In an era where mediocre blogs are clogging up the internet, content creators need to find ways to stand out in the digital world. Unfortunately, producing a well-researched, unique, and thorough piece of content just isn't enough to rank well within search engines.
More needs to be done—even before the piece of content is created.
RESEARCH BEFORE YOU WRITE
Many inbound marketers are still writing blog posts first, then trying to add in SEO best practices at the end as an afterthought.
The problem with this method is that little to no keyword or user intent research was conducted prior to content production. Having a focused content strategy means knowing what your audience is searching for, and additionally, the type of content they consume. This enables content producers to create pieces that serve both users and search engines.
Once you form a content strategy based upon SEO research that aims to provide a positive user experience, you'll be able to better address your audience's specific needs, while simultaneously guiding them down your marketing funnel.
DESIGN USER-FRIENDLY CONTENT
Because your content should strive to best serve your users, it should always be designed with them in mind. This means its overall structure and layout should be easily digestible on small screens, broken up into subheads, and possess a clear, concise direction.
When your audience is searching for a specific keyword online, they expect the resulting content to answer their question quickly, so avoid walls of text and lengthy explanations.
MAKE NATURAL USE OF KEYWORDS
Everybody knows (or should know) that keyword stuffing is not a best practice—but that doesn't mean the intelligent use of keywords is dead. In fact, users still look for those bolded keywords in the search engine results.
In the era of digital content marketing, it simply isn't enough to create high-quality content and expect it to perform.
All this means is that content marketers need to be smart and natural with their keyword usage. Don't overthink it—just use your keywords, synonyms and other variations within your content. There's no magic number, but rather, naturally incorporating these will appeal to both users and search engines alike.
Remember to naturally include keywords in your meta description, title tag and URL, as well (this is where searchers will be looking for that bolded keyword and typically give that sacred click to the one that appeals to them most).
In the era of digital content marketing, it simply isn't enough to create high-quality content and expect it to perform. Yet marrying SEO and content from the beginning will produce beautiful, organic results!