When organizations start out with SEO, they often start with a dedicated SEO specialist.
The responsibilities of this person are usually broad and cover a wide range of duties.
They often work with commercial-priority content teams, who drive content and work separately from the SEO team.
The biggest challenge then is getting the content team to care about SEO.
Just as you need your development team to understand SEO priorities, it’s important that you inspire your content professionals to support your SEO goals.
Why Content Teams Need To Care About SEO
Some of the duties of a new SEO specialist may include:
Because teams outside of the SEO team manage all other content creation and enhancements, there is a risk of missing opportunities for new content, shallow understanding of user requirements, and unintentional de-optimization of content found via search engines.
SEO experts and teams can react to the risks and opportunities of high-priority content, and infuse SEO understanding and considerations into the process.
This is one of the most effective ways to increase the depth and breadth of a site’s organic search presence and maximize its potential.
Demonstrate That SEO Search Data Is User Intent Data
To see how SEO and content teams can work more closely together, first understand where their interests align.
Content team KPIs are often centered around engagement metrics:
Content creators need to be highly tailored to the needs of the people they are writing to in order to maximize all of these measurement areas.
At this point, it’s an SEO cliche that “no one lies to their search box,” but there’s a reason we repeat it so often.
The data on search engine queries helps reveal exactly what people are searching for, how they are searching for it, and how many people are searching for it, and the SEO team holds the key to all that information.
By giving the content team access to user search data, both teams can increase their number of visits and – most importantly – provide more value to their customers.
Initially, this often involves providing live keyword research, but to avoid your team becoming a hindrance in this endeavor, you must provide the tools to do their own research.
Teach Them How To Optimize Their Content
Once they know what they are looking for and how their users are, your content team needs to know how to position their work to be found: The first page of search results.
As a former SEO guru and professional, the biggest tip I can give is to keep it simple.
We know that every part of SEO is full of nuance and the answer to every question starts with “it depends.”
But your goal here is to give content creators the confidence to start optimizing their work, so follow a few key, easy-to-follow guidelines.
They should know best practices for optimizing metadata and structuring content, as well as how to analyze the top-ranking results for a term to gauge the ideal length and format of top-ranking content.
Tools like browser extensions can make this easier by providing header tag and word count information.
Prove The Benefit Of Considering SEO
At this point, if you’ve done your job well, one or two members of the content team likely have a particular interest in SEO.
They are the ones who will ask the good questions and follow up with you to validate their research and plans.
Now that the team has done the basics of optimizing content for search engines, you should encourage them to go ahead and continue to develop their skills.
The best way to do this is by showing results.
As discussed, content team’s KPIs typically include traffic coming to a site through their pages.
Proving that their efforts to increase this number by leveraging search interest will renew and amplify their enthusiasm.
Plus, it will serve as a great case study to encourage others to follow suit.
Tracking keywords and showing ranking changes will allow them to see real improvements in their work, as will tracking and reporting changes in organic sessions and clicks from Google Search Console.
This is where having a company SEO platform prove its value by working with a team to create a dashboard that curates all content-related SEO data, making it easy to self-monitor and identify wins and areas of improvement, and incorporate SEO metrics into their understanding and reporting of the success of their work. .
The Broader Benefit Of Content Teams Incorporating SEO
The most obvious and immediate implication of a content team incorporating SEO into their workflow is that more content on the site will be optimized than the SEO team alone can achieve.
This helps make the site’s SEO more robust, as its presence in search results will not be so dependent on just a few high-priority pages and keywords that the SEO team has time to prioritize, along with all their other responsibilities. .
In addition, search interest and user understanding will often lead to SEO data being the driving force for creating new content. Content created with users in mind (and with actual data to increase understanding of what users want and need) will often have far better engagement and engagement than if it were based on assumptions.
As the team realizes the value of the new approach, SEO metrics are likely to make their way into case studies and reporting.
This, in turn, will be fed to more senior stakeholders, raising the profile of SEO interests through internal advocacy, which can lead to increased profile and endorsement, and increased investment – without you needing to distribute a single envelope filled with cash.
Featured Image: Jacob Lund/Shutterstock
What is good content? Good content is content that is original, actionable, and answers questions. It is properly sourced, unique, concise, grammatically correct and properly formatted. Use this formula to create content that will increase likes, shares, and will rank well in the major search engines.
Where do people find content for Instagram?
Here are 8 ways to find authentic and engaging content ideas for your Instagram account.
- #1. Search by comments. …
- #2. Survey your clients/followers. …
- #3. Get ideas from Instagram competitors. …
- #4. Search the topic in the forum. …
- #5. Search by keyword. …
- #6. Search on Pinterest. …
- #7. …
Are posts or pages better for SEO?
While blog posts are a very valuable part of a practice website, content pages are arguably the most important for SEO. This is because pages on medical or dental practice websites are usually the primary source of information for visitors.
Do post tags help SEO? Tags and categories can help create that structure, allowing people to easily find posts that interest them. When you use tags the wrong way, you can even make it harder for people to navigate your site. This is not only bad for the user; using tags in the wrong way can hurt your site’s SEO as well.
Does More content Mean Better SEO?
SEO Benefits of Long Form Content. Longer Content Leads to Higher Search Ranks. Simply put, research shows that longer content dominates page one search rankings. SerpIQ ran a study that mapped the top 10 results in a search query by content length.
How does content improve SEO?
Quality Content Helps You Generate Backlinks – One of the best SEO strategies is getting high quality backlinks from high authority websites. For Google, high quality backlinks show credibility and trust. The more quality backlinks you have, the higher your chances of ranking on Google.
Is content as important as SEO?
The short answer to this question is yes. Content is important for SEO (search engine optimization) and the two go hand in hand. If you want your website to appear in search results and drive traffic to your website, you must continue to create high-quality and optimized content.
How much content is good for SEO rankings?
According to Search Engine Land, longer content (1,000 words) tends to help websites appear in search results. Forbes points out that an average of 600-700 words per page is optimal for SEO.
Do pages or posts rank better?
Googlebot does not recognize the difference between posts and pages, therefore each has an equal chance of ranking in search results. Google does not differentiate between blog posts and web pages when indexing and ranking content. â€œPostsâ€ can rank as well as â€œpages.â€
Does long content rank better?
Longer Content Leads to Higher Search Ranks. Simply put, research shows that longer content dominates page one search rankings. SerpIQ ran a study that mapped the top 10 results in a search query by content length.
Are page titles a ranking factor?
Mueller went on to clarify that page titles are important for SEO and it is a ranking factor. However, they are not so critical that overhauling a site’s page title will cause a significant difference in ranking position.
Do posts rank better than pages?
Do search engines make a difference between WordPress pages vs posts? The answer is very simple: NO, they don’t. That’s all content for them and the same indexing algorithm applies to both post types.
What type of content gets shared most?
Infographics Infographics are the most widely shared form of content socially.
What makes content so shareable? ‘Shareable’ is something we all want from our content; The most shareable content not only gets you talking to your audience, it makes your audience talk about you. Sharing shows that the audience not only likes it enough to let their network know, but also wants the content to reflect their identity.
What kind of content do people like to share?
According to a detailed Hubspot study, lists and why posts are the two most popular types of content. The fact is that humans are attracted to lists. Online readers love skimming through content. That’s why marketers are so focused on creating strong titles and subtitles.
What do people love sharing?
84% share to show support for a cause they believe in. 78% share to stay connected with people they don’t want to contact. 73% share to connect with others who share the same interests. 69% share because it helps them feel more connected in the world.
What type of content is popular?
Blogs, eBooks, and video content are the three most popular forms of content according to HubSpot, but that’s not all you have.
What content performs best? Best content type #1: Video and live streaming One of the biggest content trends this year is definitely video and live streaming. Watching videos is one of the main activities people do online, with a third of all online activity being spent watching videos.