Search Engine Optimization (SEO) plays an important role in content marketing programs by making your content visible on popular search engines like Google. When content is not optimized for search, it can be more difficult for your audience to discover your articles. The key is to strike a balance between creating useful content that leads to action and creating content that’s easy to find.
Ways To Incorporate SEO Into Your Content
Identify Target Keywords
A keyword is a word or phrase people use in a search to find content. When Google indexes your website or a piece of content, it looks at several different factors to determine your ranking. This includes the keywords you use and how you use them. Since your ranking dictates where you appear in search results, it’s important to be selective when choosing keywords.
Focus on Themes
With its latest Hummingbird update and push towards semantic search, Google is shifting away from emphasizing exact match keywords and instead focusing on the theme of the article or page.
Appropriate Article Length
Since Google is prioritizing quality, it’s important to have an adequate word count. In general, 500 words or more for an article or blog post will suffice. And be sure your article flows well with clear, concise sentences.
Share Your Work
Content that’s shared, linked back to, and posted on other credible websites will improve your SEO rankings and drive more traffic back to your website. Reach out to relevant editors and reporters with timely article ideas that tie in recent news or important industry trends. Get to know the outlet and tailor your topic to their audience. With time- and resource-strapped news outlets, it’s easier than ever to become a contributor.
Find Your Niche
With growing amounts of content, it’s important to differentiate your work and focus on a niche. When you create several pieces of content around a specific topic or area of expertise, Google will eventually learn that you are an authority on that topic. Craft a compelling theme that’s relevant to your target audience and continue to develop content around it to grow shares, backlinks, and reader engagement.
Although SEO can be intricate and complicated, following these basic steps will provide a strong foundation for developing search-friendly content. By incorporating SEO best practices into your content development process, you can drive more traffic to your website, raise the visibility of your brand and position your company as a leading expert in your field.