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The Secrets of Content Marketing


Find your niche. Understand your customers. Pick their pain points. Provide them unique and hassle-free solutions. These are what big brands have been doing and so they succeeded in carving out a name of repute for themselves.

As an aspiring millennial you would like to achieve the similar success level. But is it so easy? You know the answer. For committed, disciplined and consistent aspirants, experts have always been extending their helping hands by disclosing all their secrets.

To guide and nurture Digital Marketing aspirants, a new series titled as #DecodingDigitalMarketingSecrets has just started. In this series you will not only #KnowYourExperts, you will also learn a lot of secrets which are nothing less than a Gold mine. This campaign will also cover those influencers who have big fan following and are inspiring others as well.

Today I have the pleasure to introduce you a young blogger, content marketer and SEO expert who is more loved for his cool, calm and kind approach. If you are a cricket buff you might prefer him to call Mr Digital Cool.

Founder of Present Slide, Mr Himanshu is ready to reveal all his hard-earned secrets to help you fulfil your dreams.

The samaansh team had a long discussion with him on different elements of content creation and the importance of SEO.

Find the excerpts:

A content must be relevant to establish its authority only then it can help in engaging with people. Why content creators fail to understand this simple arithmetic. Can you help my readers to get a clear idea of it? Kindly explain with some practical examples.

Search Engines work very hard to find the best results as per the user queries. They mainly look for three important points which are Authority, Relevance and Trust. The words themselves define them as the websites which have some authority, the content has the relevance and could be trusted are ranked higher.

There is an amazing article from Search Engine Journal to know about the process to understand all these points corrected and implement them as well.

To create a relevant content use of right keywords are very critical. It’s a make or break game. How one can succeed in that? Experts say that knowing the right keyword is half the battle won. Help my readers win this battle.

Yes, this is very true that picking up the right game is half work done. You can waste all your life working on wrong keywords and you will not be getting any results. Before starting to write an article it is always good to know the target user and what is the end goal for him/her to read that article.

Then you can search for the phrases that they use for finding that information. Like if I want to learn Digital Marketing for free then I will be typing “Learn Digital Marketing for Free” and similarly many other people would be doing that.

You would have to select the keywords which have some good search volume and also with a little less competition. There are times when you can’t ignore keywords just because it is competitive, specially for local business.

No one can survive and thrive with duplicate contents. How much quality and originality in the content is important to assert one’s position in the digital world?

Although everyone says that we should keep ourselves away from duplicate content but I would say it still works. There are so many websites which have got exact copied content from other websites but still they perform good in Search Engines.

But, that niche is a different story and can’t be debated over. The main thing is that you would need unique and authority content for branding your blog and business. You should be focusing on providing value to your audience by answering their unsolved queries. The more answers you will be providing the more authority you can create.

In the last few years there has been phenomenal growth in the internet consumption and so in the search queries. Has SEO also grown in these years (if yes what/how) or the same principles are still giving better results?

Yes, Search Engine optimization has seen much growth in the past few years. Companies are now understanding the importance of SEO in both lead generation and branding.

But if you would look at the activities then we have seen a lot of changes. The old tactics of people spamming the shit out of the internet to manipulate search results is not that effective these days.

Before this Corona effect, the SEO industry in US alone was worth almost $ 80 billion. Everyday 3.5 billion searches are taking place in Google. If everything gets back to normalcy in coming days, how much growth you see in SEO in the future?

I hope things get back to normal as soon as possible and we all should work together in bringing the change. Talking about the SEO and Digital part, we can assume to see a growth in the digital world as companies now had to forcefully try digital methods of running their businesses.

This would surely bring in more and more businesses to try out the digital technologies which they were ignoring till now.

In layman’s language SEO is a tool to optimise a website’s online presence. Is there any definitive explanation of SEO?

It is not much different even for us but we just unfold the hidden processes underneath the simple definition.

Crawling, Indexing and Ranking are three ways in which Search Engines work. Can you explain them in detail to help my readers understand?

Crawling is the process in which search engines crawl the Internet with their automated bots. They move from one link to another to find new and updated information on the Internet.

Indexing is the process to update or store that information in database so that it could be displayed when someone searches for it.

Ranking is one of the most important part of Search Engines with which they rank the most valuable topics as per hundreds of guidelines and algorithms.

Ahrefs, Answer the Public, Google Ads Keyword tool, Keywords everywhere, LSIgraph, SEMRush, Ubersuggest… there are multiple ways to find the right keywords. What you prefer and why? What a new aspirant should do. If you have any ready-made structure to guide, kindly share?

The main problem with beginners is that they use multiple tools for a single task and then get confused as they get different statistics from different tools. They should just choose one and then follow it in all the use cases.

I myself use Ahrefs for keyword and competitor research. Not all the things that it shows are accurate and neither I assume it to be. But it is a good tool for getting some pretty cool insights.

Other than that beginners can use Also Asked while writing informative articles. It shows questions asked by people related to any topic entered. It will help in getting some value as you will have answers to all the queries that users have for that topic.

Which one is more indispensable, On-Page SEO or Off-Page SEO and why? Share some live examples. Kindly also explain both types of SEO and the major elements of it.

According to me both are important when it comes to SEO. Take an example of a local shop. You would need to have amazing quality products at your shop and also you would need to market it outside to get the customers on-board.

Same goes with your blogs and websites. You would need to create high quality content and then market it off page by getting social shares, brand mentions and backlinks to get some value.

URL, website speed, overall layout, look and feel… how much they influence On-Page SEO? Can a newbie learn everything by following online tutorials or require some experts guidance?

No search engine would share the exact weightage that they give to these factors. And these factors may have different variations of importance in different niches.

So, it is advisable to get as better as you can with all these factors. You can rank even if some factors are missing in low competitive niches but when the competition increases even a single factor could keep you away from ranking.

Although there are a lot of online courses and guides, but still an expert’s guidance is often required.

Why longtail keywords deliver better results than the shorter ones? Kindly explain with some examples?

Long Tail Keywords are more focused on user queries and thus only the people serving the exact things usually target them. This reduces the competition which is much higher in Short Tail Keywords.

For Example: The query “Digital Marketing Guide” could be competitive as it triggers all the guides no matter which niche they are written for. But the query “Digital Marketing Guide for Real Estate” would only serve the articles written for Real Estate.

Long Tail Keywords often have better conversion rate as they most probably come with the user intent.

A query “Digital Marketing” comes with no intent of user but the query “Digital Marketing Institute in Delhi” shows some intent.

Even if one finds the right keyword, ‘how and how many times’ a keyword should be used are also very important. Kindly help us understand that?

Always have a primary keyword and its alternatives which can be used as secondary keywords. As Search Engines are getting smarter in knowing the context and topic of articles, so you don’t need to stuff your keywords in the article.

Use your main keyword in Title, URL, Description and then a few times in the article. Use secondary keywords in the articles and use them in a natural flow rather than forcing them in the context.

Keep the keyword density between 1 to 3 percent. No compulsion though.

Internal and external linking also helps a lot in achieving better rank. But quite often we fail to understand its importance. Please throw some light on that.

Search Engines use links to know a lot about content. If you are linking your articles internally or relevant keywords as anchor texts then they get confident on knowing the topic and context of linked articles.

External linking is not a ranking factor but it can help search engines in knowing your context too. Like if you are mentioning a report or survey result then linking it to the official source may increase your credibility. Also it shows that you are a good source of information for those who want to share as much information with the user as possible.

If an aspiring blogger wants to have a list of blogs/websites to follow, what are the ways to search them. Can you provide a list if you have any?

In the world of Google I never kept any list of websites. I just write in the query on Google and then read multiple articles that solve my query. This is a good way to get informed.

Although if someone wants to keep themselves updated in Blogging world then they can follow BacklinkoNeil PatelSearch Engine JournalAhrefs BlogMoz Blog, etc

As an SEO pro do you feel this tool lacks some elements otherwise it would have given much better results?

Though I am not an SEO pro but I recently had an amazing idea of a feature. I contacted my web developer friend and we are working on it. As this is something to be kept secret so I will not be able to reveal it before we release it. But, yes it is related to Backlinks which I am in love with.

Since several years you have been working on SEO. Is there any technique/hack you developed that provided tremendous results/ROI?

Yes, I have so many amazing techniques to create backlinks and I spend most of my time finding loopholes in websites to create backlinks. It feels like a challenge to me and sometimes I may spend my whole day just on one website and end up getting a high-quality backlink.

The popularity of Digital Marketing including SEO is driven by individual experts. Still no institute and university provide any authentic and practical knowledge, why? Do you see any change in that in near future?

I came across so many institutes which are focusing more on the money part rather than the knowledge part. They just try hard to get as many students on-board as they can and then forget teaching them with the right things.

But, some institutes are there who are now trying hard to change this industry. They work, day and night to give as much value as they can give to their students. I hope that more and more of such institutes come forward and help students in getting the right skills.

That’s all from the brain behind the Present Slide. The samaansh team will reach out to more experts to know about their research works and future strategies. Till then we wish you good luck. Hope you enjoyed this conversation and also learnt a lot from this. If you wish to grow like other influencers be consistent, confident and experiment a lot. Who knows next time samaansh team will be reaching out to you!

In this ever-changing field no one can be an expert without continuous experimenting. Everyday new technologies, updates, etc are coming and no one can be a master of all traits. Even during this conversation Mr Himanshu called himself an active learner rather than an expert.

Stay tuned to meet more Digital Marketing Experts and Strategists!

HAPPY READING 🙂

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