Evangelizing search engine marketing: The Can’t-Lose Case for Your Content Team

Everyone is aware of search engine optimization, and content material are birds of a feather, proper?


I speak to many content material entrepreneurs to see search engine marketing as a technical tick list to get humans to their content.

They view SEO as a chore or an essential evil or, dare I say it, a monotonous part of their jobs.

Well, they’re wrong.

Search engine optimization is a superpower for content material entrepreneurs.

It’s an immediate connection to the patron’s voice. It’s the radioactive spider chunk to the Peter Parker of the content method. Most importantly, it’s a manner for content material entrepreneurs to be more creative, no longer less.

Here are 3 approaches to evangelize search engine optimization on your content material marketing colleagues to be assured of winning you some converts (and a closer dating among search engine optimization and content material).

1. Drive Creative Ideation Using Keyword Clouds
Content marketers have a responsibility to do keyword research for their content.

But too frequently, they technique it in a painfully antique-school way:

Find an idea.

Create the content material.

Ret-con titles, headers, URLs, and different factors to align with key phrases.

On agency advertising and marketing teams, that might be an even extra protracted manner. The search engine marketing crew supplies keyword research to content material entrepreneurs or optimizes content themselves impartial from the content group.

In one manner, our crew has made key-word studies now not simply an important part of the content ideation system. However, an innovative exercise in itself is developing keyword clouds as a part of our brainstorming sessions.

In real-time, we use our very own device to apply key-word studies to use a kind of information-pushed lateral wondering.

We include ideas for content material topics and begin throwing them in our tool to peer what comes out the opposite facet.

We then whiteboard new ideas and related principles until we find a compelling and particular perspective that also serves as a robust keyword approach define for the piece of content that feels holistic and real to the subject.

2. Make Content That Lives Forever (Or at least a Really Long Time)
Have you ever appeared again at blog posts from years in the past at your corporation?

It’s like touring the residence you grew up in after other humans have lived there for years.

It’s acquainted, but infinitely extraordinary. The hallways are equal. However, all the fixtures are simply weird.

That’s because the huge majority of content we create ends up in an excellent massive ghost town that exists along the edges of our web sites.

Some unicorns of the route, wallet of civilization in the desert, also get site visitors and keep the first-rate position at the SERP. But maximum of it’s far only doing obligation as an exercise in nostalgia.

We like to consider it in phrases of calories: in case you’ve expended energy (attempt, price range, time) growing something, don’t you need the maximum out of it which you likely can?

To do that, you want to glance through your older content to locate your candidates for optimization and republication.


Reoptimization candidates tend to be more latest. Usually, these are pieces of content that can be teetering on the brink of acting on web page 1 of a SERP. They require small adjustments and edits to put them for fulfillment for those placing distance keywords.

The better the monthly search volume on a hanging distance keyword, the better the priority for optimization.

Also, take a look at weblog posts that showed surprising drops in organic visitors, indicating something new is taking place on the SERP or submitting it.

Then enforce something adjustments are needed to reoptimize your content material.


Republication requires a few extra stringent qualifications for candidacy.

The preliminary discovery manner is equal, but the content itself is outdated. The putting distance key phrases the content material is ranking for are outdoor. The middle challenge depends on the piece.

The team collaborates to determine if it’s profitable to apply the older piece of content material as a base to create something better that aligns with the contemporary content approach and the search engine optimization opportunity.

If it’s miles, we upload it to the editorial calendar.

If the authentic content is too misaligned with both the modern priorities on the content team or the keyword possibility, we’ve got an extra ability supply for trendy content.

3. Optimize Content Touchpoints & User Paths

Bounce charge is frequently the scourge of content material teams because it’s hard to understand how to method it.

It’s tremendous that someone got here on your web page and interacted with a bit of content. Still, it also manner we didn’t provide them with a tantalizing next step (i.E., another excellent piece of content material that aligns with what introduced them there inside the first place).

User paths on a website are in which UX, content material, and SEO come together.

We want to apprehend:

Where humans are coming from.
What appeals to them after they get to us.
How to get them to the following aspect they need.
Search engine optimization facilitates us solution all of these questions and creates a content method that reflects humans’ real behavior when you connect to them.

Those word clouds we mentioned above? They provide us insight into how one-of-a-kind seeks queries connect with every different, and set us to create more than one content touchpoints to keep humans engaged past an unmarried interplay.

We can also use SEO to examine the actual user paths from key pieces of content material and installation optimized next steps to bring people deeper into the site.

Our search engine marketing and content experts group up with our internet improvement designers to ensure that their user paths are as seamless and complete as possible.

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