From a 30,000 foot perspective, capitalizing on email list organic search as a customer channel seems so simple. You need to create good content and secure good links - that's it! Of course, in practice this process is much more complicated. What is “good content”? And what are “good links”? These questions themselves could be their messages. If you want to learn more about these topics, I suggest you read these resources:beyond keywords: what really matters in seo content link quality assessment for seo campaigns but I want to focus on the process. Specifically, I want to discuss how to align your content and seo strategies to work in the same direction and drive lasting results for your website. Many seo professionals cite a lack of understanding of seo initiatives as a barrier to success.
By removing some of the burdens of search success from the seo team and further integrating the digital marketing team into the seo elements they influence, you will achieve better results. To be successful with search, you need to integrate workflows and lay the email list foundation for collaboration, and continue to foster teamwork before content development, during creation, and through publishing. Let's run through some best practices to help you align your respective teams and ensure that content and seo work together in harmony.
Integrate workflows building a foundation of email list collaboration is the first step towards content and seo alignment. If you have two separate departments running content and seo, you need to integrate their workflows. Joint meetings are a simple but effective way to increase collaboration. You don't need long, high-profile brainstorming sessions, but quick weekly or monthly updates between the two departments can work wonders. Another way to encourage collaboration is to align key performance indicators for both departments. When each team has the same measures of success, they will naturally be more open to cooperation. Every team wants to succeed and demonstrate their value, so sharing a common goal and making both teams equally accountable for organic search success will bring your content .