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3 Content Marketing Strategies to Support SEO Success

"When we think of [SEO] “Success, we often think about ranking on the first page of Google,” John Lightfoot, founder and CEO of Strategic Seo Solution

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“When we think of [SEO] “Success, we often think about ranking on the first page of Google,” John Lightfoot, founder and CEO of Strategic Seo Solutions, said in a recent webinar. “But beyond the arrangement [at the top]There is one more thing [important]which is the correct keyword order.

Ranking of topics your target audience is searching for doesn’t come from keyword stuffing or an overemphasis on keyword density. Success in this field depends on crafting high-quality content that the audience will love and be recognized by search engines as reliable.

Here are three effective content strategies Lightfoot recommends marketers enact to support SEO success.

1. Determine the user’s intent

“The intent is the purpose behind [user’s] Research,” said Lightfoot. “There are four groups to understand and nurture when it comes to your strategy.”

The four areas of user intent that he identified relate to specific content or services that researchers are looking for. They are as follows:

  • informative: Researchers who are looking for information, such as the answer to a question.
  • maritime: Users are searching for a specific website.
  • commercial: People who are searching for a product or service.
  • Transactions: Those who are looking for products or services to buy.
User intent for keywords
Source: John Lightfoot

“How do we take advantage of this and use it effectively for our companies? The first step is to do keyword analysis,” he said. “The focus of this is understanding what people want to receive from these queries so you can create content that serves them.”

Analyzing keyword data to see what a user’s goal is to look at more than just volume. It requires a thorough analysis of the types of content that these words and phrases show up in search results and what the audience wants from these searches.


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2. Prioritize quality of content over quantity

If you rank first in the quest, that’s only part of the battle,” Lightfoot said. “The real battle is to stay there. You have to be aware of the content quality signals.”

Metrics like bounce rate, time on page, and pageviews, telling a little of their own, can give marketers more context for user behavior when analyzed together. They can show your readers how much they interact with your content, letting you know which pieces need to be paraphrased or scrapped entirely.

“It’s about [optimizing] In a qualitative way so that we take care of core metrics and Google rewards us by maintaining our rankings,” said Lightfoot.

Instead of focusing on putting out a lot of articles, marketers should spend more time improving the quality of the content they actually produce. This means making the most important elements on the page as well-written and user-focused as possible.

Here’s how SEO improves the quality of content in a few of these areas.

  • Page titles: Use target keywords in the title element, putting key terms in front. Create it in similar ways to competitors who do well in search.
  • Title tags: This element defines the body of your page, so make it specific for that information.
  • internal linkage: Use descriptive, keyword-rich text to prompt your readers to explore relevant pages on your site.

3. Focus on eating through external links and footnotes

“EAT — building expertise, authority, and trustworthiness — will not only come from the things you say, but from areas that can support what you say,” Lightfoot said. “If you use an external link to provide more information to users, it shows that what you’re saying has been verified by other sources.”

“Linking to trustworthy sites proves your value and credentials,” he added.

Google EAT
Source: John Lightfoot

Linking to trusted third-party sources shows readers that you took the time to make your content look its best, especially when that content is linked to relevant anchor text. But more than that, this process helps improve your content credentials.

Lightfoot also recommends providing additional information with the footnotes, which many sites fail to include. Incorporating these resources adds more contextual content to your articles and shows that the data comes from trustworthy sources.

Footnote Benefits for EAT
Source: John Lightfoot

“Footnotes are great ways to power your content and build that experience, authority, and trustworthiness that Google is sure to celebrate,” he said.

Watch this webinar at the Digital Marketing Repository.


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About the author

Cory Patterson is an editor at MarTech and Search Engine Land. With a background in SEO, content marketing and journalism, he covers SEO and PPC industry news to help marketers improve their campaigns.

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