Content marketing has gained a tremendous momentum over the last 5 years, this is in the sense of blogs and social media being used by businesses to drive traffic to their websites.
Ever since human beings could speak content marketing has been around because it’s all about story telling. However, even before this explosion of content creation was used by businesses search engines have existed, and still serve users with their most relevant and useful information.
SEO and content marketing can be used interchangeably, whereby you can use one of them and don’t need the other. So the myth behind SEO and content marketing being the same is not always true, instead they are more of partners working on the same team.
Search engines play a major role when it comes to content research ideas and distribution. You can get huge volumes directed at your material and also distributed across most industries. In this article you’re going to learn how to improve your content marketing using SEO.
Google Hummingbird Update
Back in the day marketers used to put keywords in weak irrelevant content to highly rank in Google’s search results. But Google became smart and launched panda algorithm set in place to prevent this cheeky practices. Now it relies on searched keyword history, personal data, past behavior and other data to give searchers the most relevant links in their results.
So, when you search for “Cars” you’re understood to be looking for nearby car dealers. And that’s why Google pops up its maps results.
The keywords research though has not yet lost its shine because you can use it to develop your content subjects, taking their keyword volume into account. So instead of using the key words exactly and repeatedly inn your article, make it meaningful by breaking down each word in the query.
By using tools such as FAQFox, a blogger is able to find most frequent questions the audience is searching with, and write an article with them. Also when you put synonyms in your content other than repeating your keywords, helps Google understand your theme.
Research and choose wisely target keywords that your target demographic is looking for in Google, then give relevant information. Google will favour you article if you merge long tail variations of your target keyword, because long tail keywords tell much more about the searcher.
Connect your content with a larger audience with keyword data
Keyword research is done to find the words used by target audience and incorporate them in your content to express their pain points. This way when you write articles in the language that your audience is using in search engines, you’ll end up getting higher traffic due to engaging content.
So to find right keywords within your reach and that make sense for your target assess the keyword competition both off page SEO and on page factors. Since you most likely are competing with major brands, you’ll need to assess the type of content that’s ranking for your target keyword right now.
Find your ideal content format for every piece and reflect on your content frequency
Presenting your content can be done in many various ways such as writing a blog post, producing a video, making an info graphic and so much more.
You can decide on an ideal format based on a couple of ways.
(a) Looking at your historical analytics data
You can log into Google Analytics and find out the characteristics of posts that have received maximum conversions. Also available resources and marketing goals can be used on making decisions for choosing a format.
Moreover, you also need to decide on your content frequency, so if most of your traffic is from search engines, then you can get away with posting a smaller number of articles. So use Google Analytics reports to find out the breakdown of your traffic numbers and find a frequency that suits your budget and time.
(b) Look at the existing pieces of content that rank your target keyword
As you can see, people are mainly looking for tools to create videos. If you don’t have a video creation tool, then you can either compile a list of creation tools, like creative blog.
Perform regular SEO audits and technical SEO optimization
When content marketing efforts have gained momentum, you should check your search console in order to find keywords for which your content is getting ranked and discovered. Then, be sure that you incorporate long tail and LSI versions of these keywords in your content.
Finally, now that search engines have become smarter in understanding content on webpages, you can leverage by fixing user experience issues on your website and still take the lead. Taking care of these aspects will put you ahead of most competition.