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SEO Content Marketing that Works

My friend Sheryle Gillihan likes to say, “If you build it, they will not come.” And you know what? She’s totally right. You can have the most fantastic website and write the best content, but without SEO content marketing that works, few people will ever see it. 

Most people put things online because they want other people to see what they create. And, for those of us in content marketing, the more of the right people’s eyes there are on our content, the more likely they are to turn into customers or clients. 

That’s why I wanted to share my advice with you on SEO content marketing.

What is SEO Content?

We need to put first things first, right? So, what is SEO content? If you already have a solid grasp of this concept, go ahead and skip this section.

Search Engine Optimization Content is content you create and post on your website to earn search visibility. It’s the writing you strategically put out there to try to get Google to pass it along to others.

SEO content includes content marketing, like:

  • Blog posts
  • eBooks
  • Customer Success Stories
  • Ultimate Guides
  • Workbooks
  • Webinars
  • Cheatsheets
  • Videos
  • Podcasts
  • Product pages

Producing SEO content doesn’t mean just adding a bunch of keywords to the page. It means researching to determine what your audience searches for online, then creating keyword-rich content that provides them with the information they need.

You can’t just stuff a bunch of keywords into your content either. You need to match the searcher’s intent and provide VALUABLE content. That means, content that solves their problem, answers their question and makes their day better.

person using macbook pro on table
Photo by Firmbee.com on Unsplash

SEO Content Marketing that Works

So how do you create amazing SEO content marketing? Honestly, it’s a bit of a moving target. Google changes, which is why you have to stay on top of what Google wants and how it wants it. I love nerding out on this stuff. Here are some of my best tips.

Understand Search Intent

To create content that attracts people, you have to understand what they’re looking for. Search intent is why someone searches Google for something. What makes them go from just curious about a subject, product, or service to looking it up?

4 reasons people search online:

  1. Information. They want to know something. They have a question that they need answered.
  2. Navigation. They’re looking to go somewhere. They either actually want to find a place, they want to learn about a place, or they want to visit a store.
  3. Transaction. They’re ready to buy something.
  4. Local. They want to discover something nearby that they aren’t yet aware of.

To create content that draws an audience, you must understand your audience and their search intent concerning your business. Why are they likely to end up on your site? What are they looking for? That’s the content you want to create.

Adhere to E-A-T

Google uses the E-A-T acronym to explain what it’s looking for in content. The acronym generally explains how Google looks for accurate information that best serves its audience.

E-A-T means: 

  • Expertise. The content comes from an expert, which means it has someone’s byline on it.
  • Authoritativeness. It earns backlinks. Others reference it in their content because it contains important information.
  • Trustworthiness. The content is on a website with a positive online reputation.

Some of these things are a bit out of your control, but you certainly can make sure to have a name on everything you post. You also can encourage others to link to your posts by providing well-written, authoritative content. All of these things will help you gain trust.

Know the Keyword

Don’t write content for your site without first knowing the keyword. You need keyword research. Otherwise, you’re just throwing content out there and hoping people will find it and want it. If you aren’t sure how to do keyword research for your site, I recommend hiring someone who knows. Solid keyword research sets your site up for Google success. Success with Google means more eyes on your content and, eventually, more customers.

Write from a Brief

Don’t just sit down and start writing. Write from a brief that outlines your SEO content and sets your writing up for success. The brief should include an outline of the information you plan to use, research links, links you plan to use in the post, your keyword, and the planned Call-to-Action. The brief is the foundation for strong SEO content writing.

Use the Keyword Strategically

Some people take the approach that the more you use the keyword, the better. That’s not it. Keyword stuffing will actually make Google penalize you. That’s the opposite of great SEO content marketing. Plus, no one wants to read content written that way. Instead, use the keyword strategically throughout the post. You want it in the post title, the introduction, and sprinkled a couple more times throughout the post, including in an H2. IF it makes sense to do so. 

Optimize Before Publishing

I could write entire posts about writing (and our team has on our site), but SEO is the purpose of this post, so I’ll skip right to publication. When you have the content on your site, it’s time to optimize it to make sure it’s search-ready. 

Things to check before publishing:

  • Keyword. Add the keyword in the required locations for optimization.
  • Title Tag. Make sure the title tag and title use the headline you chose. You don’t want random numbers or letters in the URL.
  • Meta Description. Write a meta description that uses the keyword and sells the post.
  • Images. Add photos or graphics. Compress them beforehand so they don’t slow down your site.  
  • Alt Text. Be sure that your images include proper titles and alt text.

I recommend you install a plugin like Yoast that analyzes your post for SEO. Then you can follow its lead on making improvements before you publish. Also, their price point is affordable and the features in the pro version are 100% worth it. 

Distribute Your Content

Yes, the purpose of this post is to help you understand SEO content marketing that Google will love. But you still need to do your part with distribution too. That means, after you publish, you want to share your post in all the places. Put it on your business’s social media, as well as your own. Encourage your team to do the same. And don’t forget to share it on Google My Business and in your newsletter. Be proactive in your content distribution while you wait for Google love.

Let Content Journey Provide SEO Content Marketing

SEO can be intimidating to those who don’t understand it or have the time or desire to learn. Our team wants to help you grow your business. We’re happy to create SEO content marketing for you while you run your business. Schedule a call with me, and let’s talk about how Content Journey can help drive traffic to your website through SEO content marketing.

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