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A Marketer’s guide to SEO and Content Marketing

Content Marketing

If you’re looking for a complete guide to SEO and content marketing for your business, then you’re in the right place.

So let’s get started.

“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.”

It’s a line that has been borrowed and stolen by many a marketer over the years from an essay written in 1996, by Microsoft co-founder Bill Gates titled “Content is King”.

Content – or content marketing as it’s become more popularly known – certainly used to be king.

It used to be a bit of a secret weapon in the marketing arsenal.

Today, everyone is “doing content marketing”.

It’s not enough now to throw a few blogs stuffed with keywords at Google and expect to rank.

To succeed with SEO and content marketing today, you need a more focused aim.

You need to think longer term.

You need to have an SEO content marketing strategy.

As Canadian writer Arjun Basu once wrote:

“Without strategy, content is just stuff, and the world has enough stuff”.

Table of Contents hide

What is an SEO content marketing strategy?

An SEO and content marketing strategy is a way of improving your search results by creating content like blogs, videos, podcasts, guides, infographics, reports and anything else.

The more authority your website has on a topic, the better your chances of ranking higher in search.

Being strategic with content marketing, you get a better idea what questions your leads and customers are asking.

You can understand what keywords and phrases they are using in searches to find answers to those questions.

And you can figure out what content you need to rank higher and create more SEO leads for your business.

 

Planning your SEO content marketing

Building an SEO and content marketing strategy is more complicated than finding a couple of keywords and creating content.

You need to think about it as a part of your wider business goals.

Before you begin any kind of content marketing strategy (whether it’s for SEO or lead generation), make sure you have considered the following:

  • What’s the ultimate goal?
  • Who are you creating content for?
  • What problems are you helping people solve with your content?
  • What’s going to make your content stand out?
  • What keywords will you try and rank for, and why?
  • What intent do your customers have when using certain keywords or phrases?
  • What kind of content will you create?
  • How will you promote your content?
  • How will you measure success?
  • How can you get started quickly?

 

Building a solid SEO content marketing foundation – Technical SEO considerations

We’ve all heard the parable of the wise and foolish builders.

The wise one builds his house on solid rock, the other builds theirs on sand.

When the rain comes and the tides rise, the house built on rock continues to stand tall and strong.

The house built on sand collapses and is washed away.

Failing to build your SEO content marketing strategy on solid foundations increases the risk of your content failing flat and getting lost in the tidal wave of other content on the internet.

This is why you need to consider the technical SEO aspect of your website before starting with content marketing.

Find out more about what you need to consider for both on-page and off-page SEO for your website.

To build a strong SEO foundation for your content strategy, you need to consider the following:

  • What is your niche?

This isn’t just important for your SEO content marketing strategy.

Understanding your niche is a primary function of understanding your business.

If you don’t know who you’re trying to sell to, how are you ever going to sell anything?

Understanding your niche will help inform what keywords and phrases you need to target with your content.

And it also helps when it comes to content creation and promotion too.

  • Don’t forget mobile

Less than half of web searches are made via desktop today in the UK.

Of the rest, 44.85% are made on a mobile device, 7.55% are made with a tablet.

With Google moving towards mobile first indexing, it means websites optimised for mobile are more likely to rank higher.

Optimising your website for mobile has become essential, not just a nice to have.

  • Don’t suffer a slow website

Did you know that about 40% of web visitors will leave your site if it takes more than three seconds to load?

Or that if your page load speed is 2.4s your conversion rate drops to 1.9%.

It falls further to 1.5% with a 3.3s load speed.

And to just 1% if a page takes 4.2s to load.

Your customers have way more choice about where they can buy things from now (whether you’re selling B2C or B2B).

So they aren’t going to wait around for your website to catch up.

There’s a few things you can do to speed your website load speed up, like compressing images and videos or using a browser cache.

  • Optimise your on page SEO

Are you optimising page titles, H1 headers, H2 headers, meta titles, meta descriptions, URLs and so on for your keywords?

Yes, you’ll be using content you create in your content marketing to target variations of your primary keywords.

But without tagging your pages with those primary keywords in the first place, you’ll never be as successful as you could be.

This includes alt tags and alt text to images, or including any scripts for your videos.

Here’s 10 quick fixes you can do today to help improve your SEO

 

Start at the beginning – What is your current SEO and content marketing performance like?

Before you start on an SEO content marketing strategy, you should understand what your current position looks like.

To borrow a phrase from US poet Maya Angelou:

“You can’t really know where you are going until you know where you have been.”

Start by analysing your website’s current state and figure out where you are now with SEO and content performance.

Doing an SEO audit at the start, means you’re more likely to identify obvious problems you need to solve.

You might even uncover “easy win” opportunities you would have otherwise missed.

There are loads of tools you can use to do an SEO analysis of your site, which will help to understand the technical SEO aspects of your website.

We tend to use Google Search Console because it gives you a complete oversight of website errors to fix, opportunities for quick wins and current engagement levels of your website’s content.

When doing your initial SEO audit there are a couple of things to put particular attention on:

  • Crawlability of your site

Can search engines actually crawl your site’s content to figure out where it should rank?

Or are you blocking it by accident with a robots.txt file?

Do you also have an easy to understand sitemap file pointing towards your primary pages?

  • Are your main pages indexed?

When people are searching for your pages, can they actually find them?

You can use Google to figure this out by typing site:websitedomain.co.uk into search.

You’ll get something like the results on the image below. Then you just need to scroll through and make sure your pages are showing up in search:

An example of SEO page index results

  • How good are your page titles and meta descriptions?

Are your page titles and meta descriptions doing the job of summarising what is on each page?

More importantly, are they generating a good click through rate to your website?

If not then you need to revisit them.

Read this blog which looks at why meta descriptions still matter for your SEO

  • What’s your site’s page speed like?

Use a tool like Google Search Console to analyse the page speed of your website to see if it’s hindering your SEO performance.

If your pages are loading slowly, see why that might be.

For instance, images with large file sizes attached to them.

  • What keywords do you currently rank for?

If you’re a brand new website, you probably don’t rank for much.

If you’re more established, are you ranking for any keywords that you could get quick results for with a bit of work?

Maybe you’re at the top of page two for a particularly high intent search and could focus on getting that onto page one?

  • Where is your current web traffic coming from?

Are you driving high numbers of traffic from organic or are you relying heavily on paid or referrals?

If you can figure out how your current audience is finding you can create a better SEO content strategy.

 

Do a content audit

Now that you’ve figured out your current SEO position, it’s time to figure out where you stand with your current audit.

Doing a content audit is an essential part of an SEO content marketing strategy because it helps you figure out a few key things:

  • What content you already have
  • What type of content assets you have (or are lacking)
  • The topics and themes of your current content
  • What keywords your content is already focussing on

If you don’t do a content audit, you could spend the first six months of your strategy creating content, them find you’d created similar content years ago.

Organising your content audit is a pretty simple task.

You can do it either using Google Sheets or Excel.

All you need to do is map columns on your table to the following information:

  • Type of content (Blog, eBook, guide, podcast etc)
  • Original publish date
  • Content theme/ topic
  • Buyer stage aimed at (awareness, consideration, decision)
  • Target buyer persona
  • Primary keyword (including search volume)
  • Secondary keyword (including search volume)
  • Total traffic
  • Traffic from the last 3 months
  • CTA click through rate

Once you’ve created this, go through every piece of content your company has created and map it against the above criteria.

With this information you now have the data you need to analyse how your content is performing.

You’ll also see any significant holes in your SEO content marketing strategy that you need to fill as a priority.

For instance.

You may find you have plenty of content aimed at short-tail keywords with high traffic volume, but very little content targeting long-tail keywords.

You might find that you have a lot of content on a particular topic.

If so, you can focus your new SEO content on a different topic to drive more traffic for one of your other products or services.

 

What goals do I want to achieve with my SEO content marketing?

So now you know where you’ve been (or at least have a better understanding where you are with your SEO and content marketing performance).

Now it’s time to set some goals and figure out where you want to go.

Having reviewed your SEO and content performance so far, you might decide that you want to rank on page one for a specific keyword or phrase to increase traffic and awareness for a particular product.

And you want to achieve this in the next six months.

Whatever your goals, make sure they align to your business objectives (we’re not aiming for vanity success) and make sure your goals are:

  • Specific
  • Measureable
  • Achievable
  • Relevant
  • Timely

These SMART goals are what will help keep you focused on the ultimate goal.

They’ll give you a framework to measure your progress.

They’ll make sure you can actually achieve what you set out.

And they’ll help you figure out if your goals will have an actual impact on your business.

Plus, you can stay focused on achieving them within a particular time frame.

Without this, you’ll run the risk of getting distracted without the pressure of a deadline.

Worse still, you might get to the end of your SEO content strategy (which has taken a lot of work) and have absolutely no idea what it has actually achieved for your company.

And don’t just have a start and end date for your goals.

Break them up into long term, medium term and short term goals.

Plan in regular progress meetings with your team so you can analyse:

  • what you’ve been doing
  • what is working well and could be replicated elsewhere
  • what either isn’t working yet and needs adjusting
  • what has been a failure and you need to stop doing

 

Don’t start with keywords – start with your target audience

So now you know your current SEO situation.

You’ve got your SEO goals mapped out.

And you’re ready to kick on with the content strategy.

It’s time to start researching those all important keywords, right?

Wrong.

Yes, keywords will be important to your content strategy.

But your planning will start with the most important thing, understanding who your target audience is.

This is the single most important piece of information you need to get right.

Because everything that follows from here:

Will all be driven by the results of your audience profile, otherwise known as buyer personas.

So what is a buyer persona?

A buyer persona is a semi-fictional representation of your ideal customer, based on research.

If you’ve followed any marketing blog, or read any marketing book lately you’re bound to have come across characters called “Marketing Mary” or ‘CEO Christine”.

These are the names usually given to buyer personas (don’t ask us why).

Now historically, most businesses have got their buyer personas wrong.

This is because the typical buyer persona was broken down into:

  • Job title
  • Responsibilities
  • Behaviour

What they should be focused on, are the problems your customers deal with everyday.

Because these problems are the things you’ll be providing answers to in all the content you create.

There is some educated guess work involved in creating a buyer persona, but they need to be based on reality.

Otherwise you might focus on the wrong things.

You can start by asking your current customers what problems they have, why they chose you, what success they’ve had etc

Or you can do some market research to understand these problems and the kind of information your audience is looking for to make educated decisions on their own.

Whatever method you choose to build your buyer personas, make sure you fully understand:

  • What their common problems/ challenges are in their job that they’re trying to overcome
  • What their goals are for their business that they’re trying to achieve
  • What solutions they are looking for to help them
  • What kind of information they find useful to help them make a decision
  • How they like to get this information
  • Where they go to do their own research

This is what will ultimately inform what topics you focus on, and what kind of content you create.

Focus on what questions they are asking around key themes:

  • Problems
  • Price
  • Comparisons
  • Reviews

 

Focusing your SEO content strategy with keyword research

Now that you know who you’re creating content for and the themes you’ll be creating content around.

You need to do keyword research.

Doing keyword research is part science, part psychology.

You don’t just need to understand what words and phrases people are typing into search when looking for information (short and long tail keywords).

You need to understand their intent when making certain searches.

And what information they’re expecting to find.

What are short-tail keywords

Short-tail keywords are search phrases with usually just one or two words – like “running shoes”.

They’re typically not very specific and have higher overall search volume.

“Running shoes” for instance gets 68,300 monthly searches in the UK alone according to this search.

Short tail keywords will help generate more traffic for your SEO content strategy

What are long-tail keywords?

Long-tail keywords are more specific searches and contain more words as the search is more detailed.

Long-tail keywords tend to have fewer overall searches a month than short-tail searches.

“Best men’s marathon running shoes” for instance, generates 20 searches a month.

using long tail keywords can get more conversions for your SEO content strategy

 

So using this pretty basic explanation, you might think it would be better to aim all your content at short-tail keywords.

After-all, they drive the most traffic.

But, it’s not as simple as that.

Individual short-tail keywords might make up more individual searches than long-tail keywords.

But the majority of searches are made up of longer tail phrases and questions.

Long-tail keywords have two major benefits over short-tail searches:

  • They’re typically less competitive (so are easier to rank highly for)
  • They have much better conversion rates because searcher intent is higher

 

What is search intent?

Search intent (or keyword intent as it’s sometimes known) is the ultimate intended action of the person making a particular search.

Depending what stage of the buyer journey the searcher is at, their intent will be different, so understanding this as part of your keyword research is important.

Understanding search intent will give you a steer what mix of words and phrases you should be looking for.

Let’s stick with the running shoe example.

Someone who searches for running shoes is likely not ready to buy yet.

They are more likely looking for more general information.

But someone who searches for “best men’s marathon running shoes” is likely to be further down the buyer journey.

They’re running a marathon, and they need the best trainers for the job.

If you have a blog on the Top 10 best men’s marathon running shoes in 2020, they’ll find your blog, with your recommendations and come to you.

When it comes to search intent, there are a few different kinds to keep in mind:

  • Transactional (buy, subscribe etc)
  • Informational (how to etc)
  • Navigational (log in)

When doing your keyword research, keep in mind your buyer persona and what the ultimate goal is they will achieve by completing particular searches.

 

Organising your SEO content strategy around topic clusters

So now you know who your audience is.

You’ve done your keyword research.

And you understand what words and phrases you want to rank for.

But before you dive into coming up with ideas and creating content, let’s talk about the key thing that will determine whether your SEO content strategy is a success or not.

Are you organising content properly in a way that is optimal for SEO results?

Or are you just diving in and creating a lot of random content in a more scattergun approach?

(If we’re being honest this is what too many businesses do).

Are you using topic clusters?

 

What are topic clusters?

Topic clusters are an SEO and content marketing strategy based around creating a single “pillar” page, which gives high level answers to every question searchers might have on a particular topic.

The pillar page is then surrounded by “cluster content” expanding in more detail on each section of the pillar page.

 

Why should I use topic clusters?

Search engines are increasingly not focusing search results on individual keywords.

Instead, they’re searching for topics and search relevance that will give people the best, most detailed information available based on what they searched for.

This is another reason not to get too hung up on chasing high-volume short tail keywords and focusing more on search intent and answering your customers’ questions with your content.

Here’s a visual demonstration of topic clusters that we’ve borrowed from HubSpot

HubSpot's topic cluster model is an ideal way to structure your SEO content strategy

 

Using this model for SEO content, you could have your main pillar page topic as “Women’s running shoes”.

Then you’d create cluster content (with a link to the main page, on supporting content around topics like):

  • Top women’s running shoes for trail running
  • Best women’s running shoes for the gym
  • Care tips for women’s running shoes

Etc, etc, etc…

By following a pillar page strategy, Google will see all the links pointing to your main page, and recognise it as a valuable source of information – ranking it higher.

Plus, Google will identify all the cluster content you have connected to the pillar page – and rank those pages higher too.

 

Where to get topic ideas for your SEO content strategy

At this point, you probably think you’ve done most of the hard work.

You’ve figured out your buyer personas.

You matched their questions to keywords and phrases that satisfy high volume searches and high conversion searches together.

And you’ve figured out that using pillar pages and cluster content will get you the best results.

But now we’re getting to hard part of an SEO content strategy.

Coming up with killer content ideas that will have impact, start communication and persuade leads to become customers.

Thinking up content ideas isn’t easy.

It’s by far one of the biggest challenges facing marketing departments.

But, there are content ideas all around you.

You might even be surprised where some of your best ideas can come from.

Here’s just a few places you can find your next content ideas:

Your customers and their sales teams – Sales teams are the ones getting asked questions about the company’s services everyday. They know what kind of information people are looking for. That’s an invaluable source of content ideas.

Original research – Could you do research into a particular industry issue which would generate original headlines and could power a content strategy for both SEO and lead generation for months?

Keyword research – Use keyword tools like Answer the Public, Google, Amazon etc to find ideas around keywords and phrases your audience is searching for

Competitor research – Don’t just copy them but there’s nothing wrong with getting content ideas based on what your competitors are talking about

Industry news – Trade press are full of hot topics that you’re industry is currently discussing

 

What content should I create for my SEO content marketing strategy?

Ok, nearly there on the content creation.

Understanding what kind of content you should create can be confusing, even for experienced content marketers.

Everyday there’s mixed messages about whether people still read blogs, and if they do whether they’ll only read short or long form content.

Read our blog for more information on how long a blog should be for SEO

Others say words don’t work anymore and you should just do video because people don’t have time to read anymore.

And don’t even start on the amount of people saying you just have to have a podcast now.

The fact is, any educational, informative, interesting piece of content will work.

You just need to find the right mix.

Here’s a few types of easy to go content that you can use for an SEO strategy.

Blogs

Blogs are probably the most standard form of SEO content that marketers create.

Creating blogs in your SEO content strategy has a number of benefits. They can be optimised for all keyword searches and can be used across every stage of the buyer journey to get information across.

Obviously you need to have some writers on staff to create the quality and quantity of blogs you’ll need.

Still wondering if blogging for your business works. Or if it’s still got a place in your SEO content strategy. Read this blog.

Videos

Videos have always been a good source of content for marketers but are definitely in the middle of a high point in terms of their popularity.

Product demos, how to guides and explainer videos are all extremely effective forms of video marketing.

You can give them SEO value by including transcripts and sub-titles on the hosting page.

If you want to get started with video without a huge budget, tools like Vidyard and Drift give you option to start with basic videos for free.

Infographics

If you’re trying to get information across quickly (especially complicated or stats based information) then an infographic can be the way to go.

They work either on web pages or as part of your social media promotion.

Product pages

These are particularly important if you’re an Ecommerce business.

Ecommerce SEO is a bit different from ‘regular’ SEO because many of your main keywords are going to be product focused.

However, the same rules still apply in terms of descriptions and targeting more specific long-tail search terms.

And don’t forget to include alt image text and tags on your product pages and these can be particularly important when it comes to search.

Guides and eBooks

These are typically seen as magnets for lead generation rather than SEO.

But increasingly we’re seeing eBooks written as long form pillar pages directly onto a website, rather than the standard PDF format hidden behind a form.

You can get the best of both worlds by writing your eBooks as normal (as in a PDF and put it behind a form) and include a CTA to download it at the top of your pillar page.

Remember, your pillar page is going to be a long read (this pillar page is 5,000+ words). So your audience might want to download a copy they can save and read in bits and pieces whenever is best for them.

Research reports

Have you ever read a news story which included stats?

For example 47% of people prefer X

Or 57% of the public think Y?

These types of stories are ideal for SEO, lead generation and thought leadership because you are generating industry insights and information that no-one else has.

Again, these are typically used for lead generation when it comes to the main report.

But you can put the guide directly onto a web page to get the SEO benefits and have the report behind a form as well.

Case studies

Trust and reputation are essential components of doing business today, whether you’re B2C or B2B.

For B2C customer reviews are what counts, in B2B nothing says trust like a well written case study.

Unfortunately many companies fall down on case studies, by not focusing enough on the detail.

A case study is an opportunity to tell a story.

Your customer was struggling.

Then you came along with your products, services and skills and helped them solve it.

The results were amazing.

And your customer was left wondering why they’d never come to you before.

They’ve even commented on how blown away they are with your service.

If you don’t include all that information (and try to get your customer to do a video case study as well) you’re missing a big opportunity both for your SEO content, but for your future lead generation.

Product demos

Not the first thing that comes to mind when you think about SEO content. Product demo videos can be a huge boost to your SEO performance. Especially if you include transcripts and text descriptions on the hosting page.

While the well shot, and edited, video can show off your products to customers, an SEO optimised description can make the page viewable by search engines and get your demos placed higher.

 

Managing the SEO content creation

So, as you’ve probably figured out by now, if you want a successful SEO content marketing strategy, you have to create a lot of content.

You also need to work out how you’re going to publish and host it all.

Which involves choosing the right CMS for your website.

There’s tonnes of choice, but using WordPress can be a good place to start and help you grow and scale your content production easily.

There are other options that can help with automation and content management like HubSpot CMS.

But they come with additional costs, which can rise pretty rapidly once you choose the paid versions.

Most importantly is putting a single person in charge of this process to make sure everything is staying on track (more on that in a minute).

When it comes to managing your content, you need a content calendar to keep track of deadlines.

Work out a few things first:

  • How many blogs you plan to publish per month
  • How many Guides or Pillar Pages you plan to publish per month or quarter
  • How many new videos you want to create
  • Any new web pages you might need to build

Once you know what you want or need to create, you can start to populate your content calendar.

You should plan your content calendar around the following information:

  • Content type (pillar page, blog, video, eBook etc)
  • Content topic or title
  • Current owner
  • Target keyword (with search volume)
  • Current status (in draft/ editing/ published etc)
  • Deadline for copy to be drafted
  • Deadline for publishing

And remember, be realistic with your content schedule.

If you’re going to keep this process in-house, do you actually have capacity to produce daily or weekly blogs?

Or create videos in house?

Hubspot has a decent template that you use to get started with your content publishing. You can download it here

 

Repurpose your existing content to boost your SEO and content marketing

Let’s talk quickly about something that everyone starting with an SEO content strategy forgets.

If you have existing content you have a perfect opportunity to repurpose or update that content with fresh stats, quotes or information.

You can save yourself the hassle of creating new content from scratch by optimising what you’ve already got.

Doing simple things like changing the target keyword, updating the title, adding new images and renewing the meta descriptions can freshen up older content and give you more benefits than just more new content.

How do you identify content that you can update?

Older content that performed well before, but hasn’t for a while – If you wrote a blog six months ago that got a lot of traffic and engagement initially but has since dropped off, see if you can add to it with new content so you can promote it again.

Older content which has started to perform well again – If people are reading an older blog they might like the topic, but you could update it with updated information, add a redirect from the old blog to new one, and re-promote it. You get the benefit of attracting your current audience, with the potential for bringing in new readers.

Content on similar topics that are performing differently – If you have two blogs on a similar topic and one is performing well, and the other not so well, you can add the poor performing blog to the bottom of the successful one to expand it even further.

Don’t get us wrong, you still need to create new content as part of your content marketing strategy, but it can help to renew what you’ve already got to free up resource.

Read this blog for more benefits and tips for repurposing your existing content to help improve your website performance and SEO positioning.

 

Managing the content creation in-house vs bringing in a content creation agency

Should you manage all this content creation in-house?

Or should you bring in a dedicated content marketing agency to help you manage the content creation process and make sure you are creating enough content to meet your goals.

Honestly, if you have capacity for content creation in-house, then you should consider keeping it in-house.

If you want some ideas to help get your company creating content, have a read of this blog.

If you don’t, or you think your internal resource could do with some help, then you might consider bringing in an SEO content agency.

They both have their plus and minuses.

We’ve done this blog which looks at a few benefits of hiring a content creation agency for your SEO content creation.

Either way, make sure you have a single point of contact who is responsible for managing content on your side.

This person needs the authority to sign off content without having to go to every other internal department.

If you want to see a content plan go off track, just send a blog around your company.

It’s not that it’s anyone’s fault.

People are busy.

If you ask them to review content they always feel obliged to make edits, just so it looks like they’ve taken an interest.

Having too many points of sign off within a company is one of the biggest problems when it comes to keeping an SEO content strategy on track.

So appoint or hire a content manager you can trust to manage the process for you.

If you do decide to keep your content creation in-house, then your challenge is going to be getting people invested in creating content for you.

If the idea of managing all these moving parts seems a bit overwhelming and you would feel better bringing in an SEO content marketing agency, here’s 10 questions you should ask them before committing to anything.

 

Promoting your content

So you’ve written all this SEO content.

It’s bringing loads of organic traffic to your website, congratulations.

But you’re still missing a trick.

You need to promote it.

Content promotion is a huge part of any content marketing strategy, not just an SEO one.

You have a tonne of channels you use to promote your business.

Use them to promote your content, prove that you have useful information for customers to read or watch, and drive even more traffic to your website.

Here are just a few things you can do to promote your content (or you can read this blog for more detail on effectively promoting your SEO content):

  • Organic social media – Use your Twitter, Facebook, Instagram and LinkedIn accounts to promote your content. You might have to edit it slightly to suit the style of the social channel (and focus more on the ones your customers and leads use) but social media can be great for growing your audience. Make sure you’re asking employees to share, like and comment on your content via their own social accounts as well. If they don’t want to do that on their personal accounts, get them signed up to work accounts instead.
  • Paid social – Usually when you think of paid social in content marketing you think back to old days when you threw a few quid at a post that was doing well organically to boost its audience even more. Today, you can be extremely targeted with your social promotion so if you have some high value content (like a guide or research report) do some account based marketing to get the content in front of an audience that will find it, and your business, useful.
  • Email marketing – No, email marketing is not dead. It’s just that people get so many rubbish, spammy emails today that it can be hard to break through the noise. Be more targeted with your content. Segment your list and only send content to lists that will find it useful.

Don’t forget, all this SEO content is going to help with your lead generation too. Read this blog to find out how.

How does all this content help with your SEO?

So this all seems like a lot of work and effort.

How does it help with your SEO?

It’s simple, Google (we can say search engines but we know we mean Google) prefers sites that are regularly updated with new content and is more likely to rank you higher if you produce useful content that answers questions people are searching about.

The more of this content you create over time, the more content and pages search engines have to crawl and the more authority to will give to your site.

This will rank you higher in search against competitors who don’t produce content, or at least not the same quality content.

Creating content, in turn, helps turn your company into a source of useful information that leads and customers know they can turn to when looking for answers.

Yes they might find you through Google the first few times but once they’ve been on your site and realise you’re providing information they’ll need they’ll start to come straight to you.

Ultimately, all this content creation serves these essential business metrics:

  • It helps to generate more traffic
  • It helps to generate more leads
  • Which helps to generate more revenue

 

Measuring and reporting results from your SEO content marketing

Here comes the important bit.

You’ve gone through the process of creating and implementing your SEO content strategy, now you have to see whether you’ve hit your goals.

Go back to your original goals and use these to figure out what you should be measuring and reporting on.

It’s possible to report on anything, but focusing on some key metrics and KPIs will help focus your reporting so you can improve going forward.

You can use tools like Google Analytics, Google Search Console, KWFinder or ahrefs to measure your key stats and performance.

When it comes to what you should measure, these are the things you should be looking at:

  • Total web traffic – Compare your total website traffic now compared to the same time last year, and also compare it month on month to see whether you’re increasing your website visitors. Total traffic can be a vanity metric if you’re not converting any visitors, but it’s a good indication of whether your content is attracting an audience.
  • Website traffic sources Figuring out where your traffic is coming from is a key part of measuring SEO success. What you want to see is growth in your organic traffic more than anything, because this means people are actually finding your content through search.
  • Visitor time on page This can be useful to see how engaged your audience is with the content on your website. If they’re only spending a few seconds on the page before moving on, then chances are you’re not providing relevant information
  • Bounce rates Similar to the above, if you have a high bounce rate on your website it shows that visitors aren’t finding what they need from your website and you aren’t succeeding in getting them to do what you want.
  • Goal completions You can set goals on Google Analytics that track whether visitors click a certain button or take certain action while on your website. If they are taking the actions you want it means your content and website is doing its job.
  • Most successful content Most analytics platforms let you create custom reports which can show you which pages are performing particularly well. By measuring which pages are being viewed most, or which blogs are being read most, you can try and replicate that success across the rest of your website.

Find out more about which metrics you should focus on in your SEO content strategy, and how to set them up in this blog.

Whatever you do, take the time to analyse your performance properly. Sometimes it takes a detailed look at your analytics results to understand what is going on.

Find out how you can set up tracking in Google Analytics and use it to track, measure and analyse your SEO content strategy here.

When it comes to measuring the performance of your content marketing strategy, there are loads of useful SEO and web analytics tools that you can use to measure everything you need.

Have a read of this blog we’ve done highlighting some of the best free (and a few paid for) web analytic and SEO tools that you start using today.

Repeat

So now you’ve completed, analysed and optimised an SEO content strategy for one of your main topics, products or services.

You learned lessons of what has worked and you can take those learnings into your next strategy.

Now is the time to choose a new topic, service or product you want to raise the profile of and increase traffic for and repeat everything we’ve just been through again.

And then again for another topic, and then for another, and another.

Yes, SEO and content marketing are both a long term strategy for success and to be continually successful you have to keep creating and optimising content.

Remember, you might have got ahead of your competition, but they’ll be working now to overtake you so the goal becomes about staying one top of search.

As you create more content the process gets easier.

You begin to understand what works and what doesn’t so you can focus your efforts, and you can start to focus on content optimisation rather than constantly creating new content from scratch.

And if you’re wondering how much all this SEO content, promotion and strategy is going to cost you. Have a read of this blog.

Think you might need help with your SEO content marketing?

Paramount Digital is a team of SEO and content marketing experts that have been creating content to get clients across all kinds of industries ranked in search.

We’ve spent years experimenting on our own website (we never use clients as guinea pigs) to figure out what strategies work so we can work with you to create a focused, effective SEO content strategy that meets your business goals.

Want to learn more?

Book a time to talk with one of our consultants with no obligation and we’ll see if we can help.

Schedule time with me

 

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