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Basic SEO Must-Dos For Content Marketers
Basic SEO Must-Dos For Content Marketers

SEO & Content Marketing: A Match Made in Heaven

The glory days of SEO are over, the era of content marketing has begun. This is the view of many digital marketers since Google introduced their Hummingbird algorithm in 2013. The new algorithm means the search engine favors ‘conversational’ search. It has a specific focus on the meaning and intent behind a question, rather than keyword-specific queries.

SEO has moved away from spammy link building and grown towards strategic content marketing. But for the best results, content marketers need a strong traditional SEO strategy underpinning all content activity. Check out our list of the most crucial and basic SEO for content marketers.

Don't forget to take a look at these SEO tools for agencies before you get started!

Semantic Search

Google's Hummingbird algorithm seeks to better understand the meaning behind diverse queries. It draws on semantically related language and long-tail searches, meaning that sounds natural and like a real conversation. Search engines now focus more around the ‘what’ ‘where’, ‘how’ and ‘why’ behind a given search. Gone are the days when copywriters found themselves having to ‘stuff’ as many keywords into copy as possible. Instead, Google favours the creation of content that aims to answer user queries.

Despite this change, a high Google ranking still relies on comprehensive SEO keyword research. While a semantic and conversational approach is increasingly important, doing your keyword homework still really pays off.

Internal Links

An internal link is a normal hyperlink, which points from one page to another within the same domain. Internal linking plays a significant role in SEO strategy as well as navigational searches. Its optimization should be part of any effective content rollout. This can mean directing users to other relevant blog posts and site content and even just having properly structured header and footer navigation. Broken links are a big no no here, so make sure you check everything carefully.

A major benefit of utilizing internal linking within content is user experience. Providing links to related pages on your site within a content piece gives users a way to find more relevant information on your site. It also drives up conversion rates. This is because providing users with a reason to stay on a site for longer lowers bounce rates, and increases engagement as well. For SEO, internal linking assists in driving authority from one page of a site to another, and in establishing site structure. Search engine crawlers need to both see content, and have access to a crawlable link structure to browse the pathways of a website and uncover all its pages. Without a sound internal linking structure, content marketers run the risk that their copy is never crawled and indexed.

Often times, basic SEO for content marketing starts with the creation of a link strategy within your content flow.

The Power of Content Hubs

Another strategy that generates powerful results for SEO and content marketing is the creation of content hubs. A content hub is an aggregated ‘resource center’ of content, usually focused on a topic or keyword. The hub acts as a microsite, with its own navigation, and a one-off ‘home page’ which links off to articles, videos and other elements.

Content hubs are an ideal way for sites to send signals to Google regarding their authority on a given topic. This helps to boost organic rankings and gain link-building opportunities. Content marketers then have a great chance to create a range of semantically related copy specific to one subject. This means organic rankings will see a boost, driving traffic and ultimately conversions.

Seeding Content & Amplification

To cut through the clutter and ensure your content delivers results, it's crucial to seed content strategically and utilize a sound amplification strategy. This means sharing the right article to the right place, rather than just spamming the entire world with every piece you write. Being SEO savvy and keeping Google in mind as you seed can make all the difference with the amount of views you get.

When you create content around a topic that has seasonal spikes in interest, make sure that it's seeded a few months before peak seasonality. This will ensure that the Google spider has had enough time to crawl the text. Content that is seeded too late will simply not be able to compete within the SERPs when peak season arrives.

Your strategy should also allow for some spend on paid social. This will help boost SEO rankings, as Google is able to understand social buzz around a link. Furthermore, content marketers may want to adopt traditional SEO link-building methods such as influencers and external bloggers. This helps to better amplify content whilst keeping organic performance in mind.

Don't forget to track your changes and measure results with the right content marketing reports.

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