How to Create a Successful SEO Content Strategy in 2023

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Brands are prioritizing content more than ever. For The Drum’s Content Marketing Focus Week, Connor Cohen (SEO and Head of Content at The Drum) explores why SEO is a key part of content and how it can be incorporated into a brand’s content strategy .

Content marketing has seen significant growth, with brands producing creative content strategies that drive traffic, leads, and conversions, while building their brand in different countries, through different channels, on different platforms.

Search Engine Optimization (SEO) is one of the main pillars of developing a content marketing strategy for the future. SEO is crucial for a content marketing strategy because it helps people find your content on search engines, thereby increasing its visibility.

Here we take a look at why SEO is important, how to combine it with your content strategy, and our top five tips for creating a solid SEO strategy in 2023.

What is SEO and why is it important?

SEO is the process of optimizing a website to improve its ranking on Google and increase the quantity and quality of traffic from search engines. This process is multifaceted: it involves multiple elements such as technical audits, link building, keyword research, content optimization and more.

SEO aims to improve the visibility of your site; therefore, it is very important for brands looking to increase traffic to their website or those who wish to position themselves as authoritative and trusted sources in their field or industry.

Why You Should Combine Your Content and SEO Strategies

While SEO itself is an important distribution channel, it also plays a crucial role in improving content visibility on other channels. Here’s how some key SEO elements can fuel your overall content strategy:

Keyword research

Before creating content, you need to know how a user will find your content. Keyword research is key to understanding what terms your target audience is searching for and how often they search for them.

The combination of your SEO and content strategies can provide you with a list of keywords that you know your target audience is using to find similar content. You can then include your search keywords as social media hashtags, in the descriptions of your video content, or in the copy of your in-depth blog posts.

Search intent

In addition to understanding what keywords are being used, incorporating SEO into your content strategy also allows you to determine the intent behind the keywords.

By understanding the user’s search intent, you can position your content to be the most relevant.

For example, for informative content such as blog posts, finding the most relevant keywords with the correct search intent can give you the edge over less optimized content because Google’s goal is to present the user the most relevant result for the query.

Content format and structure

Creating content in an optimized format and structure is another reason why you should incorporate SEO into your content strategy.

Not only does SEO give you an idea of ​​what content format is likely to perform best, eg a guide, review, video, etc., but it also gives you a structural guideline to help you provide the best search experience. content and the best possibility. of your content being viewed.

5 Key Tips for Creating a Successful SEO Content Strategy in 2023

With 90% of marketers leveraging a content marketing plan, brands are finally starting to prioritize content marketing and spend more on creating content across a variety of channels and platforms. With more competition, brands will need to optimize their content to gain as much exposure as possible. This is why SEO optimization is essential.

Here are five tips brands should consider when creating their SEO content strategy and aiming to get more attention for their brand.

1. Create video content

There are a number of reasons why video dominates content marketing and how it has become one of the most effective forms of content for engaging your audience. Short video is extremely effective on social media platforms and is one of the primary ways people consume content. This is why short video has the best ROI compared to all other media formats and why social media platforms focus on this medium and invest heavily in it.

Consumers use video platforms both as a source of education and entertainment, and as search engines. Therefore, not only do brands need to create video content that resonates with their target audience when they watch, but they also need to prioritize SEO optimization to ensure their content is easily found among a sea of ​​content. other videos.

2. Optimize for voice search

The introduction of Siri and other voice assistants has forced brands to adopt innovative strategies to take advantage of new opportunities. With 27% of the global online population using mobile voice search and more than 4 billion voice assistants in use on devices worldwide, brands that refuse to optimize their content for voice search are leaving significant opportunities behind. Table.

There are several key aspects of voice search optimization, but one of the most important SEO elements when optimizing for voice search are snippets; a search result displayed at the top of the search results page, specifically chosen by Google as the best answer to the user’s query.

Optimizing for featured snippets is good SEO practice in general, but the added importance of featured snippets for voice search means that brands that don’t optimize their content in this way are missing an opportunity for their content. be more visible in people and on the move.

3. Reuse your content for different channels

Content reuse involves recycling content and transforming it for use across different channels. For example, turning a long video into short videos or snippets for social media. It’s a creative way for brands to create new content and helps reach different audiences who prefer different formats to consume media.

Other ideas for repurposing content include turning a blog post or article into a video or social media feed, transcribing podcasts into blog posts, turning presentations into infographics, and more. As there are an abundance of options, brands need to make sure they adapt the content. style to the channel they are looking to use.

Here are some best practices when repurposing content:

Prioritize popular and persistent content.

Synchronize the publication of repurposed content with trends, news and events.

Use visuals to give your content the best chance of being shared.

4. Optimize your site and improve user experience (UX)

Creating a successful SEO content strategy relies on the fundamentals of SEO, which is why it’s important to optimize your site.

Some of the most important SEO optimizations brands should consider include:

  • Metadata optimization
  • Updated canonicals to avoid duplicate content
  • Optimized page speed and load times
  • Creating mobile-friendly layouts
  • Implement structured data

From these optimizations come two key SEO principles to ensure the user has a good experience on your site and to make the content as accessible as possible on mobile devices.

Mobile accounted for nearly 60% of global traffic in the first half of 2022 and is expected to be more popular than desktop for the foreseeable future. With social media and entertainment becoming more mobile-centric, people are consuming media on their mobile devices more than ever. So, as the use of mobile devices continues to grow, delivering a seamless mobile experience will be crucial in 2023.

5. Keep up to date with Google’s algorithm updates

Google constantly updates its algorithms to provide the best results for a search query. Most of these updates are minor, but major updates can have a significant impact on SEO and content strategies.

Google’s “Helpful Content Update”, released in September 2022, is a prime example. In recent years, artificial intelligence (AI) content has grown in popularity as it has allowed brands and writers to streamline the content development process. Google’s response to this was the “useful content update” designed to devalue automated content and prioritize people-oriented content.

We don’t know what algorithm updates Google has planned for the future, but be sure to stay up to date as it may help you understand why your content isn’t performing as expected.

Key points to remember

  • SEO is an essential part of a successful content strategy, especially key elements like keyword research, page speed, and mobile optimization. SEO and content should work together to increase the visibility of your brand and content across various channels and platforms.
  • Video content is hugely popular and one of the most effective forms of content to engage your audience.
  • Voice search is more important than ever with growing media consumption on mobile devices. It’s a great way to make your brand visible at home and on the go.
  • Repurposing content helps reach different audiences who may consume media on different formats, although content will need to be optimized for channel and platform.
  • Optimizing your site and improving the user experience is essential for Google to value and prioritize your content. It’s equally important to meet Google’s key principles of ensuring a good user experience on your site and making content mobile-friendly.
  • Tracking Google’s algorithm updates will help you understand changes in how your content is rated and ranked by Google, and how you can avoid any potential setbacks in your content’s performance.

Visit our Content Marketing in Focus hub for more insights, insights, and strategies around content marketing.

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