A Shared Vision for SEO and Content Strategies Deliver ROI
Content is the lifeblood of effective SEO
For SEO to be effective, SEO and Web content need to work closely together. Typically copywriters creating content don’t think about search engine optimization. This results in missed opportunity. By sharing a vision for SEO’s role, content becomes the driver for improving SEO rankings and ROI.One of our largest clients has separate content and SEO teams. They work in different areas of the building and rarely communicate with each other. When the content development team writes copy lacking high value keyword terms, the SEO team faces the challenge of improving search rankings for content that fails to engage the search engines.
To solve this problem, we brought the groups together on a monthly basis. Using our keyword research and mapping techniques, we were able to demonstrate the need for integration. As a result, recent content changes are delivering more traffic than before and top rankings are growing. The bottom line is that high value keyword phrases generate more traffic.
One of our healthcare clients decided to redesign their Web site. Their advertising agency wanted to reposition the product claim and eliminate the top traffic-driving keyword phrase for a disease category. The advertising agency wanted a “consumer-friendly” term to be used. Our keyword research indicated that the Web site would lose tens of thousand visitors per month by eliminating this keyword phrase plus lose top positions on search engine rankings. We put a full court press on the senior manager to review our findings and we stopped this change.
When facing the challenge of bringing separate client teams together for SEO, we demonstrate the power of using keyword research to create keyword-enriched copy that increase search engine rankings. By creating a shared vision for the role of search engine optimization, SEO can be easily integrated into all online marketing strategies.
