Have you ever discussed a difficult or technical subject with a client or a colleague and watched them glaze over as you start to use popular marketing buzz words?
I’m sure you have encountered this, for the record, I definitely have. It reminds me of one of my favourite quotes by the writer Charles Bukowski
‘An intellectual says a simple thing in a hard way. An artist says a hard thing in a simple way.’
Search Engine Optimisation (SEO) is one of those phrases. It paints our digital marketing landscape alongside a plethora of other acronyms, which are understandable to the keen marketer BUT a majority of content isn’t written by marketers, it’s written by product specialists or copywriters and, in my experience, people with little marketing background. And that’s exactly how it should be, writers should write and marketers should optimise.
The original beauty and simplicity of SEO and what it can do for your company has evolved, therefore I propose a radical shift in the way we think about SEO.
For starters, I now do not use the phrase SEO and instead have changed my mindset to something I’ve labelled FACTS. This will ensure further reach, greater relevance and optimal engagement with your target market. More importantly, it is easy to follow and understand.
What is FACTS?
How often can you post? There is nothing worse than seeing a company’s blog or social media account not updated for months on end, or with repetitive posts. Once you’ve made the decision to set up a company blog ensure you have appropriate resource to update and answer any queries, as well as joining in with debates. Do not be afraid to have a voice and to use it regularly.
Who are you are writing for? Write to and for your target market, always. Go the extra mile and create segmented lists of people to contact when you post, this can be via email or relevant social media channels.
Make sure you link to other people and let them know. A simple way is to encourage links out of your blog in return for a link back. A win-win for both websites.
What are the broad categories your posts will fall into? Who else is writing about these subjects? Research competitors and join in discussions on their website. Aim to become the authoritative voice in your field. This can mean promoting another product or service that isn’t linked to your company. Over time you will become a trusted voice in a sea of noisy marketers and salesmen repeatedly pushing their own product.
Always allow your blogs to be shared via Social Media Channels such as Facebook, Twitter, LinkedIn etc…
Blogs Provide Company Insight
In conclusion, FACTS is simply a method of breaking down SEO to maximise potential. And what do I mean by maximising potential?
Simply, reaching a relevant audience, whilst encouraging engaging discussions between internal and external audiences.
Blogs sometimes may be a nice bit of fiction demonstrating certain behaviours, a product or service but also give an insight into the voice you wish to portray within this wireless and digital community.
Therefore, before you post any content, ensure you get your FACTS right.