Marketing Podcast with John Jantsch on the 5 Ways to Get More SEO Bang for Your Buck
Every business needs SEO. If you’re a consultant or marketing agency, every single one of your clients is looking for you to get them results. They want to show up in search engine rankings—and not just show up anywhere, but rank competitively so that they get noticed by new audiences.
For experienced marketers, SEO isn’t complicated or difficult. We all know that there are certain things we need to do, like creating a website with the proper structure and implementing a content plan. Once you’ve covered the basics, you want to take your efforts to the next level so that you can really deliver for your clients.
These five techniques can help you take what your clients already have and turn it into even more valuable SEO fuel.
1. Optimize Your Old Content
Many business owners have produced lots of content over the years. If your client has been blogging for 15 years, there’s a ton of valuable content to tap into! The key is to go back and re-optimize that older content. Removing broken links, getting rid of outdated resources, and updating to be relevant for today’s audience is a great way to give your client’s existing content a boost.
This is also an opportunity for you to link to newer internal content. If your client has since created several explainer videos on the topic, plus a great podcast episode, why not include links to this newer material?
2. Embrace New Formats
Today, content is about so much more than blog posts. And fortunately a format like video can help you create exponentially more content in the same amount of time.
Take, for example, what I’m doing with this podcast. I’m actually recording this as a video, and will pull the audio separately to create the podcast episode that you’re listening to now. I’ll also create a blog post to accompany this episode. That means that in about ten minutes of work, I’ve suddenly created content in three separate formats (video, audio, and written word).
3. Add Video to Your Pages
Speaking of video, if your client doesn’t already have video on their website, now is the time to include content in this popular format. Not only are people more eager than ever to consume content in video format, video also helps increase your ranking with the search engines.
One of the ranking factors for Google and other search engines is dwell time (essentially, how long a visitor stays on a given web page). Longer dwell times lead search engines to infer that the content on the given page is relevant to the viewer, which they reward by giving you a boost in SERPs.
I’ve noticed on our site that pages that have video embedded on them encourage people to stick around. Visitors usually stay on these pages one to two minutes longer than pages lacking video. Even if they don’t watch the entire video, a video clip that can hold their attention for even 30 seconds will keep them on the page for longer than blocks of text would.
4. Get on Podcasts
I’ve talked before about the SEO benefits of guest podcasting. Lately, there has been a shift away from guest blogging and towards guest podcasting. Lots of businesses have started podcasts, and they’re hungry for guests to fill those episodes. Why not get your client on relevant shows?
Guest podcasting is great for a number of reasons. The time commitment is minimal; in 20 minutes of talking, you can create an entire episode. Plus, since you’re a guest, it’s up to the podcast host to edit the episode and do all of the behind-the-scenes work.
Podcasters are happy to link to your client’s website, ebooks, and other resources. This creates backlinks for their site, which are an important external element in building reputation and SEO. Plus, the podcaster will promote the episode through their networks and channels, bringing additional exposure to your client.
5. Collaborate with Clients to Produce Content
The final step to boosting your client’s SEO is a bit more involved, but it’s a worthwhile investment. Each month, work with one of your clients to produce content. This could be a video or podcast interview on your own site, a case study, a co-created survey, or just about anything else you can dream up.
Put together a package of content featuring and partnering with your clients. Through this process, you’ll generate backlinks and great content for both of you. Collaborating with your clients is great for strengthening your relationship with them, plus it can help you close more deals for yourself!
Prospects love to see examples, case studies, and the like. Co-created content touches on all of those elements. And when you’re producing and promoting your own content, you’re showing off your marketing prowess to potential clients.
As a marketer, you understand how to nail down the basics of SEO. When you’re ready to take things to the next level, these five steps are a great place to start. By amplifying your client’s existing efforts, you’re getting the most out of each piece of content they create and generating great SEO results with less heavy lifting.
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