Does aligning SEO goals with multiple teams and departments feel like herding cats?
To add fuel to the ever-stretching timeline, you may have uninformed stakeholders who also need input.
Marketing, SEO and content teams share many of the same goals, but how aligned are you when it comes to creating timely and consistently effective content?
It’s time to try the perfect SEO summary.
On June 22, I moderated a webinar with Ajay Rama, CEO of Alps.ai. He demonstrated how to create a well-coordinated summary that seamlessly connects your teams, elevates your content program, and outperforms your competitors.
Here is a summary of the webinar.
To access the entire presentation, complete the form.
Challenges with high performance content production
As you scale, content creation can become more difficult.
Many businesses struggle to stay on track, leading to a decline in content quality.
Content quality is highly subjective and difficult to scale as it depends on the ability of the content writer, which varies from person to person. Researching the topic is too time-consuming and the quality of the research is inconsistent. Multiple stakeholders make aligning and executing a vision challenging.
What is needed then?
A summary of contents is a solution to address scaling challenges.
[Create the perfect content brief] Access the webinar instantly →
In reality, very few companies use content summaries.
Even when they do use it, it’s not comprehensive enough, high-level, or doesn’t provide the benefits an organization needs.
What an effective content summary covers and execution steps
A well-structured summary can increase the overall performance of the content.
Three steps address each aspect of the core pillars that make for solid content.
[Discover the 3 core pillars of content creation] Access the webinar instantly →
Step 1: Research user needs
Research your topic’s keyword landscape before you start writing. You will need to understand what queries people are typing into search engines.
Once you know this, you can finalize the keywords you should optimize your content for.
First, create a list of keywords you’d like this page to rank for.
Primary keywords. Support keywords.
[See examples of each] Access the webinar instantly →
Step 2: Do competitive research
The next step is to create quality content.
Competitive research can help you create quality content. You can achieve this by knowing:
What competitors cover. Titles and headers. Popular questions Subtopics How competitors optimize their content. Words and phrases. Optimized elements.
Aim for at least seven pages of thorough research.
Step 3: Optimize your SEO scheme
Learn the elements of how you plan to communicate your content to search engines.
This can be achieved by:
Keyword targeting. Respond to user inquiries. Identification and targeting of SERP packages.
[Dive deeper into each step] Access the webinar instantly →
Here’s what your summary of content should look like.
iQuanti, June 2022
Structured research will allow your team to focus on creative aspects of content creation without wasting time on operational details.
[Slides] How we create the perfect SEO brief that aligns teams and beats the competition
Here is the presentation:
Join us for our next webinar!
Smarter Link Building: How to Use Machine Learning to Accelerate Organic Growth
Find out how relevant content can increase your visibility and traffic for winning SEO performance.
Join us for insider tips on prioritizing the relevance of your digital PR and link building campaigns.
Image credits
Featured image: Paulo Bobita/Search Engine Journal
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