Many businesses will treat their content marketing and SEO strategies as two separate entities, with two different departments and teams. However, this can cause so many problems within a business, especially when it comes to sorting out problems that need not exist in the first place.
In fact, there are so many SEO elements that can be implemented and optimized during the content creation process that can not only streamline your optimization processes but also reduces problems and increases the readability and overall quality of your content itself.
Today, we’re going to explore eight key associations that SEO and content marketing has, allowing you to update your processes and operate with maximum effectiveness.
Creating Original Content
While to some of you this may seem like an obvious, creating original and high-quality content is an essential part of both SEO and your content marketing strategy. Emphasis on the original element.
Firstly, your website and business are only going to take off if you have original content. If you’re copying content from other sources, it’s already been done, especially if that content has already gone viral.
However, doesn’t mean that you can’t take ideas from viral content and apply your own spin on it, making it original. Secondly, original content is a major part of SEO. This is because Google indexes pages and penalises unoriginal content by not listing in the Search Engine Results Pages (SERPs).
It’s then up to you to address these issues by finding out yourself and then either making a claim that your content was original or editing and then resubmitting your pages to the indexing platform, a problem that is time-consuming, irritating and completely avoidable from the start – explains Gloria Kopp, a Digital marketer at Eliteassignmenthelp.
Producing Evergreen Content
It can be tempting to report on news of your industry within your content marketing strategy, which of course is relatively essential for boosting traffic to your website. However, you need to make sure you’re aware of the fact that this will only be displayed in Google for as long as the topic is trending, and therefore is not a good source of traffic or SEO-rankings long-term.
Evergreen content is the type of content which is available and relevant around the clock, regardless of whether it’s trending currently or not. In terms of content, this could be how-to tutorials, advice or opinion pieces, or even listicles. From an SEO perspective, you can continue to enjoy the benefits for many years to come.
Recommended reading: How to create a successful evergreen content strategy
Master the Art of Headline Writing
Headlines are, perhaps, one of the most important elements of your content creation process. If you don’t get the headline right, nobody is going to want to click on your content, and therefore the content inside won’t get read.
Also, one of Google’s indexing features is to evaluate your headlines, and then putting the best headlines at the tops of the SERPs. There are several things you need to consider. Firstly, you’ll want to make sure that your headline fits into the Google SERPs, so a user can see the whole thing without any information missing.
Secondly, you want people to share your content, once again boosting your SEO ranking, but long headlines won’t fit into Twitter or Facebook status boxes, so keep them short and sweet.
When it comes to content, you don’t want to be reading anything that is full of errors, such as spelling mistakes, poor punctuation and bad grammar. Not only will this harm the credibility and reputation of your business, but also provides a poor customer experience and therefore a high bounce rate.
Google is about giving its users the best experience possible, which is why it’s so important to keep your bounce rate to a minimum. Otherwise, you risk damaging your SEO ranking.
Naturally, good content attracts links to your website which can be beneficial in so many ways. Not only can you then receive traffic that’s coming in through the linked websites, high-quality links from high-quality sources, such as authority websites, will also boost your SEO ranking.
However, you can also be proactive in making sure that your content receives backlinks by guest posting on other websites or accepting guest posts of your own and setting up a backlink relationship or partnership with these other websites.
All these ideas can be implemented into your content marketing strategy to build up a solid link base that will benefit your traffic income and your future SEO ranking for the foreseeable future. If you’re adding references to your content, do so professionally using free online tools like Cite It In.
Research Your Keywords
You should already know the importance that keywords have in your content. This means researching them beforehand to make sure they are popular and effective keywords whilst making sure they are still relevant to the content that you’re writing.
However, it’s highly advised that you add these keywords to your content during the writing stage, rather than separately during the SEO stage. This helps you content to remain natural when it’s being read and fit it nicely with your text.
You’ll also want to be aware that voice searching, such as Siri, Google Assistant and Home Assistant devices will use a process known as key phrases. This could be something like ‘How to tie my shoelaces’, so having this kind of relevant phrase in your content can also boost your SEO ranking.
Build Up Internal Links
Above, we spoke about how backlinks can be used to drive traffic to your website and content which, in turn, positively affects your SEO ranking. However, have you considered how linking to your pages internally can do only improve your overall user experience, but can also improve your SEO ranking?
By linking your pages internally, either through your content or your actual website navigation, you can help Google when it comes to indexing and evaluating your website pages, naturally boosting your SEO ranking. This can all be easily implemented during your content creation process.
Evaluate and Improve
One of the most important steps you need to take when it comes to enhancing both your SEO and content creation practices is to analyze and evaluate the effects that your changes are making. Right now, before implementing changes, make sure that you run a test to see where your traffic, reach, and data comes from.
Then start to make changes and continuously check back to see what kind of improvements are being made. This will allow you to see what changes are working best, so you can then focus on applying these to the rest of your pages, rather than wasting your time on techniques that are less effective and can be implemented in at a later date.
Of course, all businesses, websites and organizations are different which makes most of us think that’s hard to join both SEO and content creation, but each business has their own goals and targets, and these are the processes that can help you achieve them.