The role of an SEO Content Strategist

Introduction

As digital marketing continues to evolve, businesses are increasingly investing in strategies that can help them stand out in a crowded online space.

 

Two such strategies that have gained significant attention are content strategy and search engine optimization (SEO) strategy. However, there’s often confusion about what each entails and how they differ.

 

This post aims to demystify these concepts and shed light on the role of an SEO content strategist role alongside a content marketing manager.

 

In today’s digital age, well-executed content strategies are crucial for businesses to thrive online.

 

It’s an SEO content strategists responsibility to ensure that the content not only resonates with the needs of the desired audience but also ranks high on search engine results pages (SERPs).

 

But how exactly do you use SEO for content strategy? This blog post explores this question in detail.

Understanding digital Content marketing Strategy

Content marketing strategy refers to the planning, development, and management of content—written or in other formats.

It’s a strategic approach that involves creating meaningful, cohesive, engaging, and sustainable content that aligns with your company’s goals and marketing campaigns and resonates with your target audience.

A robust content strategy encompasses various elements such as:

  • identifying the target market / potential clients and their pain points,
  • understanding their needs and preferences,
  • determining the type of content topics that would appeal to them (blogs, videos, podcasts etc.),
  • deciding on the tone and style of communication,
  • scheduling content creation and distribution to the right digital platforms and social media platforms.

Use tools that can help you find relevant keywords for your business.

Incorporating SEO into Your Brand’s Content Strategy

1. Keyword Research: The Foundation of SEO Content Strategy

Keyword research forms the backbone of any successful SEO strategy. It involves identifying words and phrases that people use when searching online.

With content planning and creating a content calendar, a copywriter with excellent writing skills will be able to weave keywords naturally into the website’s content to increase its visibility on SERPs.

An SEO content strategist will focus on finding long-tail keywords (phrases that are three or more words long) as they are less competitive and more targeted than shorter keywords.

Tools like Google Keyword Planner or SEMrush can help you find relevant keywords for your business.

2. Start with a content audit

The best content strategist will know that content development starts with an audit.

Having identified the right keywords, it is time to look at the existing content to see what gaps there are that need to be filled.

Doing content activities that group and order the existing content is a great place to start.

3. Continue with market research

A content strategist would utilise team members to help with market research and feed the findings back into the content plan.

When conducting market research for a content strategy, it’s important to ask a variety of questions to gain a deep understanding of your target audience.

The following questions can help tailor content to the needs and preferences of the target audience.

It makes sense to ask more obvious demographic and psychographic questions. But to broaden the research more.

The following are some key questions to consider.

Content consumption questions:

  • What types of content do you prefer (e.g., articles, videos, podcasts)?
  • What topics are you most interested in?
  • How do you prefer to consume content (e.g., short-form, long-form, visual)?
  • Are there specific content formats or platforms you trust or prefer?
  • Do you engage with user-generated content or reviews when making decisions?

Competitor and Comparison Questions:

  • Are there specific websites, blogs, or influencers you follow in your niche?
  • What do you like/dislike about their content?
  • How does our content compare to that of our competitors?
  • What would make you choose our content over others?

Feedback and Improvement Questions:

  • What improvements would you suggest for our current content?
  • Are there any gaps in the content available in your niche?
  • What would make you more likely to engage with or share our content?
  • Is there anything you find annoying or frustrating in our current content?

Call-to-Action and Conversion Questions:

  • What would encourage you to take action (e.g., sign up, make a purchase) after consuming our content?
  • What information or incentives would motivate you to convert?
  • Are there any barriers that prevent you from taking action after consuming content?

4. Creating High-Quality, Optimised Content

Once you’ve identified the right keywords, it’s a good idea to create high-quality content around them.

Remember, Google prioritises websites that provide valuable information to users. So, ensure your content is informative, engaging, and answers your audience’s questions.

Moreover, make sure your keyword appears in strategic places like:

      • the title tag,
      • meta description,
      • headers (H1s and H2s), and
      • throughout the body text

And critically don’t overstuff keywords (a practise frowned upon by Google) but rather weave them in organically to make it usable content that reads well.

5. On-Page Optimisation: A Key Task for SEO Content marketing Strategists

On-page optimisation refers to all measures taken within a website to improve its position in search rankings.

This web content includes not only text but also images and videos:

      • Ensure all images have descriptive alt tags (which help search engines understand what the image is about),
      • Optimise URLs with keywords where possible without making them too lengthy or complex,
      • Use internal links wisely to guide visitors through your site’s pages while passing link equity around them.

6. Monitoring Key Performance Indicators

As an SEO content strategist, you should regularly use tools such as Google Analytics and Google Search Console for data analysis. And to monitor key performance indicators such as:

      • organic website traffic growth rate,
      • bounce rate (the percentage of visitors who leave after viewing just one page),
      • average session duration (how long people stay on your site).

These metrics will provide insights into how well your strategy is working and where improvements are needed.

A person using an SEO tool on a laptop computer placed on a table before him.

Use tools that can help you find relevant keywords for your business.

The Role of an SEO Strategy

On the other hand, an SEO strategy is a detailed plan aimed at improving a website’s visibility on search engines like Google. The ultimate goal is to increase organic (non-paid) traffic to your site by ranking higher on search engine results pages (SERPs).

An effective SEO strategy involves several components including keyword research (identifying relevant keywords that your target audience is using), on-page optimisation (optimising elements on your website like title tags, meta descriptions etc.), off-page optimisation (building high-quality backlinks), technical SEO (improving site speed, mobile-friendliness etc.) among others.

A white paper with the word invisible written on it, and the prefix "in" torn away from the rest of the letters.

An SEO strategy is aimed at improving your website’s visibility on search engines.

The Intersection: The Role of an SEO Content Strategist

While both content strategy and SEO strategy are distinct concepts with unique business goals, they intersect at several points. This is where an SEO content strategist comes into play with their specialist skill set.

An SEO content strategist combines the principles of both strategies to create a powerful synergy. They have the technical skills to understand that while creating high-quality engaging content is crucial for any business’s online success; it’s equally important for this content to be found by search engines and ranked highly.

Their role involves developing a comprehensive plan for creating valuable posts optimised for relevant content keywords. They ensure that each piece of content not only appeals to the target audience but also adheres to best practices set by search engines. This includes optimising headings and subheadings with keywords without compromising readability or relevance.

Moreover, they also focus on creating a great user experience as this is another critical factor considered by search engines when ranking websites. This could involve ensuring faster page load times or making sure that your site is mobile-friendly.

An SEO content strategist is a professional who may have a bachelor’s degree and who combines the art of creating engaging content with the science of search engine optimisation. They will have years of experience and understand that while quality content is king, it must also be discoverable by search engines and appealing to their algorithms. They also value the importance of the work of a good content creator.

The role involves conducting keyword research, optimising web pages, creating SEO-friendly blog posts, and monitoring performance metrics. The ultimate goal is to increase organic traffic and improve the website’s visibility on SERPs.

What are the Top 3 SEO Strategies?

As an SEO content strategist, I often get asked, “What are the top three strategies for effective Search Engine Optimisation (SEO)?” While there’s no one-size-fits-all answer to this question, certain strategies have proven to be consistently effective across various industries and niches.

In this blog post, we’ll delve into these top three SEO strategies that can help improve your website’s visibility on search engines, attract more organic traffic, and ultimately drive conversion rates.

1. High-Quality Content Creation

The first and arguably most crucial strategy is the creation of high-quality content. Google’s algorithms have evolved significantly over the years, becoming increasingly sophisticated in their ability to discern high-quality content from low-quality or duplicated content.

As an SEO content strategist, I cannot stress enough the importance of creating unique, relevant and valuable content that not only appeals to your target audience but also aligns with Google’s ranking algorithms. This involves conducting thorough keyword research to understand what your potential customers are searching for online and then creating content that answers their queries effectively.

Remember: Quality trumps quantity every time. It’s better to have fewer pieces of high-quality content than a plethora of low-quality ones.

2. On-Page search engine Optimisation

The second strategy revolves around on-page SEO optimisation. This includes optimisng your title tags, meta descriptions, headers (H1s, H2s), URL structure and image alt text with relevant keywords.

On-page optimisation is all about making it easy for search engines to understand what your webpage is about so they can index it accurately. It also improves user experience by making your site easier to navigate and read.

For instance, a well-optimised title tag can significantly boost your page’s click-through rate from search engine results pages (SERPs). Similarly, a descriptive URL structure can give users a clear idea of what they can expect from the page even before they click on it.

The third strategy involves building high-quality backlinks from reputable websites in your industry or niche.

Backlinks are essentially votes of confidence from other websites; they signal to search engines that your website provides valuable information worth linking to.

However, not all backlinks are created equal – links from high-authority websites carry more weight than those from low-authority sites.

Therefore as an SEO content strategist, I recommend focusing on acquiring quality backlinks rather than chasing sheer quantity.

You can build backlinks through guest posting on other blogs in your industry.

Also by getting content production teams to do graphic design and create shareable infographics or case studies that brands would want to link back to.

A woman consistently doing push-ups as she looks ahead to an imaginary goal.

Consistency is key when it comes to seeing tangible results.

The Power of Consistency in SEO Strategy

While these top three strategies – high-quality content creation, on-page optimisation and building quality backlinks – form the backbone of any successful SEO campaign; consistency is key when it comes to seeing tangible results.

SEO is not a one-time effort but rather an ongoing process that requires regular monitoring and tweaking based on changing algorithms and market trends.

As an experienced SEO content strategist myself, I assure you that consistent application of these top three strategies will yield significant improvements in your website’s organic visibility over time.

Remember: The world of SEO may seem complex at first glance but mastering its basics can go a long way in helping you stay ahead in today’s digital-first landscape.

A woman consistently doing push-ups as she looks ahead to an imaginary goal.

Consistency is key when it comes to seeing tangible results.

The Importance of Continuous Learning in SEO

SEO is a dynamic field; what works today might not work tomorrow due to changes in search engine algorithms or user behavior trends. Therefore as an effective SEO content strategist always stay updated with industry news and best practices. However, this doesn’t need to be done on a daily basis.

In conclusion, incorporating SEO into your effective content strategy involves understanding how search engines work; conducting thorough keyword research; creating high-quality optimised content; performing on-page optimisation; monitoring performance metrics regularly; and continuously learning about new developments in the field.

By leveraging these strategies effectively you can become a better content marketer and increase organic traffic to your website thereby improving its visibility online – ultimately leading towards business growth.

A world globe partly shown with metrics being analyzed.

Because SEO is dynamic, it is important to monitor performance metrics regularly.

Conclusion: A Balanced Approach

In conclusion, while both strategies have their unique roles in enhancing online visibility; they work best when used together under the guidance of an experienced SEO content strategist who understands how to strike a balance between user needs and search engine requirements.

Remember – while it’s important for your website to be found by search engines; it’s equally crucial for users who land on your site to find valuable information presented in an engaging manner. After all – happy users are more likely to become loyal customers!

And your marketing doesn’t end with your website. As part of the ‘marketing mix’ you will want to utilise your content marketing efforts in other digital channels. This is where an editorial calendar comes in. It helps to plan the publication and distribution of content across different media channels such as:

  • social media posts (to raise brand awareness),
  • and email marketing newsletters (to connect more deeply with the email list).

So if you’re looking forward to boosting your online presence – consider the right time to investing in both these strategies under expert guidance from an experienced SEO Content Strategist!

A woman blurred in the background holding a happy smiley.

Happy users are more likely to become loyal customers!

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Natalie Alsop is a Content Marketing Strategist and founder of Engaging Content. She teaches, enables and consults small businesses on how to harness search strategies into their daily marketing. A self-confessed lazy marketer, Natalie aims to educate how your website, when set up correctly, can bring the right traffic to your website and convert this into quality clients.

Natalie Alsop