If you're the kind of person who thinks you've nailed running a marathon by simply buying some trainers, search or digital marketing is gonna hurt, and I mean really hurt.
Now, before you get all sanctimonious about what I'm saying, stop for a minute. We all know people who come out all guns blazing on social media about getting into running or the gym or something similar.
They tell the world what they're going to do, buy as much new kit as they can afford, go running, twice, tweet about each run, probably with associated stats "Hey, that's me just smashed 2Km in under 40 minutes." Then it all goes quiet, apart from the odd "Wow, you're amazing, so proud of you" from a pal.
The Harsh Reality
The harsh reality of pounding pavements in the cold and dark of January just doesn't sit right with the mental image they painted of getting super fit and becoming the envy of their peers.
To their horror, the pounds don't immediately fall off, their neglected bodies go into shock and the realisation that they are out of breath 3 minutes in smacks them in the face like a wet kipper on a frosty morning. In short it's hard.
Digital Marketing Is Hard
And so it goes with digital marketing, especially search engine optimisation or SEO.
In simple terms, web pages rank on Google search results pages or SERPs when they are considered, by Google, to be the best page to show the person carrying out the search. Google's software or algorithms make these judgements based on many factors including the content or words on the page, and the popularity of the page.
Now, this post isn't concerned with the technical aspects of SEO, we've written plenty about this over the years, including our ever green what is SEO article and FAQ. What this article is concerned with is the cadence of activity.
It's All About The Cadence
To improve the performance of your website and turn into a business asset that generates leads and enquiries, you need to write regularly about the problems your customers are trying to solve and the questions they are asking in their Google searches.
The good news is, you can find this out using tools such as SEM Rush and many others.
From there you create best in class content, make sure it's correctly optimised and add it to your website. This much, most people understand. Where most businesses fail in their endeavours is the cadence of content production.
Back To The "Runners"
Just like our "heroic" January wannabe runners all too often stop training after a few half hearted attempts, most businesses run out of content production steam after only a few blog posts, videos or white papers.
So here's how to succeed at content production and distance your business from the wannabe's. You can think of it as your marathon success program.
Finding Subjects to Write About
Conversations With Clients
Every conversation with a client or potential client is a source of content ideas for your website. Every question they ask, every problem they share and every comment they make has something in it that you can turn into a piece of content for your site.
For example, a business associate, OK not a client, recently advised me he was dropping out of a networking group I introduced him to because he was too busy to attend. This triggered a blog post idea about why you should network and develop your business just as much when you're busy as when you're quiet, probably more so!
Google Search Results Pages
If you type a question into Google you'll see a feature that shows other questions people have asked. Each suggestion is a potential blog post title. If people are asking a question and you know the answer it's got to be worth considering creating content around it.
Google's Search Console
Google's Search Console is a mine of information about your website. It shows you which content is popular on your site along with the search terms that trigger it being shown in search results.
By reviewing this data you will find many subjects to write about along with the popularity of the subjects. The data in the Search Console is your friend and a fantastic and free resource.
As previously mentioned, there are also plenty of research tools to help you find topics to write about. SEM Rush is one of our favourites but there are plenty of others. Simply Google "keyword research tools" to find them.
Create A Content Plan
Inundated as you now will be with content ideas, all you need to do is create a content plan. Map out what content you're going to create and when you're going to create it. In other words, create a cadence of content production, and stick to it.
Just like running gets better the more you do it, so you content production will also improve as you work through your content plan.
And, as you content gets published and indexed by Google, the data you get back from the Search Console will play its part in feeding your next round of content planning, all based on real data.
It's Not Magic
Just like being able to run a marathon, gaining search engine rankings isn't so much hard as just hard work. The more you pound the pavements - create content - the fitter you get - better rankings - and as your fitness improves - search rankings - the distance you can run increases - the enquiries you get - and so on.
Being fit is a good feeling, and seeing traffic come to your website is also a good feeling, especially when it converts into an enquiry.
If you need some help, we'd love to chat.