How To Create A Successful SEO Content Strategy In 2023

Brands are prioritizing content more than ever. For The Drum’s Content Marketing in Focus week, Connor Cohen (SEO & Content Executive at The Drum) explores why SEO is such an important component of content and how it can be incorporated into a brand’s content strategy.

Content marketing has seen significant growth as brands create creative content strategies that drive traffic, leads, and conversions while growing their brand across different countries, channels, and platforms.

One of the most important pillars when building a content marketing strategy for the future is search engine optimization (SEO). SEO is vital to a content marketing strategy as it helps people find your content on search engines and increases its visibility.

Here we look at why SEO matters, how to combine it with your content strategy, and our top five tips for building a solid SEO strategy in 2023.

What is SEO and why is it important?

SEO is the process of optimizing a website to improve its ranking on Google and increase the quantity and quality of search engine traffic. This process is multi-faceted: it includes multiple elements such as technical audits, link building, keyword research, content optimization, and more.

The goal of SEO is to improve your website’s visibility; Therefore, it is most important for brands that want to increase traffic to their website or position themselves as an authoritative and trusted source in their field or industry.

Why you should combine your content and SEO strategies

While SEO itself is an important sales channel, it also plays a crucial role in increasing the visibility of content on other channels. Here are some key elements of SEO that you can incorporate into your overall content strategy:

keyword research

Before you create content, you need to understand how a user will find your content. Keyword research is critical to understanding what terms your audience is searching for and how often they search for them.

By combining your SEO and content strategies, you can get a list of keywords that you know your target audience will find similar content to. You can then paste the keywords from your research as hashtags on social media, in the descriptions of your video content, or in the copy of your in-depth blog posts.

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search intent

In addition to understanding what keywords are being used, incorporating SEO into your content strategy also allows you to determine the intent behind the keywords.

By understanding user search intent, you can position your content to be most relevant.

For example, for informative content like blog posts, finding the most relevant keywords with the right search intent can give you an edge over less optimized content, since Google’s goal is to present the user with the most relevant result for the search query.

Content format and structure

Creating content in an optimized format and structure is another reason why you should incorporate SEO into your content strategy.

SEO not only gives you an idea of ​​what content format is likely to produce the best results, e.g. B. guide, review, video, etc., but also gives you a structural guideline to help you provide the best content experience and opportunity for your content to be seen.

5 Essential Tips for Creating a Successful SEO Content Strategy in 2023

With 90% of marketers utilizing a content marketing plan, brands are finally starting to prioritize content marketing and spend more on creating content across a variety of channels and platforms. With more competition, brands need to optimize their content to gain as much exposure as possible. This is why SEO optimization is essential.

Here are five tips brands should consider when creating their SEO content strategy aimed at drawing more attention to their brand.

1. Create video content

There are a number of reasons why video rules content marketing and why it has become one of the most effective forms of content to engage your audience. Extremely effective on social media platforms, short-form videos are one of the main ways people consume content. This is why short videos have the best ROI compared to all other media formats and why social media platforms are focusing on and investing heavily in the medium.

Consumers use video platforms both as a source of education and entertainment and as a search engine. Consequently, brands not only need to create video content that resonates with their audience when they watch it, but they also need to prioritize SEO optimization to ensure their content is easy to find in a sea of ​​other videos.

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2. Optimize for voice search

The introduction of Siri and other voice assistants has forced brands to adopt innovative strategies to embrace new opportunities. With 27% of the global online population using voice search on mobile devices and over 4 billion voice assistants in use on devices around the world, brands that refuse to optimize their content for voice search are leaving significant opportunities.

There are several key aspects to voice search optimization, but one of the most important SEO elements of voice search optimization is featured snippets; a search result displayed at the top of the search results page, specifically chosen by Google as the best answer to the user’s query.

Optimizing for featured snippets is generally a good SEO practice, but the added importance of featured snippets for voice search means that brands that don’t optimize their content in this way are missing an opportunity to get their content in people’s homes and are more visible on the internet. the move.

3. Repurpose your content across channels

Content repurposing involves recycling content and transforming it for use across different channels. For example, converting a long video into short videos or snippets for social media channels. It’s a creative way for brands to create new content and helps to reach different audiences that prefer different formats for media consumption.

Other ideas for content reuse include turning a blog post or article into a video or social media thread, transcribing podcasts into blog posts, converting presentations into infographics, etc. With a plethora of options, brands need to make sure they match the content style to the channel they want to use.

Some best practices when repurposing content are:

Prioritizing popular, evergreen content.

Timing the release of repurposed content with trends, news and events.

Use visuals to give your content the best chance of being shared.

4. Optimize your website and improve user experience (UX)

Creating a successful SEO content strategy is based on the fundamentals of SEO, that’s why it’s important to optimize your website.

Some of the top SEO tweaks brands should consider include:

  • Optimize metadata
  • Updating canonicals to avoid duplicate content
  • Optimization of page speed and loading times
  • Creating mobile-friendly page layouts
  • Implement structured data

Two important SEO principles emerge from these optimizations to ensure the user has a good experience on your website and to make content as accessible as possible on mobile devices.

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Mobile accounted for nearly 60% of global traffic in the first half of 2022 and will outperform desktop for the foreseeable future. With social media and entertainment becoming more mobile-centric, people are now consuming media on their mobile devices more than ever. As mobile device usage continues to grow, delivering a seamless mobile experience will be critical in 2023.

5. Stay up to date with Google’s algorithm updates

Google is constantly updating its algorithms to provide the best results for a search query. Most of these updates are minor, but major updates can have a significant impact on SEO and content strategies.

Google’s “Helpful Content Update” released in September 2022 is a prime example of this. In recent years, artificial intelligence (AI) content has become increasingly popular as it has enabled brands and authors to streamline the content development process. Google’s response to this was the Helpful Content Update, which aims to devalue automated content and prioritize people-first content.

We don’t know what algorithm updates Google is planning for the future, but stay tuned as it might help you understand why your content isn’t performing as expected.

The central theses

  • SEO is a crucial component of a successful content strategy, especially key elements like keyword research, page speed, and mobile optimization. Both SEO and content should work together to increase the visibility of your brand and content across different channels and platforms.
  • Video content is extremely popular and one of the most effective forms of content to engage your audience.
  • With media consumption growing on mobile devices, voice search is more important than ever. It’s a great way to get your brand visible at home and on the go.
  • Content reuse helps to reach different audiences that can consume media in different formats, although content needs to be optimized depending on the channel and platform.
  • Optimizing your website and improving user experience are essential for Google to rank and prioritize your content. It is equally important to fulfill Google’s key principles of ensuring the user has a good experience on your website and making content mobile accessible.
  • Keeping up with Google’s algorithm updates will help you understand the changes in how Google scores and ranks your content, and how to avoid potential setbacks in your content’s performance.

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