Search Engine Optimization (SEO) has the power to put your content directly in front of your target audience. It’s an integral part of your content marketing strategy and one that’s often overlooked.
Fortunately, a few simple tweaks to your content marketing strategy can have a significant impact on your visibility, traffic, and ROI.
SEO: The Basics
SEO is comprised of more than 240 different metrics that are weighed by Google to determine the ranking (visibility) of your website.
Content marketing involves creating a variety of content types designed to provide your readers value and to develop a relationship with your target audience that ultimately ends in conversions.
When you combine good SEO with good content, the sky (or front page of Google in this instance) is the limit!
Why Should Content Marketing Support Good SEO?
You can write a beautiful blog post that you’re sure will convert anyone who reads it. But what good does it do if it’s buried under millions of other pages on the internet?
SEO allows you to target keywords or phrases within your content that will result in your content showing up in an increased number of popular searches. The more targeted your keywords, the more likely you are to reach the people who will buy.
This is the cornerstone of a good digital marketing strategy, and not as hard as it seems to achieve.
How to Optimize Your Content Strategy for SEO
Keep in mind, all good SEO takes time to create results. Set an initial benchmark by measuring and tracking your traffic prior to beginning your new SEO content marketing strategy. Once you implement the improvements, remember to monitor changes to traffic every few weeks. If you’re successful, you’ll see a slow and steady increase in visibility and traffic.
The following steps can help you get started:
- First, know your audience. Create a target persona and become deeply knowledgeable about the pain points of this persona. What will they be searching for on the internet that will lead them to your solution?
- Once you understand the above, you can choose keywords related to the solution. You can use tools like SEM Rush or AHREFS to better measure the interest in these keywords and their competitiveness.
- Next, build your content around these keywords and related concepts/phrases. This doesn’t mean that every post needs to focus entirely on these keywords. Instead, choose related topics that will offer your readers value, build credibility, and present your company as the solution to their problem.
- Content needs to be well-written, free of errors, and relevant to the reader. Quality is one of the most important factors in SEO success.
- Keep the use of the target keywords in each post at a density of around 5%, and make sure to include these and related phrases in headers and metadata.
- Then, update your keywords often, measure the content that works best, and adjust your strategy to better suit your customer’s needs.
While SEO can be extremely complicated, these tips are a great place to start integrating it into your regular content strategy. Consistency is key!