How To Inspire Content Teams To Care About SEO

When organizations start out with SEO, they often start with a dedicated SEO specialist.

The responsibilities of this person are usually broad and include a wide range of duties.

They are often working with content teams with business priorities, who are driving the content and working separately from the SEO teams.

The biggest challenge then is getting a content team to care about SEO.

Just as You need your dev team to understand SEOTo prioritize, it is essential that you motivate your content professionals to support your SEO goals.

This way.

Why Content Teams Need to Care About SEO

Some of the duties new SEO specialists may include:

  • Measuring and Understanding SEO and reporting on performance.
  • Assessing a site’s technical SEO They design and work with the development team to address challenges.
  • creating a structured strategy for SEO.
  • and identify high priority risks and opportunities To adapt and create new content.

Because teams outside the SEO team manage all other content creation and improvement, there is a risk of missed opportunities for new content, a superficial understanding of user needs, and inadvertent de-optimization of content found through search engines. .

SEO Experts and Teams Can respond to high-priority risks and opportunities of content, and embed SEO understanding and ideas into its processes.

This is one of the most effective ways to improve the depth and breadth of a site’s organic search presence and maximize its potential.

Display that SEO search data is user intent data

To figure out how SEO and content teams can work more closely together, first understand where their interests align.

Content teams’ KPIs often focus on engagement metrics:

  • How many users entered the site through their pages?
  • How much time did they spend on the page?
  • How did the content on that page affect where they went next?

To maximize all of these measurement areas, content creators must be highly tuned to the needs of the people for whom they are writing.

At this point, it’s an SEO cliché that “no one lies in their search box,” but there’s a reason we repeat it so often.

The data on search engine queries helps reveal exactly what people are looking for, how they are searching for it, and how many people are searching for it, and the SEO team holds the key to all that information.

By giving content teams access to user search data, both teams can increase their visit count and – most importantly – provide more value to their customers.

Initially, this often involves directly supplying keyword research, but to avoid becoming a hindrance to your team in this endeavor, you will need to provide the tools to do your own research.

Teach them how to optimize their content

Once they know what their users are searching for and how, your content team needs to know where to position their work: the first page of search results.

As a pre-teacher and SEO professional, the biggest tip I can give is to keep it simple.

We know that every part of SEO is steeped in specifics and the answer to every question starts with “it depends”.

But your aim here is to make content creators feel confident to start optimizing their work, so there are a few key guidelines that are easy to follow.

They should know best practices for optimizing metadata and structuring a piece of content and how to analyze top ranking results for a position measure ideal length and the format of top-ranking content.

Tools like browser extensions can make this easier by providing header tag information and word count.

Proven Benefits with SEO in Mind

At this point, if you’ve done your job well, one or two members of the content team have taken a special interest in SEO.

They will be good questioners and will contact you to validate their research and plans.

Keep these people by your side!

Now that the team is done with the basics of optimizing content for search engines, you’ll need to encourage them to move on and continue building on their skills.

The best way to do this is to show results.

As already discussed, KPIs for Content Teams This usually includes traffic entering the site through their pages.

Proving that their efforts drive these numbers by capitalizing on search interest will renew and reinforce their enthusiasm.

Plus, it will serve as a great case study to encourage others to follow suit.

Tracking keywords and showing changes in rank will allow them to see tangible improvements in their work, such as tracking and reporting changes in organic sessions and clicks. google search console,

This is where an enterprise SEO platform proves its worth by working with the team to create dashboards that curate all SEO data related to content, making it easy to self-monitor and identify win-wins and areas of improvement. And they include SEO metrics as well. Understanding and reporting the success of your work.

The Massive Benefits of Content Teams Incorporating SEO

The most obvious and direct implication of a content team incorporating SEO into their workflow is that more content on the site will be optimized than is only achievable by the SEO team.

This helps to make a site’s SEO more flexible, as its appearance in search results will be less dependent on only a few high-priority pages and keywords, which the SEO team has time to prioritize along with all their other responsibilities. . ,

In addition, search interest and users’ understanding often drive SEO data to create new content. Content created with users in mind (and with real data to increase understanding of what users want and need) will often lead to better engagement and interaction based on assumptions.

As the team recognizes the value of new approaches, SEO metrics are likely to make their way into case studies and reporting.

This, in turn, will be fed into more senior stakeholders, raising the profile of SEO interests through internal advocacy, which can lead to increased profile and support, and increased investment – ​​without you having to deliver an envelope full of cash. without the need to.

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Featured Image: Jacob Lund/Shutterstock

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