And I include myself as one of the clueless.
I attended SEO London yesterday to try and shed some light on what I’m doing wrong. And these are the things I picked up:
1. Just because you have great content, doesn’t mean people will come
You have to get it into the hands of others – preferably people with high authority websites so that when they link to you will increase your page ranking. So that means doing the leg-work of making contacts and pitching them.
2. When pitching content, why you? why now?
What’s your personal experience or proven authority on a subject? Is there seasonality to the topic? Are there events in popular culture or your industry that you can piggy-back?
3. It’s all about angle
Related to 2., chances are you won’t be writing about something entirely new so what’s your particular spin?
4. Don’t sell, write
No-one wants to listen to a sales pitch. They want to hear the person and read something informative and/or entertaining. Sell yourself not your product/company.
5. It’s about authorship
Not only do people want to hear a distinctive voice, Google wants to know about your reputation as an author. Linking authors to their Google+ profiles (using rel=”author”) helps Google establish their authority which in turn will help your site.
6. Take content to the human conclusion
So even if your content is on a relatively dry topic, if you paint a picture of what it means in human terms, people are much more likely to relate to it.
7. When telling stories with data, look for the 3rd dimension
Getting a little technical here, but as a technique employed by Amazon (queries per second) and Twitter (tweets per second), ‘data velocity’ helps to indicate when something interesting is going on and therein potentially lies a story.
8. Make friends
Keep your eyes out for influencers who might need / be interested in your content at some point. Make the connection so that when the time comes you can feed them your tasty content.
Valuable hat tips from:
Lisa Myers of Verve Search
Nichola Stott of The Media Flow