriting using a standard series of steps to optimize your content, as we call it in the SEO biz.
December 29, 2016
In 2016 we were busy bringing digital marketers answers to the toughest questions surrounding SEO, content marketing and PPC. Out of more than 100 articles, these are the top 12 most-read articles on the Bruce Clay Blog this year.
From managing SEO projects to understanding the Facebook algorithm, keeping your website fresh to disavowing links, here’s the year’s most popular posts for you to read up on as you head into the New Year!
September 22, 2016
There are four pillars of SEO content: expertise, authority, trust (E-A-T) and maintenance. These are exactly the qualities search engines look at to rank your site. Google even says so outright in its Quality Rating Guidelines.
Here we drill down into maintenance — keeping your content up to date and ever-relevant.
BCI is deep in the process of a full content inventory to maintain and upkeep BruceClay.com. With this process fresh on our minds, we walk you through the full program on how to update website content:
• Defining and set up conversions
• Inventorying content, identifying updates
• Analyzing current performance
• Getting user feedback
• Putting a strategy in place
• Updating content
• Testing changes
January 13, 2016
There’s a word for fear of change: metathesiophobia. The way search, media, technology and consumer behavior change from week to week, it’s not a phobia that SEOs can afford to harbor.
Instead, digital marketers race to get ahead of competition, ahead of algorithm updates, and ahead of upcoming technologies with early adoption and forward-looking strategy.
Where to start? Right here. Bruce Clay is joined by Duane Forrester, David Szetela, Cindy Krum, Eric Enge, Larry Kim, Maddie Cary, Dan Petrovic, Richard Baxter, Marcus Tandler and Andre Alpar in sharing annual predictions for the online marketing industry. What will you do with this foresight into the year ahead?
December 16, 2015
If one lesson emerged regarding content in 2015, it was that a digital marketer’s strategy should revolve around quality over quantity. Quality necessitates editorial planning, audience understanding and persona research, as well as the social media marketing and PR outreach. Throughout the year, experts in our field (including Gary Illyes, Marty Weintraub, Wil Reynolds, Lisa Buyer and Mindy Weinstein) shared their tried-and-true tactics for creating what Rand Fishkin lovingly refers to as 10X better content.
In today’s content-focused track of the 2015 Virtual Conference, read up on these tactics and find out how you can apply them to your own content marketing.