Looking to turn your blog into a lead-generation machine? This Q&A guide provides actionable strategies for increasing content quality, effectively using calls to action and optimising blog entries for SEO.
SEO is important in content marketing for more than one reason.
As a marketer, one needs to know how to to set SEO strategy goals, conduct extensive research on target audiences and competitors, as well as create and measure SEO content.
To delve deeper into these topics, Lesedi Langa from media update spoke with Lauristeen Booysens, a digital buyer at Penquin, who gives useful insights on each of these:
What part does SEO play in an effective content marketing strategy?
SEO ensures that your content is discoverable by search engines, increasing organic traffic and visibility.
It helps target the right audience by aligning content with search intent and relevant keywords, ultimately driving engagement and conversions.
Could you give an example of how SEO considerably raised a client's exposure and interaction?
A local sneaker store implemented SEO by optimising its website for local search terms like "sneaker stores near me". Within six months, its organic traffic increased by 40%, leading to a 30% rise in in-store visits and a 20% boost in online orders.
What typical misunderstandings exist among clients regarding SEO and content marketing?
Clients often believe SEO and content marketing are separate when, in reality, they are interdependent. Another common misunderstanding is expecting immediate results from SEO efforts, whereas it typically takes several months to see significant improvements.
How would you go about establishing objectives for a new client's SEO content strategy?
First, conduct a thorough analysis of the client's:
- industry
- target audience, and
- competition.
Set SMART (Specific, Measurable, Achievable, Relevant and Time-bound) goals, such as:
- increasing organic traffic by 25% in six months
- improving search engine rankings for specific keywords, and
- enhancing user engagement metrics like time on page, bounce rate and actions taken.
When assessing the effectiveness of an SEO campaign, which KPIs are you most concerned with?
Key KPIs include:
- organic traffic
- keyword rankings
- conversion rates
- bounce rates, and
- time on page.
Additionally, monitoring the number of indexed pages, backlinks and domain authority provides insights into the overall SEO health.
Could you give an example of a time when changing SEO goals mid-campaign produced better results?
[There was] a client focussed solely on increasing organic traffic. Mid-campaign, we shifted the goal to improving the conversion rate by targeting long-tail keywords with high purchase intent. This change led to a 15% increase in conversions within three months, despite a smaller increase in overall traffic.
Could you provide some recommended practices and discuss the significance of on-page SEO?
These practices include optimising title tags, meta descriptions, headers and content with relevant keywords — ensuring mobile-friendliness and improving page load speed. On-page SEO is crucial as it directly affects search engine rankings and user experience, making your content more accessible and engaging.
What are the best off-page SEO tactics in your experience, and how does it help with overall SEO success?
Effective off-page SEO tactics include:
- building high-quality backlinks
- engaging in social media marketing, and
- guest blogging on reputable sites.
These strategies enhance domain authority, increase referral traffic and improve search engine rankings, contributing to overall SEO success.
What are the most important technical SEO components that are frequently disregarded, and how can companies fix them?
Commonly disregarded components include:
- site speed
- mobile optimisation, and
- proper indexing.
Companies can fix these by using tools like Google PageSpeed Insights to improve load times, ensuring responsive design for mobile users, as well as regularly checking the Google Search Console for indexing issues. Utilise top SEO tools such as UberSuggest, SemRush and Google Trends to maximise your strategy's effectiveness.
Could you explain the steps involved in gathering a lot of information about competitors and target audiences?
Start with keyword research to understand the terms competitors are ranking for. Analyse their content, backlinks and social media presence using tools like:
- SEMrush
- UberSuggest, and
- Ahrefs.
Conduct surveys and use analytics tools to gather insights about the target audience's:
- preferences
- behaviours and
- pain points.
Which techniques would you suggest using to create SEO content that is both effective and appealing to the intended audience?
Use keyword research to guide content topics, creating comprehensive and well-structured content. Incorporate multimedia elements like images and videos, and ensure readability. Engaging headlines, clear calls-to-action and regular updates to keep content fresh are also essential.
How do you strike a balance between the necessity of SEO optimisation and producing interesting and useful material for readers?
Balance is achieved by integrating keywords naturally within high-quality, informative content. Focus on the user experience by addressing their needs and questions while adhering to SEO best practices. Regularly review and update content to maintain relevance and engagement without compromising SEO goals.
What are your thoughts on the balance between SEO and engaging content? Let us know in the comments section below.
*Image courtesy of contributor