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The Complete Guide to SEO Content

A well-thought-out and considered content strategy is crucial if you want some big wins with your SEO strategy. Content is also something you can do without a load of technical knowledge and special apps or software. All you need is an idea of what makes good SEO content. Writing content is good, writing SEO copy is better.

What is SEO content?
SEO content is content that has the intended purpose of helping your web pages rank in search engines for user queries. It’s a key part of how SEO works. Content is one of the 3 pillars of SEO and includes everything to do with the writing and structuring of content on your website. There are three major elements you need to consider to produce content that will make your website rank well: keyword research and strategy, having an optimised site structure and page structure and copywriting.

SEO content is arguably the only content you should have on your website. Every piece of content online should have a purpose, from blog articles answering sought after questions, images with alt tags to show off your products and services; product pages with copy at the top of the page to both explain to the user what the products are all about, but also to help the search engines index and recognise what is on that page.

This article is going to present to you the full range of SEO content, what it is, the different kinds of content included in this category and why SEO content is important to the success of your website. We’ll also go through how to get started with putting SEO content on your webpages.

Why is content important for SEO?
SEO content is important for several reasons:

Context- The more content you have for the crawl bots, they can get a better idea of what your website is about.
Visibility- This means more chances for your website to be delivered in a SERP.
Immediacy- You can begin to target new keywords quickly and easily with fresh new content.
Activity- new content updated regularly shows Google that your website is active, so they could prefer returning search results from your website as opposed to one which hasn’t been updated in months.
Building Brand Awareness– If your brand is higher up the rankings on a SERP, the impression by users is that you can be trusted, and Google thinks your website can give them the best answer.
Social Sharing– With good content drawing organic search users, if you have social share buttons, users can easily share with their social networks. This can bring more people back to your website, increasing the good metrics.
Increase Domain Authority- If all of the above helps bring more people to your domain, the increased traffic tells Google that the content you provide must be good. This can raise your domain authority and hence your ranking with Google.
The different types of SEO content
SEO content feels like an all-encompassing phrase. There are many different kinds of SEO content you can produce, which serve a different range of SEO purposes.

Blog Posts
Blog posts are the SEO workhorse of content and are what most people think of when content is mentioned.

A blog can be packed with SEO keywords, internal links, embedded videos and more aspects of good SEO. They can tell the story of your products and services, how they help other people and how they can help you.

Blog posts can also be used in multiple ways and are great value for money.

Product Pages
Products drive cash flow. They service transactional search intent. Strong SEO content on product pages increase the chances of your products being found, and increases the chances of someone adding your products to their shopping carts.

SEO content for product pages can include above the fold copy, with keywords associated with the products. It can include Product descriptions with FEATURES and BENEFITS listed for clients to be enticed.

Properly optimised, product pages will be indexed by Google and served up for transactional search intent. Clear SEO content makes this process easier.

Service Pages
Similar to product pages, instead you are creating content for services offered.

Have the FEATURES and BENEFITS written for the user to understand. Have the page optimised for the crawl bots to index and understand as well.

Category Pages
Product and Service Pages sit underneath a Category Page. For example, the category page could be all about sports shoes, with subsequent product pages for basketball shoes, football boots, tennis shoes and so on.

Think about the search intent. Some people may search for tennis shoes, while some will just search for sporting shoes. Linking to your products from the category page is a powerful SEO strategy. The craw bots can follow the logic from Category to Product, and as such help rank you for your products.

The Complete Guide to Technical SEO

Technical SEO is a large branch of the broader set of SEO with a focus on those items not always seen to the untrained eye. Website SEO-related items that are under the hood, technical items so to speak. This is a huge area of concern, underlying is and supporting large sections of the vast SEO framework.
In many ways, technical SEO is the scariest of all the areas of SEO. It quite easily gets the average marketer’s pulse racing, and sweating at the thought of some tedious and complicated issue. However, it’s the SEO foundation, one of the 3 pillars of SEO on which everything else is built. If a website has major technical flaws, then no amount of marketing magic can plug the gap and save your website’s search performance.

Google itself has demonstrated a strong technical culture and has documented the importance of quality technical SEO when ranking your website. Clearly, this is an area every online marketer needs to pay attention to. But what does technical optimisation actually involve?

Why Technical SEO is different
The way you approach Technical SEO is fundamentally different. You need to chunk it down to three main areas of focus to help us think about how to approach technical SEO. The areas of focus being:

Crawling
Indexing
Rendering

Building a Culture of SEO in Enterprise Organisations

The covid-19 pandemic has further reinforced the importance of digital marketing to grow a successful business in the current climate. As the CEO for B2C Furniture, I firmly believe that it is absolutely imperative that you build an SEO culture in your organization if you want to future-proof your business.

Ansley Clarke, B2C Furniture
The biggest challenge an experienced SEO specialist encounters when beginning to work with a large enterprise business is making sure everyone is on the same page, whether it be the content creator, business owner, the marketing manager, all the way to the CEO

Why?

SEO is one of the hardest marketing skills to master.

https://www.searchenginejournal.com/microsoft-lists-seo-as-the-most-important-hard-skill-for-marketers/346258/

Being an SEO specialist is hard enough – the skills you need to learn are:

Critical Thinking
Technical / Web Development
Analytics
Creative Problem Solving
Project Management
Communication
Spreadsheets (Lots of Spreadsheets!)
Also be adaptable, motivated and driven……and a sense of humour doesn’t hurt!

“To me, a willingness to try new things from the business makes the best campaigns” –

Chloe Chiang (SEO Specialist)

Being a complicated marketing channel we’re often coming in after a previous agency, assisting an in-house SEO, or even at times a massive company that has never done SEO before. So in execution of these campaigns we make sure we’re building a culture of SEO within the business to develop the strongest campaign possible. We do this through education, collaboration, and building a strong relationship:

Educating Key Players on SEO

To build a culture of SEO in your organisation you need to educate the team on the importance of SEO and best practices. You need to make sure they are willing to put in the time to learn about SEO before coming up with a plan of action, so that stakeholders are onboard from the beginning.

We start with the Fundamentals of SEO – Technical SEO, Search Intent, and Backlinks. In a broad way to all the key account touchpoints, this opens up a dialogue and gets people’s visibility up on what crosses over with SEO.

JavaScript SEO Devs and SEOs getting on the same page

Both SEOs and Devs today have a lot to deal with regarding the issues faced when getting JavaScript content indexed by Google. JavaScript websites are becoming a lot more commonplace. It’s certainly no big SEO secret that many of these sites are having issues.

Organic website traffic is a hard-fought and won battle, and sometimes SEOs and Devs have trouble seeing each other’s perspectives. It’s really worth getting to understand each other’s objectives and getting on the same pages so you can solve the many issues which may arise with JavaScript SEO.

Understanding JavaScript SEO
Optimising for JavaScript websites
JavaScript SEO deals with the Technical SEO elements of websites built with JavaScript, particularly how you can make it easier for search engines to crawl, render and index your website.
What is javascript seo
(img: Moz featured snippet)

Both SEOs and Devs need to focus on ways to allow search engines to crawl, render, and index your JavaScript site. That’s essentially what JavaScript SEO is. You need to make it easy for Google to index your site effectively.

As JavaScript websites become ever more more popular, it’s essential that you take the SEO journey to get on the same page with developers. Your website may have been developed with a certain functionality that required JavaScript to achieve it. However, it’s possible the SEO implications may not have been considered, resulting in poor organic search results.

JavaScript Frameworks, Vue, Angular, React
Devs working with JavaScript will already know that it’s a popular web scripting language. Used in conjunction with HTML and CSS, JavaScript allows web pages to have dynamic functionality, which standard HTML pages would not allow for. This functionality includes all kinds of animations and interactivity features, which can only be accomplished with JavaScript.

To achieve this dynamic functionality, many developers are electing to build websites with JavaScript frameworks alongside or instead of using a well-recognised CMS.

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