Evangelizing search engine optimization: The Can’t-Lose Case for Your Content Team

Everyone is aware of SEO and content are birds of a feather, right?
Many content entrepreneurs I talk to nevertheless see search engine optimization as a technical tick list they ought to use to get people to their content material.
They view SEO is a chore or an important evil or, dare I say it, an uneventful a part of their jobs.
Well, they’re wrong.
Search engine marketing is a superpower for content material marketers.
It’s an instantaneous connection to the client’s voice. It’s the radioactive spider chew to the Peter Parker of content material strategy. And, most importantly, it’s a manner for content marketers to be more innovative, no longer less.
Here are 3 methods to evangelize search engine optimization in your content marketing colleagues a good way to are assured to win you some converts (and a closer relationship among search engine optimization and content material).
1. Drive Creative Ideation Using Keyword Clouds
Content entrepreneurs have an obligation to do keyword research for his or her content.
But too often they technique it in a painfully antique-faculty manner:
Find an idea.
Create the content.
Ret-con titles, headers, URLs, and other elements to align with key phrases.
On business enterprise advertising teams, that might be an excellent more protracted system, with the search engine marketing team offering key-word research to content material entrepreneurs or optimizing content themselves independent from the content material group.
One way our crew has made keyword studies not simply an important a part of the content material ideation manner, but a creative workout in itself, is via creating keyword clouds as a part of our brainstorming periods.
In real time we use our personal device to use keyword studies as a manner to use a sort of statistics-pushed lateral questioning.
We come with ideas for content topics, and start throwing them in our device to look at what comes out the opposite aspect.
We then whiteboard new ideas and connected ideas till we find a compelling and precise angle that still serves as a strong keyword approach outline for the piece of content material that feels holistic and actual to the subject.
2. Make Content That Lives Forever (Or at Least a Really Long Time)
Have you ever appeared returned at weblog posts from years ago at your enterprise?
It’s like touring the house you grew up in after other human beings have lived there for years.
It’s familiar, yet infinitely strange. The hallways are identical, however, all the furnishings are just weird.
That’s due to the fact the sizeable majority of content material we create ends up in an amazing large ghost town that exists along the rims of our websites.
There are some unicorns of direction; wallet of civilization inside the barren region that also get traffic and keep a first-rate function on the SERP. But most of its a far best-doing duty as a workout in nostalgia.
That’s where SEO could make a massive distinction to content material marketing groups. On the other hand, John, with the same product idea, realized the importance of keyword research.
Instead of jumping in head first without doing the proper groundwork, he took the time to do his research to see what keywords and markets to target before he started building his website.
Because he did his research, he realized that “Weight Loss” was impossibly competitive and far too competitive to rank. Instead, he looked into alternative keyword ideas to get his foot in the door.
He found that “Nutrition” gave him a similar target market with far less competition. He got even more specific and decided to target “Holistic Nutrition” as his primary keyword.
It still had a lot of traffic and a fair bit of competition. Naturally, even with “Holistic Nutrition”, he wouldn’t be trying to rank for that keyword initially.
Instead, he compiled a list of 20 specific keywords that he wanted to rank for. Each of those keywords had low enough competition that he’d have a reasonable shot at ranking 1-5 for. Each time he ranks for such a keyword, it would also help him towards his long term goal of ranking for “Holistic Nutrition”.
John makes his first sale within one week of launching. Because he’s targeting low competition keywords and ranking for them, he gets traffic right away instead of having to wait.
What’s more, is that he’s not only getting small traffic right away, but he’s also building his business on a solid foundation that will allow him to expand into higher traffic keywords in the not too distant future.

Wendy Mckinney
Hipster-friendly twitter fanatic. Reader. Bacon trailblazer. Professional web expert. Food geek. Infuriatingly humble coffee ninja. Earned praised for my work donating mosquito repellent in Hanford, CA. Spent 2001-2006 developing strategies for frisbees in Bethesda, MD. Spent the better part of the 90's getting my feet wet with barbie dolls for farmers. Spent 2002-2010 developing strategies for tinker toys in Prescott, AZ. My current pet project is managing pond scum in the UK. Spent 2001-2007 consulting about robots for fun and profit.