A Clear Path to an SEO Strategy that Works
Search engine optimization (SEO) should be a linchpin in any successful content marketing plan. But with search engines updating algorithms and ranking factors on a frequent basis, how is a mortal content marketer supposed to keep up with their seo strategy?
Tracy Gold wrote an invaluable Ultimate SEO Checklist in 2014. She did a fantastic job of covering SEO fundamentals from a content marketing perspective. However, considering how much search has evolved in just the last few years, I thought it would be useful to revisit the key points from Tracy’s original discussion and update them with fresh advice, insights, and resources that can help you keep your SEO efforts in top shape.
1. Document your SEO strategy
If you follow CMI at all, you should already know that documenting your content marketing strategy is essential for success. Since SEO is a key part of that strategy, you should start your efforts by documenting your plans for using this technique, i.e., what your priorities are, what methods you work with, how you measure your performance, and what goals you want SEO to ultimately help you achieve. Depending on how far along your company is, you may need to write a basic strategy first, and then revisit it once you’ve audited and analyzed your current SEO efforts and data (more on that later!).
2. View SEO and content marketing as partners, not opponents
You may have read or heard about a “debate” about SEO vs. content marketing. Agencies that specialize in one or the other may benefit from creating distance between SEO and content marketing. But this way of thinking can be detrimental to the success of your content. In fact, Barry Feldman goes so far as to call this siloed thinking “ridiculous.”