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How to Maximize the SEO Potential of Your Content

You've probably heard that "content is king" thousands of times. The truth is, content is significant aspect as far as SEO is concerned. Valuable content forms the foundation of increasing visibility to both the targeted audience and search engines. Its potential for increasing engagement, sharing and conversions is unlimited.

SEO Potential

This guide documents the most important things to consider when creating content that will generate the intended results. It's designed for ecommerce marketers wishing to launch a content marketing campaign that's focused on increasing traffic, user engagement and conversions as well as visibility by search engines.

Understand how your target market surfs the web

Content marketing should always revolve around the target market. To increase conversion rates, the marketer should always focus on their target market's online behavior during the whole marketing process.

A good ecommerce marketer should make efforts to understand the target market's expectations and intent when they are surfing the web. This understanding puts the marketer in the perfect position to launch a successful content marketing campaign. Some of the common strategies to use at this stage include the following.

  • Perform an analysis of how the target market is currently using the web by looking at their surfing trends in social media, blogs as well as analyzing the most active segment of your target market in terms of demographics.
  • Analyze your competitions' content marketing strategy as well as the type of content appearing first for specific search terms.
  • Use data collected to create different segments within your target market based on online behavior and what this audience is looking for that your brand can provide through content.

Optimize your content for the target market

The goal of content marketing in SEO should be to provide an avenue for interaction between your brand and the targeted audience. Although content can be focused to revolve around specific search terms, the most effective type of content is that which the audience can easily digest and find value from. Some of the strategies to use at this stage are as follows.

  • Always create content that seeks to address the target market's concerns through education and entertainment.
  • Create content that focuses on keyword phrases your target audience regularly uses to increase visibility in search engines.
  • Write for a human audience to increase engagement, sharing and conversions.
  • Remember to optimize for mobile since most web users are using mobile devices to access the web.

Optimize content for search engines

Your ecommerce site SEO strategy should also involve optimizing content for better visibility by search engines. Besides creating content that focuses on your target audience, it should also be optimized to allow search engines easily find it and present it as information that your audience is searching for on the web. Optimization however shouldn't involve blackhat techniques such as keyword stuffing to avoid being penalized. Common strategies to use include the following.

  • Perform on page optimization techniques to increase page visibility for search terms.
  • Create useful links to relevant sites.
  • Use online tools such as WordPress that make SEO easier to implement.
  • Make indexing of your site easy by creating an XML sitemap and submitting it to search engines.
  • Use paid search to get content rank high in search results to get more traffic.

Keep track of results

Always keep track of your content marketing strategy to improve on your SEO efforts. Data collected from all aforementioned stages will help in measuring the campaign's success rate. Techniques used to keep track of results include the following.

  • Make use of online analytics tools to have a clear picture of target market online behavior.
  • Use Google Analytics to monitor content success or failure based on pre-set goals.
  • Use tools like Crazyegg to identify how users navigate through your site.

Use this guide as a blueprint to ensuring that every content marketing campaign is successful. Content is king in SEO. However, always ensure that you create a balance between creating content for search engines and your target audience for the best results.

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