Search engine optimization (SEO) has undergone a major evolution in the past few years. Between constantly changing search engine algorithms, the increasing success of social media optimization, and the continuing success of e-mail marketing, SEO requires a greater understanding in order to provide worthwhile results.
It is because SEO requires a greater understanding that it is valuable for content marketing writers to take a “back to the basics” approach when examining the relationship between SEO blogging and content marketing.
“S” Stands for “Search”
In an effort to create great content with strong keywords that will inspire readers to continue reading, make a purchase, or share the content with friends, it is easy to forget that the first step of SEO blogging is to hook the reader.
If the content never appears on the first page of search results or if readers never click on the content, because the title or metadata doesn’t attract their interest, then the content has no SEO value.
Keywords, Metadata, and Titles
In the past, before Google updated its search engine algorithm extensively, keyword saturation was king of SEO. That time has passed. But even though keyword density is no longer critical, quality keyword usage still is.
You want your content marketing to use important search keywords naturally and in conjunction with related search keywords. This lets the search engine algorithms know that your content has value to the reader.
If you aren’t sure what keywords are best for your content, use a program like Google Analytics to determine what people are searching for.
Keywords are only half the equation though. Keywords get you on the first page of search results, but metadata and titles get readers to click on your content. You need to appeal to the instincts of your target audience when creating titles and metadata. Try to make sure that the tone of your title and metadata fit that audience.
In general, unless you are writing purely for academics, something slightly witty will draw the attention of potential readers and earn a click.
Engagement is Critical
The key to any inbound marketing strategy is engagement through excellent, focused content. Readers are more likely to click links, share links, or make purchases when they find the content of a website engaging. Furthermore, the search engine algorithm changes that companies like Google constantly make are literally designed to promote more engaging content.
By making your content marketing more engaging and more valuable to your target audience, you will get better returns from your investment in that marketing.
Long Term Strategy
One of the main advantages of SEO for content marketing is, unlike social media marketing or e-mail marketing, it is a long term strategy. Your content can and will be discovered by random searching for years to come.
You want the majority of this content to be evergreen, so it is just as engaging ten years from now as it is today. Finally, make sure to periodically update this content to maintain engagement value and keep it in line with evolving SEO algorithms.
