SEOblog Interview: Las Vegas SEO Expert Karina Singer from On The Maps

We’re excited to introduce our “Featured SEO Expert” interview series! We’ll be talking to SEO agency owners and experts to get some behind-the-scenes insight into their business, thoughts on the SEO industry, future predictions, and more.

First up is an interview with Las Vegas SEO expert Karina Singer of On The Maps Digital Marketing Company, one of our Top SEO Agencies in Las Vegas.

About On The Maps: Founded in 2009 in Las Vegas by marketing pioneer Karina Singer, On The Maps is a full-service digital marketing firm that offers everything from domains and hosting, website design and development to SEO, AdWords, social media ads, graphic design, content marketing, email marketing, training and so much more. The Maps believes in providing a one-stop-shop for all its clients’ marketing needs.

What would you say is unique and/or challenging about the Las Vegas SEO industry?

“I think the SEO industry in general has become more challenging because it’s becoming cooler to become an ‘SEO agency.’ I’ve heard countless stories from clients who have been burned by multiple, self-proclaimed ‘SEO gurus,’ which just makes it harder on the legit SEO agencies that do know what they are doing and care about seeing their clients achieve success.”

How does your agency stand out in a crowded market like Las Vegas?

“Our agency stands out in several ways. First, we have the experience, education, skill level and genuine passion it takes to get our clients to the top. Secondly, we go out of our way to ensure our clients are happy with our services and that they become successful because of our efforts. After 10 years in business, we haven’t had a single negative review. Not one! I am super proud of that. Lastly, we are not just an SEO agency. We are a full-service marketing agency. Clients who work with us don’t have to have a bunch of different companies running their marketing campaigns.

“I’ve seen businesses that use one company to do their social media, one to build their website, another to do their SEO and another to do their AdWords. That’s just crazy! We do it all and that makes us more efficient because we have all our teams working together to keep branding and messaging consistent and share both our wins and our losses, strengthening our campaigns and fully optimizing in months not years. And with so many resources and brilliant minds all working together for our clients’ best interest, they get an entire marketing team at their disposal for a fraction of the cost that hiring an in-house marketing team would be.”

Can you share a success story from a local SEO campaign centered around the Las Vegas area? Include any stats and highlights if possible!

“Yes, lots of them! One of my favorite stories though is about Superb Maids. When I first started working with the owner Elena, she was answering the phones and personally booking every single appointment, looking up house sizes to quote fair prices and even going out to clean a few houses from time to time. She was trapped in Yelp prison because she couldn’t seem to get ranked on Google, so all her business was coming from Yelp. She was paying them like $800 a month or something crazy like that, but she was so scared to stop paying them because she thought that would be the end of her business. She had tried SEO with a few other companies before, she had tried AdWords with several companies before, but none had brought her any results and had ended up becoming a money drain. She was already ranking on Page 3 and she had a ton of content and positive reviews, so I knew it would be a piece of cake to get her to page one.

“We started working with Elena almost two years ago. We got her to Page 1 on Google and Bing for all her keywords within three months. She completely quit paying Yelp after six months. Today, her total revenue is more than $100,000 per month from her house cleaning company. She has since started a new company called MatchaGo, which is a ceremonial grade Matcha, all-natural energy tea shot that sells like crazy and is super healthy for you. She helps support the Sunrise Foundation, a non-profit organization run by a doctor named Dina, who goes to Africa and gives pregnant women who have been infected by HIV/AIDS free prenatal care and delivers their babies in a healthy and safe environment all for free. These women inspire me daily, and I like to think that we played a small part in that.”

What do you think is the most important quality that makes an agency truly great?

“The team. It’s all about the people you surround yourself with. On The Maps would be nothing without our team (and the clients who become our team). We are a family!”

Any predictions for the future of SEO?

“SEO is going to change as more products and services come to the customer when they need it instead of the customer having to go search for it. You see this changing already as voice search comes to the forefront and AI now doing a lot of the searching. When the internet of things becomes fully developed, which is happening quickly, I think that SEO will become about writing more code (Code that will talk to other computers, AI, Assistants, etc., so that they will choose your business when it comes time to fulfill orders for their humans). The game will be next-level by 2025, no doubt.”

What is your reaction when you hear that “SEO is dying”?

“I think that people don’t really know what SEO means, what it is, how it works, etc. SEO is all about relevance and being relevant can never die!”

What do you think is the most important contributor of keeping clients happy?

“Listening carefully to their goals, their challenges and their hopes and dreams, really getting to understand where they want to be next year, five years from now, and then strategically crafting a plan to get them there based on honest and realistic expectations that are set from Day 1. I believe in integrity, transparency and working together as a team to make it happen.”

Interested in being considered as an SEO blog “Featured SEO Expert”? Reach out to our team at  We’d love to hear from you and give you a high-traffic platform to share your SEO agency’s story and insights.

How to Get Quality Backlinks in 2019

SEO is a multifaceted practice that involves many moving parts. One of its core facets is backlinking. Backlinking, a process that includes web resource referrals, is the backbone of search engine optimization. When employed properly, backlinks can boost a brand’s exposure exponentially. Given the ever-expanding nature of online marketing, backlinking methods are perpetually advancing. If you’re looking for pointers on how to generate, implement, and maintain quality backlinks, continue reading.

How to Get Quality Backlinks in 2019

Forge Relationships

By establishing a strong rapport with fellow members of your industry, you increase your chances of companies linking to your website. This sound business tactic is a surefire way to set yourself up for enduring success. When businesses value and trust your brand, they’re eager to propagate your message. Experts suggest that the most effective way to build partnerships is through social media. These online platforms are ubiquitous and serve as excellent collaborative outlets. Don’t be afraid to reach out to prospective partners in the name of collaboration. After all, a little communication goes a long way.

Use Visuals

Nothing catches the eye quite like infographics. Viewers demand instant gratification, and there’s no simpler way to appease the public than with visual representations. Best of all, they’re easy to create. If you opt to introduce these components into your website, you’re liable to capture the attention of content marketers. If strategists deduce that your content is garnering substantial attention, they’re likely to incorporate your link into their content. The more shareable your material is, the more appealing it is to audiences and promoters alike.

Eliminate Technical Issues

Viewers scoff at websites that are riddled with technical difficulties. Poor loading speeds, canonical complications, and irrelevant content are no-nos in digital advertising. If you want to build quality backlinks, your site will boast the following: mobile-friendliness, fast loading times, custom design, and correct uses of directives. If your website is lacking in these fields, it’ll be written off as ineffective and ultimately useless. As a result, no one will be willing to integrate your content onto their platform.

Create A Robust Architecture

If your website isn’t structurally sound, you can kiss your chances of getting backlinked farewell. The more streamlined your site is the more likely you are to entice link builders. What’s more, you reduce your need to put in sufficient leg work. When your website runs smoothly, audiences will inevitably flock to it. Marketers will soon take notice, and they’ll reach out to you to establish relations as opposed to the other way around. Industry specialists recommend employing the reverse silo technique to ensure content-rich pages.

Write Testimonials

As counterproductive as this strategy may sound, it’s actually wildly constructive. When companies provide reviews on their website, they generally give credit where credit is due. In other words, they recognize the individual or corporation that’s providing the assessment. So long as you identify your brand, you will, in all likelihood, earn a backlink. Though you may feel like you’re giving your competition the upper hand, it’s really working to your benefit. By helping others, you’re helping yourself.

Create Inspired Content

You want your website to leave an indelible impact on viewers. If the material you’re offering inspires awe, it’ll no doubt bode well for future prosperity. With that in mind, it’s wise to put a premium on individuality. Consider analyzing competitors and constructing paradigms that go against the grain. If your websites run parallel to each other, you’ll fade into nonexistence. Not only is this a savvy way to get a leg up on the competition, but it’s also a novel approach to generating backlinks as well. No two brands were created equal, and if you want your company to be infinitely more fascinating you should develop a distinct edge.

Publish Backlinks

You get what you give, and if you’re unwilling to backlink to other websites, your efforts will be rendered ineffectual. Other brands want to know that they’re partnering with someone who will return the favor. In fact, that’s the very hallmark of any successful business relationship. However, it’s imperative that you link to sites your viewers will enjoy. Backlinking haphazardly will only cast you into ill-repute, so if you wish to remain in good standing with your clients, you’ll need to research the businesses that you’re linking to before giving away that all-important backlink.

Wrapping Up

In the business realm, it’s always a dog eat dog. Fortunately, strategies like backlinking serve to keep companies afloat. Mastering the art of backlinking is possible with some insight and effort. Whether you’re looking to empower your brand, form productive relationships, or boost your search engine optimization, backlinking is touted as a fruitful practice.


Can Too Much Content Hurt Your Marketing Strategy?

We’ve heard time and time again that content is king. But can you ever have too much of a good thing? How does word count impact your search engine optimization?

Some reports suggest 2,000 words is a good standard to ensure you delve deep enough into a topic to provide good value content marketing. But then others say that more than half of us won’t read to the end of any given article.

Surely it makes more sense to cut our word counts and give people what they want sooner. Right? After all, with about 58% of site visits now on mobile, who has the time to read through 2,000 words on a 5.8-inch screen?

Somewhat surprisingly, the general consensus is that longer-form content marketing still outperforms its shorter competitors. The average top-ranking result on Google contains 1,890 words.

Why? We’re all looking for answers to our questions that we’re not getting elsewhere. And if we’re invested, we’re willing to read for the reward. The best marketing strategy will be born from understanding your audience.

Long-form content marketing also offers the benefits of adding more keywords without skewing your density percentage, keeping the right people on your page for longer, and it earns (not “gets”) better backlinks.

But before you start scheming ways to pump out the highest volume of content in the shortest amount of time – and for the least cost – it’s worthwhile to remember that there are times when less is best.

Relevant, meaningful and value-adding content will always be the backbone of the best marketing strategy.

Here are a few instances where holding back will push you forward.

1. Guest Blogs and Backlinks

Most SEO marketers appreciate that guest blogging is a legitimate and robust way to establish relationships between sites, therefore implying trust in the eyes of Google. And trust = tick.

But, as is so often the case, everything is best in moderation. There’s no overnight fix-all for SEO, and just like any other white hat technique, it requires careful consideration of the value that you’re adding for your reader.

So before you start spamming every site you come across, asking for a guest spot and that all-important backlink, stop to remember that age-old principle: quality over quantity.

One amazing backlink from a huge, reputable site will be more valuable (and better boost your SEO) than 100 backlinks from very low-ranking sites. Spend your time and energy chasing the ones that really matter.

After all, remember that backlinking is a two-way street; if your host site gets penalized, so will you.

2. Keyword Density

Obviously, both long- and short-tail keywords are essential building blocks in any SEO strategy. We know that dotting these through our text helps Google to recognize what our content is about and direct people to it as needed.

But keyword stuffing – trying to jam in as many keywords into a page as you can – is one of the oldest black hat techniques in the book. Don’t even bother. In fact, back in 2011, Matt Cutts described it well: Keyword density is a bell curve: a rise, a plateau and a sharp fall.

There’s no ideal ratio, so you just have to aim for what feels natural and unforced.

3. Too Much Too Soon

Adding too much content in one hit – like thousands of pages at once – can be a bad thing for two key reasons.

First of all, we know that sites with fresh content added or updated regularly perform better. If you can spread out those thousands of pages into 10 x 100-page bursts, you’ll earn a better trust rating than you would have had otherwise, all with the exact same content.

Secondly, adding too much at once can raise a red flag with Google. Instead of giving you the instant OK, Google will likely think that it could be spam content and then will mark you for manual review, which can take up valuable time.

Key Takeaways

No marketer is ever going to tell you to minimize your content output to improve your search engine optimization. More content is great, but everything that you send into the world needs to be relevant, informative, funny or otherwise useful in engaging your audience.

Instead of spending valuable time and energy writing pages and pages of new content, Neil Patel suggests you consider updating old content to make it fresh again. It can double your traffic for minimal work.

There is no easy way out in SEO and content marketing. And if it seems like there is, it’s only a matter of time before you’ll be penalized. “Over optimization,” or just running a white hat technique into the ground through overuse, worked once. Today, it doesn’t fly.

Remember, content for content’s sake won’t get you very far at all. Instead, the best marketing strategy is to do your research and follow SEO best practices for content.

6 Instagram Expert Tips for B2B Brands in 2019

The fact that Instagram has more than 800 million monthly users, no business-minded person could ever ignore it. In 2019, it’s clear that for business-to-business brands, Instagram needs to be a part of our marketing strategies.

Moreover, thousands of small businesses and several high-profile business-to-business firms use Instagram to propel their brand awareness, get engaged with their followers and — most of all — to entice their audiences and get new clients.

To help your business-to-business Instagram strategies in 2019, here are some applicable tips from Denver SEO Company you can start executing now:

1. Use Authentic and Updated User-Generated Content

This time, let’s get the best real-time results and set aside those staged marketing photos. It’s obvious that in this type of market, your prospects, leads and audiences want real and organic details of your content that is providing a personal peek of your business, company lifestyle and the products you offer.

We can show the legitimacy of our content by creating real-time content, most especially if you do live video or live streaming, it’s 100% authentic. It is putting a strongly needed human feature to B2B brands, and it’s a great way to form a sincere connection with your audience and prospective clients. The content that’s exceptionally professional-looking sometimes comes off as passionless and scripted. Customers want to know that behind the brand, there are real people and genuine stories.

2. Be Speedy, and Blend In

Instagram really makes our lives simple, and it is incredibly easy for you to post photos or videos from your phone through its application. Just launch the application and you’ll see the add button, then simply press it and choose the best-captured photo or the best-recorded video that you want to upload. It’s that easy to do.

The good thing about this is that there’s no need for you to spend too much time designing content. You can upload diverse content anytime and anywhere, even without having to plan ahead or use professional editing. Uploading a variety of content will not only appeal to different audiences, but it also exhibits the different cultures of your business. For sure, no one spends their whole day staring at those pictures and quotes on Instagram.

3. Get Yourself Involved in the Niche You’re Growing

Instead of just taking a glance through the window to see what’s going on inside, why not join the party?

Similar to what we are doing on any other social media sites, it’s consequential that instead of just posting content to your feed you also need to get involved in the extensive discussion. It works best if you answer your followers when they leave a comment. Take some time to view other Instagram profiles, browse around, like other content and leave a helpful comment to posts here and there.

It’s basically a give-and-take process: The more you engage others, the more they’re likely to engage with you.

4. Take Advantage of the Link in Your Bio

Since Instagram doesn’t allow us to link to websites through the captions of posts, there is an option to put one in your bio section. You can insert up to 150 characters in your bio and can include a link. Your bio is the absolute best real estate for a link to your present-day blog post or offers. There are tools (such as Linktree) you can use to generate custom links that incorporate a page with additional links, letting you share as many as five links and get the best out of your bio content.

As an alternative, your Instagram Stories are also an inordinate way of placing key links with your content. The disadvantage is that it will disappear after only 24 hours. This may be a limitation, but still it’s a tremendous tool to use to give real-time offers and merits.

5. Tell a Story About Each of Your Posts

To be able to build large audiences, a business should be telling the most captivating stories of what they are posting on Instagram. As a business owner, we have a goal that is to entice people to our business and have them engage with us. With that being said, we need to do our part by regularly doing visual storytelling that slashes through all the noise on Instagram.

Be limitless and creative. Don’t focus too much of your attention on your mainstream photo and video feed. Instagram’s Stories feature permits you to produce a slideshow or notions of photo or video. When stretched together, tell a story and impart your audience with an experience to make it more personalized.

6. Don’t Give All Your Focus to Vanity Metrics

Vanity metrics are still important but they don’t tell the whole story. While getting an increasing number of clicks and likes are advantageous, it’s still not a guarantee the right people are enticed by your content. Instead, observe and find indicators of authentic engagement. Check out the people commenting on your posts as well as the new followers of your niche. These two are benchmarks that will give you a better estimation of how well you’re doing to attract new audiences and engage with your followers and let you know how much exposure your business is now getting through Instagram.

Three key SEO trends for 2019

When it’s time to prioritize SEO-related tasks for the upcoming year and decide where your dollars would be best spent on SEO, it makes sense to consider what strategies and tactics are likely to be the most effective in the upcoming year—and that’s exactly what this post is designed to help you do.

As step one, it can make excellent sense to review what Google updated in their Search Quality Ratings Guidelines. Fortunately, did a comparison that can save you time and streamline your ability to future-proof your website.

Because content is crucial for SEO success in 2019, one of the most important changes, according to SEL, is that Google is instructing its human raters to look beyond the reputation of a particular website to also examine the reputation of the content creators. (If this reminds you of Google authorship markup, we agree.)

So, in 2019 and beyond, pay attention to whom you permit to write guest posts for you, while also building up your own content creator reputation by providing guest posts to reputable and relevant sites.

Now, here are specifics about three key SEO trends.

SEO Trend #1: Sites that make content work harder will benefit

You may be tired of the phrase, “content is king,” and for good reason. It’s been around for a really long time (as far back as 1914, although not with today’s context!) and, like all clichés, it can feel stripped of meaning.

So, hopefully you’ll forgive us when we suggest that you NOT throw the baby out with the bathwater: in other words, toss out clichés while still keeping your eye on strategically expanding content. The reality is that Google is clearly rewarding longform content, as long as it’s written in ways that benefit site users.

To help make that happen, review your service pages and prioritize them in importance. Then, working from the most to least important, see where you can add informative FAQ sections to expand upon page value. Why FAQs? Well, they are an excellent way to naturally work in keywords, including those with commercial intent, plus the inclusion of questions helps you to optimize for voice search queries.

Other effective ways to expand services pages include adding checklists, especially those that help site visitors to solve commonly held problems. It’s also helpful to add testimonials from your best customers, snippets from case studies with links to the full studies, and more. What’s most important to remember is that boosting word count is not, in and of itself, a magic potion. Search engines want to offer up high-quality content in their results pages that are useful for site visitors, so make sure that you expand content in 2019 and beyond in a way that satisfies what your target audience(s) want and need to know.

As far as long-form blog posts, consider shifting from writing, say, three to four shorter pieces per month to one in-depth one that offers more potential for Google visibility. This may cost you about the same, budget-wise, but reward you more. Or, if you can increase your content budget, you could either include long-form posts along with the shorter ones you’ve already been writing or create multiple long-form posts monthly.

It may, at first, feel a bit intimidating to switch to long-form posts, but there are numerous ways to gather valuable information. These include:

  • Talking to members of your team who have customer contact to find out their concerns, desires and more
  • Talking directly to a cross-section of customers
  • Interview experts in the field; these can include people in your company, along with:
  • Review what other bloggers are saying on the topic and quote what’s most engaging; this can include what you agree with and what you don’t
  • Read relevant studies and provide context for them in a unique way
  • Use data found in Google Analytics to decipher patterns
  • Conduct surveys
  • Use customer testimonials and reviews

Sections in your long-form posts can incorporate relevant history and the subject’s context, along with timelines and overviews, FAQs, survey results, checklists and more. You can offer up quotes from experts, along with relevant images (ideally original) and how-to videos, additional resources for readers to explore, and predictions for the future.

SEO Trend #2 Link Building = A Natural Part of Content Marketing

In the past, you might have first looked outward to see who might link inward. Now, though, it’s important to first create linkable content assets, like those described above, and then market them to people who would likely find them to be interesting content, even valuable, worth sharing.

A content marketing rule of thumb used to be that half of your resources should be spent developing the content with the other half going towards marketing those assets. In 2019, we believe the percentage should be weighted in favor of strategic content creation, with ratios like 70/30, or even 80/20.

So, how do you know what percentage is right for you? Analyze how much you’ve developed relationships with relevant influencers to date. Although that type of work is never “done,” if you’re pretty far along, then you may be able to spend 80 percent of your content marketing/link building time actually creating the linkable content assets. If you have a way to go in relationship development, then your ratio may be 70/30—or perhaps even 60/40 until you solidify relationships.

As you create increasingly numbers of linkable assets and market them well, you’ll notice that a smaller percentage of your inbound links will go to your home page. Instead, they’ll go directly to specific pieces of content of interest to readers.

SEO Trend #3 Online Reviews Should be Consistent, Diverse and of Quality

Back in the good old days, it might have felt as though you just needed to facilitate a steady supply of Google Reviews (not a flood, a steady supply) and then you were good to go. There is definitely truth to that, but now you have to go further. Why? As Google becomes increasingly more sophisticated, they are looking for real-world signals that indicate customers appreciate companies, making gimmicks less successful.

And, for quality companies and white hat SEO agencies, that’s good news.

We believe that Google will therefore reward sites with reviews more diverse than, say, just Google and Yelp. Plus, we expect that consistently good reviews will also be rewarded—and, to make that happen, companies will need to have good products, good services, and good people.

Is That All?

The short answer: no. These are key SEO trends for 2019, but not the only ones. Other trends include:

  • increasing importance of technical SEO aspects
  • branded searches serving as stronger search engine ranking factors

Companies will need to determine how much budget they have to spend and then prioritize dollars appropriately. They will also need to recognize that, as Google continues to reward the more time-consuming real-world strategies, planning far enough ahead of time in a quest to meet goals on a timeline is also crucial.

Again, in short, the sooner you start, the better.

Bio: Chris Gregory is the founder and a managing partner of DAGMAR Marketing, a local SEO company based in Jacksonville, Florida. The agency’s work was recently recognized in Search Engine Land’s international search marketing competition, garnering the Best Local SEO Initiative award.

Creating Long-form Blog Posts in 2019: Why and How

Over the past three years, studies have continued to demonstrate that Google is rewarding well-crafted, relevant long-form blog posts, with one of the earliest studies concluding that, “comprehensive content significantly outperformed shallow content.”

In this post, we’ll define long-form content as a post containing at least 2,000 words, or 500 or more words than what your competitors have written on the topic, whichever is longer.

Ten Benefits of Long-form Content

It’s true that creating long-form content takes more time, energy, and resources than shorter blog posts you can quickly write and post. So, it’s important to first understand why you should dedicate your resources to writing in-depth content. Here goes!

  1. Customers and prospects want to turn to the experts whenever they have a problem, and in-depth content positions you as an authority.
  2. Longer posts, overall, are ranking more highly in Google, and therefore have more online visibility, allowing your website and company to be more easily found.
  3. Site visitors spend more time engaging with longer content, especially if you strategically include internal links:This can cause people to delve more deeply into your site and what your company has to offer.
    • Engaged user behavior can have a positive effect on rankings.
    • Longer content is shared more often on social media, adding additional visibility to your site and business.
  4. More in-depth content typically gets more inbound links, which still play a key role in Google rankings.
  5. Long-form content provides you with an opportunity to provide information to site visitors with varying degrees of knowledge about your products and services. This allows you to provide value to people who are newly researching your industry to those who are more well-versed and need to know what to do next.
  6. Long-form content is ideal for when you want to reach out to influencers and develop a relationship with them. Some of them may share your content with their networks, which by definition tend to be more extensive and engaged.
  7. You can use long-form content as the basis of an email campaign and draw upon material that’s already been well researched and written.
    This material can also serve as social media fodder for quite some time.
  8. As people read your long-form content and engage with it, you’re naturally building a community of like-minded people. As you become increasingly trusted by them, they will continue to link to and share your content.

How to Budget for Long-form Content

In general, there are two approaches. If you’re able to add long-form content into your publishing mix while still writing more standard-sized posts, then do that. If, on the other hand, you can’t afford to increase your content creation budget right now, consider writing a long-form post instead of, say, three shorter pieces. The “why” of that recommendation is described above.

How to Actually Write Long-form Content

First, you need to strategically choose a broad topic and then right size it in scope. If it’s too broad, then you won’t be able to cover all key points in a useful way; if it’s too shallow, then you’ll soon start repeating yourself or otherwise pad your content in a way that will cause readers to lose interest.

Let’s say you own pest control companies and you’ve decided to provide long-form content:

  • Too broad: Everything You’ve Ever Needed to Know About Pests
  • Too narrow: Eating Habits of the Brown-banded Cockroach
  • Just right: 10 Ways to Protect Your Home Against Cockroaches

You’ll already know plenty of information on this subject because that’s your area of expertise. You can increase the chances of your post’s success by chatting with people in your company who talk to customers to find out what questions they ask and what information they need.

Directly talk to your customers yourself. Conduct surveys. Read reviews.

Research relevant studies and present info from, say, two of them in a way that hasn’t been done before. Interview experts outside of your company and see what other bloggers have written on the general subject.

You can also check Google Analytics to see what posts have performed well for you in the past. Why is that so? Do the more successful posts have helpful videos? Useful infographics? Include checklists that empower readers and help them to solve commonly-held problems?

Analyze the best posts written by your competitors on the subject. How can you make yours more comprehensive? More useful? More user-friendly? What resources can you link to on your site that will add even more value?

Here, you can see detailed reverse engineering of two long-form posts in significantly different industries. How can you apply these tactics to your cockroach post?

Also note that you don’t necessarily need to present information in a chronological order. You may, for example, start your post with the ways in which cockroaches pose health threats; and then, after setting the context as to why the information you’ll be presenting is important, you can then explain the lifecycle of a typical cockroach and then move into ways people can protect their homes against this invader, ending with what they should do if an infestation occurs.

Elements you can include are:

  • Context and history
  • Overviews
  • Timelines
  • FAQs
  • Expert quotes
  • Statistics, including from surveys
  • Relevant images, ideally original
  • Checklists
  • Helpful videos
  • Predictions about the industry
  • Helpful resources

If you find that you need to link out to certain resources that are helpful to your prospects and customers, think about whether you can write a page or post on that subject and then refer site visitors to that resource, rather than sending them off-site.

You may need to experiment with how you present your information and in what order. And, don’t forget to work in the best call to action (CTA). After all, if you’ve provided site visitors with valuable information, this is when they’ll likely be most open to deepening their relationship with you.
If you want to build your email list, your CTA might be to download a helpful report. Or, you may want site visitors to request a free pest control inspection.

Writing effective content

Before You Publish

Make sure your post is organized effectively. To test yourself, print it out and jot down a phrase next to each paragraph. If you read just your jottings, is all logical? If not, fix. Make sure the piece is easily scannable, using subheadings, bullet points and more.

Is the piece well-optimized while also reading naturally? What about your title tag? Is your meta description tag compelling and clickable?
Make sure all of your links work and check to see if you can add more internal links that boost the value of your post.

Is your title the most compelling one possible? Use Buzzsumo to see which ones have worked well for other sites.

Is your promotion plan in place? Well established and ready to go?

And, finally, proofread your longform post carefully. You sure don’t want to invest all these resources in a piece that contains confusing or even embarrassing typos. If you’ve got other people on year team who are killer proofreaders and/or subject matter experts, ask them to review the content before it goes live.

Publish. Promote. Repeat.

Bio: Chris Gregory is the founder and a managing partner of DAGMAR Marketing, a local SEO company based in Jacksonville, Florida. The agency’s work was recently recognized in Search Engine Land’s international search marketing competition, garnering the Best Local SEO Initiative award.