Everyone is aware that SEO and content are birds of a feather.
Wrong.
Nevertheless, many content entrepreneurs I talk to see search engine optimization (SEO) as a technical checklist they ought to use to get people to their content. They view SEO as a chore, an important evil, or, dare I say it, an uneventful 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 three methods to evangelize search engine optimization to your content marketing colleagues. A good way to ensure winning you some converts (and a closer relationship between search engine optimization and content material).
1. Drive Creative Ideation Using Keyword Clouds
Content entrepreneurs must do keyword research for their content. But too often, they technique it in a painfully antique-faculty manner: Find an idea. Create the content. Retcon titles, headers, URLs, and other elements should align with key phrases. On business enterprise advertising teams, that might be an excellent, more protracted system, with the search engine marketing team offering keyword research to content entrepreneurs or optimizing content themselves independent of the content group. Our crew has made keyword studies not simply an important part of the content material ideation but a creative workout by creating keyword clouds as part of our brainstorming periods. In real-time, we use our
My personal device is to use keyword studies as a manner of statistics-pushed lateral questioning. We brainstorm content topics and start throwing them in our devices to look at what comes out in the opposite aspect. We then whiteboard new ideas and connected ideas until we find a compelling and precise angle that still serves as a strong keyword approach outline for the content material that feels holistic and actual to the subject.
2. Make Content That Lives Forever (Or at least a 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, but the furnishings are weird.
That’s because the sizeable majority of content we create ends up in an amazing large ghost town along the rims of our websites. Some unicorns of direction, wallets of civilization inside the barren region, also get traffic and keep a first-rate function on the SERP. But most of it’s 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, with the same product idea, John realized the importance of keyword research.
Instead of jumping in headfirst without doing the proper groundwork, he did 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 targeted “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 initially try to rank for that keyword. Instead, he compiled a list of 20 keywords he wanted to rank for. Each of those keywords had low enough competition for which he’d have a reasonable shot at ranking 1-5. Each time he ranks for such a keyword, it would also help him towards his long-term goal of ranking for “Holistic Nutrition”. John will make his first sale within one week of the launch.
Because he’s targeting low-competition keywords and ranking for them, he gets traffic right away instead of having to wait. What’s more, 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.
