Thanks to the ever-changing algorithms of search engines like Google, search engine optimization (SEO) has also evolved enormously over the last few years. Many of the methods that search engine optimizers used in the past to increase the SERP rankings of the websites they handled can no longer be used today lest they are slapped with penalties for trying to spam people and attempting to perform other black hat practices.
When it comes to coming up with the right communication strategies in today’s digital world, relevancy and credibility are essential. One of the ways to do this is by creating content that is both unique and useful for your audiences.
But first, a word of caution
Content creation simply can’t replace your entire SEO strategy. Attracting the attention of new and existing customers by distributing your content is very important, but that isn’t the end of the story. Although more and more marketers have begun to make use of content marketing to engage readers and to drive more traffic to their websites, SEO best practices should still be observed all the time.
Your goal should be to make your content and SEO strategies complementary to each others’ roles. Your content can help build your website’s popularity, while your SEO can ensure that the technical aspects affecting the visibility of your website in unpaid search engine results are working in your favor.
Be clear with what your brand is all about
Before jumping into content development, you should be aware that any piece of content that is off-tangent from the identity and positioning of your brand or company will have reduced impact on your target audience. Make sure that you have a clear idea of about who you are and what your brand or company is all about so that you can have a foundation upon which you can hinge your entire content strategy.
Don’t depend on pure written content alone
Gone are days when search engines allowed websites to rank highly in SERPs simply because their content is saturated with keywords. Today, one can no longer do this because modern search engine algorithms are now smart enough to detect such questionable practices, enabling the likes of Google to punish erring websites.
If, on the other hand, you come up with content that your readers actually find useful, you’ll learn that their loyalty and engagement with your website will be very beneficial to you in due course. Your content doesn’t have to be all written. In fact, creating a variety of useful and engaging materials like videos and inforgraphics can make your website more popular.
Strategic guest posting
Finding opportunities to build links through strategic guest posting should be part of your overall content and SEO strategies. Build relationships with reputable websites and online publications so that you can post high-quality content on their sites. By getting your content out there, you can attract new readers while at the same time helping improve your website’s link profile.
Use the power of social media
Identify the appropriate social media channels that your business can use to distribute your content. Whether it’s Facebook, Twitter, Instagram, or Youtube, sharing your content on social media can help you not only to gain more followers, but also garner additional link equity through the links created by user-generated shares on social media.
When used in tandem, SEO and content marketing can make wonders for your overall communication strategy. Always remember to use them tactically: develop great content to build a network of audiences and followers while at the same time using SEO to help your site gain more visibility.