SEO and Content Marketing deliver one-two punch

Many of the business-to-business organizations we team with are interested in achieving page one visibility when it comes to Google, Bing or other search rankings.

We know from studies that prospects rarely scroll through multiple pages of a search result when they use Google or Bing to seek out products or services. They are more likely to click through to a website when it shows up on a page one search.

The challenge is that sustainable Search Engine Optimization (SEO) results don’t just happen. SEO requires a strategic effort from the PR and marketing team, along with significant resources and engaging content that’s relevant to the target audience.

The process involves keyword analysis, generating customer-focused content, whether it is web copy, press releases, marketing collateral or other vehicles, and of course, an effective link strategy to improve rank, click-throughs and conversions.

SEO and Content Marketing: 5 “How To’s”

As we consider SEO and content marketing, the marketing communications team at Markit Strategies suggests a “one-two punch” approach that combines coordinated SEO and content marketing – two great strategies that work great together.

Given that organic search is a leading source of traffic, we advise our clients to integrate SEO best practices from the beginning of key messaging and content creation.

Not intended to be an exhaustive list by any means, the following tips are “SEO” thought-starters to keep in mind when embarking upon a PR and content marketing program:

  • Does the marketing content (web pages, press releases, case studies, by-lined articles) offer quality information of value to the prospect?
  • Has the team taken the time to discover the high volume keywords prospects are using, and does the content team use those relevant keywords to make content search engine-friendly? This includes all content including blog posts, website content, press releases, product data sheets, by-lined articles placed in industry trade journals, and other vehicles.
  • For online content, does the team take the time to optimize titles, header tags, subheads, embedded links, meta tags, image tags, and the page URL?
  • In terms of PR placements and “earned media,” are the linking sites (trade journals, industry web portals, etc.) related to the content and the prospect?
  • In terms of social media, do posts that share content use relevant hashtags and keywords when encouraging social engagement?

Final Thoughts Content Marketing and SEO

An SEO-informed approach to marketing content is critical to improved online awareness, and is a key part of content marketing and public relations best practices.

Quality information that delivers value to your prospects must also be easy to find, and that means including SEO in every step of the process.

For further information, contact the Markit Strategies team.