Spread SEO: Cases that your content team can’t lose

Everyone knows that SEO and content are feathers, right?


Many content marketers I talk to still see SEO as a list of technologies they must use to attract people to their content.

They think that search engine optimization is a chore or necessary evil, or I dare say that this is a boring part of their work.

Ok, they are wrong.

SEO is a superpower of content marketers.

It is a direct link to the customer’s voice. This is Peter Parker’s strategy for radioactive spider bite content. And, most importantly, it offers more ideas for content marketers, not less.

Here are three ways to spread SEO to your content marketing colleagues to ensure that you get some conversions (and a closer relationship between SEO and content).

1. Use keyword cloud to drive creative ideas
Content marketers are responsible for keyword research for their content.

But they often approach it in painful old fashion:

Find an idea. Create a content.Ret-con title, title, URL and other elements to align with the keyword.
In a corporate marketing team, this can be a much longer process, with the SEO team providing keyword research for content marketers or optimizing content independently of the content team.

Our team uses keyword research as an important part of the content creation process, but it is a creative exercise in itself, by creating a keyword cloud as part of our brainstorming session.

We use our tools in real time to use keyword research as a way to use data-driven lateral thinking.

We came up with ideas about content topics and started putting them into our tools to see what’s on the other hand.

Then, we whiten new ideas and associated concepts until we find a compelling and unique perspective, which is also a powerful keyword strategy outline for comprehensive and real content across the entire theme.

2. Make content that always exists (or at least for a very long time)
Have you reviewed your company’s blog post a few years ago?

It’s like visiting a house that you grew up with when others lived there for many years.

It is familiar but extremely strange. The corridor is the same, but all the furniture is weird.

That’s because most of the content we create ends up in a huge ghost town on the edge of our website.

Of course there are some unicorns; the pockets of civilization on the wasteland still have access to traffic and a place on the SERP. But most of them are only responsible for the nostalgic movement.

Those SEOs can make a huge difference to the content marketing team.

We like to use calories: to think about it, if you have already consumed calories (effort, budget, time) to create something, instead of trying to make the most of it?

To do this, you need to look at the old content and find candidates for re-optimization and re-release.

Re-optimizing candidates is often closer. Often, these are the crumbling edges that appear on page 1 of the SERP. They require minor adjustments and edits to succeed for those compelling distance keywords.

The higher the monthly search volume for an amazing distance keyword, the higher the re-optimization priority.

Also check out the blog post showing a sudden drop in organic traffic, indicating something new happened on the SERP or post.

Then implement any changes needed to re-optimize the content.

Republicans need some stricter candidacy.

The initial discovery process is the same, but the content itself is outdated, or the content of the eye-catching distance keywords does not belong to the core theme of the film.

Teamwork then decides whether it is worthwhile to use older content as a basis to create better content that is consistent with current content strategies and SEO opportunities.

If so, we add it to the editing calendar.

If the original content and content team’s current priority or keyword opportunities are too misplaced, we’ll provide an additional potential source for the new content.

3. Optimize content touch points & user paths
The bounce rate is usually a scourge for the content team because it is difficult to understand how to deal with it.

I’m happy that someone came to your site and interacted with a piece of content, but it also meant that we didn’t provide them with a tempting next step (ie another great piece of content that was consistent with what they brought) first place. ).

The user path on the website is where UX, content and SEO are combined.

We need to understand:

Where are people from? Once they find us, they will be attractive to them. How to get them to accept the next thing they need.
Search engine optimization can help us answer all of these questions and create a content strategy that reflects the actual behavior of people after they connect with them.

What are the word clouds we talked about above? They give us insight into how different search queries connect to each other and allow us to create multiple content touchpoints that keep people engaged outside of an interaction.

We can also use SEO to see the actual user path for key content and set up next steps for optimization to get people deeper into the site.

Our SEO and content experts work with our web development designers to ensure that these user paths are as seamless and comprehensive as possible.