Content marketing has seen a huge increase as brands create unique content strategies that increase leads, traffic and conversions while expanding their brand in various countries through various channels, various platforms.
One of the most important elements of developing the content marketing strategy for the future includes the search engines optimization (SEO). SEO is essential to the success of a content marketing strategy as it allows people to find your website’s content through search engines, thereby increasing its visibility.
We will look at the reasons SEO is essential and how to integrate the two with your strategy for content and our top five suggestions to create a strong SEO strategy for 2023.
What exactly is SEO and what is its significance?
SEO is the procedure of enhancing an website to boost its position on Google and improve the volume and quality of traffic coming from search engines. This process is multifaceted: it involves multiple elements such as technical audits, link building, keyword research, content optimization, and much more.
The purpose in SEO is to increase its visibility on your website Therefore it is essential for companies that want to increase visitors to their website or want to be seen as trustworthy and reliable sources in their area or business.
Why you should integrate your content with SEO strategies
While SEO is a crucial source of distribution, it plays an important role in increasing the visibility of content across other platforms. Here’s how certain key elements of SEO can help you with your overall content strategy
When you are creating content, you must understand how the user going to locate your content. Keyword research is essential to understand the terms your audience is looking for and how often they’re looking for them.
The combination of the use of SEO with content-related strategies will give you the list of keywords you know your intended viewers are using to locate similar content. Then, you can include the keywords that you discovered in your research in the form of hashtags in your posts on social media and in the description of your videos, or in the text of your blog posts that are long-form.
Alongside understanding the terms that are being utilized to determine which keywords are being used, including SEO to your marketing strategy can help you to understand the motive behind the keyword.
If you understand the intention of the user, you can tailor your content to be most relevant.
For example, for informational content like blog posts choosing appropriate keywords and the proper intent for search can give you an edge over content that is not optimized because Google’s objective is to provide users best results for their query.
Content structure and format
Making content that is optimized in design and format is yet another reason to incorporate SEO into your strategy for content.
Not only can SEO provide you with an idea of the format that is most likely to produce the most effective outcomes, e.g., guide video, review or any other format however, it also provides you a structure guideline to ensure you offer the most enjoyable experience for your users and increase the likelihood of your content being viewed.
5 essential tips for creating the most successful SEO content strategy for 2023
With 90 percent of marketers using an content marketing plan, brands are beginning to focus on content marketing and spend more on the creation of content across various mediums and devices. With increasing competitors, brands will need to improve their content in order to make sure they are getting as much attention as they can. This is the reason SEO optimization is crucial.
Here are five points brands must consider when creating their SEO content strategy and trying to increase the visibility of their brand.
1. Create video content
There are many reasons why video is the most popular form of content marketing and how it has evolved into among the top types of content that can be used to connect with your viewers. Video in short form is highly effective when it comes to social media platforms, and it is among the most popular ways users consume media. This is the reason why short-form video is able to generate the highest return on investment compared to other media formats, and is the reason why social media platforms have been focused on, and heavily investing in the medium.
Video platforms are increasingly used by consumers to provide entertainment and education, as well for search engine purposes. Therefore that brands not only have to produce videos that appeal to the audience they intend to watch, but they must also focus on SEO optimization to ensure that their videos are easily spotted among the crowd of other videos.
2. Optimize for voice search
The arrival of Siri and other voice assistants has forced businesses to come up with new strategies to make the most of new opportunities. With 27 percent of the world’s online population using voice search on mobile devices and more than four billion voice assistants used all over the world companies that do not optimise their content to be compatible with voice search are leaving an opportunity to be missed.
There are a variety of key elements that influence the effectiveness of voice search However, among the most crucial SEO factors to consider when optimizing for voice searches is the feature short snippets, or search results displayed on the upper part of the results page, which is specifically selected from Google as the most appropriate answer to the user’s question.
Optimizing for featured snippets to be featured is best SEO generally however the additional significance of featured snippets optimized for voice search is that companies who do not optimize their content to be featured do not have the chance to get your content to get more prominent in the homes of people and while on the move.
3. Repurpose your content for different channels
Repurposing content means recycling content and then transforming it to be used on various channels. As an example, turning the long-form video into shorter videos or short snippets of content to be used on social media channels. It’s an innovative method for brands to produce new content, and also helps attract different types of audiences who prefer different formats for consuming media.
Some other ideas to repurpose content are making a blog post or article into videos or a social media thread or podcasts, transcribing blogs into podcasts, changing presentations into infographics, etc. There are plenty of options, businesses must ensure that they can adapt their content to the medium they want to utilize.
Some of the best practices for reuse content are:
Prioritizing content that is popular and evergreen.
Releasing recycled content in line by incorporating news, trends and other news events.
Using images gives your content the greatest chances of getting shared.
4. Optimize your website and enhance the experience for users (UX)
The process of creating a successful SEO strategy for content is built on the foundations of SEO and that’s the reason it’s essential to optimize your website.
The most significant SEO enhancements brands need to take into consideration are:
- Optimizing metadata
- Update canonicals regularly to prevent duplicate content
- Optimizing page speed and loading times
- Making mobile friendly layouts of pages
- Implementing structured data
From these optimizations come two important SEO guidelines for ensuring that your visitors have a positive experience when visiting your website, and making content as easily accessible as it is for mobile devices.
Mobile devices were responsible for more than 60 percent of all traffic worldwide in the first quarter of 2022. It is expected to surpass desktop devices in the foreseeable future. Because of social media and the entertainment industry now being so mobile-focused consumers are consuming media through mobile devices more frequently than before. Therefore, as the use of mobile devices increases the ability to provide an experience that is seamless for mobile users is crucial for 2023.
5. Stay up-to-date with Google’s algorithm changes
Google continuously updates its algorithm to give the best results possible for the search query. The majority of these changes aren’t that significant, but the larger updates could have a huge influence on SEO and strategies for content.
Google’s helpful Content Update which was launched at the end of September in 2022. It is the best illustration of this. In the last few years the use of artificial intelligence (AI) content has gained popularity due to its ability for writers and publishers to speed up the process of development process. Google’s response to this was to release the ‘Helpful Content Update’ that was designed to reduce the value of automated content and prioritise people-focused content.
We aren’t sure what algorithm changes Google will be implementing for the future However, it is important to keep up-to-date in order to discover the reasons why your content isn’t working as you would like it to.
Important lessons to take away
- SEO is an essential element of a well-planned content strategy particularly the most important aspects like search engine optimization along with mobile optimization and page speed. SEO and content SEO and content must cooperate to improve the exposure and visibility of your brand and your content across various channels and platforms.
- Video content is extremely well-known and is among the most effective types of content that can be used to connect with your viewers.
- Searching for voice is now more crucial than ever before, especially with the amount of media on mobile devices escalating. It’s a great method to create a brand prominent at home and while on the go.
- Repurposing content allows you to connect with different audiences who may consume media in various formats. However, the content needs to be optimized based on the platform and channel.
- Optimizing your website and enhancing user experience is vital to allow Google to consider and rank your content. It’s equally crucial in fulfilling Google’s core guidelines for providing users with an enjoyable experience on your website and making your site’s content mobile-friendly.
- Being aware of Google’s algorithm changes will allow you understand the latest modifications to how your content is assessed and scored by Google and also ways to prevent any possible setbacks to the effectiveness of your content.