Evangelizing Natural Referencing: The Unreliable Case for Your Content Team by @teetee_rex

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Everyone knows that SEO and content are birds of a feather, is not it?


Many content marketers I'm talking about still referencing as a technical checklist

According to them, SEO is a chore or a bad necessary, or, if I dare say, a boring part of their work.

Well, they're wrong.

SEO is a superpower for content marketers.

This is a direct connection with the customer's voice. This is the radioactive bite of Peter Parker's content strategy. And, more importantly, it's a way for content marketers to be more creative, not less.

Here are three ways to evangelize SEO with your fellow content marketers, to make you win converts (and closer). relationship between SEO and content).

1. Encourage Creative Ideation Using Keyword Clouds

Content marketers have the responsibility to search for keyword content for their content.

But, all too often, they approach it in a sorry way:

idea.Create the content.Ret-con titles, headers, URLs and other items to align on keywords.

In business marketing teams, the process can be even longer, with the SEO team providing keyword research to content marketers. or the optimization of the content itself regardless of the content team.

One of the ways our team has made keyword research not only an essential part of the content creation process, but also a creative exercise in creating word clouds as part of our brainstorming sessions.

In real time, we use our own tool to use keyword research as a means of using some kind of lateral data-based thinking.

We bring content ideas, and start throwing them in our tool to see what comes out on the other side.

We then put new ideas and connected concepts on the board until we find a unique and compelling angle that also serves as a strong keyword strategic framework for content that feels holistic and faithful to topic.

2. Create content that lives forever (or at least a very long time)

Have you ever looked at blog posts from a few years ago in your company?

It is as if you are visiting the home in which you grew up after other people have lived there for years.

It's familiar, but infinitely strange. The hallways are the same, but all the furniture is weird.

Indeed, the vast majority of the content we create results in a large ghost town located along our websites.


There are of course some unicorns; pockets of civilization in the uncultivated lands that continue to traffic and occupy a respectable position on the SERP. But most of them serve only as an exercise in nostalgia.

This is where SEO can make all the difference for content marketing teams.

We like to think about it in terms of calories: if you have spent calories (effort, budget, time) to create something, do not you want to make the most of it?

To do this, you must browse your old content. find your candidates for reoptimization and republication.


Candidates for reoptimization tend to be more recent. Generally, these are content items that are about to appear on page 1 of a SERP. They require small adjustments and tweaks for these striking distance keywords to be successful.

The higher the monthly search volume on a striking distance keyword, the higher the priority for reoptimization.

See also blog posts that show a sudden drop in organic traffic, indicating that something new is happening on the SERP or with the message.

Then, implement the necessary modifications to re-optimize your content.


Republication requires stricter qualifications for the candidacy.

The initial discovery process is identical, but the content itself is deprecated or the key-distance keywords for which the content is classified are outside the main subject of the part.

Next, the team collaborates to decide whether it is worthwhile to use the old content as a basis for creating something better that is aligned with the current content. ent strategy and opportunity for SEO.

If that is the case, we will add it to the editorial calendar.

If the original content is too misaligned with the current priorities of the content team or keyword then we have an additional potential source for new content.

3. Optimize Contact Points and Content User Paths

Bounce rate is often the bane of content teams as it is difficult to understand how 39; address.

It's good for someone to come on your site and interact with a content item, but it also means that we did not provide them with the next tempting step (ie a other fantastic content that matches what brought them there in the beginning).

User paths on a website. are the place where UX, content and SEO meet.

We must understand:

Where do people come from? What attracts them once they reach us? How to get them to the next step

SEO helps us answer all these questions and create a content strategy that reflects the real behavior of people once you are connected with them.

These clouds of words of which we spoke above? They give us insight into how different search queries connect to each other and allow us to create multiple touch points of content so that users stay beyond one interaction.

We can also use SEO to see the actual access paths of users.

Our SEO and content experts partner with our web development designers to ensure that these user paths are as transparent and comprehensive as possible. possible.

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