Effective content marketing is a vehicle for modern SEO.
Just as wheels without an engine leaves you pedaling, content without an SEO strategy can’t keep up in a digital marketplace. And just like an engine with no wheels, SEO without content is a shiny machine that goes nowhere.
Content needs SEO to stand out in the din of mediocre blog posts clogging up the internet these days, and Google has said that one of the top three ranking factors for organic search is “content.”
But what does that mean? Not any content, surely. Unfortunately, search engines are not handing out checklists for “high-quality content,” and they probably never will. That means it’s up to those of us who geek out on this kind of thing to study search results, mine Google Analytics and create massive spreadsheets that we pretend to be bored by but secretly love — all to bring you (and ourselves, who are we kidding?) a comprehensive guide to creating “high-quality” SEO content.
Too many marketers are still waiting until the end of content creation to bring in SEO as a promotional tool. They try to figure out what they’ve just created, so they can plug in a few keywords and links.
But an effective content marketing strategy should start with keyword and user intent research. Once you know what queries your audience is using, and what kind of content they are looking for, you can design a content strategy that answers their specific questions and helps move them through the funnel.
Good UX is good SEO. When users are engaged, they consume more content, interact with it and share it. From the overarching structure to the details of the layout, make sure you are designing good content.
There are plenty of philosophies about which characteristics make content “good” — or “sticky” or “thought leadership.” They are all worthy considerations, and every piece of content should cover at least a few:
And as you continue to design content, keep your audience in mind: you are writing for people, so search engines can also understand — not vice versa.
Is there anything as unsettling as a typo in an otherwise great piece of content? No. There isn’t. While there is no evidence, at this time, that grammar is a ranking signal, it’s a UX/credibility concern.
Additionally, citing sources and linking to other authorities is good technique, but it’s also good SEO — those outbound links demonstrate to search engines that you know your stuff, and that you’re associating with the right crowd.
You started with keywords and user intent research, of course, so this is not about figuring out which keywords apply to the piece of content in question. This is about examining how that keyword is being used in said content.
It’s true that keyword stuffing is very, very out. It was never cool in the first place, but now — thanks to Google — it’s also ineffective (if not dangerous). It’s also true that Google is very savvy about keywords. None of that, however, means that keywords are “dead.” It just means SEO needs to use them better.
(It is also worth noting that users look for keywords. Google is smart enough to recognize common synonyms, but when a user types in a keyword, he/she is looking for that bolded keyword on the SERP.)
Technical SEO is, mostly, an entirely different conversation. Most technical SEO factors are sitewide issues that need to be audited, and the important ones cleaned up, before you start trying to optimize content.
There are, however, a few technical considerations relating specifically to individual content, and I would be remiss to ignore them:
They say beauty is in the eye of the beholder, but they have never tried to rank content in organic search. The truth is, for our purposes, beauty is in the eye of the target audience — as interpreted by a machine learning program at Google.
Fortunately, RankBrain, although still fairly vague and nebulous, is at least pretty consistent. That means we can Google thousands of terms, study tens of thousands of results, A/B test our own hypotheses, and come up with a list of characteristics that are very likely beautiful to Google — 77 characteristics, to be exact.
Start your SEO content journey by bringing the two together from the beginning. If you are working with a content marketing strategy that did not start with SEO research, start again. When the wheels and the engine start together, you set out on a much smoother ride.
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