On 9th June, Rachel and Dmitry took the virtual stage to teach us about ‘Bridging the Gap between Technical SEO & Content’.
The SEO experts took us on a whistle-stop tour on the link between the two, whilst diving into a variety of topics, including real-life client success stories as well as finishing off with a Q&A.
If you missed it, make sure to watch the video, or follow the summarised recap below.
The agenda for the session was as follows:
What is Technical SEO & content?
- Definitions
- How can SEO & content work together?
The importance of steering content creation through technical SEO
- Googles view on content
- How can we signal to Google that our content is relevant and useful?
- Leveraging Data and Insights
How can we improve site rankings and organic performance?
Key Takeaways
What is Technical SEO & Content?
Defining Technical SEO & Content
Firstly, the pair defined SEO, being the process of developing and refining websites to improve their organic visibility in search engines.
They then dived into Content as any information stored on a website, which can be in the form of text, graphics, audio, or text.
‘SEO without content is like a body without a soul’.
With SEO being the brand visibility tool that ensures users can find your website, the content is what attracts the users, makes them go and stay on the website, and ultimately become potential customers.
How can SEO & content work together?
- Matching keywords to search intent
- Creating linkable content
- Internal linking
The importance of steering content creation through Technical SEO
Google’s view on Content:
1. Relevance of web pages:
- The basic signal that content is relevant is when a webpage contains the same keywords as the search query
2. Ranking useful pages:
- The algorithm analyses different factors such as freshness of content, number of times your search terms appear & user experience of the page
How can we signal to Google that our content is relevant and useful?
- Be descriptive
- Be complete
- Be topical
- Use text
- Get referrals
Optimising and refurbishing old content improves organic traffic by as much as 106 percent
– Hubspot, 2021
Leveraging Data and Insights
Authoritative data gives us the necessary insight to steer. Harnessing data and insights enable informed, and accurate decision making which is crucial for SEO and content. Researching trends, high search volume terms, and topics all will enhance your content’s ability.
How to enhance contents’ ability using data & insights:
1. Target audience
Understanding an audience allows us to craft tailored content and ensure effective SEO actions.
2. Search interest
Google Trends provides access to a large unfiltered sample of actual search requests made to Google. If you are able to create some compelling content during this time, there is potential for your site to generate considerable traffic.
3. Keyword research
Keyword research helps to understand the language an audience uses when searching for products, services, and content.
Data & Insights in synergy:
Combining these elements with SEO and Content, we can generate real value for brands
. 
Off-page SEO:
Off-page SEO refers to actions and elements that are outside of your websites control, which have a direct impact on your relevance, trustworthiness, and authority.
- Guest posting
- Media PR
- Social media
- Local listings
- Backlinks
Brand awareness & organic performance:
The purpose of Technical SEO and Content is to not only rank higher in Google, but to establish yourself as a reputable brand and improve your overall organic performance
The higher position you have in the SERP, the more likely users would want to click on your site
It can also help users recognise your brand and differentiate it among competitors
Most users generally won’t go past the first or second page of search results, or click on a link snippet that looks suspicious. Google’s first page promotes a gain in visibility, authority and engagement for the brand that increases its recognition in the market.
How can we improve site rankings & organic traffic?
Put simply, it’s through integrating the two approaches. Content to improve ranking ability, and technical SEO to enable ranking ability.
Key takeaways:
- Consider users search intent within content creation and create naturally linkable content
- Steer content creation by leveraging your data insights and relevant keywords
- SEO and content done right, will boost traffic and brand awareness
Are you stuck on how your content and SEO link up? Get in touch here to find out how ROAST can help you.
