Companies are recognizing now more than ever how important it is for SEO and content to work together. It bears repeating that you can write the best content in the world, but it doesn’t make a difference if your target audience or customers can’t find it.
You likely won’t be able to interact with your customers in-person for a while. To compensate for that lost face-to-face connection, you need to ensure that your content meets them and their needs online.
Here are three steps you can take to up your SEO game.
Clearly Answer Questions.
One of the best ways to use your content to grow existing customer relationships or build new ones is to ensure your content clearly and efficiently answers questions. This means you need to understand your customers well enough to know what they’re looking for, not what you think they’re looking for – and your keyword strategy should reflect that approach.
Incorporating the most relevant keywords and publishing content that clearly answers your customers’ questions sets the stage for the long-term relationships that are critical to maintain in changing times.
Your readers may not have money to spend now, but if you can consistently build trust and deliver results for what they need in this moment, you put yourself at the top of their minds when budget is available again.
Review Your Analytics.
As more companies send employees home to work, more people are spending time online to find what’s needed to get work done. This is why it’s so important to consistently review your analytics to see which topics, business areas and content are performing well on your website and social media pages.
Analytics give you a real-time glimpse into what your customers want in this unique moment. You’ll also be able to adjust your strategy to update existing content with new information, create new content to support a growing area of interest or pivot an existing strategy to focus more attention on an area your customers are drawn toward.
Both Moz and SEMRush have put out great blog posts where they pulled data to highlight topics in a number of industries that people are searching for right now. If you don’t have the ability to get these kinds of insights from your own analytics, you’re missing out on extremely valuable information.
Keep Doing the Back-End Work.
You’ve put so much time into choosing the right keywords, ensuring your content answers questions and using analytics to build the content your customers need. Now isn’t the time to lay off the work on the back end that ensures search engines can find and pull your content into its results.
Pay attention to things like title and meta tags, maintaining internal or external link optimization and monitoring your HTTP or server issues. It may be tempting to have these kinds of tasks fall to the back burner in challenging times, but it’s more important than ever to ensure this work is done on the back end of your website. Otherwise, you’ll have all this great content that no one can find – and that’s a problem you don’t need right now. If you need a place to start, SEMRush released a list of common SEO mistakes you can reference.
When you can no longer connect with customers in person, you need to make sure your content can meet them where they are online. Invest the time and effort to incorporate SEO into your content strategy, and your customers will be able to easily find what they need—and you’ll build stronger relationships that can yield long-term results after these challenging times have passed.
Need to take your content strategy a step further? Learn three ways to assess your strategy here.