How to get content teams to take care of SEO


When organizations start with SEO, they often start with a dedicated SEO expert.

The responsibilities of this person are usually broad and include a range of tasks.

They often work together with content groups with commercial priorities that direct content and operate separately from SEO teams.

The biggest challenge then is to get a content team to take care of SEO.

Such as You need your own team of developers to understand SEOpriorities, it is essential that you inspire your content experts to support your SEO goals.

Here’s how.

Why content teams need to take care of SEO

Some of the tasks of a new SEO expert may include:

  • Measuring and understanding SEO and performance reporting.
  • Evaluating the technical SEO of a website work and work with the development team to meet challenges.
  • Creating a structured strategy for SEO.
  • And identifying high-priority risks and opportunities to optimize and create new content.

Because teams outside the SEO team manage all other content creation and improvements, there is a risk of missed opportunities for new content, a superficial understanding of user requirements, and inadvertent deoptimization of content found through search engines.

SEO experts and teams can respond to the risks and opportunities of high-priority content and incorporate SEO understanding and consideration into its processes.

It is one of the most effective ways to improve the depth and breadth of a site’s presence in organic search and maximize its potential.

Prove that SEO search data is user information

To find out how SEO and content teams can work more closely together, first understand where their interests are aligned.

Content group KPIs often focus on activity metrics:

  • How many users entered the site through their pages?
  • How much time did they spend on the site?
  • How did the content of this page affect where they went?

Content creators need to be very tailored to the needs of the people they write for to make the most of all these measurement areas.

At this point, it’s an SEO cliché that “no one lies to their search box,” but there’s a reason we repeat this so often.

Search engine query data helps reveal exactly what people are looking for, how they are looking for it, and how many people are looking for it, and SEO teams have the keys to all that information.

By giving content groups access to user search data, both teams can increase visits and, most importantly, provide more value to their customers.

In the beginning, this often involves directly providing keyword research, but to avoid your team becoming a bottleneck in this endeavor, you will need to provide tools for your own research.

Teach them how to optimize their content

Once they know what their users are looking for and how, your content team will need to know how to put their work in a position to find it: the first page of search results.

As a former teacher and SEO expert, the biggest advice I can give is to keep it simple.

We know that every part of SEO is steeped in nuances and that the answer to every question starts with “dependent”.

But your goal is to make content creators feel confident to start optimizing their work, so stick to some key guidelines that are easy to follow.

You should know best practices for optimizing metadata and structuring part of the content, and how to analyze best results for a particular term. measure the ideal length and top-notch content format.

Tools such as browser extensions can make this easier by providing header tag and word count information.

Prove the benefits of SEO

At this point, if you did your job well, one or two members of the content team were probably particularly interested in SEO.

They will be the ones to ask good questions and accompany you to confirm your research and plans.

Keep these people on your side!

Now that the team is implementing the basics of content optimization for search engines, you will need to encourage them to continue and continue to upgrade their skills.

The best way to do this is to show results.

As we have already discussed, Content group KPIs they usually involve traffic entering the site through their sites.

Evidence that their efforts increase these numbers by exploiting search interest will renew and strengthen their enthusiasm.

In addition, this will serve as an excellent case study to encourage others to follow suit.

Tracking keywords and showing changes in rankings will allow them to see tangible improvements to their work, as well as tracking and reporting changes in unpaid sessions and clicks from Google Search Console.

Here, the enterprise SEO platform proves its value by working with a team to create dashboards that manage all SEO data related to content, making it easier to self-monitor and identify victories and areas for improvement, and incorporate SEO metrics into your understanding and reporting of success.

The wider benefit of content teams that include SEO

The most obvious and direct consequence of a content group that incorporates SEO into their workflows is that it will optimize more content on the site than just the SEO team would achieve.

This helps make the SEO site more resilient, as its presence in search results will be less dependent on just a few high-priority pages and the keywords the SEO team has time to prioritize, along with all other responsibilities. .

In addition, interest in finding and understanding users will often lead to SEO data being an incentive to create new content. Content created with users in mind (and with actual data to improve understanding of what users want and need) will often have much better engagement and interaction than if based on assumptions.

As the team recognizes the value of the new approach, SEO metrics are likely to be included in case studies and reporting.

This, in turn, will feed higher stakeholders, raising the profile of SEO interests through internal advocacy, which can lead to increased profile and support and increased investment – without having to split a single envelope filled with cash.

More sources:

Selected image: Jacob Lund / Shutterstock


Leave a Comment

error: Content is protected !!