Far too often, SEO and content marketing are viewed as differing approaches toward the same goal. When you are marketing a brand to consumers, you shouldn’t view these options as an “either/or” approach. Instead, SEO and content marketing should be considered two peas in a pod. Used together, properly, you can achieve your overarching goal of creating content marketing for SEO success supporting a brand, its products/services and establishing an authoritative voice within an industry niche.
As Kissmetrics points out, “SEO makes demands; content marketing fulfills those demands.” If you’re looking to craft content for SEO success, here are five tips to get you started.
Design Quality Content Marketing for SEO Success
Good user experience is a part of good SEO. Creating content that is engaging to your audiences encourages them to consume more content. There are plenty of options for designing good content, but Search Engine Land narrows it down to a few qualities that you should consider for every piece of new content in your SEO strategy:
- Clear, coherent points
- Credible information
- Educational and relevant to your target audience
Define a Target Audience and Persona
To succeed in digital marketing in general, you need to know who you are marketing to. What does your target audience look like? What is the persona of the typical (and ideal) buyer? On a fundamental level, this means identifying demographic information. As an obvious example, you shouldn’t share a relevant article for your English-speaking followers on Facebook that is written in French. But beyond demographics, you want to focus on creating content marketing for SEO that is delivered in a format your audience prefers (e.g., email newsletters vs. Facebook posts) at a time that is relevant to them.
Tell a Story
At their core, words are just a jumble of letters, right? But put them together in the right manner and that jumble becomes a powerful story. Storytelling in content marketing is “on trend” right now. Why? The answer is simple: People love a good story! And if you can hold your audience’s interest with that story, your content can deliver valuable results. Using storytelling in your content marketing also frees you from the traditional SEO confines. You don’t necessarily need to worry about appealing to Google here because a good story develops its own legs on social media as readers share on LinkedIn, post to Facebook, or retweet the content over and over.
Not sure where to start with a story? Look into the concepts/ideas your target audience is passionate about and find a relevant content topic that resonates with them.
Focus on Keywords
SEO and content marketing begin and end with good keywords. This goes beyond simply selecting the right keywords; you need to use them properly throughout your content. If you want content that truly lands in the category of “high quality,” make sure to:
- Avoid “stuffing” the primary keyword everywhere. Use the “find” function to look for it in your content and read for yourself to see if it feels oversaturated in the text.
- Use your keywords naturally in the text; don’t just stick them in for the sake of hitting some “magic number.”
- Try including variants of your primary keyword.
- Use your primary keywords naturally in image text, titles, subtitles and even the URL.SEO and content marketing begins and ends with good keywords.Click To Tweet
Don’t Lose Sight of Technical SEO Issues
The greatest written content can still fail to achieve SEO success if the technical aspects behind it aren’t buttoned up tight. This means ensuring that content loads quickly for your readers, converts well across desktop and mobile web browsers, and that the content page is included on the site’s XML sitemap. Other factors to consider: Make sure internal links on your site point to the content and that URLs are short. The highest ranking pages in SERPs have shorter URLs. It’s not good enough in 2018 to simply create content.
For true SEO success, you need to create high-quality SEO content that delivers value to your audiences.