SEO and content marketing are interdependent. However, when planned and implemented properly, content can significantly improve search performance. Therefore, how can you blend SEO requirements with content creation?
Get down to these ten golden rules, provided by Artem Abgarian, the Senior Customer Success Manager of Semalt Digitial Services.
1. Find out what clients care about
Successful marketers are quick in embracing market research to determine their customers' needs. Another free and fast technique of amassing content ideas needed by customers is the use of SEO keyword research. To achieve this, chose to respond to questions that people ask search engines and interview support personnel for more ideas.
2. Choose content types wisely
When written about a subject that searchers look out for in large numbers, long-form content can be good. Additionally, such contents should be drafted in a language frequently used by visitors. One of the best ways of determining the best type of content is by paying attention to subjects that rank well on Google.
3. Remember to include descriptive text
Although search engines have a capability that evolves continually, they still require descriptive text to assist them to understand the content, context, and images in a video. Always describe the infographics and include transcripts containing the key points you wish to make.
4. Don't forget what you are selling
Stick with content ideas which coincide with the services and products you are providing. It may sound an obvious idea. However, searchers are always interested in an endless number of concepts, information, and products. Therefore, avoid generating content outside the information related to your product.
5. Don't write for management
Write for the audience. Unless, the viewers use same SEO words like business, ditch the jargon and create unique content using descriptive and plain language. Still, referring to the keywords, you researched earlier while deciding on your content.
6. Remember to sell, gently
E-commerce merchants want the shoppers to land on their site whenever they search and be enticed by the available content. However, sometimes it's the content which ranks instead of product and category. In such situation, a seller should demonstrate how to take care or use something, and this can entice visitors to purchase the product.
7. Link e-commerce and content
Linking is an important pathway for the audience to access and digest content. Also, it helps search engines to comprehend the significance of various areas of a site. Use header and footer navigation in linking information and content so that visitors can get information and products with ease.
8. Host the content on your website
If you wish to rank your content, put it on the same site you use in selling products and not a microsite. Microsites aren't beneficial in natural search performance since it's an external link.
9. Consider syndicating content
The content on your site won't always attract the right visitors. In such cases, e-commerce merchants should syndicate contents. It is done by offering the content to other sites which outweigh hosting contents on your website.
10. Be cautious when publishing syndicated content
Publishing articles from another source might seem an attractive solution when you lack resources to create own content. Nevertheless, from an SEO perspective, this course of action is detrimental to e-commerce. It assists someone else to rank by hosting their content on your site.