SEO Marketing That Actually Works

author image Written by: Lia           Categories - Digital Marketing, SEO Tips

For an Effective Digital Marketing Strategy, You Need to Have Content That Engages Your Audience

SEO isn’t a magical formula or a “fill in the blanks” checklist. Google algorithms are always changing, and SEO marketing must change with them. But there is one tried and tested way to guarantee success with a digital marketing strategy—quality SEO content that actually works to engage with your target audience. SEO without quality content is useless. You might get the high rankings at first, but if your content provides little or no value to your audience, you won’t get the conversion and sales you need. One example of an SEO marketing strategy that could give you a high ranking but can also hurt your bottom line is backlinks on third-party sites. If the third-party site has poor-quality content, the backlinks could harm your brand instead of boost conversion rates. These backlinks may boost your ranking for a short period, but if they are not included in quality content, they won’t increase sales. Here are some ways to create high-quality content with SEO for a digital marketing strategy that will yield the results your business needs.

Start with User Intent & Keyword Research

For an SEO marketing strategy to work, you must first figure out how to research effectively. This means trying to understand how your target audience uses search. What are they looking for? What questions are they asking? What words are they specifically looking for? Before you start creating your content, you should have a firm understanding of your audience so you can genuinely engage them with content specific to their needs. This means understanding their language use for keywords and user intent. You should answer their questions and offer useful content that is of value to them. In other words, your content should help them complete a specific task without straying from the topic. Point them in the right direction with a call to action. Encourage your audience to make a call, visit, or purchase, or help them find what they are looking for.

Focus on UX

Aim to design quality content that focuses on the user experience. The more engaged your audience is with your content, the more likely they will interact, convert, and even share your content. The following are the top characteristics of quality content—try to include at least some of these in each of your projects:

  • Simple, clear, and coherent;
  • Credible, valid, or experienced;
  • Entertaining;
  • Inspiring, unexpected and emotional;
  • Educational, practical, and relevant;
  • Deep and thorough;
  • Novel or unique (in value, not just in content);
  • Trustworthy.

Remember always to put the user experience first when creating content. This means meeting your audience’s needs.

  • Display content to easily scan through—short paragraphs, lists, headings, and font that are easy to read quickly.
  • Use effective titles and headings—incorporate keywords into engaging titles for both SEO and to entice your audience to continue reading;
  • For subheadings, include possible audience concerns—common objections, ideal results, time frames, etc.
  • Use plain English—language that is easily understood by your audience, but not too simple or full of jargon;
  • Make it shareable—include sharing links so your audience can easily share it with others on social media;
  • Is better than the competitors—look at your competitor’s content and aim to do better.

Credible & Correct

While your content might offer helpful tips and advice to your audience, a small error, such as a typo, can easily damage your credibility. Not all people are grammar prudes, but it’s important to remember that some people are, and you don’t want to lose potential customers over an easily avoidable mistake. So always edit your content—check, re-check, and check again. Your content should also be factual—if it doesn’t have a source, your audience could think it is made up!

Do Not Stuff Keywords

Both readers and Google will look down upon content that is over-stuffed with keywords. If you find too many keywords in your content, replace some (or most) with synonyms. Also, ALWAYS use the keywords naturally in the content—titles, headings, subheadings, image text, URLs—to maintain its high quality. A keyword that doesn’t naturally read well in a sentence will ruin the integrity and flow of your content. Remember, for the success of your business, your digital marketing strategy must aim to effectively engage the audience with quality content that always puts the audience first. Impress your audience, because without them, you won’t have any sales!


Instagram Updating Its Ranking Algorithm 


Instagram chief Adam Mosseri announced that Instagram is adding a few changes in order to put more focus on creators and the credit they get. One of the mentioned changes is updating its ranking algorithm with the goal to put more focus on original work. Judging by the number of copy-paste posts we’ve seen so far, this update should have been made a long time ago.


Making Sure The Credit Goes To Those Who Deserve It

Instagram announced the following changes:

  • Product Tags – it will now be available to everyone. So, no matter who you are, you will be able to tag products and drive traffic and attention to a business, creator or a company that they like.
  • Enhanced People Tags – now, you can add a category for yourself (into profile, edit profile) which will show up when you are tagged in a photo or a video. This makes sure you have your identity be what you want it to be, and credited according to your wishes.
  • Ranking – people that actually created something from scratch should be more credited for that, so the algorithm will focus more on that kind of content.

“We are going to do more to try and value original content more, particularly compared to reposted content. So, more to come there as well.” – said Mosseri in the announcement.

But, what does it exactly mean? As mentioned in SocialMediaToday, the changes in ranking are not that well explained and it’s not clear if any penalization will happen.

What Will Affect The Ranking?

The Twitter community did have some questions regarding the originality of content and asked about editing outside of the app. If you remember, Instagram started down-ranking content that was re-shared from other apps. So, if you will be re-posting your TikTok with a watermark on it, your content will still be penalized. However, if you only edited it off the Instagram app, that shouldn’t be a problem and won’t affect your rank.

Still, Mosseri admits that Instagram can’t know for sure if a content piece is an original or not. They only build classifiers that will show how likely something is to be an original, but they can never know for sure. It’s still a work in progress.

Posting History Is Also A Factor

Content aggregators are the focus of this update, and Instagram will be able to determine this with the account’s posting history. Instagram is more likely to detect that an account is an aggregator if it re-posts a lot of content from other accounts.” So if you’re re-posting a lot of content from other accounts, you’ll likely see a drop in reach.

The main goal of the whole update is, as we mentioned, to give more credit to original creators, but the system is not yet perfect. However, Mosseri said that Instagram will continue to improve its detection features over time to better distinguish where the content comes from and who posts original content, to promote the real creators and reduce the influence of big farm accounts.

It looks like it’s time to say goodbye to reposting trending memes in order to boost engagement.


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Google’s Updates You Need To Understand


We mentioned the new Vicinity update Google has going on. It was an algorithm update no one was prepared for and caused quite a commotion in the community. To avoid history from repeating itself, we must learn from our mistakes – and what better way than going through all of the things that have already happened? It could benefit you if you go through all the major updates Google had in store in the past year and come up with a strategy for the year ahead.

Google Search Biggest Updates in 2021:

For us to have the most relevant and reliable results, Google Search Algorithms are updated thousands of times throughout the year. Of course, most of them go unnoticed, but every now and then one comes along *cough cough* Vicinity *cough cough* and makes a mess. That’s why it’s better to keep track of each change, make sure to understand what is happening and learn how to use them so it can benefit you.

The Page Experience Update

This update was designed to improve the website experience searchers have. Mobile usability, security issues, HTTPS usage, Web Vitals and Ad Experience are all taken into account. The main goal is safer browsing for users and resurfacing flags in the Page Experience Report.

What To Do?

  • Work on your loading speed
  • Make sure your page has a mobile-friendly version, with no usability errors
  • Make sure your page is secure and use HTTPS
  • Don’t use interruptive, distracting or unfavourable advertising techniques

Here’s a helpful resource for optimizing your page for this update.

Link Spam Update

This was when Google reminded us about the importance of good content and quality links. The update was and still is effective at identifying and nullifying link spam across multiple languages.

What To Do?

  • You need high-quality link building
  • Create high-quality content
  • Focus and improve the user experience
  • Avoid useless linking!

Broad Core Updates

It took longer than expected, but it is done. As usual, Google didn’t offer a lot of advice on how to deal with a core update except to try hard all the time. This update had also caused big commotion since we saw some pretty weird pages ranking high. The conclusion was, again, to use quality backlinks.

ProTip! – Improving content and backlinks might help you to recover more than fixing the technical aspect!

Product Reviews Update

This update was designed to reward in-depth product reviews and “punish” irrelevant, summary-of-a-product type of content. Instead, a review should be relevant and detailed. We have also learned that Google and potential customers like seeing realistic reviews, even if that means seeing a few bad ones as well.

What to do?

  • Write longer, knowledgeable reviews
  • Add your own content, not just the manufacturer description
  • Describe how a product has evolved from previous models
  • Include the Pros and Cons

Here’s more advice on what you should know about the product reviews update and how to handle it.


Google also introduced us to the Multitask Unified Model which uses AI to help searchers. It “speaks” 75 different languages and understands both image and the written word. However, it might understand much more in the future, since Google keeps saying they’re working on expanding this capability to video and audio.

One of the first things MUM learned to do is to keep track of vaccine queries and it will continue bringing more understanding to Google’s algorithms.


This is a fresh one and we’re still trying to figure out what exactly happened so that keywords aren’t as important anymore. Maybe the lesson with this update is not to violate Google’s guidelines and add keywords for the sake of it. It seems like new businesses are winning with this one.


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