Starting out on the digital marketing journey, it is easy to be misled into thinking that Search engine optimisation (SEO) and content marketing are independent entities serving separate purposes, when in fact, the opposite is true. For either discipline to be successful in growing qualified search traffic, both must come together in one cohesive strategy.
To retain an audience or drive profitable customer action, content marketing creates and distributes stories and information aligned to the interests of a target market. SEO is the technical process to build and maintain a website to be user-friendly and increase the visibility of content in search engines.
To rank high in the Search Engine Results Pages (SERPs), you need frequent high-quality content that makes use of important SEO elements, including….
Finding relevant keywords and making use of them
Keyword strategies are imperative for effective search engine marketing (SEM). However, keyword stuffing into content, can knock the stuffing out of your search engine rankings, or even cause it to be removed from search listings entirely. By using appropriate phrases or keyword combinations that flow with your narrative, and that you know your target audience is looking for, will help them to easily locate your site.
Quality content that will satisfy Google’s E-A-T score (and no this doesn’t just apply to the hospitality sector)
E-A-T is an acronym, standing for Expertise, Authoritativeness and Trustworthiness, and refers to the criteria applied to content by Google to qualify your page ranking. If your content is not up to Google’s standards, they will rank you lower than you might like. A high-quality page should have the following characteristics:
Link building to increase traffic
The web is built on links, so naturally, links play a major factor in boosting web traffic and SEO, and the best method for developing links is to create stellar content. To help increase the traffic flow in and around your website, here are three types of links to consider:
Providing a great user-experience
SEO isn’t just about having great content, it’s also about making your website navigable for both users and search engine crawlers to peruse your site. Crawling refers to the discovery process in which search engines send out a team of robots (known as crawlers or spiders) to find new and updated content. This is then stored and organised in an index which determines your ranking for relevant search queries.
Here are the technical SEO elements to incorporate:
