Five SEO tips for content marketers

Match search intent, answer the question, structure the page and keep content useful.

September

2020

An editor's SEO work starts with the reader's question. Identify the decision they want to make and the information they need.

1. Collect questions

Use customer enquiries and Google Keyword Planner to find query ideas. Set the relevant region and language. Treat tool metrics as research inputs and check actual results using your website's data.

2. Give a useful answer

Explain actions, conditions, limitations and verifiable examples. Identify the author and sources for new facts. Google's helpful content guidance encourages assessing the value a page provides to readers.

3. Prepare headings and a description

Make the page title accurately describe the topic. Organise the text into meaningful sections and use the description to explain the contents briefly. Deliver on the promise made by the title.

4. Check links and mobile use

Add internal links that help the reader continue their task. Check destinations, language, readability and the form on a phone. Follow Google's rules for paid external placements and exclude ranking-driven link schemes from the plan.

5. Schedule a review

Set the next review date for prices, terms and instructions. After publication, assess queries, visits to service pages and relevant enquiries. Update changed facts while retaining the useful page address.

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Sources

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