Search engine optimisation is always evolving, with new algorithms and updates rolling out nearly every week. This can create uncertainty for marketers, but one SEO expert believes that brands can take back control next year by using the right forms of content marketing as a starting point.
Content, not rankings
SEMrush CEO Oleg Shchegolev says that the recent obsession with search could be having a negative impact on content output. The best way to combat poor rankings in search is to actually deliver high-quality news, articles and blogs on a regular basis. From this foundation, brands can tailor and optimise for SEO.
Shchegolev says that following best practices before the content creation phase cannot hurt though. This means including a few relevant keywords, optimising for smartphones, and trying to sprinkle in visual content such as infographics or images to guide the reader through and to keep them interested.
He adds: “All of these are still relevant but they should only come after you’ve ensured your content offers something of value to your audience.”
Providing value can be achieved by explaining a few important concepts in layman’s terms without industry-specific phrasing and language. Shchegolev says that it may be a good idea to provide content that can help those in the B2B industry to perform their respective roles better or to inform and answer FAQs in B2C environments.
Using simple and relatable language will make it easier to educate and deliver value while also aiding organic search, which will continue to be a primary traffic driver in 2020.
Plan and monitor
Whether you are making your first foray into content in the new year or aiming to update an existing strategy, Shchegolev also recommends following a PDCA (plan, do, check and act) philosophy. Planning should be centred on a marketing goal and a theory based on how you will go about achieving it.
You can then implement the plan, monitor how a campaign performs, and identify any areas of improvement before acting on new insights ahead of a new content cycle. Making tweaks and changes quickly is key if you have a busy schedule in 2020.