To understand what marketers mean by SEO content, it’s helpful to break down the phrase into its component parts:
- “SEO” refers to search engine optimization, or the process of optimizing a website so that people can easily find it via search engines like Google.
- By “content,” we mean any information that lives on the web and can be consumed on the web.
So, putting these two concepts together: SEO content is any content created with the goal of attracting search engine traffic.
Again, SEO content is online content designed to rank in search engines (like Google). Also, content written for SEO is typically optimized around a specific keyword. And when it comes to search engine optimization, make no mistake.
In fact, HubSpot reports that businesses that regularly publish blog posts gets 350% more traffic than that don’t publish content on a regular basis.
Some ways we need to do in order to SEO the web content. These are given below:
- Keyword Research: If anyone wants to generate traffic through search, it’s best to do keyword research before start writing. This way, one can focus on keywords for which a certain amount of search volume already exists – in other words, write toward topics (or find keyword niches!) that people are already searching for information about.
- Keyword Optimization: Know where and how to use keywords in the content for maximum searchability. (SEOMoz offers a great guide to on-page optimization.)
- Content Organization: The content on the site should be organized in a logical way. This is not only good for SEO, it also helps visitors on the site find other related content easily. (The longer they stay on your site, the better.)
- Content Promotion: Increase visibility to new content by sharing it on social networks and building links to the content (both internally and from external sites)
Types of SEO Content
SEO content can include any of the following:
Product Pages – These are the bread and butter of any retail e-commerce site. A good product page can serve as both SEO content and a PPC landing page.
Articles – Think news article, interview, or feature piece. This is the main kind of content that will find in most newspaper- or magazine-style websites.
Guides – A guide is a longer piece of content that explains in detail how to do something. (Guides are often broken up onto multiple web pages, though it’s a best practice to allow users to view long content as a single page if they wish.) One can post a full guide on the website or can post a summary or excerpt, requiring visitors to fill out a registration form to read the full guide. This can be a good way to generate leads, but we have to keep in mind that putting up a registration wall will likely reduce the amount of SEO traffic can drive to that guide.
Glossaries – More people use Google to look up terms than they use a dictionary. If anyone works in a specialized industry, a well built-out glossary can be a good way to capture some search traffic. Think cooking terms, medical terms, fashion terms, architectural terms, etc.
These are just some of the basic types of SEO content.
How to Write SEO Friendly Content
Step #1: Choose a Topic
The first step is to come up with a topic for the content.
Specifically, topics should be chosen according to target audience.
Step #2: Find a Keyword
Now it’s time to find a keyword for the content. Keyword research is a HUGE topic.
First, we have to use Google Suggest to find long tail keywords.
But we have to find keywords that people are searching for right now.
Again we can use Ubersuggest.
This free keyword research tool helps to come up with new keyword ideas. It also lets to know how many people search for that keyword in Google every month.
Finally, we can type a few different words and phrases into AnswerThePublic.
Unlike most other keyword tools, AnswerThePublic focuses 100% on questions. So if anyone wants to create content optimized around question keywords (like: “Why is content marketing important?”), this tool is a goldmine.
Step #3: Write Comprehensive Content
It’s a dirty little secret about SEO content.
If anyone wants to rank the content in Google it needs to be AWESOME.
In other words:
“Quality content” isn’t enough. Content needs to be the best result for a given search… or it’s not going to rank. In fact, amazing content is the key to SEO success.
So, needed to publish content that gives someone searching for a keyword everything they need.
Step #4: Optimize for Users
Now after written a piece of content, it’s time to optimize it for users.
Specifically, to make the content SUPER easy to consume.
Because the fact is this:
If the content isn’t easy to read and understand, it WON’T rank.
(Even if the on-page SEO if PERFECT)
That’s because Google now uses “User Experience Signals” (in addition to traditional ranking signals, like backlinks) to figure out which results deserve to rank #1 in the SERPs.
So if people LOVE the content, it’s going to get a rankings boost.
Step #5: Keyword-Optimize Your Content
This step is all about making the content SEO-friendly.
The higher up on the page a keyword first appears, the more Google considers that page about that keyword.
It’s time to promote the content on social media.
Promotion depends a lot on the niche.
Step #7: Build Links
There’s no doubt about it. Link building is HUGE.
In fact, a 2019 search engine ranking factors study found that links are still “incredibly important” for ranking highly in Google.
Step #8: Analyze Your Results
The last step is to see how the content is performed.
One thing to keep in mind is that SEO can take time.
It can still take 2-3 months for SEO to “kick in”. So we can’t expect a brand new piece of fresh content to rank in Google the next day.
SEO Content Marketing
SEO and content marketing have changed the digital marketing world.
It lends a hand with brand awareness, website traffic, PPC and lead generation.
Before jumping into the interrelationship between SEO and content marketing, let’s have a look at what the terms actually are.
SEO refers to the technical process of increasing the quality of traffic and attracting maximum visitors to the website. On the other hand, content marketing is focused on using valuable and relevant content to drive profitable customer or client action.
SEO without content marketing is like a body without a soul. In particular, SEO is actually strategized around content marketing since every website needs words, articles, substance, keywords, etc. In order to be successful, both must go hand in hand.
Importance of Keywords in SEO Content Marketing
The essential element of SEO is about researching and finding relevant keyword and making use of them in the content so they rank higher in the search engine results pages (SERPs). It’s important to use keywords in an appropriate manner and follow a strategic approach. One should never stuff a page with keywords and over optimize. SEO and content work in balance.
Keyword strategies are imperative for effective search engine marketing (SEM). At our organization, we hunt for the top websites and competitive keywords that are closely associated with the specific business or industry we’re working with. We follow a logical approach and use Google’s Keyword Planner, a keyword analysis tool, to analyze the most popular keyword volume and competition (high, medium or low). We use the long-established AdWords database of diverse industries including health, technology, entertainment and much more.
How to Develop an SEO Content Strategy
Here are four steps to defining and refining SEO content strategy:
Define your goals
First, we have to determine the goals as a website or business. Those goals will determine what types of content we should focus on.
If primarily trying to drive product sales, the primary focus should be attractive, informative product pages that are optimized for both search and conversions. Then secondary focus could be helpful blog content that illustrates when and how to use the products, linking to those pages where relevant (It’s best if the blog is not entirely self-promotional, though).
If the site operates on an advertising model and the goal is to attract new readers through search, we need to focus on rich content (such as long-form articles or video resources that are informative, entertaining or both) with “stickiness” (“sticky” content keeps visitors on the site longer or encourages them to return).
Consider the audience
Know the audience – surveys and analytics software can help to get a better picture of the typical visitor or client. Consider developing marketing personas, or characters that represent the ideal site visitors and customers. Then we have to think about what kinds of content those personas would be looking for.
For example, if we operate a B2B website that targets C-level executives, we might want to create high-level white papers that can be downloaded and saved to read later.
If the business targets teens and tweens, we might want to focus on frequent updates with less text and more images and video. We’ll also want to be sure that the site is optimized for mobile usage.
Create an editorial calendar
Once we have an idea of who are targeting and why, we can start to build out an editorial calendar. An editorial calendar is a schedule that dictates when will publish new content and what type of content it will be. This will help to stick to a regular schedule (it’s especially important to create new content on a regular basis if you have a blog), as well as prevent us from scrambling to come up with a topic for new content at the last minute.
A few tips for creating and adhering to an editorial calendar:
- Use Outlook (or Google Calendar) – Share the editorial calendar with the whole marketing team. Set up reminders for authors so they get a notification when a deadline is coming up.
- Consider creating ongoing features – For example, a food blog might do a meatless recipe every Monday. Many blogs do link roundups once per week (including this one). Create a category page for each ongoing feature, so visitors can find all of Meatless Monday recipes or link roundups in one place.
- Give yourself plenty of lead time when producing more complicated types of content, such as videos and infographics. These often need multiple rounds of edits to perfect and can be more complicated to optimize for search.
- Don’t plan too far out in advance – Calendars often get derailed after a month or two, due to changes in marketing goals, budgets, or staff, so don’t try to plan out a schedule for the next year and risk wasting a lot of time and effort.
Analyze and re-assess
Finally, to stay on top of the site’s analytics. Regularly analyze the SEO content to see what’s working and what isn’t. Good measures of success and engagement include page views, links, comments (on blog posts and some other types of content), social shares (Facebook likes, tweets, etc.), and conversion rates. The analysis should have two goals:
- Study the successes so one can repeat those strategies – Look for patterns. Does your audience love videos? Then make more videos! Adjust the editorial calendar going forward so we can focus more time and effort on the content types that really resonate.
- Carve out time for updating and improving older SEO content – If you feel tried to optimize an article for a certain keyword, but it’s getting more traffic for a different variation of that keyword, then go back in and re-optimize it for the new keyword. It might be able to significantly increase traffic by putting that keyword in the title, for example.