Curated by: Luigi Canali De Rossi

Friday, November 16, 2007

Content Strategy: Have A Strong Focus - SEO-SEM Beginner's Guide

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The new small piece of online marketing advice that I am adding today to the large SEO-SEM puzzle, focuses on the importance of selecting and maintaining a very clear site and content focus - theme.

Photo credit: Julian Addington-Barker

As the web moves forward, the ability to stand out and be matched to very specific, identifiable themes or topics becomes an increasingly valuable asset. As individuals around the world are increasingly seeking competent people answering their professional questions, search engines become increasingly the networking enablers allowing you to find great matches by suggesting sites and blogs on the very topics you make a search for.

Nonetheless this would be seem the most obvious strategy to adopt for anyone approaching an independent online publishing career, many of those that decide to invest more time and resources in their publishing interests, do so after having already started a blog or a site without much planning.

Without a clear initial goal, a guiding idea, and without the fundamental know-how about online publishing strategies, it is very easy to succumb to the exhilarating idea of your first direct-publishing experience but the errors and mistakes done in that rush to get your first blog out will cost you as much time and frustration when you will finalize discover what it actually takes to set up a site that, commercially or not, really works.

The more generic and broadly ranging your areas of interest, the more difficult for Google to precisely match you to specific industries or major topic areas, and also the more difficult for Google to deliver relevant high-paying ads to your articles if you are an AdSense commercial web publisher.

The more focused, explicit and specific your area of content coverage the easier for search engines to suggest you as a relevant resource when people may queries, the easier for people to link to your site while using relevant keywords, the easier for contextual advertising programs like Google AdSense to deliver highly targeted ads next to your content.

Unless you are in just for your own pleasure, focus is the master password for online success.

Have One Strong Focus

Duration: 3':08"

Text transcript

"Advice number four.

Search engine marketing, search engine optimization for the small guy like you. What you have to do next?

We have a number of good things, but the search engines use things called crawlers... spiders...These are programs...geek's call them bots.......they are just self-running programs that are run through the web and navigate all the different websites following links and read everything that is inside your blog or website.. or quite a good part of it... and... that is very important because reading allows the search engine to make its "librarian work" effective.

If the search engine knows well what you have inside your post and website... it can recommend you to the right people when they ask the right questions (by showing your site prominently inside search engine result pages).

But in order for that to happen you have to be aware that "the librarian" is not so smart, doesn't read all of your content, it can make confusion, it may...... misunderstand.

So one thing that is very important, if you want to rank well and get a lot of traffic it is to try to talk about one thing... a topic... racing cars, marketing online, international politics, whatever that is... stay on that topic. That is, if you don't want to be getting highly ranked inside major search engines... you don't have to do these... but if you want to get "in there"... this is what you need to do... more and more so.

When you talk about a topic, go attack it and use consistently the terms that define that topic, product, service, inside your article.

Don't use a million different terms to say one thing.

If you are talking about video conferencing... say video conferencing... Don't say "synchronous video-based communication for multiple parties"... don't use too many different expressions, but rather, try to reinforce they key theme/topic somehow inside the content without becoming "fake" in your tone or way of expressing. Maintaining your spontaneous approach is a good thing, but again what is important is to be clear and consistent about the actual key theme-topic of your article so that the major search engines reading it have no doubts about this.

Search engines are going to appreciate that because... they do have some limits... and reasonably so...

So the more you are clear in your title, the more you are strong and consistent with your theme and the keywords you use on your content...the higher authority linking and exposure you are going to get from major search engines. (For more info on this see this short video tutorial on Latent Semantic Indexing.)

These are some very simple, basic SEO rules that require knowing no code, no hacks, being no cheater in any way. Just being good and ethical about making your good content, easy to be found, and clearly classified.

That is all you need to know to optimize your own site theme and content so that search engines will provide you with large numbers of significant relevant traffic."

Advice n.2 and 3 coming up next. Advice n.1 here.

Remember also: this advice alone will not do you any good unless you use it in combination with the other key fundamental search engine marketing practices I am increasingly sharing with you here.

Here a few good recommended related readings:

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posted by Robin Good on Friday, November 16 2007, updated on Tuesday, May 5 2015

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