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4 vital Content Marketing practices for successful SEO

Get the edge on your competitors by implementing these simple, but crucial, initiatives to kick start your Content Marketing strategy – and business returns.

You could have the greatest product or service in the internet world, but unless someone knows about it you might as well not have bothered. Web advertising, also known as PPC, is one way to spread the word, but often an expensive and therefore unsustainable long term approach. What you really need is a comprehensive Content Marketing strategy, with content thoughtfully optimised so as to be found and ranked by the search engines – and thereby your customers and prospects.

Content Marketing and SEO go hand in hand. A good Content Marketing strategy, successfully implemented, will deliver outcomes that search engines (and by search engines we’re really talking about Google here) approve of and rank highly, pushing your content up the search results where it can be more easily found by your target audience. The fundamental SEO 1-0-1 rule for ranking in Google is to have something to rank with. That is, Content.

But it’s not as easy as just developing content, publishing it and expecting to suddenly rank on Google’s first page. What exactly is ‘content’? Where should it exist? When should it be published? What will make it appealing to the search engines? Where do keywords fit in?

Here are four simple guidelines to achieving a successful web ranking outcome, or as we call it, compelling SEO.

  1. Define your content goals. ‘Content’ can take many forms, as long as it’s publishable online: blog posts, landing pages, press releases, videos, slideshows, articles – the list is reasonably extensive. But with each of these channels there should be a distinct objective. Do you simply want to increase your site’s organic traffic? Your reader to share the video link? Comment on the blog post? Click through from the landing page to your ecommerce site? Knowing what you want from your channel will narrow your focus on the content.

Develop a content calendar.This is a little more strategic than just writing a list of topics and arbitrarily allocating them to weeks throughout the year. Your content needs to be:
relevant both to your reader and to your brand; if you’re a financial services company, develop content about this month’s new credit card fees for example, not the latest sports scandal;
timely write about Christmas in December, not January. You can also use Google Adwords Keyword Planner identify when keywords related to your desired topic trend best throughout the year; and
interesting: use Google Trends to identify what topics are trending and link your product or service to said topic.
original: never be tempted to co-opt someone else’s scribbles for your own site, and if you hire a copywriter, run their submission through a plagiarism check such as Copyscape before accepting their submission.

Write for your target audience. Whilst your ultimate goal is to improve your search engine rankings, do not attempt to pepper your content with all the keywords you have identified as valuable, and then expect to rank for every one. Google does not work on the principle of the more keywords the better, Google only thinks good content is something that’s worth sharing, and engaging with. Therefore, your content must talk to the user first, search engine second. If your audience finds your content interesting, informative, engaging, and – the holy grail – worth sharing, search engines will believe those are pages people want to see, and rank them accordingly.

Give your content length. Short or long, a combination of both is best. Use Twitter, Facebook or YouTube for short content (up to 100 words), use press releases, blogs or articles for long (up to, and even over if you’ve got great content, 1,000 words). Just align your content with the environment in which it sits as well as the level of engagement of the audience you’re speaking to. And always remember the rules for keeping the content audience-focussed: it must be relevant, timely, interesting and original, all of which will result in high-quality content and thereby improved SEO.

All of the above best practices are relatively simple to undertake, although some may require specialist skills such as SEO keyword gap analysis and Copywriting to fill those gaps. If you would like to discuss your site’s Content Marketing strategy and SEO goals, Komosion offers these services in–house and would be delighted to assist.