When it comes to content marketing, it’s crucial to stay in touch with current SEO practices to ensure that your content has the best shot of appearing high on search engine results pages. That means either becoming knowledgeable yourself about SEO or hiring an online marketing agency to help you understand how search engines view your content, and how they prioritise rankings based on how helpful your content is at answering the question asked in a search.
At Falkon Digital we are constantly keeping our eye out for changes with SEO, so here’s a best-practice guide to incorporating today’s SEO principles into your content marketing.
What is SEO content marketing really is
Content marketing, of course, is the practice of creating organic content and publishing it on your own site or other online channels to attract users who eventually convert on your site.
When you optimise for search, you’re really getting at the practice of making sure your content can be found by search engines, prioritised higher in the search results, and acted upon by the type of user most likely to convert once on your company’s website.
Some businesses make the mistake of thinking that once they have had their website updated with simple keyword meta-tags in HTML code throughout their website that they are now up to date with SEO. In 2017 the reality is that every website is now built “SEO friendly” but the best practices have moved to a different level of sophistication.
In 2017, a content marketing piece needs to raise its hand in the crowded world of copy when a user is asking a question. The content needs to be the best answer to the question being asked.
Search engines like Google now use an array of techniques to figure out which content should be at the top of a search, including how many other people have the same question or a similar one answered via that content piece.
Know your personas
Do you really understand the type of customers you’re looking to attract with your content?
By understanding these attributes, you’ll go a long way toward creating content that is optimised to answer the questions your ideal customer is likely to be asking in a search.
Prioritise natural language
Once you have a solid sense of the exact types of questions your ideal customer is asking, when you’re creating content, remember to prioritise natural language.
In the early years of search engines, we would all use short keywords, trying to be as specific as possible. In 2017 we now find ourselves using sentences in order for us to get the information we need as search engines are loaded with much more content.
Add in the voice-recognition software available today (Siri, Cortana, and all the rest) and then picture how somebody is going to look for a thing online. Will your audience be searching keywords or ask a plain-language question? The answer is the latter.
Users today are picking up their mobile phones and asking things like, “What’s the best plumber near me,” “How late is Tesco open,”. That’s the magic of semantic search, also known as natural language search. We don’t speak in keywords. We speak in sentences and now search engines are able to do the same thing.
We don’t speak in keywords. We speak in sentences. Search engines do the same
Most often, a person is looking for an answer to a question. When you are creating content for your website be sure that you’re addressing specific questions that your ideal audience is likely to be asking. Answering questions they may have quickly will be much more positive in trying to drive them to do business with you.
The more users who find you because you’re answering helpful questions, the higher your content will appear in search results, because search engines rank content in part by how many people found it valuable when asking a specific type of question.
Format your content
There’s another secret to prioritising language when creating your content so that search engines link a user’s question with your answers, and that’s making sure to format your content.
Use your header tags wisely so they guide the user to see where to find the answer to their question. H1, H2 and H3 formatting aren’t just used for formatting pretty headlines; these tags are used to break up the content into scannable sections for the engines and the users.
Your H1 headline tag should denote the most important, overarching theme of your content. Use H2 for subsections of H1 content, and H3 for subsections of H2 content.
Your headlines should be easily scannable so that you’re effectively screaming on the street corner how valuable you are to a person asking the question.
Create a consistent content calendar
When it comes to SEO content marketing, your publishing schedule is what matters the most. Consistent, regular, predictable updates go a long way toward convincing search engines that your content is fresh, relevant, and timely for today’s user. Google’s “freshness score” reflects timely and updated content – you want your freshness score to stay high.
To achieve that goal, post often, keep your content fresh and regularly add new pages to your website. Regular content updates will positively impact your ranking on all search engines. Make sure that your content calendar is well-organized and well-crafted. I suggest not only creating content regularly, but also tracking that content using metrics such as content type categories, the frequency of posting, desired tone, call to action, URL, core keyword phrases, and a social media schedule to promote each post on your feeds.
Get help from an SEO marketing company
Remember at the start of this blog we did remind you that there are 2 options to SEO content etc either yourself which right now sounds confusing or hire the experts. At Falkon Digital we can put together an SEO strategy to suit your business needs. Our on page SEO and Search Engine consultation services not only help your website perform in the Search Engines but also help make your website and brand trustworthy and attractive to visitors.
If you would like to discuss with us any of the points raised in this blog then contact us and we can discuss helping your business in greater detail.