We say natural positioning when what we are looking for are tricks to position. The natural positioning is to improve based on taking care of the content.
Let's look for natural positioning in Google. What do we find?
With people who are looking for natural SEO positioning, but who are also looking to do it through tricks and not naturally. As my grandmother would say, we want "egg, bird and nest" and that cannot be.
SEO is to generate quality content that arouses interest, with a website that solves a problem or need , oriented to the way in which the user searches for that specific information that can be indexed by search engines. That is SEO.
If you are looking for shortcuts to go out first on Google, I give you a hint: there aren't any. Or rather, there are few, they are not as effective, they are ephemeral, they pose a significant risk to your website and generally take more work than to generate value. And if you want to generate value, the content will be your main ally in this mission.
If you are still determined to find quick methods that may or may not work, you are already taking a long time to search Google for "SEO black hat", "link exchange", "blog networks" or "free articles and press releases" because this post does not about that. This post is about techniques that will work this week and next, that will make you grow steadily and that will never, ever make you receive a penalty.
1. Know your users
The first thing is to know who you are talking to . Each audience consumes information differently. For example, this post could be called "Content Marketing Tactics for SEO", but it would be aimed at a smaller and more specialized audience and the advice would be different.
To find out what people are looking for, you can use the Google search tools, Google Keyword Tool and Google Trends .
Not everything is given by a tool. If you have a website about cats, it will suggest similar searches: videos of cats, websites of cats, photos of cats or it can even go to synonyms such as felines, for example. But you may not have detected important niches such as "videos to cheer you up" or "videos for when you're sad." Your content solves needs , looks for what they are, in what ways they can be expressed, and create specific content.
In short: find out what needs you satisfy, how they are sought, what competition you have and become the brand they want to see .
You can help yourself by creating people to make it easier to customize the content depending on the different types of users you may have.
2. Have a plan
The content must be planned . You must have a clear and numerical objective - never exclusively SEO - a specific audience and a lot of ideas and desire to test.
If you do not plan your content with an editorial calendar , varying formats, specifying what type of user each content is aimed at and focusing on them to perform a specific action on their visit (give you an e-mail, read more posts, follow you on Twitter etc. ) it will be difficult to know if you are doing it right or wrong and you will depend only on your intuition to move forward.
3. Use your blog
Your blog is not only a great tool to create content that attracts Google by achieving posts with great natural positioning, but it also allows you to:
- Generate links : If you generate content that is easy to share, users will share it, including links, which will benefit the domain as a whole. Not everything is that the post is good, it also helps that your blog is a reliable and reputable source .
- Create relationships : It is as simple as linking to third party pages. Millions of people are generating very valuable content on different topics, and surely some of them have created a resource that complements your post perfectly: link it . Then, if you want, mention them on Twitter, let them know that you talk about them and you are familiar with them.
- Strengthen your brand : Take care of the aesthetic aspect of your blog , which reinforces the identity of your company or your own, use the sides, the header and the footer to meet your Branding objectives and take care of aspects such as the color palette, the images , that all the elements are translated ...
4. Friends even in hell
Make no mistake, getting quality links is a matter of relationships . Not only to have a large group of friends and acquaintances in the online medium -which also- but to know how to generate an impact on the person we are addressing so that they want to follow us, link us, become our friend.
As always, let yourself be seen at events, canes, breakfasts and any other excuse in which bloggers or people from your niche meet. It will allow you to put a face to people, build relationships, and this will lead to everything else.
5. Delve into Social Networks
Natural positioning depends largely on the impact you get on social networks, mainly because it allows you to establish relationships , it is a positioning factor in itself, it confirms the profile of links and it gives you visibility and branding. You will not get links if nobody knows about you and if your content does not have a brand to which it is safe to link.
And don't stay on Instagram, Twitter or Facebook : networks like LinkedIn or TikTok can be very useful, it depends for which sectors and which brands. Even niche blogs and forums can be great tools, even if they require more research. They will get you visibility in your specific target and will be essential to attract your first followers. Don't forget about them.
6. Create joint initiatives
What do you like? Try combining it with what others do. Alloys are stronger .
It could be working on a static page about all the influencers of a sector in Spain blog, or a niche one adjacent to yours with a similar theme. For example, if you're talking about Social Media, why not collaborate with 5 friends to create a Tumblr with the shit of different brands on Social Media, or a WordPress with the most obvious paid tweets?
It will give you visibility outside of your blog , page and social profiles and will allow you to get out of the routine to experiment with new things.
7. Reserve the best content for others
If you are going to make content, reward those with the most visibility.
If you are looking for blogs and media in which to participate sporadically - guest blogging - try to have a greater reach than your platform, or to reach a niche that you could not reach otherwise. Then reserve the best content for them. If you can reach 1,000 people in your blog and 10,000 people in another, make an effort in the content that will give you more visibility.
8. Respect branding as an SEO tool
Branding is essential in SEO . If nobody knows you, nobody is going to look for your brand, remember that SEO traffic by terms with your brand name is also natural positioning. Having a powerful brand will not only make people look for you more, but it will make you a reliable source and increase the click-through rate of your results and the chances of being shared and linked, that is, SEO everywhere benefit .
9.Video
Visual content is the most consumed on the Internet and video is king. It doesn't matter if you use Instagram video or upload videos of your products to YouTube , you have to continually test formats that increase your visibility.
Mainly, because the videos position themselves very well in very competitive searches and because they reinforce textual content such as a post and generate much more branding, authority and trust.
An example that I love is the Whiteboard Fridays from MOZ .
10. Change format
There is no single winning format . Each type of target usually has one or two preferred formats, but still a person can consume content in many ways. For example, on weekends you share YouTube videos with your friends, on the way to work you read an e-book, you usually consume interesting articles for your profession, when you get home you look at Facebook -eminently visual- and Twitter -eminently textual- and Before bed you have a laugh with Instagram, Pinterest and Vine. And if you use so many formats, so does your audience.
Work with different content formats and test which ones work with your audience: publish a cartoon from time to time? The videos? Shocking images? Or the texts like posts, Whitepapers, e-books and studies?
Varying the format will allow you to reach new audiences, retain those who already read you and consolidate your content strategy by discovering what works and what doesn't and your natural positioning will grow enormously as soon as you find it.
11. Let users help you
Users are the best way to generate content without you having to do it directly: you have to manage that content and it takes time and dedication, but it gives impressive results.
- Comments : Comments on blogs and, above all, on products, carry an invaluable SEO value by adding related semantic content.
- Blog : If you have very loyal users who want to talk about a topic, why not allow them to create their own blogs? You will be generating indexable content by search engines and capturing long-tail traffic at the same time that you retain them.
- Forum : For pages with a large community a forum can be a winning strategy. Pages like Enfemenino have a great position in a large number of topics thanks to a large, very active community that is continually raising questions, offering solutions and generating discussion topics.
- Questions and answers : If you do not want to manage a forum but want to allow community activity, you can accept the sending of questions and answer them yourself, as long as you are an authoritative source on a topic. After all, a significant percentage of Google searches consist of questions.
- Ambassadors : If you have users who are really in love with you, participate in everything you do and are absolutely loyal, look for ways to reward them and allow them to fulfill their loyalty work. From sending them content before officially launching them so that they go viral to giving them products or mentioning them on RRSS.
12. Create your own images
If you can, use your own images and a Creative Commons license to make them publishable with accreditation. Seriously, it is impossible to find good images on some topics and being the first in Google Images for the concept of a post can mean that there are several bloggers linking you for the image credits, which is the best they have found to illustrate their text.
13. Think about the domain
Force yourself to think holistically: natural positioning is no longer about the content on a page, but about the domain as a whole . If you create a post about unicorns on a blog dedicated to Death Methal, it will be much more difficult for it to rank well than that same post on a children's blog, no matter how good the content and very good metrics it has at the page level.
This does not mean that you should talk about a single topic, but it helps you to be aware of your strengths and weaknesses .
14. Work on your personal brand
Even if you invest in the branding of your blog, your own brand is also important. Invest in yourself, because maybe tomorrow your blog or your work will change or you are even in another industry and you are interested in other topics, so you must that that reputation benefits you.
Giving yourself visibility in your publications, converting readers into Twitter followers, or using your reputation to increase your network of contacts are some of the best ways to become a brand for yourself and make any future initiative more relevant.
15. Find a good balance between quality and quantity
Everyone will tell you that quality over quantity, but there are many times when the high-quality content that you can generate is not going to have enough impact, and therefore it is not worth spending too much time.
If you still do not have contacts, SEO traffic or links, it is convenient that you focus on quick and easy content to do. Never mediocre, but do not pretend to make the Sistine Chapel in each post, because nobody is going to read you. If you focus on long-tail keywords, generate relationships, ask for a couple of links here and there, and insert some exceptional posts in guest blogging, in a few months you will have a greater capacity and you will have to tend towards higher quality posts even if it means downloading the amount.
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