5 techniques to use SEO data to make better content marketing decisions
Did you know that 91% of marketers use content marketing as an approach in their organizations?
It’s clearly gaining momentum.
But not all is sunshine and roses.
The same survey also showed that 48% of marketers believe that their content marketing strategies are either average, fair, or poor.
Image via SEMrush
That brings us to the question:
What can marketers do to drive content marketing ROI?
The answer lies in leveraging SEO data.
To create an effective content marketing strategy, marketers need to take a closer look at their SEO insights.
In this article, let’s take a look at how you can amplify your content marketing efforts through SEO insights.
A three-step process for brainstorming, collecting and refining your keyword list
Whether you’re putting together a pitch proposal, preparing for an interview or working on a comprehensive SEO strategy, keyword research enables you to develop a clear understanding of what people are really searching for online. It’s a simple yet fundamental task that serves as the foundation for any small or complex project.
Effective keyword research removes the guesswork and provides a level of objectivity based on real user behaviour. I’ve often been confronted with requests to use certain words or phrases because they seem right or align neatly with a particular brand positioning. But when we’re creating content that we want to surface in search, we must mirror the language of our customers.
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Understand different keyword research steps and techniques to begin outlining possible campaign themes and ideas
As one of the fundamental, foundational elements of effective search engine optimization (SEO), keyword research enables digital marketers to understand what consumers are looking for online and the potential opportunities to capture this interest and attention through the creation of relevant content and optimized user experiences.
SEO is often seen as an always-on, hygiene activity that is necessary before, during and after campaigns but rarely seen as an integral part of a campaign itself. However although keyword research can be very useful for unearthing larger, more permanent content opportunities for an owned media presence, the process itself can also be used to help inform ideas, themes and concepts for a campaign, whilst adding a level of objectivity and rigour to campaign discussions.
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Find out whether Latent Semantic Indexing has such an impact on your SEO and what you should do to improve your keyword research
Before writing this post, I’ve noticed wide discussions on Latent Semantic Indexing (LSI) and its effect on SEO. Some sources state it’s crucial to select what’s called LSI keywords to boost your rankings. Others say LSI has no impact on the positions your website takes. After reading different opinions on the topic, I’ve realized there are lots of people who don't know what LSI actually represents.
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If you’re interested in SEO tendencies, you’ve obviously heard of the Latent…
Positioning more than one type of content will divide your forces, reducing the effectiveness and confusing both Google and your users
Keyword cannibalization occurs when you're ranking for keywords with more than one URL on your website.
Think of it like a chess game where you’re playing on both sides of the board.
Positioning more than one type of content will divide your forces, reducing the effectiveness and confusing both Google and your users.
User intent is the focus here, because whilst the keywords you want to rank for might be different, the search intent or "query" is the same.
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Why do multiple pages compete?
Having different URLs compete for the same keywords is not unheard of. In…
Understanding the significance of search enables commercially-minded business marketers to construct websites that rise to the top just when prospects and customers are looking for them.
Think about your own information searches online. You use words and alter them, add to them or remove them to better refine the results you receive. Having a search engine optimisation strategy for your business helps to provide a structured approach to identifying the words that your customer and prospects use to then position your products and services to meet their needs. This is achieved by improving your visibility in search engines for the most relevant queries that people are using. If you are interesting and relevant enough, they may take an action to find out more.
Using an industrial b2b example, the mining products company Atlas Copco, we can see how a structured approach to on page optimisation can pay dividends.
Keywords are critical as they…
What is the objective of your SEO program? Actually you will have many but at the heart will be the desire to increase the amount of relevant traffic that hits your website(s) from natural search.
The total number of potential keyword searches that could drive traffic to your website is enormous. Some web owners get traffic from hundreds of thousands of different keywords. However, not every keyword delivers high quality traffic that adds value to the bottom line of the business.
One of the biggest challenges for SEO is to learn which keywords are contributing to ROI, focusing efforts where they can deliver the most reward. To achieve this you need to separate the wheat from the chaff and that means using the data available to discover what doesn’t work.
This article takes a look at some of the techniques you can use to identify and screen poor performing keywords, enabling you to…