Content marketing meets SEO (eBook)

I wrote a chapter for the latest eBook by Search Engine Journal.

My chapter is about SEO and content marketing and includes:
– Factoring SEO into content creation
– Google likes structure
– Avoiding keyword cannibalization
– Understanding page 1
– Keyword optimization
– Some technical love
– Making the most of Content Marketing & SEO

Here is a sneak preview!

When we spend all our time and efforts creating a fantastic in-depth piece of content that is visually appealing and loved by our customers, prospects, and clients – why not receive some of Google’s love too and grow your qualified organic traffic?

In many ways, the things that the Google algorithm favors are very similar to what your target audience loves.

They all want relevance, structure, and authority: The best answer to a search query.

In today’s search results an excellent piece of content has the best chances of ranking well.

In this chapter, we will cover how you can integrate content marketing and SEO to receive the most organic traffic and conversion from your content marketing.

Stating the Obvious

If you follow Kevin Rowe’s ideas from chapter 8, you are already distributing your content piece to receive more online exposure and backlinks.

Backlinks are still one of the main ranking factors for Google.

Equally important is covering a topic thoroughly to increase relevance – as shown in several well-known correlational studies (Brian Dean and others).

Backlinks remain an extremely important Google ranking factor. We found the number of domains linking to a page correlated with rankings more than any other factor.”

“We discovered that content rated as “topically relevant” (via MarketMuse), significantly outperformed content that didn’t cover a topic in-depth. Therefore, publishing focused content that covers a single topic may help with rankings.”

Keywords matter. Both the number of keywords in the content and keyword density. Keywords in URL proved somewhat relevant. Keywords in metas, h1 and title tags showed much stronger correlations.”

“While longer content does correlate with higher ranks, it’s sensible to think the length is not the factor – rather it provides a room for more keywords to be inserted at a non-spammy density.”

Of course, not every piece of content needs to be optimized for SEO.

There are other reasons to write content (for example for social shares or to increase trust and conversion) but if you want to make the most of your content marketing and improve ROI – SEO should be on your radar.


Find my entire chapter within the eBook!

To read the rest of this chapter and the contributions by all the talented marketers such as Julia McCoy, Anna Crowe, Matt Secrist, James Brockbank, Danny Goodwin, Shelley Walsh, Vikas Agrawal, Kevin Rowe, Maddy Osman – head over to Search Engine Journal for the download.

Author: Viola Eva

Viola is passionate about digital entrepreneurship, flow, and mindful marketing. As a marketing consultant and SEO, she has worked with clients ranging from individual digital entrepreneurs to software companies to multi-national corporates and government institutions. She is a speaker, educator, and specialist on all things SEO.