Many marketers today are still putting search engine optimization at the end part of their content marketing project. They write a blog or finish up a new marketing campaign, and then at the end, SEO comes in to do its job.
But this approach is largely outdated and completely ineffective already.
SEO that is solid and follows modern practices can decipher who your audience is online, where your visitors are in the buyer’s journey, what format for content they prefer and what information they are looking for. All these insights lead to a more effective content strategy overall.
To enjoy the full benefits of SEO, it must be the foundation of every project that you’re marketing online from the start.
- Keywords Should Help Determine Content
There are many ways to get ideas and inspiration for your content calendar, but the questions that are asked in customer service and comments that are overheard in the office aren’t necessarily what digital users are searching for. Content that has SEO value needs to be inspired by the needs and questions that are being asked in the web. The best source for this information is Google.
Keyword research is the beginning of an effective content strategy since modern keyword research gives major insight into what the audiences are searching for. This process lets marketers identify the needs of users, brainstorm ideas for content and create it right the first time. This also helps generate sufficient content ideas for filling up editorial calendars.
- Keyword Research Should Define the Content
When it is expanded to identify the intent of users, keyword research also tells markets how to create content. Markets will be able to conduct searches for keywords and use the results to acquire important insights into content.
- What kind of information is required? If the search results for the target keyword provides how-to guides, basic definitions or beginner-level information, then the goal behind it is for learn intent or general knowledge acquisition.
- Who needs the data? If the search results provide very detailed information or are highly technical, the audience would likely be individual contributors. If they are high-level thought leadership pieces, then the audience may be executives. Research on user intent gives insight into the persona who are searching for a specific keyword, allowing marketers to personalize the content they make for the right audience.
- Where are the searchers in the buying journey? Those keywords that result in introductory-level content are often used by searchers that are still building up awareness and may not be aware that they have a problem that needs to be solved. Meanwhile, keywords that produce comparisons for a product suggest that users are aware they have a problem and have made up their mind to purchase to solve this.
This kind of keyword research lets the ideas acquired in editorial calendars expand with great detail. Once the content is written, it is going to include the proper information, will be addressed to the right audience and will cater to the appropriate journey position. This gets rid of discovering these details after content has been made.
- Google’s Priorities for Ranking Revealed in SERP Analysis
A SERP analysis aids marketers in defining the algorithmic preferences of Google. To earn a high rank, marketers will have to know which factors are being prioritized for their industry, niche, content, etc. Otherwise, they might be wasting their time and effort in pursuing things that might not affect the business positively.
Marketers can analyze first-page search results to create a personalized list of factors for ranking in their industry or niche. When the consistencies are compared in the top results, the most ranking factors that stand out the most can be identified and addressed.
Identifying the top factors for ranking will allow marketers to anticipate the preferences of their users and make the right content in the right format.