Create creative campaigns that generate massive shares.
It remains true that when it comes to marketing, content is king. There is no doubt that the more quality content you create, and the more shares and links you accumulate, the higher your rankings will be.
But if you really want to succeed, you need to choose your content wisely, too. With the sheer volume of information flooding the Internet, your business needs a clear, creative strategy designed to get noticed quickly.
As Moz explains, one of the most important characteristics of good content is “emotional engagement.”
You need to engage your readers emotionally with something they don’t expect and tap into that emotion.
For example: Viral content
Anything in this world has the potential to go viral, whether it’s a simple cat GIF or a debate over the true color of a certain outfit. What sets a viral campaign apart from your typical viral campaigns is the clear message it conveys to your customers in the content.
And while it’s hard to predict what will go viral, there are some cool strategies to help make it easier for your content to go viral:
- Must arouse emotions: Humor is one obvious example of this, but content doesn’t always have to be hilarious to go viral. It could be about confidence – Dove’s recent body-positive self-confidence campaign is a great example of this. Or it could be about charity – who hasn’t cried over an ASPCA animal commercial? Whatever it is, be decisive about the emotion you are trying to convey and deliver that message in the best way possible.
- Look for new ways to present traditional content. For example, I recently released SEO: The Movie. It was originally going to be a traditional blog or ebook, but I broke it down and came up with a movie format that no one expected and was creatively innovative, so it proved to be more engaging than usual.
- Turn the ordinary into something extraordinary: Do you know Dos Equis Most Interesting Man in the World? This campaign turns a simple beer into an internet sensation by appealing to viewers’ sense of adventure.
Optimized for voice search
Voice search is the latest trend in internet search, and it doesn’t seem to be slowing down.
In fact, 20% of all mobile searches on Google today are performed via voice, and the first step in working with voice is understanding how voice search differs from traditional search. One of the most important factors is the way that voice search is framed. Searches tend to be question-like and tend to be more conversational.
To make sure you’re adapting your strategy for this shift, you need to understand what people are searching for by getting a list of search and voice search results and optimizing for search.
For example, 22% of voice searches are for local content and information. This means that local businesses or those involved in local search need to start taking their local SEO seriously, such as having a presence on Google My Business or being featured on Yelp.
Another important factor in successful voice search optimization is how well your pages perform in ranking 0 (Coveted Position 0) on Google’s SERPs.
Also known as a Features Snippet, it is a set of text that appears on a Google search results page, prominently appearing above the top search results on Google with a headline and short text.
Snippets are pulled directly from the website page, and when Google Home or Google Assistant sends a response in response to a searcher’s question, it pulls snippets directly from the website that ranks in position 0.
This means that if you want your website to stand out in Google voice search results, you need to optimize the location of your snippets.
advice :
- Have the answer to the question at the top of the page. Because Google often pulls interesting snippets from searches directly from the source, having your site’s short answer text near the top of the page increases your chances of ranking at position 0.
- Being specific about how you structure your content can help a lot. Use Q&A and FAQ formats to signal answers to specific, interesting questions.
- Opt for long-form content that’s more descriptive and understandable. Recent studies have shown that pages that use longer-form content (two to three thousand words) are more likely to have more interesting snippets in searches.
- Keyword research is the process of selecting the right words for your target audience and as you know, keyword research is essential for SEO and ranking in the search engines. Make sure you know the type of questions you are targeting not only for keywords but also for related words.
- Create a list of questions users might ask about your page. Answer each question in a concise, concise manner that is likely to become a more interesting search snippet.
- Focus on why and how questions, which are the questions that are most likely to be selected as interesting examples of search data.
