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Dennis Thorgesen
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Brand content; whom do you please

Published on 11/30/2012
For additional information  Click Here

When you are writing brand content whom are you trying to please?

Lisech eMarketing logo

We have heard search engines want Five hundred to 1000 words; readers want short articles which answer their questions. How do you please both?

 

Authority

 

What this means is how many people are searching for your information. Not similar information, yours personally. This is determined by comments and shares. The number of articles makes a difference also. They must be to the same keyword cluster though.

 

Length

 

This depends on your audience. You do have to take into consideration there are over 1000 search engines. They are part of your audience and not all of them may rank your work. At least some of your articles have to be five hundred and fifty words and shorter than one thousand words.

search enging placement requires keyword optimization

What is best?

 

If you have a reputation for being read and receiving comments relevant to your work search engines don’t care how long an article is. You still have to be careful to hold your keyword usage to acceptable levels. Too many keywords in a short article will still be considered spam. With short articles you want only one outgoing link. Never more than two links even in a thousand word article.

 

Common sense

 

The time someone spends on your website or blog makes a difference. One of your major considerations should be how are you going to keep them there. Outgoing links high in an article give them an option to leave soon. This is a mistake we see often and have been guilty ourselves.

 

Unique interesting content

 

To increase your readership you want quality, unique content of interest to your readers. Comments can make all the difference, as long as they are relevant and add value to the keywords.

What value do you bring

Comments and tweets

 

We bet you are asking what does this have to do with brand content. Comments and tweets can be picked up by search engines. They are read by search bots just like any length of content, the length makes no difference. Both can entice readers to your website or blog as long as the link is in them.

 

Keywords

 

We have found many people who blog don’t do enough keyword research. There are two simple ways to do them. If you are not familiar with Google AdWords, it is not the only method you can use.

 

Keyword relevance

 

If your keywords are relevant they will be in your content. If not you are wasting your time. Search engines look for relevance.

 

Simplest way

 

The simplest way is to start a Google search with your major keyword. It will show a drop down menu which has other words. Add a few of these words, clicking through until you find a combination which have little competition. If you know your main keyword is searched often chances are someone will find you.

 

Another approach

 

Take your base keyword and search it. Read the Meta descriptions of what you find. Search the words you find in bold. Keep going until the competition is at an acceptable level. Newbies want no more than five thousand competitors for your keyword cluster.

 

Writing style

 

Each person’s writing style is different. Use this to your advantage. Search engines pick this up also. You could be ranked on writing style. This means words put together in a way others don’t as long as it remains correct English. We do not have a single writer who thinks in only English. To date this has been an advantage. We are able to mimic the writing style of others. 

 

Summary

 

Creating content does not have to be a chore. You can please your audience as well as search engines. Quality unique content you write will be found even if you use a mixture of short and long articles. This way you’re “who to please” with brand content can be both. © November 30, 2012 7:10 PM CDT Dennis Thorgesen for Lisech eMarketing, All rights reserved

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