Content marketing and SEO belong together. Both disciplines need the other to achieve their goals. For SEO to be really effective, you need good content – and those who produce content need SEO knowledge in order to plan the content and to ensure that the lavishly created content is then also found by the target group.
Here we show how SEO tactics can help improve content marketing and make it more effective.
Content Marketing and SEO: Appealing page title
The so-called title tags define the title of a document. In the search engines, page titles are usually displayed on the search results pages (SERPs), above a short excerpt of the page content (snippet). Good page titles are important to SEO, and they affect whether something gets redistributed on social media.
The title tag has long been considered one of the most important SEO factors – the most important criterion is of course the entire page content. Title tags appear in three places: in the browser, on search results pages, and when sharing on external websites such as social media pages.
The title tag of a website should contain a precise and concise description of the page content. Therefore, it is essential for both user experience and search engine optimization. A good page title is useful in three areas: relevance, when browsing, and on the search results pages.
If you use keywords in the title tag, the search engines will highlight them in the search results when the user uses these keywords in their search. This makes it easier for the user to find and usually means higher click-through rates.
Tips for good page titles:
- Use times to pick up users who are looking for the latest content, e.g. “The 5 best newsletter tools of 2021”
- Write naturally and avoid repetition: The page titles should both do search engines justice and be easy to read and appealing for users
- Using the brand name on important pages like the home page – it’s not that important on blog and post pages.
Content Marketing and SEO: Content must be meaningful, visual and unmistakable
The old SEO technique, in which content was only created to cram a page full of keywords, is dead. The changes to the Google algorithm have forced search engine optimizers to focus more on quality than quantity. Another reason for the increased importance of content marketing.
High quality content should have value for the visitor – informative, useful and / or entertaining. The search engines decide whether content meets these criteria by evaluating user behavior with regard to this content – e.g. how long the visit times are on the page, what the next activity is after viewing the content, and whether the content actually answers the question that was entered in the search – all of these will help your content rank higher in organic search results.
Tips for good content:
- Create so-called evergreen content: content that is also relevant to the search in the long term and thus generates traffic.
- Create content that answers the most common questions about your topic / area of expertise. To do this, you can research what is currently being asked on sites such as Quora.
- Remember, the more your content is shared and linked, the higher it will appear in search results, which in turn leads to more clicks and visits.
Content Marketing and SEO: Integrate SEO and PR
In the past, the two disciplines have often clashed when it comes to how to improve search engine results and which approach works best. PR managers were of the opinion that deserved mentions initiated by PR should be preferred in other media. SEO professionals, on the other hand, held that their own content would achieve the best search results. In reality, both disciplines have to work together in the digital world.
Interlinking PR and SEO can significantly increase marketing effectiveness. The two so different disciplines work better when they work in harmony with one another. And both sides can learn from each other. PR professionals can learn more about keywords, link building, and other SEO tactics. SEO executives can learn from PR strategists when it comes to building and maintaining relationships and creating high-quality content.
Tips for SEO and PR:
- Coordinate goals and share (market) research results
- Follow a common keyword strategy
- Training PR staff in SEO & Analytics and SEO staff in PR issues
Content Marketing and SEO: Make your website fast and secure
A website’s loading speed is the time it takes for the page to load in the browser. According to research by Yahoo, up to 35 factors can affect a website’s loading speed. Many of these depend on the programming of the website – this requires a web developer.
You can test how fast your site loads with services such as GTmetrics or other tools .
No matter how you measure – when it comes to charging speed, the following applies: faster is better. Experience shows that faster pages often rank better and users convert better.
Tips for fast websites:
- Avoid too many redirects.
- Possibly use performance tools like Cloudflare.
- Optimize and compress images so that the quality is maintained, but the file size decreases.