The Importance of Enterprise Content Strategy for SEO Success
SEO tactics become more complex with larger websites. These include ensuring that pages can be indexed, updating site maps regularly, and maintaining a website free of technical errors like 404s.
Because of this, large enterprises need a specialized team to keep up with and maintain organic search rankings. This article will explore the importance of enterprise content strategy for SEO success.
Using the right keywords is critical for any content strategy. It helps ensure the content is relevant to people’s search and will appear in search engine results pages (SERPs) first. Keyword research can be done manually and automated with a good keyword research tool. This tool gives you a list of keywords and phrases being searched, the competition level for each term, and other factors that help you make an informed decision about which terms to use.
The right words also help establish a consistent brand voice and improve user experience. People tend to ignore content not written in their language and are less receptive to ad campaigns that don’t feel authentic or helpful. Additionally, many users now employ ad blockers, making it even harder for marketers to reach their target audiences.
For these reasons, enterprises need to take the time to create an effective enterprise content strategy for SEO. This requires great planning, attention to detail, and audience understanding. But, by doing so, it is possible to achieve real marketing success and see a return on investment. You can learn more about implementing an enterprise content strategy in a webinar I moderated on February 16. Click here to access the recording.
As with any strategy, content creation is critical for enterprise SEO success. Creating high-quality, relevant content helps to improve brand visibility and ensures that your website is well-optimized for the keywords you’re targeting. This can include blogs, website content, social media posts, videos and infographics. According to the Content Marketing Institute (CMI), enterprise marketers use ten types of content regularly, with pre-produced videos and blog posts being the most popular. —Working with an SEO agency like **Growth Giants** can help to identify the types of content that best align with your goals and create a content strategy that will reach and engage your target audience
A dedicated SEO and content strategist team must keep up with the latest trends, best practices, and search engine algorithms. This team should also work together efficiently, with clear communication and accountability, to meet deadlines and produce content that delivers value for your audience.
Having this team in place will allow you to take advantage of your brand’s unique resources and assets. For example, a corporate communications team can create content that will attract links by focusing on your brand’s expertise and niche. Alternatively, an engineering department could develop technical blog posts and other resources to help users understand how your product works.
This approach also allows you to capitalize on search engine results based on user intent, such as those that show “People Also Ask” and video content. It will also make targeting keywords likely to lead to conversions easier.
The more reputable websites that link to your content, the higher your Google search engine ranking will be. Search engines view links as votes of confidence and trust that your website contains valuable information.
To build a robust link profile, you must be proactive and create quality content worthy of links from other websites. There are many ways to get quality links, but one of the most effective is participating in online forums and communities related to your industry. Providing valuable insights and answering questions will help you establish yourself as an authority in your field, which may lead to other websites linking to your content.
Other popular link-building tactics include guest blogging and partnering with influencers in your industry. These tactics are often scalable and require little or no investment, but they are effective because they help you gain exposure in your target audience’s feeds.
Another great way to get quality links is by finding broken links on other websites and offering your content as a replacement. This process is time-consuming but can pay off in the long run. You can find tools online to help you identify broken links on other websites, such as Check My Links. Once you have placed a broken link, contact the website owner and offer your content as a replacement.
Enterprise content teams need to be able to track, measure and analyze their results. This is vital to optimizing your efforts and making the right changes. You don’t want to waste your time on poorly performing content.
Aside from measuring and analyzing your content’s performance, ensuring your strategy works with the right keywords is also essential. You want to target keywords with sufficient search volume with strong conversion potential. For example, a narrow keyword like “email marketing software” may have less search volume than a broad keyword like “marketing software.” Still, it will be much more effective at bringing in targeted traffic that converts.
Another thing you need to take into account is the device your audience is using. According to a report from Hitwise, almost 60% of Internet searches are done on mobile devices. This means that your enterprise content needs to be optimized for mobile users.
In addition, you need to be able to scale your content production. That may mean hiring a team of writers or creating a script that automatically generates internal links for your site. It also means reaching out to employees in different departments and encouraging them to produce content. For instance, engineers whose strengths don’t lie in writing can create rough drafts of how their company’s latest gadget works, which a content team member can edit to provide clear, easy-to-read explanations and instructions.
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