SEO is all about achieving a balance between the technical and the creative.
The Technical is all the online stuff that you use to appeal to Google and other search engines. This would include keywords, meta descriptions, titles, keyword density, website structure, and the like.
The Creative, however, is all the strategy, design, marketing and sales that goes into making a viewer convert from a casual reader into a committed buyer. You want your viewer to commit to the action that you want them commit to whether it’s to sign up for your newsletter, call you directly to set up an appointment, or submit a contact request form for a quote, and more.
So, let’s talk about how you can get some eye balls on your blog first since high quality traffic is the first step in attracting high quality ad networks that pay you well!
How Bloggers Can Use SEO To Generate Traffic To Their Blog
A lot of bloggers want to know how to attract adv networks to their blog. Why? Well, for starters, ad networks are willing pay you to post their ads on your site. They may even pay you to review their products or feature one of their products in your blog. For example, Adidas might have a popular Canadian Asian fitness blogger demonstrate a special workout and then feature this workout in a written blog and video — all the while wearing their latest line of women’s workout clothing. Now, that’s a pretty sweet gig: Getting paid to work out. What fitness blogger – or normal person in general – wouldn’t want that?
In this example, Adidas would benefit from a more grassroots marketing campaign designed to reach a specific demographic in a more creative and potentially more influential way. On the flipside, the fitness blogger would get paid to write and record her workout into a blog/video post while getting free clothing and additional notoriety and celebrity status from associating herself with Adidas. This is the ultimate Win-Win situation.
What Does An Ad Network Look For In A Blogger:
In order for a blogger to attract ad networks, they must meet certain basic requirements:
1. Volume of Visitor Traffic:
A blog site would need to be bringing in a certain volume of visitors every month. We’re not talking about 500 or a 1000 visits a month. We’re talking in 10,000 to 20,000 range. Perhaps even more.
2. Demographic and Psychographic Profiles Of Your Followers:
These visitors must also have a specific demographic and psychographic profile. In the case of a mommy and family blogger, important visitor demographics that an ad network would be interested in seeing would be basic things like gender (how many women versus men visit the site), ethnicity, age, interests, and more.
Psychographics take this concept a step further by examining your target market’s psychology, lifestyle, and behaviour. These hard-to-measure elements make psychographics difficult to categorize into finite numbers. Hobbies and interests as well as values and opinions usually have to extrapolated from your Google Analytics, Google Webmaster Tools, Hootsuite Analytics, and Facebook Insights to name a few sources. It’s not easy…but, it’s definitely possible if you know how to use all the analytics tools at your disposal. Perhaps, I’ll save that for another blog series. Let me know and I’ll create a full series around analytics, my favorite tools that I use, and how to adjust your marketing and content strategy in real time based on your data findings.
As you can see, demographics help you understand WHO visits your site and buys your products or services, while psychographics helps you understand WHY they visit and WHY they buy.
The simplest example I can give you is how a baby brand like Pampers is going to want to associate themselves with a mommy blogger who has 15,000 females between the ages of 25-45 people following and visiting her on her social media and blog over a male fitness blogger who’s following consists of 18-30 year male gym rats. Make sense?
3. AWESOME Content That Generates A Large Amount of Engagement:
And, obviously, you need to be putting out the kind of great content that the ad network wants to associate themselves with. Posting on a regular basis, proving you can generate traffic with every post, and creating interest from all your online communities – these are all things that you as a blogger should want. And, these are also the same things that an ad network wants to see from a prospective blogger that they want to work with.
Now that you’ve shifted your perspective from simply being a blogger to a business person, let’s examine some of my favorite tips for how you can get noticed by these lucrative networks and boost your blog’s rankings online in my next blog. Stay tuned!
*Blogging For SEO
So, let’s chat about some simple SEO tips to increase your rankings on Google. I get a lot of different reactions when it comes to explaining the premise behind search engine optimization – mostly a lot of blank stares, skepticism, and requests to repeat what I just said.
I’m sure you’ve heard all the buzz about the so-called Google algorithm. Codenamed after adorable animals like Panda, Penguin, and, most recently, Hummingbird, these algorithms have thrown the online community into a tizzy. While some experts believe the whole process of SEO has become even more complicated since these changes by Google have been made, I actually believe it’s gotten simpler and more intuitive. The rules for being online haven’t changed. Google is just being more obvious about what it wants.
Google’s Goals Have Always Remained The Same:
- To give users of its search engine the most relevant (ie. best) search results in the shortest amount of time possible and
- To weed out and rank only the best small business owners that are able to give Google and its users exactly what they’re asking for.
So, what exactly is Google asking for? Answer: Google is asking business owners to produce multimedia content that it can quickly and easily index for ranking purposes. This content also needs to be highly relevant and interesting to capture the attention of a viewer. Here are my top 3 picks what you can do online to finally get noticed – and ranked – by Google:
1. Search Engine Optimize Your Website
You have to give Google a reason to want to index you. When they start crawling your site for tid bits on who you are and what your business does, be sure you leave them with as much detailed information as possible. You do this using your title tags, meta descriptions, keywords, graphics, website layout, to name a few.
2. Start Creating Profiles in Major Online Directories
I always advise my clients to strive for maximum exposure with the least amount of work. Gone are the days when Google only looks at a website to gauge whether or not you deserve to rank on Page 1. When you create profiles on online directories, you benefit from having your name and contact information show up on multiple places online AND you also receive a legitimate link back from that directory to your website. By directing people back to your own online accounts, you are essentially forcing Google to pay more attention to you. Start this process with free online directories like Google+ and Google Places, Yelp, Foursquare, and more.
3. Get Social and STAY Social
If there’s one thing that can be said for the most recent algorithm changes, it’s that
Google wants you to be more social. Plain and simple. Search engines are placing an increasing amount of importance on how social media conversations influence their views on brands and, ultimately, how their websites should rank. Business owners and brands can no longer rely on a well-optimized website to earn Google’s attention. A brand must be able to strike up a conversation, go where their people are going, and engaging them in a discussion that earns them brownie points in the form of a great reputation and better rankings online. Smart brands are using very specific – and simple – social media tactics to drive traffic to their websites and boost interest in their companies. I’ll share a few of those strategies with you in my next blog.
Now that you understand how Google works, be sure to apply these three basic steps to help you build a solid online foundation that nothing – not even Google’s famed and ever-changing – can ever shake. See you on my next blog where I’ll share with you how to leverage specific social media avenues to help you generate leads and traffic back to your site!