Using SEO to drive content marketing success

SEO can be used by content marketers to accomplish a number of things. Not only can they create content that drives organic traffic to their website, but they can also use that same content for social media, paid search, email marketing, sales, and business development.

A dollar value can be harder to assign to organic search than to other marketing tactics; however, you can track many metrics that correlate to it, including how well your site and its content rank in search results, how many site visits were derived from organic search, and how many organic conversions were generated.

How to Achieve Content Marketing Success Through SEO

The first key to organic search success is education. Prior to optimising further, you need to know where you stand. To develop and maintain an SEO-driven content marketing strategy, content marketers can use the following tools:

1. Keyword research

To figure out what your audience members are searching for online and, therefore, what they’re interested in, you’ll need to do some keyword research. Analysis of your site’s rankings right now, pinpointing what keywords your competition doesn’t rank for that might be good opportunities for you, finding question-based keywords that answer your target audience’s questions, and clustering your learnings to identify trends are all part of keyword research.

It is possible to do your research and create a list of target keywords using a variety of tools. You can look into what your audience is searching for on the web by using Google’s autocomplete, Keyword Planner, or similar searches. For a more comprehensive picture of what keywords might be good opportunities for you to target, you can use SEMrush, Moz or Ahrefs.

2. Topic clustering

Linking related content under topic clusters can be beneficial for search engines because they love topic-based content. You can create an efficient information architecture using topic clusters by diving deep into the core topics you wish to discuss.

Your company’s core focus areas can be the starting point for a topic cluster. Create a content map to outline what “cluster content” you will create. These are shorter, more specific pieces of content that relate to the long-form content. There will be a link between the pillar post and each cluster page, and each cluster piece of content will have a link to the pillar post.

3. Evaluating content performance

Creating content based on keywords isn’t enough – once that content is live, you have to continuously review its performance so that you can understand whether it’s reaching your audience.

Analyse content marketing metrics like page views, time per page view, bounce rate, and the number of visitors from organic search to determine what content resonates with your audience. Consider updating an older piece of content with relevant examples and fresher data if it still resonates with your audience months or even years later and drives traffic to your website. Well-rounded marketing is the best approach. You can use the tools above to equip your marketing team to optimise your way to more effective marketing if you are not utilising SEO to fuel your content marketing efforts. But we do suggest you take help from an experienced SEO Company In London UK.

Jason B. Barker

Social media expert. Student. Music advocate. Travel aficionado. Bacon scholar. Skydiver, risk-taker, hiphop head, Eames fan and Guest speaker. Acting at the intersection of design and purpose to develop visual solutions that inform and persuade. I am 20 years old.