Harnessing Inbound Marketing for Better SEO

Improving SEO, or search engine optimization, is a crucial goal for many business owners. Better SEO helps you get found on the internet, mainly when people search for you on Google or other search engines. You can accomplish this with tried, true, and Google-approved methods, like organic link building, researching and including keywords in your content, and marking your content properly on the back end of the site (using meta tags and schema). Inbound marketing is the art of luring viewers in by providing useful, friendly, informative content. This can take the form of:

  • Answering common questions
  • Providing niche-specific content to drive interest
  • Social media posts driving traffic to your blog
  • Engaging newsletters encouraging clicks to your website

Mostly, it means people search for something on the internet and they find you. You can solve their problems, answer their questions, and generally become the go-to for your niche or topic.

Note: We are all about bullets in this post. We hope you’ll cope.

Young man with glasses working on his notebook, with a fresh cup of coffee nice and early in the morning, getting the business out of the way nice and early in the day

Time to get at it, y’all.

When Should You Think About Inbound Marketing for Better SEO?

We’d like to encourage everyone to consider inbound marketing as an immediate investment, but we also realize that there are more convenient times than others for most businesses to make the switch. Some of these considerations are technical, while others reflect the nature of your business cycle.

Here are some optimal times to think about implementing an inbound marketing strategy:

  • When you start a new website or business:
    • It’s always easiest to plan from the beginning. If you’re starting a new business, brand, and web presence, there’s no better (or more cost-effective) time to invest in planning your inbound content strategy.
  • When you rebrand:
    • Are you rebranding? If it’s time for your to re-envision your brand, you’ve got to make some website-wide changes anyway. This is a great time to re-evaluate your content as well—and if applicable, don’t forget to change your name and address on your site and make sure it’s listed consistently.
  • When you audit:
    • Things change within every industry, and you might have some old content that doesn’t pass muster or meet quality standards. Think about implementing inbound marketing (and how) when you perform an audit.
  • When you reoptimize:
    • When you optimize your site for higher rankings, you usually make some tweaks here and there. It’s a great time to identify and remove old, inaccurate, or harmful content.
  • When you evaluate your budget:
    • Got room in your budget for inbound marketing? Spending your existing marketing budget on something with low ROI? Now you can make better use of your money by reallocating it towards the profitable, long-term investment of inbound marketing content.
  • When you do a keyword analysis:
    • Keywords are great—but what do you do with them? Don’t limit them to use on your static web pages. Be consistent and persistent with keyword ranking by creating a blog content plan. Use the data from your keyword analysis to do it.
  • When you perform a gap analysis:
    • What does your competition have that you don’t? A gap analysis will tell you what you’re missing, and then you can add those resulting keywords to your content plan.

Why Invest in Inbound Marketing and Evergreen Content?

Hand drawing Content Marketing funnel concept with white chalk on blackboard.

Funnel time!

Evergreen content is mostly timeless. Well-researched, long-form content is valuable when you launch it and promote it, but also when it’s been chilling out over the years but remains an authority. That’s because you’re providing thorough answers, research, and expert advice. Google loves that, and so do your readers.

Evergreen content is like a real estate investment. Every now and then, you might need to spruce it up and trim the branches, but for the most part, its value is evident over time. And the more you have, the more value you own—the more authority in your niche on the internet.

Rad, right?

Unless your retention rates are truly spectacular, evergreen content is almost always a better ROI (return on investment). And if you do have high ad-based retention rates, you should still supplement with blogs and other inbound content.

In addition to a higher ROI, inbound marketing is an evergreen investment itself. Unlike everything from Netflix to marketing software and Microsoft Word, content is usually a full purchase. Once you buy it, you own it. There are no subscription fees or upkeep. If you’re working with a marketing agency or experts like us, you’ll know your fees up front—and we’re always willing to work with you regarding budget and align your

How Should You Implement Inbound Marketing for Better SEO?

Retention in digital marketing. Sales funnel concept.

This probably could have all gone on one Post-It, but uh, what do we know, right? 😉

If you’re convinced that inbound marketing will improve your SEO, you should create a content plan. This will detail what gets published and when. You can populate your content plan with multiple types of research:

  • Feedback from customers:
    • What are your customers’ primary pain points? Chances are, they want to read more about them—and how to fix them. You should blog about your customers, their interests, and how they (or you) can fix issues they have.
  • Frequently asked questions (FAQs):
    • Ask your customer service department and marketers: what are the most common questions prospects and customers ask? Not only can this provide material for an FAQ page, but each question could be its own blog post.
  • Keyword research:
    • Keyword research will help you determine a straightforward path to a content plan. It’s not the end all and be all of content planning, but it’s a really solid foundation.
  • Trust your instinct:
    • Your blog needs to be informed by more than content research. A small percentage of your content plan should be whimsy. Or at least, whimsical. You know your industry. Try throwing something out there and seeing what sticks. Just make sure you only do it occasionally. And don’t forget to have fun and be your wacky self. (This is also a great place to demonstrate your brand voice.)
  • Innovative knowledge:
    • Got some late, breaking, innovative knowledge that will change the industry? Your blog may be the place to express it.
  • Showcasing additional content types:
    • Got some cool YouTube videos that no one ever sees? We feel that. You can get more views on your videos and increase dwell time (time on page) by embedding those videos into a relevant, high-quality blog post. Make sure you also ask your readers to subscribe to you on YouTube.
  • New product launches:
    • If you’ve got new product launches planned, support it by building content around it. Even before you announce your new product, you can build out content support by blogging about related terms. For example, if you are a toy company releasing a new dinosaur toy, you might start blogging about why kids love dinosaurs.
  • Engage in conversation:
    • Participate in regular discussions about your niche online (you probably already do). Check out sites like Reddit, Tumblr, and Quora, especially if your competition doesn’t. This’ll let you know what people want to know.
  • Brand Mentions:
    • Do you track mentions of your brand on the internet? You can with tools like Brand24, SEMrush, and Mention. Find out what people are saying about you, then tackle the topics—from criticism to their favorite features.

Don’t Forget Your Call To Action (CTA)

Call to Action sign with sky in background

This way, please!

Your call to action completes the inbound marketing funnel. Once you’ve empowered your customers with knowledge and warmed them up to your brand, you need to give them a direction. Common calls to action include:

  • Newsletter subscriptions
  • Buy a product:
    • You may ask the reader to buy in a straightforward way, especially if the blog post addresses a timely need.
  • Try a product:
    • Got a free trial? That’s a great way to get people hooked on using your service or product, and providing an easy trial signup is ideal at the end of a blog.
  • Contact your company:
    • Getting the prospect to contact you for more information can easily lead to a sale. Plus, it gives you a chance to address any hesitations or blocks they may have before making a purchase, such as a comparison to your competition or concerns about pricing.

Need Help With Inbound Marketing and Content?

If you’re ready to more fully explore your inbound marketing journey, Dominate With SEO is here to help. We’ll perform an analysis of your existing situation and work out a content plan corresponding with your niche, budget, and need. We can also create quality inbound content—and we have the results to prove it. Fill out our discovery form to get started now.

 

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