Content creation has come a long way in the last few years. From being a novelty to being the heart of SEO marketing, it has risen in its relevance. Today, 47% of buyers go through up to five content pieces before engaging with a sales representative.
Now that it has gained this traction, content poses a different kind of challenge for marketers. With tons of content already out there and the speed at which new content is being created, it has become challenging to stand out and excel at SEO marketing. It is vital for marketers to understand the relevance of producing quality content that is marketable to ensure they get the desired traction.
SEO without marketable content is like a sealed empty bottle. Content is the basis around which SEO strategies are formulated and executed. So, marketers must ensure that every word, keyword, article and everything else they use for their content endeavor makes sense to their target audience.
For producing quality content, you will first have to decode how search engines work. In addition, SEO marketers must be aware of the periodic algorithm changes that Google and other search engines bring in for improving their efficiency. Once you have done the hard work and understand the basics, the next task is to incorporate the learnings into how you frame and present content.
Plus, if you want to reap the rewards, you must be regular at it. So make sure that you are churning relevant content continually. While continuity is essential, 51% of companies report that updating existing content has paid rich dividends. So, how do you optimize your existing content?
The first step is to review it to identify opportunities. The next step is to update information and graphics to ensure they match your current style of presenting content. With experience, marketers can gain a deeper understanding of many things they were previously unaware of. It allows them to make meaningful upgrades to existing topics.
If you feel you have more to add to an existing topic, completing it would give the web page a higher chance of improving its ranking. Once you are done, make sure you polish it by eliminating unnecessary elements and tweaking the necessary elements. It is also vital to make sure that you do not commit content-related mistakes while you make the changes.
About 94% of content marketers shifted their strategies in 2020 because of the pandemic. On the other hand, only 36% of small businesses have an SEO strategy in the first place. Also, most content marketers try to rank for the wrong keywords and add too many elements that look cluttered together or result in higher load times.
Glaring mistakes like these in creating SEO content can result in you wasting your resources without any concrete result.
Not knowing your audience or not giving them reasons enough to visit your website or stay there for a significant time can also lead to your SEO endeavors suffering a significant setback. So, you must plan your content before drafting the SEO strategy.
Creating great content is an excellent way to promote your brand without spending millions, and it acts as the base for your SEO and marketing endeavors. With every algorithm change, Google is focusing more on ranking pages, providing complete value to their readers. But given the plethora of changes, SEO marketers are finding it challenging to optimize their content manually.
This is why the world is seeing the meteoric rise in SEO tools that use AI and its sub-branches, such as NLP and BERT, to help SEO marketers create full-fledged content reports. It doesn’t matter if you are looking for keywords, frequently asked questions, LSIs, or long-tail keywords surrounding your topic. These AI-powered tools have been able to bring about a revolution in the way the world experiences the content creation process.
SEO is the key for every business. The dollars spent on SEO today will continue to give returns in the long-term. Hence, it’s extremely important that we make SEO and content marketing an important part of overall marketing strategy. Not to mention, quality of content plays the most important role in SEO. Make the best use of new age technologies to make the entire process efficient and get high ROI.
Views expressed above are the author’s own.
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