SEO has managed to bring in constant changes in the marketing field ever since its inception. Almost all of us are well aware of the constant shift, even if we do not manage to put them in to words. With growth in SEO, the gap between other marketing tactics diminishes. Through this post, we will be discussing how far away is SEO from another marketing discipline called content. Here are the four degrees of separation that keep us away from a well conceptualized and integrated SEO marketing program.
Degree 1: Collecting and analyzing data
Data accumulated from all the marketing channels is equally relevant for SEO and when analyzed in the right way can help greatly. An important factor is to make sure that you select right KPIs for initiating SEO. As only right KPIs will aid in measuring how well is your SEO program performing to reach your business goals. For 2015, your SEO strategy should be keeping data analytics as priority. You should not be relying solely upon the available bunch of tools for getting results. Now, is the time to rely upon technology that manages to display stats from varied mediums on a single ground.
Degree 2: Use of Structured Data
Just like SEOs are looking for ways to accumulate data at a single place, the search engines too are looking for means to create all its data online. As an analyst, you will need to make sure that you are easing out the process for search engines by understanding how all web pages and content should be like in 2015. There are sites like Schema.org that help in structuring all the unstructured data for the search engines. Schema markup has been helping search engines in determining how relevant is your web page for a user’s query. Users can expect a highly engaging experience in the SERPs while experiencing an increase in the click-through rate.
Degree 3: Creating Content As Per User Demand
So what if secured search has ceased the ways for accumulating the keyword data, there are still other ways through which one could segment the audience and understand their requirements. One could fortunately still find data related to the topics that are driving search demand. This eventually helps in understanding how web pages are performing. You will need to take in to consideration creative people such as writers or expert marketing strategists as a part of your team. They can together help in managing the search data and convert the same into content that is the target audience has been looking for.
Degree 4: Content Optimization
The relationship between the technical and creative department can be understood well when making use of optimized content. We are here talking about the two major concepts called structured data – and practices such as on-page optimization. Make sure that the creative and technical people are working in close association and are not a part of the scenarios where there is a large gap between the organic search prospect and content optimization. Ensure you pre-assign the work and create a workflow as in who will handle each of the responsibility. The responsibilities that need to be taken care of are:
- Creation of Web page
- Finalizing the topics and keywords
- Maintaining the Meta data
- Optimizing the content through keywords
- Link Insertion
- Optimizing images