If you have a website, search-engine optimization (SEO) is a must-do. Billions of searches happen every day where people are trying to find the best products and services to meet their needs.
Ranking high in Google’s search results can drive a huge amount of organic search traffic to your website and new customers to your door. You can’t have a solid digital marketing strategy without including SEO.
Here’s how you can use content to bolster your search-engine optimization results.
Create information to reinforce your authority
We’ve said it before, and we’ll say it again: content marketing isn’t about self-promotion. It’s about providing value. The more value you create, the more people will want to view your content, and the more clicks you’ll earn.
If your SEO goals are all about getting more clicks, start by creating valuable, informative content in relevant areas of your field. Don’t think of it as giving away your hard-earned knowledge for free. You’re building trust, brand awareness, and a reader base that will remember your expertise when they need your products or services.
Get more visibilty to your content by creating great content that is both smart and strategic. Use a regular posting schedule combined with optimized language and visuals to maximize readership.
Bulk up your keyword strategy
Researching the best keywords for your business to target is one thing, but using them strategically is another.
Google’s Panda and Penguin algorithms make sure that high-quality content—the stuff that humans actually want to read—rise in search engine results above low-quality content. By low-quality, we refer to the use of sketchy, manipulative practices like keyword stuffing and content farming.
In other words, you get penalized for trying to hack SEO and rewarded for helping search engines accomplish their intended purpose: to bring relevant content to curious audiences.
To get your content in front of users who are searching for specific phrases, use those phrases strategically throughout your content. Do not overstuff! It’s never a good look.
Integrate backlinks more naturally
Linking to websites other than your own may make you hesitate. However, not only is it a natural part of the internet community, it’s a heavily encouraged practice in SEO.
Do you know which sites have the highest domain authority (DA) according to Moz? Resources like YouTube, Wikipedia, and news sites. In other words, resources that provide overwhelmingly valuable content.
Linking to high-authority sites will raise the recognized value of your own content.
What’s more, creating quality content is the most effectiving link building strategy. If you publish informative content that’s engaging and easy to share, more people will link back to your site, making you a more recognized source of knowledge for more and more visitors.
Make your site both user- and Google-friendly
You know good design when you see it — especially when it comes to websites. The same UX principles that lend themselves to readable content also apply to technical SEO.
Here’s where SEO and content marketing work together, instead of content marketing serving SEO needs.
Building a sitemap makes your website more search engine-friendly and lets your visitors access the information they want faster.
Using the right headings in your posts improves your search indexing and better organization for your readers.
Improving your writing will draw in readers for longer site visits and give you an edge over lower-quality content.
Content is fuel for your search engine optimization efforts. Similarly, content marketing that fails to use SEO won’t generate the results you’re hoping for.
That’s why at Exaltus we always make sure to optimize content for search engines as part of our Blog in a Box content marketing plan. Our work takes a holistic approach to help our clients improve their brand awareness and their bottom lines.
That’s why we’re ranked as a top content marketing agency in Canada according to market research platforms Clutch and The Manifest. We know how to grow your audience in a way that translates into real cash.
Carole Alalouf is the President and founder of Exaltus, and primary contributor to the Exaltus blog. In her Content Marketing role, she focuses on turning her clients’ complex information into a compelling story. Carole particularly enjoys visual storytelling in the form of presentations, whiteboard videos, websites, and infographics. Sign up to her email list and get powerful marketing tips in your inbox, 2-3 times per month.