SEO and content marketing: Beginner's Guide
Working with content marketing creating an effective strategy to optimize and increase the traffic of your site, is one of the most important tools to improve your results through organic searches.
When a person comes to the site through the search of keywords that are related to your content, it shows that what you are publishing has a good positioning in the results of the search engines.
In order for your site to have a good positioning in the searches, the content you publish must meet a series of requirements that will be essential to be successful with SEO (Search Engine Optimization). Since April 2015, Google, the world's leading search engine, changed its algorithms related to searches. With this, great changes can be perceived in the published content when we search on certain topics.
Our goal is to demonstrate how to stay in the top places of organic searches and ensure the success of positioning in Google with the help of SEO and the production of quality content. Finally, SEO and content marketing are both sides of the same coin. Today we are going to delve into the subject and mention some of the essential practices for the joint use of these two strategies.
seo and content marketing
But what is SEO and Content Marketing?
What is SEO?
SEO (Search Engine Optimization, or literal translation, Search Engine Optimization) is the set of techniques that seek to increase the ranking of a blog or website and improve its ranking in the results of Google and other search engines.
The adoption of SEO strategies is the best way to highlight your blog in the middle of the vast number of sites that exist. It is through SEO strategies that it is possible to improve the visibility of a blog or site and reach a good position in the search engines of the network and, in this way, gain prominence and visibility for the business.
One of the most relevant SEO strategies to achieve web positioning is content marketing. It is through the adoption and investment in content marketing that your business has the opportunity to achieve a good positioning in the search engines.
What is content marketing?
But what is this strategy so fundamental to the success of SEO? What is content marketing?
Content marketing is a way to get involved with your target audience and grow your network of customers and potential customers through the creation of relevant and valuable content, attracting, enveloping and generating value for people, creating a positive perception of your brand and, in that way, generate more business.
It is, then, content made to educate, inform or entertain a future or current client and not only to disclose and talk about your product or business.
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SEO indicates the requirements, Content Marketing meets them
SEO and content marketing are two things that complement each other. This happens because as soon as SEO tells us what we need to stand out. Content marketing gives us what is necessary to achieve the results. SEO does not exist without content and everything that is produced must follow the rules indicated by the search algorithms.
When you work with the two tools harmoniously and integrally, it is possible to achieve excellent positions in the search engines. With this, people can find and access your content more easily and search engines can better track your site. Organize your content
The content on your site must be organized in a simple and objective way. Besides being good for SEO, that organization also helps visitors to your site find other content related to what they are looking for more easily. The longer visitors stay on your site, the greater your chances of conquering potential customers.
How to use content marketing to position?
SEO and content marketing are strategies that complement each other. But how to use content marketing to obtain a good positioning in the search engines?
The first thing you should know is that Google, the main web search engine, values pages with a large volume of content that have certain characteristics and parameters defined by Google itself. Thus, pages that offer a lot of content (and content with the characteristics defined by Google) are more likely to obtain a good web positioning.
Knowing that, the second thing you need to know is that the web structure of companies and services are limited. That is, through them it is not possible to offer content in the amount and with the quality required by the search engines. Therefore, we recommend that you opt for the creation of a blog that is linked to the site of your company. The structure of a blog offers several advantages, including producing content with a certain frequency and using different keywords - which is essential to obtain a good positioning in search engines.
Good content increases visitors on your page
When we are going to work on the production of content for your site, it is essential to keep in mind that although that content is of high quality, it does not guarantee the increase of your sales. What we can affirm is that with this strategy the number of people that reach your platform will increase and although it is not exactly what the user expected, if what is published is relevant in some way and adds value to what really matters, the Information will generate trust and educate visitors.
seo and content marketing
The prerequisite for a good content is to play a resolution and educational character, making the reader return to find more information provided on your site of a certain topic. The goal here is to become a reference and generate qualified leads by then, work the conversion in loyal customers.
Content marketing works not only because it is not only an appeal to purchase, but also offers an opportunity for the user, offering information about the business. Using this content in the stages of inbound marketing is a guarantee of more leads. Therefore, producing content only works when you know well the business, the audience, the needs of the market and the strength that your company has to become a specialist in a segment. For which, people need to get to your site. The best tool for this is SEO and its performance algorithms. The keywords in search of success
Certainly you must have already heard that the best way to achieve good results on the internet is based on the formula "frequency of publication combined with content of interest to your audience". But content and frequency alone are not capable of making your site stand out and get the attention of the online consumer: the choice of the most appropriate keywords, which are those that people write in the search engines to get to the topics of their Interest, when promoting your content, is an important part of this strategy.
If the goal is to generate or increase traffic through searches, it will be necessary to understand how keywords work. With this you will know what people are looking for and you can develop topics with the necessary information. Nowadays, SEO does not work only with exact words, but with words that discuss the subject in general. This is something important when creating your texts: it is necessary to think about everything, what kind of things people are interested in and what are the words that will direct the user to your content.
Choosing the keywords to optimize your content
The first step in choosing the right keywords for content production is finding the words most associated with your business. This is a good practice to boost your team's online production and reflect the quality of your messages, not only to add value to your SEO strategy, but also to urge your writing team to focus their work on the selected topic and centered.
seo and content marketing
The most used tool for this is Google Keyword Planner, available to anyone who owns a Google Adwords account. Write a keyword that you consider strategic and Google will provide other words related to what users are looking for frequently. With this list in your hands you can produce a series of contents aligned to the searches that your audience does. The main point here is to develop a list of terms that will keep your site accessible and semented. Monitoring the keywords
It is not enough to just choose the terms and work with them. It is necessary to monitor the daily changes in your traffic and analyze your position in the search sites. This information is extremely valuable because it will give you a point of reference to work and adjust what is necessary. Monitoring is necessary to make a correct and efficient reading of the presented data: the information varies on its position and the interpretation of the data is necessary to decide if it is time to change the keywords or keep them for longer. Google Analytics can be your best friend in this task.
Creating value through the contents
It is worth noting that content should not only think of texts. For content should be kept in mind: images, graphics, videos, posts on sites and social networks and any type of information that is really relevant to your audience. Creating value goes beyond the promises of the brand. Without interesting content (even if you are well positioned in the search engines) it is very difficult to create a good audience, have followers and make people really interact with your brand.
It is important to note that SEO algorithms and searches also evaluate the time spent on your site through the bounce rate. If a person clicks on your link and leaves your site immediately, it is detrimental to your positioning. Providing quality content to your audience is an important tool to promote your products or services, in this way, you will create the relationship between company and client, give value to your brand and help open doors for the generation of new business through the acquisition of qualified leads.
Content is a fundamental part of the strategy that will increase your online authority and consequently generate more sales for your business. Through the content it is also possible to clarify doubts and identify the reactions of your audience to a certain product or service, which is extremely valuable information for your company.
How to optimize a content?
Today it is consensus within digital marketing that "content is king". This is due to: (1) good content causes interest in the audience, (2) good content strengthens the company / brand / business at all levels and (3) search engine algorithms are based primarily on the content.
But how to produce content with the quality required by Google's search engines? How to optimize a content? Below, we present the main tips.
- Keyword Research
The first step to create content with the potential to obtain good positioning is the search for keywords. There are several tools for searching for keywords, but the most important is the Google keyword planner. Today it is more than proven that the right words have a great potential to attract the public, even with so many data scattered on the web.
After selecting the most appropriate keywords for your business, the next step is to incorporate them into the texts of your blog. This will allow your blog to appear in Google search results. We recommend, however, that you repeat the keyword throughout the text without exceeding 2%. There are tools that help control this aspect, such as SEO Quake 2. Creation of an editorial calendar
After searching the keywords, the second step is to create an editorial calendar. Organization and planning are necessary for any digital marketing strategy. The editorial calendar is a great tool for this, through it ensures a good distribution of content throughout the year.
Every editorial calendar must include different content formats: texts, ebooks, infographics, tutorial videos, articles, podcasts, etc.
We remind you that both the type and format of the content will depend on the nature of the company and the target audience. Therefore, we recommend that you analyze the competition and study the different possibilities that exist.
- Extension of the texts
Texts containing 1500 words are ideal for a good positioning. It seeks to produce texts of 300 to 1500 words. Avoid texts with less than 300 words!
It is useless to produce a huge volume of texts without respecting the rules of spelling. Search engines value content without spelling errors, grammatical errors and lexical inconsistencies. Stay tuned and always look for your publications. 5. Headline tags
To obtain a good web positioning, it is important to pay attention to the structure of the text. The structure of the article contributes to SEO positioning. Therefore, we suggest that the labels H1, H2, H3 be used for titles and subtitles.
Create attractive titles that attract the user's attention and encourage them to click. Do not forget to incorporate the main keyword to the title.
- External and internal links
Add to the content of your blog, internal and external links. Internal links are links that go from one page to another within the same domain. And external links are links that refer to another web page.
The internal and external links are fundamental to obtain a good web positioning. They facilitate the work of the Googlebot (Google's web crawling robot) and contribute to show Google the authority signs of a page.
Types of pages to work in SEO and generate content
These are just some of the basic types of content that can be valuable for your content marketing alignment with SEO; but do not let this list limit your production, be creative !:
seo and content marketing Blog Post:
Creating a blog is one of the easiest ways to create a regular flow of content for SEO. In general, posts are more attractive and tend to get more clicks of product pages, making your page more known.
Keep in mind that blogs are much more flexible and you can use them for any type of content below: Articles:
This is the main type of content you'll find on most sites. You can create them in straight texts or create lists. Guides:
A guide is content that explains in detail how to do something. You can publish a guide on a certain topic on your site or even give a summary when you are looking for people to register, requiring readers to fill out a registration form to access the full content. This can be a good way to generate leads. But keep in mind that when looking for a registration action you will probably reduce the SEO traffic for this page. Videos:
Generally, there are fewer videos on the web than text pages. This is why it can be easier to qualify on the first page of a competitive keyword with the creation of a video than with an article. Depending on the type of site or business in which you work, videos can be a great way to attract and reach your audience.
Consider creating tutorials on how to use products or illustrate a process that is related to your business. Infographics:
They are images that contain data (often in the form of graphs or tables) on a specific topic that can accumulate a large number of visits. However, as much of the content is incorporated into an image and can not be read as a text by the search engines, it is important to carefully optimize the rest of the page. Developing an SEO and content strategy
If you produce content in a random way, waiting and praying to generate results, it's time to stop and draw a new strategy involving SEO and a planned production of content. Define your goals
First, determine your goals as a site or business. Do you want to boost sales through your site? Do you want to monetize your site through ads and therefore, you just want to increase traffic and generate readers? These proposals will be key for you to define how and for what to work.
If you are trying to drive product sales, your main focus should be on your consumers through useful and attractive product pages, which are optimized for both the search tool and for conversion. In this case, your secondary focus could be blog content that illustrates when and how to use your products, without promotional content.
Now, if your site operates in an advertising model and the goal is to attract new readers through the search, you should concentrate on richer, more elaborate content with longer articles or video resources that can be informative and fun.
Know and define your audience
Once you know the focus of your business, it is possible to develop and define your people. With this you can establish the types of content that these people tend to look for. For example, if you have a B2B site that targets C-level executives, you can create white papers that can be downloaded and saved to be read later. In the event that your audience is teenagers and pre-teens, you can focus on frequent updates on your social networks with less text and more images and videos. Create a publication calendar
Once you define your goals and you know what audience you want to reach, it's time to build a publishing program. Through an editorial calendar, you can schedule how often you want to publish new content. This will help you maintain a regular program and this is especially important to create a regular base of visitors if you have a blog.
Analyze and re-evaluate
Regularly analyze the SEO of your content to see what is working and what is not fundamental. Good measures of success are participation including visualizations of pages, links, comments on posts and other types of content, social actions such as likes on Facebook, tweets, etc. and conversion rates. Your analysis should have two objectives: identify your successes to repeat these strategies and make time to update and optimize your previous content with the use of SEO tactics.
Working with content marketing is a worthwhile investment. To start with your strategies, just choose the form of content production that best suits your objectives.