What is SEO and how to optimize your content strategy?
Posted: Thu Dec 12, 2024 4:11 am
What is a Content Manager and why do you need one? Learn about their responsibilities and how to keep your website's information fresh, informative and engaging.
Table of contents
Search Engine Optimization (SEO) gives bc data taiwan package you the opportunity to understand how your potential customers search for you for the product or service you offer.
Including SEO in your content marketing strategies will give you several benefits: traffic to your website, improving your authority and positioning in Google, adding leads and sales opportunities.
In this regard, María Eugenia Coppola, SEO Content Manager at HubSpot , shared in the third episode of our Growth Masters podcast how this strategy helps more local or international users find you in search engines and thus increase the positioning of your website.
If you want to listen to the entire conversation, click the play button .
How to accelerate our content strategy using SEO?
Coppola advised that the first step in this strategy is to understand who your buyer persona is , that is, who is that ideal client that you want to attract, not only in terms of age or where they live, but to understand more deeply what their habits and interests are.
Think of a content strategy around their concerns, objectives, dedication, their most used communication channels and where they get their information. All of this helps us put ourselves in their shoes to offer relevant content.
The specialist also recommended that another important aspect to include in the content strategy is to apply a model such as topic clusters to organize the blog content.
The Content Manager explained that there are many benefits to using topic clusters . One of them is that the topic to be developed can be approached from different angles and search engines and users perceive you as an authority on the topic.
He also advised that the topic cluster should not be infinite and should have a number of approximately 30 articles. “We cannot go too far, because the authority we are generating is diluted,” he added.
What if we already have a significant volume of content? To organize it strategically, the specialist suggested defining the most relevant topic clusters and seeing which articles we have already published can potentially serve the cluster.
However, the specialist emphasized that we should not forget the products and services that the company offers as part of the content strategy.
New Call-to-action
How to write optimized articles?
Beyond creating content for the sake of creating it, María Eugenia Coppola explains that we should write according to the user's search intention. "Sometimes we fall in love with a keyword and see that it has a higher volume, and suddenly we realize that the first page of Google ranks articles that have nothing to do with what we had planned in the strategy," she says.
Once we are aligned with the user's search intent, we must include the main keyword in the title. “You have to find a creative way for the user to click on the article and at the same time give signals to both the user and the search engines that your content is going to be about that topic.”
Sometimes we fall in love with a keyword and see that it has a higher volume, and suddenly we realize that the first page of Google ranks articles that have nothing to do with what we had planned in the strategy.
Among the different sections of the article, Coppola recommends choosing the subtitles in H2, H3 and H4 well.
What about images? Texts that accompany images are “super valuable” as they are opportunities to include keywords (for example: alt text, image name, caption).
Finally, he recommends that, although the meta description of the text is not a factor that directly influences positioning, it can help us with the click through rate (CTR ). “If your meta description is visible and contains your keyword, the user may confirm that the information is relevant and click on it.”
SEO content tips
What tools and content formats should we use to improve SEO?
María Eugenia Coppola highlights two very useful tools for her daily work: Google Search Console and Ahrefs.
seo-search-console
Search Console Dashboard Ahrefs Dashboard
seo-ahref
The specialist stresses that we must not lose sight of the search and understand that the first thing is the search intention of the users, since it helps us to know what type of content format they are looking for. In some cases, they can be templates, in others, YouTube videos, lists, among others.
Regarding formats, he said he has seen more multimedia content in current content in general, especially videos. “I think videos are an important trend. Incredibly, I have seen how traffic has increased with respect to our articles on infographics. It is a format that is generating interest,” he says.
Finally, regarding the analytical recommendations to improve the implementation of the strategy , he points out that we must analyze which articles are generating more organic traffic and what the trend is for each one , why more traffic is lost or gained and what external factors influence it.
Table of contents
Search Engine Optimization (SEO) gives bc data taiwan package you the opportunity to understand how your potential customers search for you for the product or service you offer.
Including SEO in your content marketing strategies will give you several benefits: traffic to your website, improving your authority and positioning in Google, adding leads and sales opportunities.
In this regard, María Eugenia Coppola, SEO Content Manager at HubSpot , shared in the third episode of our Growth Masters podcast how this strategy helps more local or international users find you in search engines and thus increase the positioning of your website.
If you want to listen to the entire conversation, click the play button .
How to accelerate our content strategy using SEO?
Coppola advised that the first step in this strategy is to understand who your buyer persona is , that is, who is that ideal client that you want to attract, not only in terms of age or where they live, but to understand more deeply what their habits and interests are.
Think of a content strategy around their concerns, objectives, dedication, their most used communication channels and where they get their information. All of this helps us put ourselves in their shoes to offer relevant content.
The specialist also recommended that another important aspect to include in the content strategy is to apply a model such as topic clusters to organize the blog content.
The Content Manager explained that there are many benefits to using topic clusters . One of them is that the topic to be developed can be approached from different angles and search engines and users perceive you as an authority on the topic.
He also advised that the topic cluster should not be infinite and should have a number of approximately 30 articles. “We cannot go too far, because the authority we are generating is diluted,” he added.
What if we already have a significant volume of content? To organize it strategically, the specialist suggested defining the most relevant topic clusters and seeing which articles we have already published can potentially serve the cluster.
However, the specialist emphasized that we should not forget the products and services that the company offers as part of the content strategy.
New Call-to-action
How to write optimized articles?
Beyond creating content for the sake of creating it, María Eugenia Coppola explains that we should write according to the user's search intention. "Sometimes we fall in love with a keyword and see that it has a higher volume, and suddenly we realize that the first page of Google ranks articles that have nothing to do with what we had planned in the strategy," she says.
Once we are aligned with the user's search intent, we must include the main keyword in the title. “You have to find a creative way for the user to click on the article and at the same time give signals to both the user and the search engines that your content is going to be about that topic.”
Sometimes we fall in love with a keyword and see that it has a higher volume, and suddenly we realize that the first page of Google ranks articles that have nothing to do with what we had planned in the strategy.
Among the different sections of the article, Coppola recommends choosing the subtitles in H2, H3 and H4 well.
What about images? Texts that accompany images are “super valuable” as they are opportunities to include keywords (for example: alt text, image name, caption).
Finally, he recommends that, although the meta description of the text is not a factor that directly influences positioning, it can help us with the click through rate (CTR ). “If your meta description is visible and contains your keyword, the user may confirm that the information is relevant and click on it.”
SEO content tips
What tools and content formats should we use to improve SEO?
María Eugenia Coppola highlights two very useful tools for her daily work: Google Search Console and Ahrefs.
seo-search-console
Search Console Dashboard Ahrefs Dashboard
seo-ahref
The specialist stresses that we must not lose sight of the search and understand that the first thing is the search intention of the users, since it helps us to know what type of content format they are looking for. In some cases, they can be templates, in others, YouTube videos, lists, among others.
Regarding formats, he said he has seen more multimedia content in current content in general, especially videos. “I think videos are an important trend. Incredibly, I have seen how traffic has increased with respect to our articles on infographics. It is a format that is generating interest,” he says.
Finally, regarding the analytical recommendations to improve the implementation of the strategy , he points out that we must analyze which articles are generating more organic traffic and what the trend is for each one , why more traffic is lost or gained and what external factors influence it.