Tips to Optimize Digital Marketing Content for Search Engines
September 12, 2023
Is your digital marketing content getting lost in the endless abyss of Google search results? You craft compelling articles, blog posts, and web pages designed to attract the right audience and drive traffic. Yet no matter how hard you optimize, your rankings never seem to budge and your content isn’t reaching your B2B clients?
It’s time to start speaking the language of search. SEO content is about understanding how search engines work and leveraging specific optimization strategies to cut through the noise and get found. Think of it as marketing directly to Google – you’re not just creating content for humans anymore. This is what makes it important for Digital Marketers to include SEO considerations in their larger content strategy.
In this blog post, we’ll decode the mysterious algorithms that determine search rankings. We’ll explore technical factors like keywords, links, and metadata that search engines use to evaluate pages. You’ll also learn innovative content formats and tactics to capture organic traffic.
By the end, your content will be fluent in search and primed for discovery. Are you ready to level up your optimization game? Let’s immerse in the elements of SEO content that can help step up your B2B content marketing approach.
Element #1: Keyword research
Thorough keyword research provides the foundation for an effective SEO content marketing strategy. It points to what your target audience is actively searching for so you can create optimized digital marketing content that ranks for those high-value queries. When researching keywords, aim for a healthy balance of search volume and relevance. Focus on uncovering keywords that are:
- High in monthly search volume – this indicates valuable traffic potential. However, competitive keywords should be used wisely so as to be able to rank higher than other users. For example, “content marketing” has a much higher search volume compared to “Skyscraper content technique”
- Closely aligned to your offerings and business goals. Keywords tailor-made for your products/services are ideal. A digital marketing agency would target “SEO services” over something broad like “digital marketing”.
- A good match for searcher intent. Target informational, navigational, and transactional keywords to set your net wide. “B2B lead generation strategies” indicates an informational search intent.
You can consider using keyword research tools like Google Keyword Planner, Semrush, and UberSuggest to discover new keyword opportunities. Analyze keywords for difficulty, CPC data, and trends over time. Additionally important while carrying out keyword optimization is assessing your own website analytics for organic search terms driving traffic to identify potential gaps in your keyword targeting.
Ongoing keyword research enables creating optimized content around high-potential terms. This drives relevant organic traffic to your site and provides key inputs into your overall SEO strategy.
Element #2: Optimized content structure
On-page optimization is pivotal for signalling to search engines that your content is relevant for targeted keywords. Proper on-page SEO indicates to search engines what the content focuses on which in turn, helps you reach your business clients and vice versa. Combined with strong authority building (explained below), this can greatly improve rankings.
Some key tactics include:
- Incorporating keywords in title tags and meta descriptions – This highlights the focus of the content on search engine result pages. For example, a post on “B2B content marketing strategies” would repeat this primary keyword in the title tag and meta description.
- Using keywords in headers and image file names – This further reinforces relevancy and improves click-through-rates. The H1 and H2 headers in a post could include “B2B content marketing” and “content strategies”.
- Including related variations and synonyms – Varying usage with “B2B marketing content”, “content marketing for B2B”, etc. improves semantic relevance.
- Keeping important keywords closer to the top – More weight is given to keywords appearing early in content.
- Optimizing URL structure with keywords – URLs like “blog/b2b-content-marketing-strategies” are SEO-friendly.
- Using bolding, italics, and bullet points to highlight keywords.
Element #3: Optimized content structure
While the basics of on-page optimization stay constant, some SEO best practices vary across content formats because of the differences in the manner in which this content is consumed. Optimizing each format’s structure and indexing considerations is key. For example, a manufacturing brand’s video demo would ensure the transcript highlights “equipment demo”, have this primary keyword in title, description and tags, and include it prominently in the video thumbnail. You can also mention your industry accordingly to improve your searchability to B2B clients in a wider manner.
Here are some pointers for different content types:-
Element #4: Promoting your content
Creating optimized content is only the first step. A B2B digital marketer must also consider amplification strategies to help maximize its visibility and reach. Amplifying reach through strategic promotion markedly increases opportunities for search engine visibility within your industry and this ultimately helps attract higher-quality traffic.
Some key tactics include:
- Building high-quality backlinks through guest posting, partnerships, etc. Backlinks indicate authority and boost rankings. For example, contributing posts to industry publications helps earn authoritative backlinks.
- Promoting content through social media with relevant hashtags and mentions to drive engagement. A B2B brand can use hashtags like #B2Bmarketing to expand reach on Twitter.
- Leveraging internal linking between related posts to improve page authority through “link juice”. An analytics post can link to previous posts on data strategies.
- Distributing assets through multiple channels – email, paid ads, organic social etc. Cross-channel promotion widens visibility.
- Submitting XML sitemaps to ensure search engines index new content faster.
- Monitoring analytics to identify high-performing platforms and networks. Double down on promotion tactics that work.
Element #5: Technical SEO
In addition to content, optimizing your website’s technical elements for contributes to stronger SEO. Optimizing these technical elements creates a search-friendly website foundation which in turn improves your ranking on search engines. The same also has the benefit of being generally user-friendly and making the website accessible and thus preferable to business clients.
Some essential website optimization factors include:
- Site speed – Faster load times improve user experience and search rankings. Images and scripts should be compressed and caching used.
- Mobile-friendly responsive design – With growing mobile usage, ensuring site accessibility on all devices is key
- Secure HTTPS protocol – Switching to HTTPS provides a security signal to search engines
- Clean internal linking structure – Links should follow logical hierarchy and architecture flowing well between pages.
- User-friendly URLs – Avoid overly complex URLs with excessive parameters and inconsistencies.
- Strong website architecture using header tags (H1, H2, etc.) to structure major content sections.
- Eliminating technical errors like broken links through regular audits and maintenance.
For example, an ecommerce company should compress images to optimize site speed, implement responsive design, transition to HTTPS, and structure product and blog page URLs logically like “shop/category/product-name”.
Strategy #6: Authority building
Authority building centers on acquiring external signals like backlinks and social shares to reinforce your domain’s credibility and relevance in search algorithms. Authority building complements your on-page and content promotion efforts. A diverse range of high-quality backlinks and social signals reinforces your expertise and search visibility over time.
Some effective tactics include:
- Guest posting on industry publications to gain contextual backlinks – For instance, for a B2B Technology based SaaS brand, contributing posts to MarTech Advisor or Business2Community builds relevant authority,
- Promoting content on social media channels using hashtags and handles to expand reach – A digital marketing agency can use #B2Bmarketing hashtag on Twitter to get discovered.
- Securing backlinks from directories and roundup posts – Getting featured on lists like “Top B2B Marketing Agencies” helps.
- Building partnerships with influencers and brands to get co-promotion opportunities.
- Monitoring metrics like domain authority and backlink profile using tools like Ahrefs and Moz.
- Leveraging broken backlink tools to clean up poor-quality links.
Strategy #7: Local SEO and tactics
For businesses that serve a specific geographic area, optimizing for local SEO is crucial to drive relevant traffic. This makes the search engine respond more targetedly and the added geographical element in the combination of the search will likely bump your search ranking.
On that line of though, here are some key local SEO considerations:
- Incorporate location-based keywords – Use keywords like “dog boarding Austin” or “Austin pest control” rather than just generic terms.
- Ensure correct business address, phone numbers and other details on Google My Business listing. This provides key localization signals.
- Create unique optimized content for each target location – A chiropractor may have different posts targeting “back pain relief Houston” versus “sciatica treatment Dallas”.
- Include structured data like schema markup for address, location etc. This can generate rich snippets in local search.
- Build localized links and mentions like directories and citations specific to each geographic area.
- Run Google and Bing local ad campaigns to increase visibility for nearby audiences.
For example, a cafe in Austin would optimize for searches like “breakfast restaurant Austin”, “Austin coffee shop”, etc. Their on-page content, metadata, links and listings would focus on the Austin target region.
Strategy #8: Analytics and tracking
Analytics provide invaluable insights to continuously refine and improve your SEO strategy. Since SEO rankings are not static, it is important to adapt and optimise according to the industry demand. Analytics provides the essential data-driven insights on refining and evolving your SEO strategy to suit the ecosystem.
Some key metrics to track include:
- Organic traffic growth – monitors impact of efforts on search traffic. Break this down by landing pages, keywords, locations etc.
- Ranking movements for target keywords – indicates content resonating with search algorithms.
- Click-through-rates on organic listings – assesses relevance to search intent.
- Bounce rates – high bounce rates may indicate targeting low-quality keywords.
- Pages/session and time on site – engagement metrics to optimize content.
- Top landing pages – find best performing pages to double down on amplification.
- Traffic from social and referring domains – evaluates external promotion traction.
For example, a B2B SaaS company may find their blog content targeting “business analytics tips” drives more organic traffic and conversions versus keywords like “data mining software”. This can inform their content roadmap and reach clients through such content.
Optimizing your digital marketing content for search engines is critical yet challenging. In this post we covered key elements like:
- Conducting keyword research to identify high-potential terms to target. This aligns content to audience search intent.
- On-page optimization with title tags, meta descriptions, headers and more. This boosts content relevancy for search engines.
- Adapting format-specific best practices for blogs, videos and other content types. Optimizing per the unique search considerations of each format is important.
- Amplifying reach through backlinks, social promotion and other tactics. Wider visibility builds domain authority.
- Monitoring analytics to continuously refine your SEO content strategy based on performance data.
SEO is an evolving arena. However, a solid foundation of research, optimized content, promotion and analytics will set your B2B digital marketing content apart.
At Koda, we offer end-to-end SEO content solutions tailored specifically for B2B brands. Our data-driven approach helps improve organic search visibility. Connect today to discuss how we can help you maximize the ROI on your content marketing through search engine optimization could potentially insert “among X number of other essential tools”.