Are you creating blog content that isn’t optimized for search engines? That’s a costly mistake. There’s no question about it: Content creation and search engine optimization (SEO) should go hand-in-hand. Keep reading to learn more about SEO content marketing and why it has become such an important strategy for marketers to understand.
What is SEO Content Marketing?
According to the Content Marketing Institute, SEO content marketing is really nothing more than creating great content that’s optimized to be found in search rankings by your target audience. Sounds simple, right? It’s not. To be successful, both SEO and content must be designed to reach the desired target audience and convince them to act on the piece of content you’ve created. To create action, your audience must be able to find what you’ve created, using their own words. And once found, the content must answer the specific question the audience has in that moment. To achieve these objectives, SEO and content cannot be separated.
Wait … What About Email and Social Media Marketing?
Email marketing is an extremely efficient way to promote a piece of content; however, it’s short lived. Savvy marketers employ SEO content marketing to extend the lifespan of their business blogs and other branded content assets. Consider the following example: You’ve created a blog post without optimizing it for search. You email the blog post to your audience once or twice and engage a percentage of readers (once or twice). This is called a “one and done” approach and it’s extremely expensive.
Think about all the time, energy, and money that is spent on creating a piece of content. Why would anyone create a piece of content for the world to see once or twice? Certainly, email should be used as a content distribution channel to quickly boost engagement. And, the same can be said for social media; however, the longevity of your content hinges on people’s ability to find it for years to come. That’s also where marketers earn the highest return on content marketing investment. As the lifespan of content increases, the cost of producing content decreases. SEO content marketing increases content lifespan and decreases the cost of content production.
Strategies for SEO Content Marketing
With all of this in mind, what strategies should you use for SEO content marketing? As Kissmetrics points out, having an understanding of technical SEO will provide marketers with a set of guidelines for creating content. These technical SEO guidelines are just as important as editing for grammar and should be adhered to in the same way when creating content. If you edit content for spelling and grammar, why not edit it for search engine optimization criteria? Here’s a quick look at some of the best practices:
- Research keywords and use them (just don’t abuse them).
- Create purposeful content that answers your customers’ questions.
- Create interesting and informative content that others will want to share and link back to.
- Create content using the same words and phrases that your customers use.
- Publish content on a consistent schedule to optimize for site crawl.
Want to make sure you know (and use) the proper technical SEO requirements such as link structure, headings, tags, and metadata? We’ll have more to come on this in part two of our SEO content marketing series, so please stay tuned! If you would like a jump-start, take a moment to read “How to Create a Site Structure that Increases Blog Traffic“.