Align content and SEO to ensure successful search

From a 30,000-foot view, capitalizing on organic search as a customer channel seems so simple. You need to create good content and secure good links – that's it!

Of course, in practice, this process is much more complicated. What is "good content?" And what are the "good links?". These questions could be their own publications. If you want to know more about these topics, I suggest you read these resources:

But I want to focus on the process. Specifically, I want to discuss how to align your content and SEO strategies to work in the same direction and achieve lasting results for your website.

Many SEO professionals cite the lack of understanding of SEO initiatives as an obstacle to success. Success. By recovering some of the research burden in terms of the SEO team's success and by further integrating the digital marketing team into the SEO elements that they influence, you will get better results .

To be successful in research, you need to integrate workflows and lay the foundation for collaboration, as well as continue to encourage team work before content development, during creation and when publishing.

Let's review some of the best practices to help you align your respective teams and get content. and SEO work together in harmony.

Workflow Integration

Establishing a collaborative basis is the first step towards content alignment and SEO. If you have two separate departments that run content and SEO, you must integrate their workflows.

Joint meetings provide a simple but effective way to increase collaboration. You do not need long brainstorming sessions, but quick weekly or monthly updates between the two departments can work wonders.

Another way to encourage collaboration is to align the key performance indicators of both departments. When each team has the same indicators of success, it will naturally be more willing to cooperate. Each team wants to succeed and demonstrate its value. Therefore, sharing a common goal and equal accountability of both teams regarding the success of organic research will bring together your content and SEO teams. One can not succeed without the other.

Finally, you must make sure that the lines of communication are established and remain open. Tools such as Slack or Google Hangouts can support this communication, allowing team members to collaborate in real time.

With these elements, your teams will be well positioned to work together to align content and SEO to achieve optimal results.

Search on SEO informs about content creation

Coordination between content teams and SEO teams should take place well before any content is developed.

Content teams should benefit from creative freedom for topic ideation – they are experts and creatives – but your SEO team can help them make more decisions. informed. Much of the keyword research and SEO niches can inform content marketers to be more strategic and better positioned to capitalize on the research.

If you want to generate organic traffic, you need content – but not any content, you need the right content and your SEO team can guide your strategy in order to target the good opportunities.

SEO teams can guide the content strategy in two main ways: analyzing the competition and hearing through the lens of the search.

Competitive Analysis for Content Creation

SEOs can analyze competing content to understand which pages display the best performance and guide visitors to the competition.

With the help of tools such as SEMrush, Majestic, Ahrefs, Moz, etc. SEOs can identify the pages of competitors with the most organic traffic, as well as the main linked pages on competitors' sites. This information is essential for the content team as these pages of competitors represent opportunities. These are topics for which your audience has a demonstrated interest and if you do not have similar pages, you must create them (and improve what the competition does).

By identifying the best messages from a competitor, your SEO team can also obtain strategic information on:

Optimal formats for content (video, checklists, heavy images, etc.). ). Unique SERP opportunities (excerpts, knowledge box, carousel, etc.). Ideal content length and potential links between audiences. Potential promotional opportunities. There are other related keyword ideas.

This information allows your content team to create pages that improve the visibility of your site and allow you to recover a share of your competitors' audience.

Audience Analysis for Content Creation

Search Engine Optimization Teams Are Particularly Well-placed to Offer Advantages to Content Creators before the content development.

Evil provides valuable information that can help the content team prioritize opportunities and topics. This research will discover the true opportunity associated with key words and themes based on the volume of research, the level of competition and, most importantly, the researcher's intent.

Understanding of intent is essential to creating a complete marketing funnel for your website. You need to create content for each funnel step and the intent associated with each of these steps. Although commercial researchers usually have the shortest distance to become a customer, they are also in the narrowest part of your funnel. If you focus solely on these search engines, you will miss a significant portion of your audience with your content.

In many niches, commercial pages are often among the most competitive or have the least opportunities in terms of organic search performance, especially when it comes to e-commerce sites.

Providing a range of valuable content on your site, which focuses on different parts of your marketing funnel and targets keywords offering the most opportunities, is critical to successful SEO. The best opportunities are usually a combination of:

Reduced Competition and High Search Volume.


Search results where existing ranking pages are missing and allow you to create something better.

Creating these pages is essential. build a comprehensive content marketing strategy. These strategies begin to move the needle when they are combined with best practices of conversion rate optimization (CRO) and a solid on-site user experience, such as healthy internal links and use. correct calls to action.

Help your content creation team to search the SERP, see the rankings and find out why.

For example, if you sell ergonomic keyboards, there will definitely be commercial researchers who will want to find your product pages. However, there will also be an audience looking for general health tips for the office. Through keyword research, your SEO team can find relevant topics that target these broader audiences and bring them to your site. Subjects such as:

[chair exercises] – Research volume: 8.100 [desk exercises] – Research volume: 5,400 [desk workouts] – Research volume: 1,900 [exercise at work] – Research volume: 1,000

Moreover, each of these opportunities even has more search potential associated with long tail keywords. For example, if we dive deeper into [desk workouts] in SEMrush, we can see even more possibilities:

[desk exercise equipment] – Research volume: 1.300 [exercise at your desk] – Research volume: 1.300 [under desk exercise] – Volume of searched: 1,300 [exercise at work] – Search volume: 1,000 [exercises to do at your desk] – Research volume: 880 [workout at work] – Research volume: 880

Over 6,000 cumulative search volume that our hypothetical content team could miss if it was not aligned on our hypothetical SEO team.

Search on SEO can also inform the formatting of content once the opportunity is identified. To return to our ergonomic keyboard website, if the SEO team indicated that [deskercise] – a term with a search volume of 720 – was a good opportunity for content creation, they should also indicate that it There is a possibility of video content in the following results:

This knowledge will allow the content team to design content in the preferred format of users, which will increase the page's ranking capability.

Competitor and audience research is integral to creating strategic content for research. SEO and content, you can create pages that are well placed to be competitive in search results.

Associate SEO with content creation

The work of the SEO team is not finished after passing the data of their searches – the SEO should stay involved throughout the content creation to enable consultation on content optimization.

Consider developing a template-based checklist that your SEO content and teams together, this answers important optimization questions for every content you create. Your checklist might look something like this:

Questions about Content:

What is the purpose of this web page or this content, what pain points can this address address to my public? our business goals? Does this content serve a natural search goal – will it rank the targeted keywords or will it gain links? Who would read that, and why? What should someone do if they visit my site after reading this content? How can this content work socially?

Questions about SEO:

Are images optimized? Are title tags and headers correctly applied? Are the meta-descriptions correctly created and centered on the reader? Does this page comply with speed requirements? What is the bounce rate on this content? Have we taken into account the factors of optimization of the appropriate conversion rate? Are there opportunities to create internal links?

Particularly for some of these SEO-oriented elements, your team will need to review the performance of the content after the release. So make sure everyone on the team knows the company's content schedule. Set reminders for members of the SEO team and content so that they review each message after a few weeks of execution.

And remember: as these questions are divided by purpose, each member of the team must be responsible for both. sets. This will avoid referencing and the "reactionary" silo.

It's not enough to ask your SEO team to share research and data with your content team. Make sure these teams continue to work together throughout the creative process to ensure your pages are well-suited for successful organic research. Even after publication, SEO and content should remain in communication on the content performance in terms of social awareness, ranking of keywords and linkage.

When content and SEO are aligned, you will not only get better results, but also your results. The team will be more broadly empowered to take responsibility for the success of the research.

The opinions expressed in this article are those of the invited author and not necessarily those of the search engine. Associated authors are listed here.

About the Author

Andrew Dennis is a Content Marketing Specialist at Page One Power. In addition to his column on Search Engine Land, Andrew also writes on SEO and link building for the Page One Power blog. When he does not read or write about SEO, you will see him encourage his favorite professional teams and support his university at the University of Idaho.

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