Adam Greenwald is senior digital content analyst at MSPC. Here, he explores the topic of SEO content marketing and how it is a beneficial tactic to consider for an inbound marketing strategy.
What is SEO content marketing?
SEO content marketing is any piece of media intended to organically reach your target audience on channels they are already using at specific stages of their buyer journey. SEO content is a subset of content marketing that focuses on SEO best practices to increase organic reach.
SEO content could be a written blog post on your website, video on your YouTube channel, infographic on Pinterest or even copies of your print magazine (featuring headlines written with keyword data in mind) laid out in your office waiting room or takeaways from your trade show booth.
SEO content marketing answers and anticipates questions your audience may have and does it better than anyone else. Being better at SEO content marketing means your content is more comprehensive, smartly sourced, well-written, exceptionally edited, sharply scripted and professionally produced, all while bringing your unique brand and company to life.
Tools such as Moz, SEMrush and Ubersuggest allow you to incorporate accurate keyword data on specific phrases and terms to strategically include in your SEO content. This keyword data can be used for content strategy and planning on the back end and on the front end by including target keywords in prominent places like headlines, titles, descriptions and subheads.
Google and YouTube search algorithms want to satisfy search intent, and users are more satisfied with SEO content because it’s designed with their questions and search queries in mind.
As your SEO content satisfies more users, Google and YouTube will begin to showcase your content more frequently and higher up on search results pages for your targeted keywords. This increased visibility on search results pages drives additional brand impressions and exponentially more visits to your website over time.
What is not SEO content marketing?
- SEO content is not keyword stuffing. Strategically use your primary keyword phrase in the meta title tag, H1, and pepper it throughout your content. Don’t overdo it. Use related keywords where they make sense in a well-written, comprehensive context.
- SEO content is not product pages. It’s better to have an SEO-focused landing page for a bunch of products that are targeting the same keyword or category. A comprehensive landing page with plenty of text can capture that SEO goodness, all the while directing users to the products they need.
- SEO content is not multiple individual pages on one topic. Better to have one super comprehensive page with lots of subheads and sections than many individual pages targeting small variations of the same keyword topic.
- SEO content is not something to set and forget. Check in with your SEO content every two or three months to see what keywords the content has captured. Some may be unexpected keywords you hadn’t considered, which may be high value and easy to add to your existing content. Optimize toward what’s gaining traction, and check back in to see how your changes increased or decreased organic search performance.
The ROI of SEO content marketing
Audience growth is the biggest return on your SEO content marketing investment. Your core audience of loyal content consumers continue to care about what you have to say because you’re providing value and addressing their needs. The more people your content helps and engages, the more people will trust and turn to your brand or company for your thought leadership, products and services.
SEO content marketing is designed for specific intent stages of the buyer journey. You’re meeting people where they are, giving them the information they want, building trust and growing an audience by keeping them engaged and coming back for more. This trust in your content is key when your audience is ready to convert.
When SEO content marketing is done right, all stages of the buyer journey have been addressed, content gaps filled and natural next steps presented and cross-linked. The awareness, consideration and conversion pieces of SEO content marketing ultimately guide your audience to convert to your products and services when they’re ready.