All kinds of online media and content can contribute to your search engine optimisation plan. The days of relying solely on articles are gone, and businesses that use a variety of content usually earn higher rankings and drive more traffic to their website.
Content Marketing Institute included “use owned, paid, and earned media in SEO” as a step in its list called “The Ultimate SEO Checklist: 15 Steps to Optimize Your Content Marketing Plan.” Another post lays out exactly what these kinds of media include, but how do you use these at your business?
Owned media is the content you have created and published on your website, blog or other online properties. Keep in mind that while this could include social media content, you don’t have complete control over these platforms and they are not permanent, like the platforms you own are.
This is the easiest of the three types of media to use because it is created by you. Start with a comprehensive content creation and marketing plan that takes into account things like keywords, links, topics, publication and promotion.
All of your owned media needs to be branded for your business and be designed for your specific market and to help you meet your goals. It could include website content, blog posts, videos, ebooks, white papers, how-to guides, articles, infographics and almost any other kind of content.
Earned media is defined as media and content that you do not create but that you influence. It is content that other businesses, news outlets, bloggers and even social media users create that mentions and links back to your own content.
To get this kind of content, start with a strong online presence and social media following and establish yourself as an industry expert. Then use things like press releases, blogger outreach and coordination with other site owners to land earned media that benefits your business.
This helps show search engines that your site is valuable and useful and it helps you build a reputation as a reliable resource that your market can count on. The more earned media you land, the more established you can become in your industry.
Paid media includes things like pay-per-click advertising and ads on websites. In most cases, paid media pieces are short ads with images and persuasive copy and a link to your website.
To make this kind of media work, it needs to be highly targeted for your specific market. Ads need to appeal to the people you want to reach and need to be published on the sites they frequent. They should be strategically designed and should not look like spam.
Successful SEO campaigns leverage a variety of content and all types of media. Your business needs to start with a sound SEO strategy and then work to use owned, earned and paid media to earn higher rankings.
As you do this, you will not only benefit from increased organic traffic, but you will also build a stronger online presence, create a positive reputation, increase brand awareness and establish your business as the go-to resource for your area of expertise in your industry or community.