How to Sync Your Content and SEO Strategies
So if you’re being honest with yourself about SEO, then you know that you have to do the whole content marketing thing. But how do you tackle it in a way that supports your SEO strategy without compromising the integrity of your content — e.g. without making your content suck ballz?
Well, the obvious answer is to hire me and pay me loads of money to either take care of it for you, or at least show you how to do it. But since you’re reading this blog post, you’re probably more of a DIYer, in which case I’m never going to make any money off of you, so I guess I’ll just have to settle for your eyeballs (and, hopefully Retweets and Likes) for now, and give you a couple of hints.
Develop a Keyword Narrative
Normally, when you set out down the SEO-road, you start with some keyword research. This means figuring out how users (e.g. other human beings) are trying to find your products or services, or those of your competitors, or possibly some reasonable substitute.
Once you’ve done that, you end up a with a whole bunch of targeted, high volume, and maybe even highly competitive keywords that you want to try to rank on. Of course, if you start just developing content just of the sake of including those keywords, you’re going to end up with some kind of diarrhetic prose that reads more like a Nigerian spam email than anything anyone would read — never mind share.
The way you get around this is by building a keyword narrative. And you do that by:
- Developing some customer personas that typify your target market
- Segmenting your target keywords across those personas based on which ones seem to fit with the searching habits of those personas
- Calculating how much of all your total target keyword’s search volume each persona seems to represent
- And then developing an editorial calendar of content types that targets those personas based on the proportion of searches each one represents — e.g. if persona-A seems to represent 40% of your potential searches, then make sure that 40% of your content will appeal to persona-A
Brainstorm Relevant Ideas
Now that you’ve figured out how much of your content needs to appeal to different kinds of users, you not only gotta come up with content ideas that will actually appeal to those users, but it has to be relevant to your products and services. For example, if new mothers are one of your personas, an infographic about the value of breast feeding isn’t going to do you any good if you’re trying to sell them baby formula.
Find a non-Douchey Way to Interlink That Sh*T, Yo!
So now that you have some not-so-crappy ideas about what kind of content you need to create to appeal to each kind of user-persona, you need to find a non-douchey way of linking that content back to the pages that feature whatever it is you’re trying to sell to them. You want to do this because (1) interlinking to product pages is kinda important for SEO, (2) Google uses the content we consume and interact with to personalize our search results, so (3) a link from content we like is going to have more impact on a page’s ranking (on a personalized search) than a link from a piece of content we ignored.
So, you see, the goal isn’t to get the user to click on the link, but to get them to interact with the content so that that link more heavily influences our search results.
Of course, you gotta find a way to do this without it making the content suck, but you’re a smart DIYer, aren’t you? I mean, you’ll find a way, like slipping it into an author bio or by throwing in a cheeky comments in brackets or at the bottom of your posts that reads something like “[Just because you like this post, there’s no real reason why you’d like or hate our website’s homepage.]”
If you Pimp It, They Will Come
So, maybe you’ve seen Field of Dreams, but even if you haven’t, you’re totally gonna be able to appreciate where I’m going with the title of this section (and be ever so slightly surprised that I’m leaving a pun like that in a blog post about SEO and marketing).
But the point is that just ’cause you throw a piece of content up against the wall, that doesn’t mean it’s going to stick. No, just like interacting with content can help influence your personalize search results, so can other people interacting with content. In other words (and I love how redundant this is gonna sound), the content has be popular if you want a lot of people to see it (and then maybe interact with it.
It’s the whole chicken-and-the-egg problem: is content shared a lot because it’s popular, or is it popular because it was shared a lot?
Point being, you’re gonna have to Tweet and Facebook and Stumble and Tumbl that content until the cows come home. And when I say “cows”, I mean big fat cash-cows named Betsy because it’s gonna help drive up your rankings, and organic search traffic is the most targeted source of traffic online because the users are pre-qualified and already looking for your products/services, which means that they’re going to give you all their money and you’re gonna be rich and get to retire at an early age, and spend the rest of your days optioning your memoirs to Hollywood and not caring because you’re already rich.