Content marketing for coaches and consultants has changed dramatically over the years. Consider this: when Content for Coaches began 15+ years ago, search engine optimization (SEO) was based primarily on three things: content frequency, keywords and links. This created a fairly clear SEO path for first generation bloggers. Today, SEO is much more complex with sophisticated algorithms, ongoing changes and one primary influencer: Google. What does this mean for coaches and consultants?
What is SEO? Why Should I Care?
First, let’s clarify a few key terms you need to know. SEO is the process (or program) that increases visibility (ranking) in the search engine return process (SERP). For example, if you open your search tool (internet browser or application), and enter your company name (not your URL), you should be visible at the top of the return list. Ideally, good SEO increases the quality and quantity of the SERP. This matters as search engines become more sophisticated and intuitive.
Did you know that your location, previous search history and actions on the internet affect the results you see? It’s true; if you ask Siri a specific question while traveling on business, you’ll see different results than if you ask her from your business office—even if the query is not location relevant. And if someone else logs-in to your laptop and makes a query while you are away, different results appear. All of the little variables and actions are collected and analyzed by today’s Artificial Intelligence (AI) and affects SERP.
Think about it: what programs do you have open now? What did you search for before arriving at this page? Where will you go from here? All this data is collected, weighted and analyzed. But here’s the thing: we don’t have the exact formula. And that’s a good thing.
Google is today’s number one search engine. And it’s likely it will remain on top. Critics are quick to point out that Google is much more than a search engine, it’s also an influencer. That means you need to reach your target audience (your prospects and clients) at the outset of their exploration.
Content Remains King
While some experts believe there are eight elements in SERP, high quality content remains king. Be sure to:
- Include keywords or phrases your client would use in search of solutions to their problems.
- Use an SEO tool to track your usage of keywords so that you don’t stuff your content, and impair your SERP.
- Link to diverse, anchor text rich and editorial (authoritative, yet succinct) relevant (external) resources. Use a broken link tool to automatically check older content.
- Press releases are a great way to generate brand awareness, unique content and reach potential clients through social media. Include images with AltText title/descriptions to improve SERP, add the press releases to your website, and distribute to news outlets and through your social media.
- If you haven’t already, create a FAQ page with questions clients would/have asked you. This aids voice search engine return process.
Now, it’s time for us to walk our talk: we need to finalize our FAQ. Let us know what questions you have, and how we can be of assistance.
(If you want to know more, check out this 20 minute Web Summit video, SEO in 2018 with Rand Fishkin.)