How to Use Content and SEO to Your Advantage

Content and SEO are the peanut butter and jelly of the marketing industry—they just go together. When integrated correctly, they’re the ultimate dynamic duo when it comes to attracting potential customers.

What exactly is content? There are a ton of definitions out there, but from a marketer’s perspective, it is high quality information that is useful and relevant to a given topic. Unfortunately, all online content isn’t created equal. There’s a plethora of sub-par information out there on the internet.

So how do you ensure the content on your page is both high in quality and usefulness so that your SEO game performs optimally? Google handles upwards of three billion searches every single day, so it’s safe to say their content standards are a solid reference point. The undisputed king of search engines utilizes consistently evolving algorithmic applications to return the most relevant and useful search results in the blink of an eye.

Google’s Algorithm for Content

Google themselves have released content recommendations so that you can make sure that you have a chance of landing one of the coveted top spots on the search results lists. They advise your content to have:

Useful Information

If you’re building a website for a gym, you can list the address, hours of business, contact information, services, and a blog to highlight upcoming classes.

Valuable Directives

If you’re writing about how to grill the perfect steak, ensure your post offers more insight or a unique perspective compared to other articles about grilling.


Solidify your page’s credibility by featuring original research, citations, links, reviews, and testimonials to enhance the trust and reputation of your business’s online presence.

Superior Quality

The content on your page should be highly specified and unique. It shouldn’t be an amalgamation of copy-and-pasted information from third-party sources.

Captivating Features

Inject energy and style into your page by incorporating pictures of your goods and services, your employees, or the owners—just don’t go overboard on this point to where customers are distracted from actively engaging in the transaction itself.

Optimizing Content for Your Target Audience

Ticking off the aforementioned steps, however, is only the starting point. To be truly effective, content must be optimized from an audience-centric perspective. How exactly to do you go about accomplishing this? Here are a few general rules of thumb to ensure your content is presented in a way that is highly palatable for your target audience and will maximize your chances they will purchase what you’re attempting to sell.

Research Keywords & Specify Your Topic

This action ensures that your content can be located via search engine algorithms. When you’re selecting your keywords and topic, try to use long-tail keywords, steer clear from overly generic keywords, and harmonize your topic and keywords.

Make Readability a Focal Point

Be sure to format your main content so that it’s separated into small, easily digestible sections. The modern-day online user has a notoriously short attention span. A good general rule is to keep paragraphs between one and two sentences and under 300 words.

Stay on Track

When you start drafting your content, remember that it is essential that you keep the content on topic and weave in the target keyword you settled on. Resist the urge of writing every single thing about a given topic in a single post and targeting tons of keywords.

Incorporate Backlinks

Google has made it explicitly clear that credibility matters in terms of SEO rating, so linking to on-point, credible and authoritative sources can enhance your content in the ‘eyes’ of search engine algorithms.

Optimize Title Tag, Meta Description

The title tag is the clickable title that they view at the top of every result. They’re important in that they could be an influencing factor for which result a user ultimately chooses. To optimize your tag, ensure that you make it less thank 60 characters, don’t overuse keywords, specific the topic of the content and focus your keywords at the start of the tag. The meta description is the short blip of text that is under the title tag and URL in the search results. Make sure it’s fewer than 160 characters and offers a brief, concise overview of what topic the content is about.

Need a hand on syncing up your content and SEO? Look no further. The experts at Geraci Media have you covered when it comes to upping your search engine ranking. We’re a full-service marketing, communications, and design agency created for the purpose of enhancing your company’s brand. Our dedicated team of experts will work with you to create the perfect SEO plan custom-fit for your business in a hassle-free, efficient manner. Get in touch with us today online or give us a call at 949-379-2600.

Generating Leads with Email Marketing

Whether you started your career in marketing before the email boom or in the internet era, you are sure to remember a time when emails were the top marketing platform. It’s no secret that consumers’ inboxed are proliferated with the latest and greatest offers. As email campaigns grew, laws were passed to limit them and give customers more control over what lands in their inboxes.

This shift is great news for marketers, who now have added assurance that their email audience is interested in their content – or at least interested enough to not hit the unsubscribe button. Email marketing is a proven method for generating leads. In fact, email generates $38 for every $1 spent, which is a staggering 3,800% ROI, making it incredibly effective. (HubSpot)

In this post, we’ll discuss how Geraci Media can help you get a slice of the pie and craft email campaigns that help you meet your business goals.

Write for results

Think deeply about how your customer will perceive every component of your email. A good subject line is like a news headline – it grabs your attention and makes you want to read more. Stick to a simple design. A crisp, uncluttered email lets subscribers know how professional you are. Most email campaign platforms offer well-designed templates to help you get started.

Follow the inverted pyramid style of writing that journalists use. Give readers the most important information first, and then follow up with supporting details. Most people read email while they’re commuting or at work, so give them content that is easy to digest.

Write with a purpose, and keep content concise. Each email should have a goal, whether it’s to drive web traffic, educate, or generate leads. Reveal your purpose upfront, direct copy towards the call-to-action and make your emails easy for busy readers to scan. Choose large fonts that are easy to read at any size,. Make sure your readers have the experience your content in the same way, regardless of whether it is on their phones or on a desktop.

Customize your Campaigns

You probably get leads from an array of sources, including, blogs, events, salespeople, and referrals. Categorize your leads and build custom campaigns based on what they’re looking for. Many platforms allow you to build automated email chains that help move contacts through the sales funnel.

Use blogs to generate leads

A great blog positions you as an industry leader in your prospects’ eyes. Send your leads relevant articles to guide the conversation forward and prep them for sales calls.

Move leads through the sales funnel

Nurture your warm leads as much as your cold ones. Develop a special email to share when you’re moving emails from the cold to the warm list. Include a thoughtful touch like a testimonial to establish credibility.  Follow the warm email up with a second email asking if they’re still interested in what you have to offer. Often times, including a sales offer or coupon can help give the lead a little push to a sale.

Test, analyze, and try again

Don’t underestimate the power of A/B split testing. By testing your email campaigns, you can lower bounce rates, learn more about your customers, increase conversions, and reduce cost. The average email open rate is around 21%, while the average click rate hovers around 2.48% (MailChimp).

While it’s great to have these benchmarks, adjust your expectations based on your industry’s standard and your previous emails’ performance – don’t expect to see staggering results right away. Building an effective email marketing strategy takes time, combining proven methods with new ideas. Geraci Media can work with you to figure out what combination works best for you for maximum results.

Book a call with us to discover how we can help your company thrive!