Creating great content that generates as much traffic as possible is one thing. Ensuring the necessary visibility of this content in the search engines is another. Content marketing and SEO must go hand in hand so that your content can be found by the right people on the web. To give you an overview, we have summarized the most important SEO basics in an overview.
1. Keyword research
Before you start creating content, you should decide which keywords are most optimal for your content. With the help of tools such as the Google Ads Keyword Planner , you can find out how relevant terms are performing. Thorough research will help you figure out what your audience is looking for and tailor your content to match it.
2. Use keywords correctly
If you’re specifically talking about a blog article, you should try to include your primary keyword in the title of your article. Your keywords should also be included in the introduction and conclusion of your blog article , as well as in the URL.
3. Natural use of keywords
Don’t try to “force” your keywords into your content. Your readers will notice when keywords are used in an unnatural way in a text. Ideally, your keywords should flow naturally into the flow of the text.
4. Longtail keywords instead of broad keywords
Let’s say a local audience searches for the term “roadside assistance” in their city. In this case, the keyword should not simply be “roadside assistance” (broad or general), but rather “24-hour roadside assistance in (city)” (longtail). So choose the keyword as your target group would type it into the search engine. If you rely on so -called long-tail keywords , you have a much better chance of ranking with your keywords.
5. Optimize images
All photos that you use in your blog articles, loading pages etc. should have the relevant keyword in their file name and in the relevant alt tag. The more information you provide to search engines, the more relevant your content will be ranked .
6. Meta Description
The meta description of your content should be short and to the point. A maximum length of 150 characters is recommended. Don’t underestimate the importance of the meta description: while not used as a direct ranking factor, it is an important first touchpoint. It appears under the page title in Google Search and is a simple but effective way of generating interest in attract potential buyers. So, a good meta description can increase the chances that someone will click on your article or landing page.
7. External Links
If possible, refer to other websites in your content as a reference. For example, if you refer to another article/page in a blog article, external linking to that source is not only polite but also very helpful for your blog. Make sure that the respective link is still up to date and actually has something to do with your content.
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8. Internal Links
Internal links are just as important as links to external sources . Therefore, link relevant content that you have created in the past with new blog posts. With internal links to articles that add value, you help your prospects to continue their customer journey. This form of content promotion can only be to your advantage!
9. Mobile Optimization
Even if next year’s Google ranking will be based solely on the mobile optimization of your site, your content should be optimized for laptops, smartphones and tablets so that your visitors can easily access your content on any device. Format your content so that it is easy to read and use on all platforms/devices.
10. Loading time
In order to optimize the loading time of your pages , you should do without unnecessary images and reduce the file size of the other photos. Alternatively, you can also use thumbnails so that your readers can view the corresponding photos in higher resolution after a click.
11. Active Use of Social Media
You can use the various social networks to expand your target group and stay in touch with your prospects/leads. But social media accounts are also important so that users can easily find and subscribe to your blog. Remember to include social share buttons under your blog posts and landing pages to make it easier for your readers to share the content .
You can find more information in our whitepaper on the 16 most important SEO questions.
Whenever you create content, you should also consider the topic of search engine optimization . Experience has shown that good content that cannot be found on the web will bring you neither the desired traffic nor enough new leads. Content that your target audience finds uninteresting will also remain ineffective. For this reason, you should take both content and SEO seriously.