Content marketing and search engine optimization are interdependent. When planned and executed properly, content can greatly improve your natural search performance. Follow these 10 rules to successfully blend SEO needs with content creation.
Research What Customers Care About :
Marketers are quick to embrace market research to discover their customers’ needs. SEO keyword research provides another fast and free method of amassing content ideas that real people really care about. Seek to answer the questions people ask the search engines as well as the big topics that drive a large amount of demand. Don’t forget to interview your customer support personnel for ideas, as well. They are on the front lines answering questions that oftentimes mirror the information that searchers are looking for. In addition to providing a wealth of content ideas, ranking well on these topics can help reduce call center loads.
Choose Content Types Wisely :
Don’t default to writing only articles. Certainly long-form article content is good for SEO, when written about a topic that searchers seek in large numbers and when written using the language that real people use when they search. However, sometimes addressing frequently asked questions or publishing a step-by-step guide or video (with transcript) will convey the topic most clearly and be most likely to rank well. The best content type depends on what will benefit your shoppers most, as well as what will rank well.
However, sometimes addressing frequently-asked questions or publishing a step-by-step guide or video … will convey the topic most clearly…
How do you determine which content type is the best? Try Googling it. Search for the phrases you want to rank well for and pay special attention to the types of content that rank well already.
Include Descriptive Text :
Search engines evolve their capabilities continually, but they still need descriptive text to help them understand the content and context of video and images. Always include transcripts for videos and describe the images and infographics that contain key points you need to make. Even if the content is understandable to shoppers visually, search engines need that descriptive text. Without it, search engines won’t understand the relevance of the content and won’t be able to rank it, and that means no traffic and sales from natural search.
Remember What You Need to Sell :
Stick with content ideas that coincide with the products and services you offer. If that sounds like an obvious point, you’ll be surprised how frequently it’s ignored. Searchers are interested in an endless number of products, information, and concepts. Google reported that 15 percent of the search queries it receives each day are queries that they’ve never seen before. But only a fraction of those are relevant to your business. Be selective. You won’t win natural search traffic or drive sales or leads if you try to generate content outside of the information related to your product base. If you sell nuts and bolts, it’s highly unlikely that even the most passionate content about baseball will drive traffic and sales for your site.
Write for Your Audience, Not Management :
Unless your audience uses the same words that you do in your business, ditch the jargon and create content using plain, descriptive language. Better yet, refer to that keyword research you did earlier in deciding what to create content about. It will also tell you how shoppers think and speak about those products and services.
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