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How to Plan a PPC Campaign

Whether you decide to embark on a pay-per-click (PPC) advertising campaign to add an extra string to your digital marketing bow, or because you want to use it as an alternative keyword research tool in today’s world of keyword (not provided), the ability to plan and manage your campaign holds the key to whether you achieve your objectives.

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How to Tell People you’ve linked to them

If you’re crediting other websites with links out from your own, the onus is on you to tell them you’ve done it, otherwise your generosity may never be discovered!

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How to Create an SEO Blog

The idea of creating an SEO blog is an interesting one.  Before we go any further, let’s be clear that we’re talking about creating a blog that is “for” SEO purposes on your website rather than a blog that is about SEO.

Now the potential for any ambiguity is out of the way, let us look at how you would create an SEO blog.

The first thing you need to do is remove yourself from the idea that you should be creating a blog purely for SEO purposes.  Yes, having a blog will be great for your SEO strategy and over time you will likely start to see some improvements in a variety of keyword rankings.  However, you shouldn’t blog just for the sake of it.  After all, anyone could write 500 words of rubbish on a daily basis and publish it on their site.

Thankfully, Google have refined their algorithm in such a way that “blogging for SEO” is now pretty much dead in the water.  Yes, updating your blog or other dynamic content pages on your website regularly is great for showing Google that your website is “alive,” but you don’t get any brownie points just for updating your site with anything.

Now that we know you’re going to use your blog for far more than “for SEO,” we can look at how you can do it and what you should be trying to achieve.

Plan What You’re Going to Blog About

You should take some time to plan your blog strategy.  We’re not necessarily talking about having an editorial calendar that is planned out 12 months in advance (although it might help), but you should at least have five or six sub categories within your niche where you can focus your attention, similar to the way we have done with our blog.

If you do this, and create your categories, then anyone landing on your blog page rather than a post will instantly be able to tell whether your blog is going to be useful to them.

Aim to Grow Your Community

This is another part of not just having a blog for the sake of it.  What’s the point in a blog playing a part in getting your site into the top 10 search results for a handful of keywords if all people do when they find a page is click back, or read a blog but don’t go any further into your site?

Look to build your community in a variety of ways.  The two most obvious things to be doing are:

  • Ensuring you share your posts on social media, in a manner similar to as suggested here in a recent Whiteboard Friday from Moz.
  • Using a brief call to action at the end of all your posts; you can either say “Let us know what you think below” or simply ensure that your comment submission form is visible and encourages interactions.

Once you’re doing this, the final “cherry on the cake” is to ensure you’re responding to comments and engaging with your audience; this will make your readers feel part of the community and keep them coming back repeatedly.

Tell People You’ve Linked to Them

When you’re writing your “SEO blog,” you’re sure to be citing some great sources of information from across the internet, and linking to them so your readers can get the additional value from your post.

When you link to these websites, tell them!

As Rand Fishkin says in the Whiteboard Friday link from earlier, you should look to target early stage influencers, as they’re more likely to get excited about it.  Google’s Matt Cutts, or Rand himself, are unlikely to respond to an SEO blog, for example, as they probably get hundreds of requests a day (though that won’t stop us trying!).

Ultimately, this represents the modern PR side of blogging.  Doing this will help to grow awareness of your brand and enable you build relationships with individuals and websites for your business or blog.

Create News Based & Evergreen Content

If you exclusively create news based content, you’re consistently going to be under pressure to be pumping out blogs in order to bring traffic to your website.  If you exclusively create evergreen content, you’re relying on a healthy number of people searching for terms targeted within the content – and that your content is ranked well enough to bring traffic from these searches.

The approach is simple: create news based content and evergreen content so your on-site content mix is as diverse as possible.

Creating an “SEO blog” is about much more than simply blogging for the sake of it just “for SEO.”  Follow these four tips and your blog will be a strong, targeted element of your website that performs brilliantly in the short, mid, and long-term.

Written by
Posted · Jun 12, 2014
Categories · Content Marketing.
Related Articles · How to Build a Content Team. How to Create Content to Win Links. Why is Evergreen Content Important?. What is Evergreen Content?. How to Keep Your Content White Hat. How to Avoid Being a Content Spammer. What is Content Spam?. How Much Content is enough?.

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