SEO

3 content marketing strategies to support SEO success 2022

3 content marketing strategies to support SEO success

In a recent webinar, Jon Lightfoot, founder and CEO of Strategic SEO Solutions, stated, “When we think about [SEO] success, we frequently think about being on the top page of Google.” “But there’s something more [essential] than ranking [at the top], and that’s ranking for the appropriate keywords.”

Ranking for the topics your target audience searches for is not achieved via keyword stuffing or overemphasizing term density. Success in this area is dependent on creating high-quality material that consumers like and search engines see as authoritative.

Lightfoot outlines three excellent content techniques for marketers to implement to promote SEO performance.

1. Identify user intent

“Intent is the reason for the [user’s] search,” Lightfoot explained. “When it comes to strategy, there are four buckets to understand and cultivate.”

He defined four categories of user intent that are related to specific content or services that searchers are seeking for. These are their names:

  • Informational: Searchers looking for information, such as an answer to a question.
  • Navigational: Users looking for a specific website.
  • Commercial: People researching a product or service.
  • Transactional: Those who are searching for products or services to purchase.

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“How do we harness this and use it effectively for our businesses?” “The first step is to do keyword analysis,” he explained. “At the heart of this is knowing what people want to get out of these searches so you can generate content that fulfills them.”

When analyzing keyword data to determine user intent, it is necessary to look at more than simply volume. It necessitates a detailed examination of the sorts of content that those words and phrases produce in search results, as well as an understanding of what viewers expect from these searches.

Read More: 9 ways to become an SEO problem-solver

2. Prioritize content quality, not quantity

“Rising to the top of search results is only part of the struggle,” Lightfoot explained. “The true fight is to stay there.” You must be aware of content quality signals.”

Metrics like bounce rate, time spent on a page, and the number of page visits, while offering nothing on their own, may provide marketers with additional understanding of user behavior when studied collectively. They can show you how engaged your readers are with your content, helping you know which parts need to be modified or discarded entirely.

“It’s about [optimizing] qualitatively so that we can nurture the fundamental metrics and Google rewards us by keeping our positions,” Lightfoot explained.

Instead of focusing on creating a large number of articles, marketers should focus on increasing the quality of the content they already provide. This entails writing the most crucial on-page pieces to be as well-written and user-centric as possible.

Here are some suggestions on how SEOs might increase content quality in some of these categories.

  • Page titles: Use target keywords in the title element, putting the most important ones first. Create them in ways that are comparable to rivals that are doing well in search.
  • Heading tags: This element specifies the body content of your page, therefore making it relevant to that material.
  • Use descriptive, keyword-rich anchor text to direct viewers to relevant pages on your site.

3. Focus on E-A-T through external linking and footnotes

“E-A-T – gaining expertise, authority, and trustworthiness – will come from areas that can back what you’re saying, not just what you say,” Lightfoot explained. “Using external links to give extra information to users demonstrates that what you’re saying is supported by other sources.”

“Linking to credible sites demonstrates your worth and qualifications,” he noted.

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Linking to trustworthy external sources demonstrates to readers that you took the effort to create the greatest content possible, especially when that content is linked with relevant anchor text. However, this method also serves to boost the credibility of your own content.

Lightfoot also suggests including more information in the form of footnotes, which many websites do not. Incorporating these sites provides extra contextual content to your articles while also demonstrating that the data is coming from reliable sources.

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“Footnotes are wonderful methods to buttress your content, developing knowledge, authority, and trustworthiness, and Google certainly appreciates that,” he added.

Watch this webinar presentation at Digital Marketing Depot.

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