You can’t win at content marketing without a strong SEO strategy, and the same goes for the other way around.
SEO is based on content, and SEO helps your content go further. This means that both strategies need to work together to get the best results.
Let’s look at five content marketing mistakes that hurt your SEO to show how important this relationship is.
1) Not using the right search terms
Any good content marketing strategy looks at search data to help make important decisions, like which keywords, topics, and trends to focus on. But it’s important to use the right search engine and do it right.
Let’s say you want to find new content marketing opportunities. You start by doing keyword research to find questions and topics that get a lot of searches and high click-through rates. So far so good. But you can’t just focus on keywords with the most searches or click-through rates (CTRs) and expect to get results.
You need to do a deeper analysis of searches to make sure they line up with your content strategy on:
- Target audience
- User intent
- Conversion steps
If you run an interior design business, you don’t want to create content for keywords that target people who want to learn how to do the interior design themselves. Instead, you want to target people who want to hire someone to do interior design.
You want to make content that gets the right people to your website, keeps them there, and gets them to do something useful. If you don’t do this, your content won’t be able to bring in as many leads, and it will hurt your SEO by lowering on-page engagement, conversions, and other signals Google uses to figure out if you’re giving users what they want.
2) Following the leader in a game
It’s great to copy the best parts of your competitors’ content strategies, but this won’t be enough to beat them. To get ahead of the competitors above you in the SPERs, you need to find new content marketing opportunities before they do and build visibility before they catch on.
Using Apollo Insights, the smart automation system, to look at thousands of data points and find new content marketing opportunities for our clients before their competitors do.
In SEO, it’s always easier to keep a spot than to take it away from someone else. In the same way, you can build your visibility much faster if you’re quick to take advantage of new opportunities and optimise for them before everyone else finds the same keywords.
3) Letting your old content sit around and get dusty
Content marketing and search engine optimization (SEO) have a lot in common, and one of those things is that quality always beats quantity. Don’t fall into the trap of putting all of your resources into publishing as much content as possible and having nothing left over for updating your old content.
Let’s take a look at some of the most important things that make content good:
Even the best content gets old over time, and as it does, all of the above qualities get worse. So make sure you have a way to update old content, or the quality of your pages will go down even more.
If you want your pages to be seen by as many people as possible, you should avoid something called “keyword cannibalization.” This is when multiple pages rank for the same keyword. This basically spreads your SEO ranking across multiple pages instead of making one page as visible as possible.
What does this have to do with making changes to old information?
Well, if you’re only making one page for each keyword, you need to make sure that each page works as well as it can, and then you need to keep it working well or you could lose visibility for that keyword.
4) Ignoring the technical side of SEO
Even Google says that the most important thing for search rankings is good content, but it doesn’t matter how good your content is if no one sees it. Technical SEO isn’t the most exciting part of content marketing or search optimization, but it is one of the most important.
Your content marketing strategy won’t work if your pages aren’t set up so that search engines can crawl and index them.
Technical SEO can help search engines find and index your content. It can also help your pages rank higher and avoid problems that could hurt your search ranking, such as broken links, keyword cannibalization, coding problems, slow loading times, and a number of other SEO nasties.
5) Ignoring usability and CRO
If you want people to interact with your content and act on it, you have to pay attention to how easy it is to use. Google takes it very seriously, that’s for sure. It punishes sites that are hard to use on mobile devices or take a long time to load, or that have a lot of signs that the user experience (UX) is bad, like a high bounce rate, a short average time on page, and a low conversion rate.
Google’s free PageSpeed Insights tool can be used to find out how well your website works, including how long it takes to load and how well it meets Core Web Vitals.
Your search ranking will go down if your site is hard to use, and you won’t be able to get people to do useful things when they visit your site. So, no matter what your content marketing goals are, you won’t get the best results unless you consistently provide good experiences on every page.