Content is essential to SEO because it provides text for search engines to scope and map out, which is how Google, Bing and Yahoo track what is on each page of your website, and how they determine when it should pop up in search results.
Here are some tips on how to use content for SEO:
Plan Your Content Calendar: Create a content calendar each quarter which includes blogs, whitepapers, case studies, guides, videos, infographics and any other content pieces you wish to create for the quarter. The calendar should outline the topics, completion date, and who the content is assigned to. For blogs, it may also be helpful to outline the targeted keywords for each blog.
Host Your PDF’s On Your Website: It is common for companies to host their PDF assets on other sites such as their CRM or Market Automation platform, but this takes away precious website content that search engines could crawl.
Tools That Can Help You: SEO Widgets such as WordPress SEO by Yoast can help properly tag your content for SEO. These tools help you to set a Title Tag, Keyword, and Meta Tag for each page you post and can tell you when your post meets SEO standards and help improve your strategy.
Creating a Blog Post Strategy: The best way to optimize your content for SEO is to plan ahead. Before you write a blog decide on the Title, Title Tag, Keyword, Meta Tag, Images, H1 Headers and Alt Tags. Having all of these decided upon in advance can help you write the blog to appeal to search engines. I suggest creating a blog template that you use every time a new blog is written- which will help you and anyone else providing blog content to create optimized content.
Keep the Content Coming: Blog at least 3 times a week and try to produce good content (whitepapers, case studies, infographics etc.) regularly. Every time you produce a new content piece you should write a blog promoting it.
Get multiple voices on your blog: Have your CEO, members of the team and even guest blog posts from respected experts. This will help make frequent posting easier since it will not rely on a single person and it will help establish credibility. When using guest blog posts, link back to relevant information on their page- this can help boost website credibility.
Keyword Strategies: One of the biggest obstacles companies have is using relevant keywords. The purpose of a keyword is to be relevant to a search engine search- if you use keywords that nobody searches for you will not receive any traffic.
- Using tools such as WordTracker or Google Keyword Planner to see how frequently your keywords come up in search results can help you develop a useful keyword strategy. You should try to use keywords that are searched for often, but have low competition (not many pages targeting those keywords).
- Each page should be optimized for 1 keyword no more.
- The use of keywords should sound natural- if you stuff keywords in haphazardly it can actually hurt you.
Title Tag: The title tag is the title that will come up in search results. This title should be different than the page title (the title used on the page) and contain the keyword you are focusing on.
Meta Tag: The meta tag is the description that accompanies the search results. This should include the keyword and contain a description of the page content.