Content creation & marketing and SEO has always been hand in hand when it came to the pursuit of online success. However, not many realize that there is a complicated line between them. More specifically, how content fits in the overall scheme of SEO.
You’ve probably already heard that “content is king”, and personally, I believe it too. But the SEO industry has, more often than not, assumed that content is only one part of a search engine optimization strategy. However, this is not the case because all your efforts will be for naught if not for your content.
Today, I’ll be talking about how content is not just a subset but is an integral part that is involved in many of the essentials of SEO. Think of your website’s link building campaign (backlinks), targeted keywords, and your site audit. You might not know it, but these things will not function as it should be without content. Without further ado, let’s get started.
#1. Content Ideation and Keywords
As most of us know, keyword research and targeting are and always will be an integral part of SEO. At the same time, SEOs also know that only the best and apt content will truly make these keywords successful. Through the answers that a website’s content provides, queries from innumerable users around the world are satisfied – which will help you rank higher. Basically, what I am trying to tell you is that every great content that you publish starts with a successful keyword research process.
Great keyword research processes start with you. Think of keywords that are related to your site, and you feel that they are the ones being searched for by the users. Afterward, use your keyword tool to expand and improve this list.
There are 2 simple ways in which you can use as a starting point for your keyword research:
- Google’s Autocomplete and Related Searches feature – The best way to relate with your target audience is to know what they are searching for. Fortunately, Google can help you with that. Start by inputting what you think the users are searching for. Then note down the autocomplete suggestion. Afterward, scroll down to the bottom of the page and look at the related searches part of the SERPs (search engine results pages). Here’s an example:
- You input the keywords “best scrambled eggs” into the search bar, then after a few seconds, a drop down function will appear and show you some auto-complete suggestions that are directly related to your original query, and they are probably searched for by users as well.
- Then, scroll down to the bottom of the page, and note down the related searches for your query.
- Using Tools: You can use keyword research tools such as SEMrush, Ferzy, etc. to look at more detailed potential keywords that you can target.
Once you have compiled a list of keywords that you want to target, use them in means that are more than just technical. You can use these keywords in:
- Social Media: Use the keywords in hashtags as a way of self-promoting your website and its content.
- Blog Post: Use your keywords to assist you in brainstorming for new topics for your blog posts.
- Assets: By incorporating some dynamic and static assets into your content, you will be targeting more keywords, and at the same time giving more enjoyable experiences for your visitors/potential customers.
#2. Backlink Performance
It is a well-known fact that Google uses links to determine a website’s authority, relevance, and if it is trustworthy. This entails that if you can publish posts that are very linkable because it has relevant and quality content, then you will have an easier time in improving your rankings.
However, not many people know what “linkable” content really is. Fortunately, a collaboration between Moz and Fractl found four essential characteristics of an exceptionally linkable and shareable content:
- Broad Appeal
- Highly Emotional
- A Trendy Element/ Pop Culture Inclusion
Content campaigns that have these elements – if coupled with the proper promotional strategy – will generate a manifold of high-quality links, shares, and mentions. This means that your website will receive a decent amount of signals that tell Google that all your links are natural and are not paid – which was brought about by having great content.
#3. Site Auditing
One of the best ways in which you can delve into the technical aspect of your website is by doing a complete and comprehensive audit, and through this, you can know which of your pages are under performing.
When you know which pages are not performing up to standards, you can use quality and engaging content to revamp those pages. Some ways that have proved useful to me when updating pages are:
- Merging the pages that have duplicate or similar content using the 301 redirect.
- Using reminders to allow me to regularly check on the pages, and update them when I see fit.
- Creating more long-lasting content, so that I do not have to routinely update some pages when needed.
- Updating the links in each content, and removing sections that are much better expounded on other pages on my website.
Content is still king, but the tips I shared above proves WHY it is king. There are numerous strategies the SEOs use to get their content read by the right audience, however knowing and understand how content affects several aspects of your SEO campaign will make your strategy more effective than it was before.
It is undeniable that optimizing the technical aspect of your website is what allows Google to better understand, crawl, and index it, but having quality, updated, and relevant content is what will really take you to the number one spot in the search results.
These are only a few ways why content and SEO effectively complement each other. Do you know other ways in which content can take your SEO to a brand new level? Comment in down below, and let’s talk about it.
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