by Greg Carter
Organizations are catching on to the fact that having products in webstores no longer will consistently get you on page 1 of search engines. People use search engines to find information. To find answers to questions. Intelligent answers. Long form written content and Landing Pages tend to have more information that you’ll find on a webstore product page.
Writing articles on your products and services is a great way to build subject matter expertise. What’s more, search engines love them!
Below is a diagram of an article I wrote for an electrical distributor who sells HVAC products. I diagrammed the article for a presentation I gave at a national conference for industrial marketers (NAED). The point of the presentation was that if you are going to invest the time in educating your customers, remember that you’re doing more than just writing. You’re positioning yourself as a subject matter expert and educating your customers.
Here are 11 key features that can give your content an edge that will give your content greater shelf life, and in turn, more eyeballs in the SERP’s (search engine result pages).
The anatomy of a Blog Post for SEO
1. URL contains Keywords
2. Headline of article contains Keywords
3. Image metadata and Image file name contains keywords
4. Outbound links to influential sites builds SEO Page Authority
5. Keywords in first 100 words
6. Metadata H1 tag contains keywords
7. Keywords in body of article
8. Add descriptive Modifiers to Title (e.g. adjectives)
9. Use Social Sharing buttons
10. Long content sends “authority” signal to search engine
11. Call to Action: what should reader do next?
The above article was written for EECO (eecoonline.com).
Diagram was part of a presentation prepared and presented by Greg Carter for NAED (National Association of Electrical Distributors). See original article here.
Director, Business Innovation.
Electrical Marketing, LLC
CONTACT US: 856.381.7834
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