Publish Or Perish : Winning At SEO
Some very good friends of mine are college and / or grad school professors. You’ll often hear them say, Publish or Perish. Simply put, if a college professor isn’t churning out intelligent content in the form of papers, studies, white papers, findings, etc., they are typically DONE within the institution. Institutes of higher education thrive on content creation and if you’re a new professor, the best way to prove yourself is to publish and defend your brilliance, CONSTANTLY.
SEO has seen an overabundance of changes in terms of alogorithms with cute names such as penguins, pandas, tarantulas, anteaters, (I made the last two up…) etc.. The almighty Google has strived to keep its search engine results pages squeeky clean, but unscrupulous SEO types have always managed to find a way to game the results. This manipulation has caused Google to constantly refine it’s formulas in order to provide clean, relevant results to users.
So, now that I’ve painted a gloom and doom scenario, how do you truly win at SEO? You take a lesson from those professors. You publish. You publish amazing works of your brilliance that let your hungry audience know and admire your expertise. People / customers want to buy from experts, from leaders in the industry. Your mission is to not only feed your audience, but to alert Google know that your web presence has it going on. You simply do this by publishing.
Some publishing keys to SEO success:
- Create with purpose.
Build an editorial calendar based around your brands sales cycle. You know what products are hot when, you know when your audience needs one service over the other, so develop a calendar that fleshes out content ideas around those cycles.
- Create with meaning.
Be inspired. If you’re not inspired, get inspired. Visit blogs in your industry, read, listen to music, go to the gym, weave a basket underwater, whatever sparks your plugs, but write with purpose. Don’t simply write to write.
- Create with your audience in mind.
It’s not about you. The Internet belongs to the people, give it to them. Know what your audience looks like in terms of demographics and feed them what they want. If you don’t know what they want, simply ask them.
- Create it to be shared.
True SEO gold is when your content gets shared and talked about around the Internet. Make your content shareable, make it easy to be shared, make it so juicy that it begs to be shared. Include photos, videos, commentaries, styling, make it amazing.
- Create it to be engaged with.
Make it easy and lead people to interact with your content. Make sure that your blog is easy to post comments on, make sure that you ask your readers to engage, lead them and respond to them.
- Create it to be talked about.
I’m not a fan of creating controversy for controversy sake, BUT, make your titles and content remarkable / sexy / enticing. We need people to want to click, read, share & engage.
Most importantly, keep your eye on the prize. Keep writing for your users, not just for SEO. The more you put your users first, the more Google will reward you. Google, in its webmaster guidelines spells out the following and tells us exactly what they are looking for:
Create a useful, information-rich site, and write pages that clearly and accurately describe your content.
Think about the words users would type to find your pages, and make sure that your site actually includes those words within it.”
Thanks for reading / sharing. Now, get to work. Your users are hungry for your wisdom, Google is anxious to get your brilliance found.