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In today’s digital landscape, having a solid search engine optimization strategy is crucial for organizations looking to establish a strong online presence. But it’s not just about optimizing website content and meta tags. Organizations must also ensure their online content and public-facing external communications align with their SEO strategy.
From social media posts to press releases, every piece of content that is published or shared online can impact search rankings. Below, 16 Forbes Communications Council members share key steps organizations need to take to ensure their online content and external communications are in line with their SEO strategy, which will help them achieve higher search rankings, increased visibility and better overall digital marketing performance.
1. Research Customers’ Content Needs
Our content strategy revolves around customer research to prioritize genuinely helpful content. We speak to prospects, customers and our community to understand their content needs, aligning this research with high-value keywords. We refine our online presence with regular content audits, direct feedback and analytics, ensuring our content is authoritative and impactful. - Harshida Acharya, Fulfillment IQ
2. Do Keyword Research, And Create An Editorial Calendar
Acceleration Partners’ approach is proactive, data-driven and focused on achieving results. We understand the critical role that SEO plays in driving organic traffic. To ensure online content and public-facing external communications align with our SEO strategies, we conduct keyword research, develop an editorial calendar, optimize content, build high-quality backlinks and monitor performance. - Sarah Esteverena, Acceleration Partners
3. Optimize Meta Titles, Descriptions And URLs
To align online content with SEO strategy, we first conduct keyword research to identify relevant terms. Then, we create valuable, informative content that naturally incorporates those keywords. We also optimize meta titles, descriptions and URLs. Regularly monitoring performance with analytics tools and updating content based on insights helps us maintain alignment with our SEO goals. - Kobi Ben-Meir, Marketing Trailblazer
4. Use Social Listening Tools
We’re on the cusp of a major SEO shift. A recent study by Google shows that Gen-Z prefers social media over traditional search engines. As search engines evolve with AI technology, it could change how content is discovered. To prepare, identify your audience on social media, watch for trending hashtags and keywords added to in-video text and use social listening tools to stay informed. - Brittany Garlin, Vista Social
5. Create Your Own Vocabulary And Search Magnets
Be clear about your subject matter. To align SEO and external communication, a deep understanding of the topics talking heads could cover is crucial. Creating your own vocabulary with specific terms your company uses may work as well. In this case, you still contribute to some highly competitive keywords, but also create your own search magnets. - Iryna Manukovska, XME.digital
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6. Have Comms And Marketing Collaborate
External communications can support your SEO strategy at every part of the funnel. It’s really important that the comms team has a copy of the marketing and product calendar so that they can plan in a way that supports your efforts as well, and vice versa. Earned media is always a fabulous way to boost SEO authority. - Jeanniey Walden, LiftOff Enterprises
7. Offer Value With New And Novel Insights
Search engines care about the quality, uniqueness and educational components of your content—and so does your audience. So we start by making sure we are writing online content that offers new and novel insights. Then, we will review the article with a careful eye to make sure our keywords are added appropriately. Start with offering value to the reader first, then optimize for SEO. - Leela Gill, Alta Mira Marketing
8. Conduct A Market Demand Analysis
We do an initial market demand analysis to understand what phrases people are using in their search inquiries and the highest areas of interest in search that relate to our business. Then we target our content toward the issues people are most interested in that we can impact. Interests change over time, so we periodically update our market demand analysis to keep up with the trends. - Alexi Lambert Leimbach, Xcellimark
9. Map Your Customer Journey
For companies to successfully implement an SEO strategy that moves prospective customers to action, it’s critically important that marketers have a clear understanding of who their customer is (their persona) and what they’re wanting from a product or service provider. A customer journey mapping session focused on behavior design signals will drive the overarching SEO and SEM strategy. - Dan Mahoney, Communications Strategy Group (CSG)
10. Incorporate Keywords Organically
Generating quality messaging that incorporates keywords used in an organization’s SEO is key. Ensure every piece of content has memorable words that can be imprinted on the audience’s mind to help them instantly connect it with your brand. This means generating thought-out, well-planned content that is embedded into your company’s SEO strategy. The key is to incorporate keywords in a natural and organic way. - Daniela Martucci, DMH & Associates Communications
11. Combine Keywords With Audience Pain Points
We focus on combining industry keywords and trends with our target audience’s major challenges and pain points. What common questions, keywords and terms resonate most with the problems they are trying to solve? From there, we follow SEO best practices in ensuring titles, links and copy are consistent in this strategy and make sure we’re optimizing over time. - Christina Crawley, Forum One
12. Review Content For SEO Every Six Months
While we have an SEO strategy for all planned content, not all content needs a strategy. Some content is intended to be of the moment. But for any evergreen, sales-driving or engagement-focused content, we review for SEO at the time of publication, and then every six months to refresh content. - Sarah Falcon, Object Edge
13. Ask The SEO Team For Keyword-Focused Content Suggestions
Always take the time to see if there is a keyword to focus an article or communication strategy around. Too often, content marketing misses opportunities to share the same message while simultaneously optimizing the material for the keywords that people are searching for. This can be as simple as sharing the content plan with the SEO team and asking if they have suggestions to consider. - Kurt Uhlir, eXp World Holdings
14. Have A Content Strategist Oversee All Messaging
A keeper of the content is crucial for consistency. In our organization, this is led by a content strategist who has a clear understanding and commitment to our brand voice and is knowledgeable about all content distribution channels. They oversee all aspects of messaging, from PR to blog posts and Web copy to social messaging, and they work with key stakeholders in areas where they may not have ownership. - Clay Tuten, KeyMark Inc
15. Obtain Backlinks On Credible Websites
Beyond keyword-related tactics, obtaining backlinks on credible websites is a boost to SEO. Review websites where you have a shot of getting content placed—partner sites, industry blogs, even press release distribution websites—and having it rank based on domain and page authority to prioritize your outreach. Most content-driven sites are happy to have contributors in exchange for a do-follow link. - Ellen Sluder, smrtPhone
16. Deliver Value Before Optimizing For Keywords
Our approach focuses on delivering value to our target audience and ensuring assets are on-brand and tied to the companywide strategy. We take the time to understand what our audience wants from our content, and we prioritize those needs before optimizing for keywords. This ensures that our content will not only rank well, but also deliver value to our visitors, promoting shareability and conversion potential. - Esther Flammer, Wrike
