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In my latest episode, I sat down with Bernard Meyer, the head content strategist at Omnisend, to discuss the intricacies of SEO and content marketing. This episode is a treasure trove of insights for bloggers looking to drive traffic and convert visitors into loyal customers.
Short-Term vs. Long-Term SEO Truths
Evolving Nature of SEO
Bernhard explains that SEO is constantly evolving. While some tactics may be effective in the short term, others remain relevant over time. For instance, the importance of decorative images in blog posts has diminished as user behavior shows a preference for valuable information over visuals. This led his team to remove unnecessary images, resulting in improved user engagement metrics.
Creating Valuable Content
Bernhard stresses the need for bloggers, especially in the food niche, to provide useful information upfront. He advises against lengthy introductions that distract from the main content. Instead, bloggers should dive straight into essential details, such as ingredient choices and cooking techniques, to enhance the reader's experience.
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Google's Role in Driving Traffic
Addressing Traffic Fluctuations
Bernhard reassures listeners that Google remains effective for driving traffic, despite concerns about fluctuating traffic due to updates. He emphasizes the importance of creating high-quality, relevant content that meets user intent. Websites that experienced traffic drops often had outdated or low-value content, highlighting the need for consistency and long-term planning in content strategy.
Omnisend's SEO Strategy
Bernhard shares how Omnisend has grown through a smart SEO strategy focused on alternative keywords. By creating content around terms like "alternatives to Klaviyo" or "Mailchimp alternatives," they attract targeted traffic from users actively seeking solutions. This approach not only drives volume but also brings in quality traffic that is more likely to convert.
Understanding the Audience
Knowing Your Audience's Needs
A key takeaway from the episode is the importance of understanding the audience's needs. Successful content marketing hinges on knowing where the audience is in their buyer's journey and providing the right information to guide them further down the funnel.
Content Consumption Trends
Bernhard observes that while attention spans may seem shorter, the real issue lies in the quality of content available online. He encourages bloggers to focus on delivering concise, valuable information rather than adhering to arbitrary word counts.
SEO as a Business Strategy
Beyond Technical Requirements
Bernhard emphasizes that SEO is not just a technical requirement but a vital part of a broader marketing strategy aimed at building a brand and connecting with customers. The goal should be to create content that resonates with the audience, fostering a memorable connection rather than merely providing information.
Quality Over Quantity
In the current landscape of content creation there is a significant amount of material that is generated using AI tools like ChatGPT. Bernhard refers to this as "content pollution," where low-quality, unedited articles flood the internet. He stresses the importance of producing high-quality, engaging content that stands out in a crowded market.
Long-Term Perspective
Patience in SEO Success
Bernhard shares that SEO success often requires patience. He shares experiences where well-crafted articles took months to gain traction, reinforcing the idea that consistent, quality content can eventually lead to higher rankings.
Content Strategy and Keyword Research
The duo discusses the importance of a strategic approach to keyword research. Bernhard suggests starting with core topics relevant to the audience and then breaking them down into more specific articles. He advocates for creating a comprehensive content brief before writing, which includes sections, keywords, and relevant statistics to guide the writing process.
Updating Existing Content
Maintaining Relevance
Bernhard notes that updating existing articles is crucial for maintaining relevance and improving rankings. Many bloggers fail to revisit their content after publication, which can lead to missed opportunities for improvement and visibility.
Understanding Google’s Algorithm
The conversation touches on insights gained from a leaked Google algorithm document, which confirmed many SEO experts' beliefs about ranking factors. Bernhard highlights the importance of backlinks, user engagement, and the age of a website in determining its authority and ranking potential.
Building Authentic Links
Acquiring Authentic Backlinks
Bernhard explains the significance of acquiring authentic backlinks. He shares strategies for bloggers to collaborate with others in their niche, providing valuable content that can be shared across platforms. This not only helps in gaining backlinks but also enhances brand visibility.
Targeting Low Competition Keywords
The discussion shifts to the strategy of targeting low competition, long-tail keywords, especially for newer websites. Bernhard advises bloggers to focus on these keywords to build authority and gradually work towards more competitive terms.
Social Media as a Distribution Channel
Leveraging Social Media
Bernhard emphasizes the role of social media in distributing content. While social media links may not carry the same weight as traditional backlinks, they can drive traffic and signal to Google that users are engaging with the content.
Brand Visibility and Authority
The episode concludes with a discussion on the importance of brand visibility. Bernhard shares insights from his experience at Cyber News, where impactful research led to increased brand searches, ultimately boosting the entire website's authority.
Final Thoughts
Creating Value for People
The key takeaway from the conversation: the importance of creating content for people rather than for search engines. Bernhard echoes this sentiment, stating that Google is evolving to better understand human behavior, and the best strategy is to focus on providing genuine value. He encourages content creators to embrace their unique voice and perspective, as this authenticity can set them apart in a crowded digital landscape.
Building an Email List
Bernhard underscores the significance of building an email list as a direct connection to the audience. Relying solely on social media or search engines can be risky, as changes in algorithms can drastically affect visibility. By nurturing an email list, creators can maintain a loyal customer base and ensure consistent communication.
Consistency and Patience
There is a need for consistency and patience in content creation and SEO efforts. Bernhard shares his experience with Omnisend, illustrating that significant traffic growth takes time and dedication. He encourages listeners to focus on creating quality content that resonates with their audience, rather than seeking quick wins.
Conclusion
By focusing on creating meaningful content, building relationships with their audience, and maintaining a long-term perspective, listeners can navigate the complexities of the digital landscape and achieve sustainable growth.
Other Related Blogger Genius Podcast episodes You’ll Enjoy:
- The Google Search Document Leak: What You Need to Know with Rand Fishkin!
- Fresh Email Marketing Strategies You Need to Know to Sell Online
- This Content Strategy Will Help You Rise Above the Noise with Amanda Natividad
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