I’m not an SEO (Search Engine Optimisation) person, and I’m usually not a writer. Because my work usually focuses on very technical topics, I use a lot of experts to get pieces of content written, this helps keep the content correct but also helps with relevancy.
It wasn’t until I started working on my all-around marketing skills (events, print material, campaigns) instead of focusing on analytics/digital and social media that I started to look at SEO and my writing abilities.
Looking back at this change, I’ve realised how much SEO has improved my writing skills and how my writing skills are starting to improve my SEO capabilities. In addition to these skills, I have noticed that SEO has also improved my marketing abilities.
I don’t think people realise how much thought goes into creating good quality posts for search engines. There is a minimum quality enforced by search engines to make content rank and this is where my writing started to get better.
Getting an understanding of what Google likes and wants to rank made me think twice about two things: what articles I should be writing, and what content is actually worthwhile including.
This goes beyond image requirements and focuses much more on relevancy and readability of content as well as a minimum length. Creating good content requires a high degree of grammar and spelling but also sets a minimum word count to hit. This gives you a university-style quality check on everything you write. I personally believe this will increase content quality across the board.
This is something I’ve not put into my other marketing for a while, when creating other material I am purely putting across a message. Bringing the in the key USPs of a product or service and putting that across to the target market.
But because I’ve been using keyword research to build out purely focused content that come from blog posts and other targeted pages, I started thinking about the key questions that my audience might want to learn, find out more about, and what keywords they are searching for.
Interestingly, keyword research has also helped me get better at market targeting. Understanding more about what searches are related helped me build out content.
If you are interested in doing keyword research, there are some great free tools on ahrefs blog.
SEO is an interesting piece of digital marketing, and a lot of the tools and methodology used in creating good rankable content can also be used to create engaging marketing in other areas.
Take exhibitions as an example, there is always a lot of research before you go to an event, but almost always the event has some key outcomes they want to cover. Building a show presence using SEO tactics to bring relatable content into your stand whether it’s on the physical structure or throughout other marketing collateral is a way of making real-life rankable content.
Keeping your audience interested because you can use a key headline to pull your audience in (stand backdrop), use screens to bring in related content, and then you have the advantage of having physical pieces of marketing your audience can take away from them.
There are other advantages to thinking about marketing like this too. All of your marketing content on your stand gives you a bulk of written content that you can use to build an SEO friendly, online campaign to either promote your presence or build something to keep momentum after the event.