Nikki Webb returned this month to deliver another great webinar, the third in instalment of her 5-part SEO series with us. This month she talked about how we can tailor our content to drive search performance, building on last months webinar on how to Build Essential Relevance on Your Website. Don’t worry. If you missed it you can catch up on the main points in our previous blog .
NIKKI WEBB, DIGITAL STRATEGIST, FOUNDER OF ETHICLY
Ethicly – is a digital marketing agency launched by Nikki in April of this year in her mission to help ethical and sustainable brands find success. ETHICLY helps purpose-driven brands achieve digital success and make a real impact.
Nikki is a leading digital strategist with 20 years of experience under her belt. She is also highly experienced in a range of e-commerce sectors utilising the Shopify and WordPress platforms.
CONTENT MARKETING TO DRIVE YOUR SEARCH PERFORMANCE WITH NIKKI WEBB
In this months session Nikki talked to us about how we can market our brand’s content in order to drive search performance. She focused on three key areas of content,
- Core content
- New content
- Outreach content
CORE CONTENT
Core content has a long shelf life and includes things such as,
- Home page
- Product pages
- Collection page
- About section
Typically you don’t change this content very often, Nikki suggests simply adjusting it every 6 months or so.
If you want to know more about selecting the best key words that work for your brand check out last month’s webinar where Nikki explored this topic in more detail.
NEW CONTENT
Nikki says that fresh content is ‘like food for search engines” and Google thrives on it. She highly recommends blogging for any e-commerce site as a way to keep content fresh and therefore work better with google.
There are three basic points you need to consider when writing blogs on your site.
- Make it readable
- Write catchy titles; this really entices readership, especially on social media
- Break up your content and don’t write blocks of text. Break it into easy to read chunks
OUTREACH CONTENT
Writing guest blogs is a great way to do outreach content and drive new people to your platform. Make sure the content you’re pitching is unique and not reused from elsewhere on your blog.
Twitter is another platfrom you can find blogs to write for. Another form of outreach content is working with influencers. This really helps with brand awareness.