When some businesses start an Inbound Marketing campaign they shift strategies, but they often forget about their SEO. It’s great that they’ve decided to take their marketing to the next level, but there will always be certain aspects of SEO that cannot be ignored. No matter what you may have heard about SEO being dead.
SEO & Inbound Marketing
Blogging is one of the main aspects of inbound marketing campaigns. Once you start blogging you must pay attention to certain SEO aspects. If you ignore them your potential customers won’t be able find your blog posts in the search engines.
Blog Post Titles
Quite often businesses think of blog post titles randomly and then write a post; or they’ll think that they have a great title that will go viral on social media. One of the most important things you can do is to come up with blog post titles based on keyword research.
Your blogs should be targeted towards your buyer persona’s and answer their questions, but that doesn’t mean keyword research can be skipped. Some different ways to get quality, keyword rich blog post titles is from Google Keyword Tool or Soovle.
One of the many reasons we love HubSpot is because when you’re blogging they won’t let you publish a blog post until there are certain SEO criteria met.
Blog Post Categories
When we write a blog post we put it in at least 5 categories, and the categories are mostly keyword rich. This helps the tell the search engines what your post is about, but it can also help people find your posts when they’re on your website. Too often business just post to one category so the blog shows up on their website.
Blog Post Tags
In addition to the categories, you should be assigning tags to your blog posts. We generally like to have at least 10 different tags. This may seem like a lot at first, but once you start thinking about them and typing away, it comes quite easy. Here’s a tip; instead of just writing, ‘inbound marketing’ for a tag, expand on that idea. Some tags for this post will be, “inbound marketing, inbound marketing mistakes, inbound marketing and SEO, inbound marketing campaigns”. Instead of having just the one tag I was easily able to turn it into 4.
Websites & Blogging
Alt Image Tags
Alt image tags, or alt text, basically tell the search engines what your picture is about. They can’t actually see the picture, but they can read the tag. Whenever you upload an image take 2 seconds and insert a keyword rich alt image tag. Every single image on your website and in your blog should have one. You also don’t have to describe the picture exactly. Put in a tag that explains why the picture is there. For example, my picture of Homer Simpson has the alt image tag of “SEO mistakes in inbound marketing” instead of saying “Homer Simpson D’oh”.
Linking can apply to two different aspects; internal and external. Internal is how your website links to itself and external is what you link out to. Pretty self-explanatory. A lot of people get confused with internal linking so I linked to Moz.com in the first sentence.
I also linked to Moz.com to show a good example of external linking. When you externally link, you want to link to authoritative websites that are trusted by Google and other search engines. This help builds trust for your own website, and it also provides valuable info to your readers.
Speaking of building trust, another great way to do that is to assign authorship to your posts. Google does not like anonymous content and trust is becoming too important to ignore. I originally wrote about assigning authorship here, so be sure to check it out.
I had to consider this a bonus tip because technically it doesn’t fall under SEO, but it is probably the most important aspect of Inbound Marketing campaigns that too many businesses fail to do. Calls-to-Action!
There are certain places on your website where there needs to be a Call-to-Action, and one of the most important is at the end of blog posts. Entice your audience to take the next step. Build trust, provide valuable information, and turn website visitors into leads. How can you turn a visitor into a lead if there is no call-to-action? You can’t!
SEO can’t be ignored because you started an Inbound Marketing campaign. The thing about SEO is that it doesn’t have to take a lot of time either. Taking an extra 5 minutes before you publish blog posts, or half a day to get your website properly optimized, is well worth it! Your website and blog posts should act as a lead generation tool. Gone are the days when websites were just simple brochures. Make sure you are making the extra effort to properly and effectively execute your Inbound Marketing campaign.
[hs_action id=”3976, 3974, 3095″]