Best Practices For SEO In Your Content Marketing
What does SEO have to do with content marketing? It’s a question that you may find a client asking you. At first glance, it’s a perfectly reasonable question too. SEO has long been seen as part of what brands do to reach the top of Google. And it worked really well for a number of years, in that brands were obsessed with making SEO a huge part of what they do.
It still is, but with overexposure to SEO, and Google becoming quite sick of people ‘gaming’ the search engine, it has changed somewhat. Now, SEO is all about marrying up the SEO work with solid content marketing. For that reason, it needs to be part of any content marketing strategy. The two of them, hand in hand, combine to create organic traffic that reaches high quality content. And it’s a marriage made in heaven.
Getting that marriage right is a serious job though. Take a look at the points in this post, and you’ll see how you can make SEO work alongside high quality content marketing. All of this together will bring a more complete and effective service to clients.
And, if you’re wondering, SEO is still a huge and vital part of any marketing strategy. Consumers (in B2C and B2B) always head for the first five search results. They will rarely look beyond those first five. And that’s the way it is. So making SEO a priority is always going to be a concern.
The first big thing
SEO had always been based on knowing customer profiles. You can’t develop a high quality campaign with keywords if you don’t have any idea of what your customers search for online. And since search is dependent on words being typed (or spoken) into an interface, you can’t get away from the fact that some research is vital.
Keyword research is the bread and butter of anyone who works with SEO. However, it is not always an easy link to content marketing. The fact is that content marketing, whether it’s blog posts, infographics or white papers, has to include that knowledge that keyword research brought to the table. You will know which keywords searchers are using because that’s what keyword research entails. But you then need to make sure that the content they find through search is hitting these keywords too.
The content that searchers reach has to use those keywords. Back in the day, when keywords were used for stuffing posts rather than educating people, it became a rather silly state of affairs. In those dark days, you would literally search, and then find a blog post that made no sense, but had paragraph after paragraph of the keywords used again and again.
These days, the keywords that customers use should naturally take them to a page that is helpful. It will address the issues thrown up by the keywords, and the content should include those topics and concepts naturally.
Let SEO work inform your content and …read more
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