How Website Indexing Powers Search Engines 1 1

Your 4-Point SEO Cheat Sheet for Top-notch Content Marketing

14 Mar, 2024
Share :

Content marketing revolves around storytelling, a practice that dates back to the dawn of human communication. In recent years, content marketing has gained significant momentum, with businesses utilizing blogs and social media to boost website traffic

1. Introduction
2. Google Hummingbird with its ongoing support,
3. Broaden your content's reach through keyword data
4. Identify the Optimal Content Format:
5. Consistently Monitor Your SEO Strategies and Implement Technical SEO Enhancements
6. Conclusion

Introduction

Search engines predate the content explosion, remaining a crucial source of information for users. Yet, a pervasive misconception has taken root in various marketing circles: that SEO and content marketing are synonymous, and doing one negates the need for the other.

However, this assumption isn't always accurate. While content marketing and SEO are indeed collaborative partners, they serve distinct functions. Search engines play a pivotal role in amplifying content's reach, delivering consistent, enduring traffic (unlike the often volatile nature of social media).

Nevertheless, optimizing your content for search engines is essential for achieving better visibility. As Rand Fishkin emphasizes, obtaining valuable backlinks often hinges on content marketing efforts.

Despite having previously outlined four methods to acquire links without creating new content, it's imperative to acknowledge the limitations of this approach. Managing both SEO and content marketing simultaneously can be a complex undertaking.

This article aims to introduce you to an SEO cheat sheet that can enhance your content marketing performance.

Google Hummingbird with its ongoing support,

has highlighted a critical aspect. In the past, when Google lacked sophistication, marketers resorted to stuffing dull content with keywords to rank their low-quality pages for irrelevant search queries. Google countered these black hat tactics with the Panda algorithm update.

In August 2013, Google unveiled another significant algorithm update: the Hummingbird update. This update introduced a game-changing element that transformed user interaction with search engines: context.

No longer did Google solely rely on exact keyword matches on a webpage to determine its relevance. To secure top rankings, it was no longer sufficient to offer mere factual information on your website.

Instead, understanding the underlying intent of users' search queries became paramount. Rather than just addressing "what" people are searching for, it became crucial to ask "why" people were seeking information.

Google now utilizes various factors, including keyword history, personal data, and user behavior, to present users with the most pertinent links. For instance, if you search for "Chinese food," Google recognizes your interest in nearby restaurants and promptly provides a map.

In essence, SEO has evolved beyond keywords to encompass user intent and context, making it indispensable for effective content marketing in today's digital landscape.

But if you search for “great Chinese dishes,” Google will give you Chinese recipes.

How does context impact your content marketing strategy?

When it comes to crafting effective content marketing, it's crucial to consider the influence of context. Instead of merely resorting to repetitive keyword usage, strive to create conversational content that flows naturally. The key is to break down individual search terms and ensure they fit seamlessly within your content. Your primary objective should be to discern the connections between these keywords and customize your content accordingly.

Nevertheless, traditional keyword research still holds value. Construct your topics by conducting keyword searches and taking into account their frequency and relevance.

Incorporate tools like FAQFox to identify the queries your target audience is posing. Then, address these questions comprehensively within your articles. Brian Dean successfully employed this strategy, even though he didn't rely on a specific tool, and achieved a prominent Google ranking.

Instead of repetitively using your primary keywords, it's advisable to incorporate Latent Semantic Indexing (LSI) keywords, which are synonyms or related terms, throughout your content. This approach aids Google in better comprehending the overall theme and context of your content.

Because long-tail keywords provide deeper insights into user intent, crafting specific content tailored to these long-tail keywords becomes simpler. Consequently, Google tends to favor articles that incorporate extended versions of your search terms.

While discussing keywords is important, it's equally crucial to delve into user demographics to grasp their underlying intent.

Begin by creating a comprehensive profile of your ideal customer, compiling information about their demographics, and identifying their pain points.

To gain a deeper insight into the search queries your target audience enters on Google, and where they stand in your sales funnel, focus your efforts on these specific search terms and provide them with pertinent content.

To kickstart the technical aspect, consider employing Andrew Ruegger's strategy for obtaining demographic data via Google Keyword Planner. Simply input your search term and click on "Call Ideas."

You will then see the following screen with information about your users' age, gender, and device information.

Ever since these diagrams made their appearance, all the data related to the search terms has been neatly archived within the source code. The only task at hand is to capture this data, and voilà, you possess a dataset brimming with valuable demographic information.

When you gather data from all the search terms (Andrew devoted approximately 4-5 hours to accumulate data from 700 search terms), a treasure trove of profound insights awaits.

Here's a glimpse of Andrew's dataset about "smartphones" beautifully visualized using TIBCO Spotfire.

He also created filters for positioning users in his sales funnel.

And here is the demographic data filtered by search term.

Andrew gleaned fascinating insights from this analysis. It was revealed that Google phones and Metro PCs were more frequently favored by the older demographic, while Apple and Samsung enjoyed greater popularity among younger consumers. Additionally, the younger group was found to utilize mobile devices for search queries 10% more frequently than their older counterparts.

If you're eager to delve deeper into the demographics behind your search terms, consider the following step:

Broaden your content's reach through keyword data

Keyword research isn't solely aimed at pleasing search engines; rather, it centers on identifying the precise phrases your target audience employs to articulate their needs and concerns. Subsequently, you can incorporate these phrases into your content to make it resonate more effectively with your audience.

As Copyblogger aptly puts it, "Keyword research is essentially market research." By speaking your audience's language, you not only craft engaging content but also attract more search traffic.

For instance, suppose you intend to use the term "power toothbrush" to promote your new dental care product. When you input this keyword into the keyword planner, you'll discover that users are 37 times more likely to search for the related term "electric toothbrush."

Let's consider that bKeywords apply to your product:

In such a situation, shouldn't it be straightforward to select the appropriate keyword for your content?

In a real-world content marketing scenario, besides the keywords (off-page SEO), you also need to consider on-page factors.

Only by doing so can you identify the pertinent keywords and strategically target them.

Keywords with lower competition generally correspond to pages with Page and Domain Authority scores below 10 (as per Mozbar) in search results.

In most industries, search results typically do not feature websites with low authority domains, especially not on the initial search page. Chances are, you're competing against well-established brands. This underscores the importance of managing the content currently associated with your target keyword.

It's essential to strike the right balance between your available resources, budget, and the desired traffic. In this section, I'll outline four steps for conducting an effective keyword analysis.

Identify the Optimal Content Format:

Discover the most suitable format for each piece of content and reconsider your content publishing frequency. There are numerous ways to present your content, including blog posts, infographics, videos, podcasts, and more.

But how do you determine the ideal format?

Various approaches can be employed, and here are a few of them:

1. Analyze Top-ranking Content for Your Target Keyword (as mentioned in step 2):

Suppose your target keyword is "how to create an infographic." In that case, you'll encounter search results like the following:

As you can observe, users are primarily seeking tools for creating infographics. If you don't have an infographic creation tool, you could opt to compile a list of existing tools (similar to CreativBloq) or provide templates for effortless graphic design (like HubSpot).

Alternatively, you could create an instructional video on the topic.

If the results for your target keyword come primarily from e-commerce, a single piece of content isn't enough. Therefore, remove the keyword from your list.

As previously mentioned in the first point, it's crucial to discern the user's intent behind their search query.

2. Review Your Historical Analysis Data.

When I link my website to Buzzsumo, it becomes evident that my audience exhibits a strong interest in tools, as evidenced by the fact that two articles have risen to the top of the rankings.

Additionally, my audience prefers in-depth articles – all four of the articles that performed exceptionally well exceed 4,000 words. This comprehensive approach extends to all pages, encompassing comments and other textual content, which contain a minimum of 6,000 words.

Similar to QuickSprout, three out of my top 5 posts revolve around tools.

If you seek precise metrics, I recommend logging into Google Analytics to identify common traits among posts with the highest conversion rates.

Please bear in mind that when choosing the content format, you should take into account both your content marketing objectives and the resources at your disposal. While I used to publish a substantial number of infographics on QuickSprout, I noticed a decline in ROI when many other marketers also embraced infographics.

Although infographics proved to be some of my most popular posts, I have shifted my focus to long-form content due to its superior ROI.

The next step is to determine the optimal publishing frequency that resonates with your target audience.

If the majority of your traffic originates from search engines, you can afford to publish fewer articles. I've elaborated on this aspect in my article on the best blogging frequency.

However, if your website's traffic relies heavily on social media channels (similar to BuzzFeed), then a high volume of content is necessary.

Analyze your traffic statistics using Google Analytics, and publish as frequently as your budget and time constraints allow. Once you establish a publishing schedule, consider whether adjustments are needed to increase or decrease your publishing frequency.

Remember, consistently delivering high-quality content can significantly improve your search engine rankings.

Your chosen content format will also influence the level of consistency required in your publishing schedule.

They also have a strong affinity for in-depth articles – all of the four articles mentioned above exceed 4,000 words in length. This word count encompasses all page content, including comments and other textual elements, totaling a minimum of 6,000 words.

Much like QuickSprout, three of my top 5 posts revolve around the subject of tools.

If you're seeking precise figures, it is advisable to access Google Analytics and scrutinize the shared characteristics of posts that exhibit the highest conversion rates.

It's important to note that when choosing a format, you should consider your content marketing objectives alongside the available resources. While I used to frequently publish infographics on QuickSprout, I observed a decline in my return on investment (ROI) as the use of infographics became widespread among marketers.

Despite the popularity of infographics in my posts, I have shifted my focus to producing long-form content due to its superior ROI.

The next step involves determining the ideal publication frequency that resonates with your target audience.

If the majority of your traffic originates from search engines, you can opt for a less frequent publication schedule. This concept is detailed in my article on the optimal blogging frequency.

However, if your website's traffic heavily relies on social media, similar to BuzzFeed, you will need to maintain a high publication frequency.

It is imperative to analyze your traffic metrics using Google Analytics and publish content as frequently as your budget and time constraints permit. Once you become accustomed to your publishing schedule, consider whether adjustments to the frequency are warranted.

Always remember that producing a greater volume of high-quality content can enhance your search engine rankings.

Your choice of content format will also influence the degree of consistency required when publishing content.

Note that content creation is not a one-time thing. HubSpot replicates its content in different formats to target different people at different stages of the sales funnel.

Consistently Monitor Your SEO Strategies and Implement Technical SEO Enhancements

As your content marketing strategies start to show results, it's essential to regularly review your Google Analytics reports.

Identify the keywords that are driving traffic and improving your search rankings.

Ensure that you incorporate both long-tail keywords and Latent Semantic Indexing (LSI) variations of these keywords into your content.

This “spring cleaning” will help you get more search traffic. I used this strategy to increase my traffic from 120,365 visitors to 174,496 visitors in one year