Why your content and SEO strategy need to be joined up

There are some sites creating useful or interesting content, that are being let down by a lack of attention to SEO. 

In yesterday’s #semrushchat there was such an example, a site offering copywriting services, but one that seemingly needed to pay more attention to SEO.

The site was kreativ forditas, and had submitted itself for review by the semrushchat participants. I’m not going to detail the whole review, but a few SEO-related issues were flagged:

Some are quite easy to fix. For example, meta-descriptions can be added retrospectively and, though it’s not a ranking signal, it should help CTR.

The internal linking issue intrigued me, as the site had nofollowed 103 internal links, which just seems an odd thing to do. 

Looking at the site in more detail, it seems that at least some of the nofollowed internal links were to pages such as login pages, which don’t necessarily represent a missed opportunity. 

However, though the site had some interesting content around the practice of copywriting – content which should help it attract its target audience, and to help lift other pages on the site, it appears to have been created without much thought for SEO. 

copy blog

The site offers content creation, content critique and copywriting services. You would think the obvious think to do would be to link from these articles to the sales pages on the site, thus helping them rank for target terms. 

Indeed, a well-executed content strategy would use internal linking to consistently link to, for example, the copywriting sales page on the site in every mention of the keyword. This would give a strong signal to search engines that that page should be returned for searches on the term. 

Instead, very few of the articles have links at all, and those that do are generally linking to other articles. This means that most of the blog content on the site is doing very little to support the sales pages. 

Of course, some of this content may attract visitors to the site, but it’s doing very little to help the site’s search visibility. 

Another example of this is Millets, which I looked at in a recent post on optimising for searches around festival products – clothing, essential gear, tents etc. 

Its search performance is inconsistent, in part because it doesn’t use the content it creates to help with search visibility. 

millets seo

It has created some useful content around festivals, but isn’t linking to its product or category pages to help them perform more effectively for these searches. 

All Millets needs to do is to link consistently from the content to the landing pages to help them rank more effectively and consistently for target keywords. 

millets blog

It’s another example of a content strategy which hasn’t considered SEO enough. As I wrote in an older post, content marketing and SEO can work together very effectively. 

Content creation helps to achieve search goals, while an eye on SEO helps the content to perform more effectively and reach a wider audience. 

However, creating content in isolation without considering search simply means it’s unlikely to perform as well as it could.

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