Reader Friendly Content Grows Buyer Trust and Improves Google Search Engine Optimization (SEO)
Each of this week’s articles support that theme differently. These experts’ insights show how reader friendly content builds trust and enhances SEO:
- Writing naturally benefits the reader and sends a positive signal to Google (versus forcing keywords into our copy).
- Gaining a buyer’s trust begins with trusting our instincts. Being ourselves is attainable and healthy. “Being remarkable” can be misleading because it’s a relative standard.
- Earning trust in a machine learning age (aka Google’s RankBrain) will continuously redefine what’s “reader friendly content.” Artificial intelligence search applications will line up content marketing and SEO even more closely with personal branding and thought leadership authority.
Trustworthiness and its link to helpfulness is a major signal in Google’s secret sauce.
How the company chooses to measure trust in its search algorithm continues evolving. We better pay close attention because Google wields the monopolistic power to either reward or punish our content.
That’s why I think WHAT we write and HOW we write is a vital SEO tactic. Here’s my take on why reader friendly content is great SEO now (and in the future).
Our Buyers Drive Content Marketing and SEO Decisions
The Theme Pulsing Through This Week’s Article Links. These expert pearls show why the problems keeping our buyers awake at night fuel content marketing and SEO (search engine optimization). Their wisdom touches on:
- The devices consumers use to find our businesses and articles online. (Hint: Rhymes with smartphone).
- The signals Google looks for and takes into account for ranking our websites and content.
- The importance of keyword density. (Hint: Not as much as we thought).
- Buyer personas rich with details on the buyer’s pre-buy research behaviors are a strategic advantage.
Check out these article summaries which I know will make us better marketers, writers, and search engine optimization professionals.
Successful Inbound Marketing and Public Relations Requires Content Marketing and SEO Work Together
This past week, I attended webinars, started studying books, and read articles with a common theme: When content marketing and SEO work together, long term, impactful business goals are achieved.
This resounding theme also touches upon another key element: a publishing strategy integrating content marketing and SEO (search engine optimization) is sustainable. These experts share their views on important changes in marketing organization (and individual) skills, mindsets, and organizational structures.
That’s a huge deal for all businesses:
- Large Corporations
- Small and Medium Sized Businesses (SMBs)
- Freelance Professionals
Here are links to these great articles on where inbound marketing and public relations are heading to deliver more meaningful business outcomes and results.
HubSpot’s Inbound Marketing Certification Course remains one of my favorite learning marketing resources. I remember the joy (and relief) after taking the test and earning the inbound marketing certification. Back then, it was a scrappy, privately held startup taking on the marketing world. Now, Hubspot’s a thriving public company.
The marketing world changes constantly. To HubSpot’s credit, its HubSpot Academy continuously updates its inbound marketing certification course (and other courses open to the public).
It’s time to refresh my certification. Over the course of the next several weeks, here’s what to expect from the next several blog posts as I prepare for the certification exam:
- Open Sharing. I’ll publish my study notes on this blog as I review each video in the twelve (12) classes.
- Detail. My notes will be very detailed. Many of the slides in the video classes state the learning or take-home-message perfectly. If I think that’s the best way to state the learning, I’ll record the learning in my notes verbatim from the respective slide.
- Context. I’ll provide my context whenever it may help us better understand the inbound marketing and sales concept(s).
Photo Credit: by Wesley Fryer via flickr
Sara Randazzo, a Wall Street Journal reporter, published this article, Jobless Graduates Who Sued Law Schools Find Little Success in Court.
She shares how Law School Class of 2011 and 2012 J.D.’s from New York Law School, Florida Coastal School of Law, Hofstra Law, Cooley Law School, IIT Chicago-Kent College of Law, DePaul University College of Law, Widener University School of Law, Thomas Jefferson School of Law, and others filed class action lawsuits against their their alma maters for consumer fraud.
These unhappy graduates claimed their law schools mislead them about their post-graduation employment prospects (direct article quotes):
Disgruntled law-school graduates who filed suits accusing their alma maters of deceiving them about their chances of landing a well-paying job haven’t had much success in court.
More than a dozen class actions were filed in 2011 and 2012, but courts across the country have knocked out the lawsuits one by one, including a recent dismissal in Florida. Only a few remain.
I sense this frustration because the jobless recovery is real. Statistical analysis and employment research proves white collar jobs for undergraduates and graduate program students started disappearing in 2002.
There’s Good News. I see opportunity for these unemployed attorneys. I see solo entrepreneurs with legal expertise to offer clients. Here are three (3) online platform ideas so unemployed lawyers as well as practicing ones can land their own clients and market themselves.
Photo Credit: by Antigo Coletivo Mambembe via flickr
I think I pissed off The Wall Street Journal Technology Team. Last night, I unsuccessfully published a comment to Deepa Seetharaman‘s great article, LinkedIn Gets Boost From Mobile, Overseas Users.
Google Chrome issues continue rearing its ugly head whenever I comment on blog posts or articles in The WSJ, LinkedIn, or Medium. Great. Now, I’m blacklisted as a spammer for multiple publishing attempts.
Here’s the comment I intended to post at The Wall Street Journal. The following quote contains modifications because I’m exceeding the 1000 character limit in WSJ’s commenting system:
Photo Credit: via flickr by Average Jane
Here are 37 reasons I believe Twitter should keep the 140-character count constraint. Please help me get this list to 140.
Please abide by one (1) rule. Your reason(s) must be 140 characters or less (including the number). For example, Reason #1 equals 11 characters. Here’s the link to The Twitter Character Counter Tool I used to help me write this post.
Please share your ideas in the comments with your Twitter handle (mine is @tonyfaustino).
I’ll do my part to share your ideas with my following as we collectively work to reach 140 reasons.
Social Media ReInvention Community Members know I value the teachings of Dorie Clark. Her first book, Reinventing YOU: Define Your Brand. Imagine Your Future., continues its profound influence on my own 21st century career management.
Dorie Clark’s Stand Out Is The Defacto 21st Century Career Management Strategy Manual. Dorie’s latest book, Stand Out: How To Find Your Breakthrough Idea And Build A Following Around It, is exceptional. The practical, accessible, and inspiring paths Dorie describes to becoming an industry thought leader are moving. Her actionable advice, superb writing, and real-world profiles are more relevant than ever in our increasingly robot-, algorithm-, outsource-driven world.
Stand Out IS the powerful and practical, how-to, user’s manual to accompany Seth Godin’s visionary ideas from Tribes and Linchpin. If Tribes and Linchpin are our target destinations, Stand Out maps out accessible paths we can choose to take. (more…)
Photo Credit: by sheggy via flickr
This post contains self-promotion. But, please stay to share in the great news at Social Media ReInvention.
When good things happen, it’s important to reflect and express gratitude.
The Social Media ReInvention Community continues earning important news media mentions and credibility you generously support it. Thank YOU for investing your time in our growing community and sharing my work with your family, friends, and colleagues.
I can’t thank you enough. May your respective 2015’s be filled with many blessings for you and your families 🙂 (more…)
Photo Credit: sakeeb via flickr
eMarketer published on August 31st: Does Your Marketing Influence B2B Decision-Makers? — Word-of-mouth is a winner—marketing, not so much.
The article shared important and discouraging insights for B2B (business-to-business) content marketers:
Word-of-mouth is a key driver, with businesspeople looking to friends in the industry and other third-party experts ahead of traditional or digital marketing resources.
Nearly two in five respondents said their professional network was the No. 1 most influential source at purchasing time. Industry experts came in second place, followed by internal influencers. Vendor-supplied content was a distant fourth, with just 14% of responses.
I’ll address the B2B content marketing implications later in this post.
For now, let’s dive into two (2) key issues: (1) A B2B buyer’s professional network important influence in the outcomes of six- to seven-figure business deals / complex sales and (2) LinkedIn’s immediate importance in the B2B buyer journey. (more…)