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The New SEO for Inbound Marketing

The New SEO for Inbound Marketing

Pillar content and the way we use keywords are changing SEO

SEO, or search engine optimization, is a major inbound marketing strategy to bring people to your page. It amounts to making your web page have a high appeal to search engines like Google, Bing, and Yahoo. This way, when people are searching for something which, perhaps, you have a page about, the search engine will place your site higher up on the page of search results.


Keywords have always been important in SEO, however the way they are used has dramatically changed.

Keywords are words and phrases that search engines will be looking for in a given search. For example, suppose your potential customers are likely to be looking for things like “Cleaning tea stains in wool,” or “sweater tea stain cleaner,” or even “how to make tea stain on shirt not so obvious.” In this instance, chances are that you want things like “tea stain” to be your keyword.

However, it’s not as easy as that. “Tea stain” is a bit too short. If they google that, your content will be lost in a sea of people blogging about tea stains. What you want to do, then, is add more detail. Longer keywords (known as long-tail keywords) can be more specific. You can, therefore try and tag you content with something like “tea stains in wool sweaters.” While you may not be top of a search for “tea stains,” You may make it to the top of a search for that.

How often a Keyword appears in your page is important. Don’t try and force them unnaturally into a sentence, but you want them to appear regularly in your article. You are also going to want those keywords to appear in the titles, alt text for pictures, even in the url for the page. If at all possible try not to over use the keyword, 5 - 10 times in a single article is more than enough, and be sure to include the keywords in headers as well.

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The introduction of the Pillar Page is a major shift in SEO.

Pillar content refers to a subject or group of subjects that you choose to be an authority on. Once you have chosen a subject, what you want is to create as many articles, blog posts, and other content as possible based on that subject. The goal is that, in this way, you will become noteworthy for your extensive knowledge. Your blog becomes the go to authority for information on the topic in question.

Successfully building content strategy means that you will have many pages all linked to one pillar page. This page will be an authority on a broad subject like "tea stains". The pillar page will contain a broad range of information on the keywords, where the pillar posts will focus on specific sections and link back to the pillar page (shown in this image).


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So, to use our tea stains example from earlier, you want to try and have as many different posts about many different types of tea on different types of wool. If you build a large enough pillar of tea and wool based content, the search engine is going to know that you are the person to go to the next time somebody spills Darjeeling on their cardigan.

Keywords and content pillars are two of the most modern ways to optimize your page and blog for search engines. There are other methods as well, but if you start with these two, you should see a definite increase in traffic.


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