Content Marketing and SEO are on the same side of the coin that aims to attract a target audience and generate the interest of the readers. Search engine optimization is the best way to reach for organic traffic from search results. And content marketing focuses on creating valuable content to attract and retain potential customers from the market.
The space where SEO and content marketing combines is wide and deep. Here we have essential hacks for you to take both techniques hand in hand with each other.
How search intent affects SEO and content marketing?
For building an effective content strategy, intent plays a central role. If you don’t understand what the search intent is, you lose the soul of content marketing. Let’s look into the SEO aspect; Google recently modified an algorithm giving higher importance to search intent. It displays results according to the query’s intent rather than word-based results.
The types of search intent are:
- Informational: A customer is researching the product and wants to know more about this. For example, iPhones, shoes, etc.
- Commercial: A user wants to compare similar products like running shoes vs. daily wear shoes.
- Navigational: It is brand-related searches that have higher chances of purchase than previous ones. For instance: Nike running shoes.
- Transactional: Transactional intent forms the bottom of the funnel with the highest conversion ratio, like best buy Nike running shoes.
Businesses frame a content marketing strategy considering this intent and accordingly pitching the content. Informational and comment intent content includes blogs, videos, podcasts provides information and comparison between products or services.
Further, for navigation intent companies put their company pages, about us page, and optimize their brand-related keywords into content like meta descriptions, titles, and URLs for fetching navigational customers.
Enterprises create descriptive and attractive product pages for transactional intent. They use words like latest features, best buy, discount, early bird offers, offer ending in a day, etc.
What are the ways to market with intent with SEO and content marketing?
When you know your ultimate goal, it becomes easy to create a system and process to reach it early. Planning and implementing these strategies will assist your marketing campaigns:
Understand your target market
Every product and service has a customer category and niche. When you catch the nerve of your target audience, pitching becomes much simpler. Further, there are standards that most businesses follow that become embedded into the customer’s mind. You can include them in their content like website navigation, and images for product descriptions. Follow their tone and style that could be
- Professional or Casual
- Long-form detailed content or short-form catchy content.
Determine your objectives
What do you want to accomplish through content marketing? Develop definite objectives and goals with a specific purpose. Further, enlist your milestones and deadlines with a SMART content strategy. Achieving things within a time frame gives projected results. SEO services understand the key performance indicators to align the marketing compass towards your objectives.
Essential KPIs are:
- Quality content: High dwell time and pages per session indicate quality and relevant content.
- Customer engagement: Repetitive customers, increase in the comments and followers.
- Organic Traffic: Boost in the organic traffic means your market strategy is moving in the right direction.
- Conversion ratio: Higher conversion ratio means you’re following the right customer intent and putting CTAs effectively.
- Positive reviews: It indicates people like your content and information that matches your brand and business image.
Decide the content type and optimize
After knowing your market and objectives, let’s take it a step ahead by determining the content type. For this, determine the keywords that will work wonders for your marketing. Long-tail keywords have less competition while having more conversion ratio. Designing content that resonates with business requirements and search intent will bear early results. So, make a separate list for all the four search intents and create the content. Next, publish the content and optimize it with:
More than 90% of the customers access the internet through mobile, and Google determines search engine rankings with mobile indexing. Considering space constraints, create short and simple lines with shorter paragraphs for users to read it easily. Also, improve page speed to decrease the bounce rate and invite more visitors to the website.
Focus on link building and social media
Next, promoting and distributing your content is essential to know that link-worthy content exists.
Audit your content strategy
Check out how far you have achieved your results. Are there any follies in the content marketing strategy? What are the content strengths, and how to make them stronger?
The bottom line
SEO drives content marketing to get the most conversions and cover a wide space in the online market. Focus on determining the present status of your content and presence in the market. With this, improving on follies and building on strength parameters becomes easier.
Create an effective strategy by distributing content in various channels and web pages. Furthermore, publish and promote content to see how it performs and make it better to achieve more organic traffic and higher search engine rankings.
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