Why your content and SEO strategy need to be joined up
There are some websites creating helpful or fascinating content material, which are being let down by a scarcity of consideration to web optimization.
In yesterday’s #semrushchat there was such an instance, a website providing copywriting providers, however one which seemingly wanted to pay extra consideration to search engine optimization.
The website was kreativ forditas, and had submitted itself for assessment by the semrushchat members. I’m not going to element the entire assessment, however a number of web optimization-associated points have been flagged:
Q2: Out of the highest O points we have now detected with our Site Audit software, which one ought to they repair ASAP? #semrushchat pic.twitter.com/zsdLD24bcG
— SEMrush (@semrush) 20 July 2016
Some are fairly straightforward to repair. For instance, meta-descriptions may be added retrospectively and, although it’s not a rating sign, it ought to assist CTR.
The inner linking situation intrigued me, as the location had nofollowed 103 inner hyperlinks, which simply appears an odd factor to do.
Looking on the website in additional element, plainly at the least a few of the nofollowed inner hyperlinks have been to pages reminiscent of login pages, which don’t essentially symbolize a missed alternative.
However, although the location had some fascinating content material across the apply of copywriting – content material which ought to assist it appeal to its audience, and to assist raise different pages on the location, it seems to have been created with out a lot thought for search engine marketing.
The website provides content material creation, content material critique and copywriting providers. You would assume the apparent assume to do can be to hyperlink from these articles to the gross sales pages on the location, thus serving to them rank for goal phrases.
Indeed, a nicely-executed content material technique would use inner linking to persistently hyperlink to, for instance, the copywriting gross sales web page on the location in each point out of the key phrase. This would give a robust sign to search engines that that web page must be returned for searches on the time period.
Instead, only a few of the articles have hyperlinks in any respect, and people who do are usually linking to different articles. This signifies that a lot of the weblog content material on the location is doing little or no to help the gross sales pages.
Of course, a few of this content material might appeal to guests to the location, however it’s doing little or no to assist the location’s search visibility.
Another instance of that is Millets, which I checked out in a current submit on optimising for searches round pageant merchandise – clothes, important gear, tents and so on.
Its search efficiency is inconsistent, partially as a result of it doesn’t use the content material it creates to assist with search visibility.
It has created some helpful content material round festivals, however isn’t linking to its product or class pages to assist them carry out extra successfully for these searches.
All Millets must do is to hyperlink persistently from the content material to the touchdown pages to assist them rank extra successfully and persistently for goal key phrases.
It’s one other instance of a content material technique which hasn’t thought-about search engine optimization sufficient. As I wrote in an older submit, content material marketing and search engine optimization can work collectively very successfully.
Content creation helps to realize search objectives, whereas an eye fixed on search engine marketing helps the content material to carry out extra successfully and attain a wider viewers.
However, creating content material in isolation with out contemplating search merely means it’s unlikely to carry out in addition to it might.
