Opportunity, dynamic creation and scale

The importance of content as a Google ranking factor is indisputable: business SEO and content are inextricably linked, and you can’t rank a page without content.

But now is the time to slap a page with the right keywords and end up at the top of the SERPs.

As customers have become more savvy and search engines have evolved, the competition for online visibility has peaked.

The average is not good enough. Today, it takes exceptional quality content that is tightly tailored for every searcher to permeate the upper echelons of Google’s rankings on competitive terms.

Businesses face additional content planning and production challenges related to volume, consistency, and scale.

The developing world continues to connect, and IDC predicts that 65% of global GDP will be digitized by 2022. In their efforts to reduce noise, brands have become publishers – and that’s serious business.

Competition in research is fierce. How can your business appear consistently with the most effective corporate SEO content? These 4 tips will help you.


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1. Deploy Enterprise SEO Insights at Google Speed

Relying on monthly performance reports to inform content and SEO decisions is no longer enough. Not when 80% of customers now expect real-time personalization throughout their experience with a brand.

When a searcher expresses their need in the Google search query box, the engine returns what algorithms think is the most relevant answer within milliseconds.

As an extension of this real-time response, site visitors expect the page to load instantly – Google reports that if the page load increases by 1-3 seconds, the bounce rate increases by 32% .

Enterprise SEO content technology offers the next step in super-fast response to customer needs with real-time optimizations based on the customer’s experience at that time.

Leveraging real-time insight and on-demand research data enables more accurate research on keywords and topics, as well as an understanding of local and seasonal trends and emerging opportunities.

At the enterprise level, this is all facilitated by machine learning. It is no longer a good to have but to put stakes in a successful digital marketing program.


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2. Dynamically incorporate EAT

Expertise, Authority and Reliability (EAT) is the basis of Google’s perception of content quality. How can you consistently demonstrate these qualities at scale throughout your SEO content?

Understanding search intent boosts your ability to create relevant content, guiding the type of EAT the reader is looking for. SEO information informs about more precise use of language in all content on every channel, from your blog and website to emails, social media, advertisements, and more.

Making sense of this information and activating it is simply not possible on a large scale without the intelligent automation that artificial intelligence enables.

When your space has millions of pages with savvy competitors performing thousands of their own optimizations every week, having the technology to do the heavy lifting and prioritization work at scale is critical.

Once you understand exactly what the search needs are, you can focus on integrating the elements that create EAT-worthy content.

And while Google’s quality rating guidelines have no direct impact on rankings, they do give us some insight into what Google is looking at when it comes to EAT:

  • The expertise of the content creator.
  • The authority of the content and the domain as a whole, as determined by links, quotes, brand mentions, and other external signals.
  • The reliability of the content and the brand as determined by specific sources such as the BBB.

Now, there’s no point in trying to put all the credentials, awards, and testimonials possible into one piece of content.

This is where analyzing the space as a whole and your searcher’s intent helps determine exactly what stats, external validations, data, mentions, and other information will propel your content from average to best possible response. .

3. Embrace intelligent automation

We briefly touched on the need to automate content optimizations, both for the speed and completeness of the technology.

But digging deeper, there are several other ways that intelligent automation with built-in AI makes SEO at scale easier, including:

  • Prioritize manual optimizations so your team can focus on the things that will have the greatest impact in terms of customer experience and revenue.
  • Reduce the time required for data extraction, manipulation and analysis while dramatically increasing capacity.
  • Run more effective tests more often, taking the guesswork out of your SEO to-do list.
  • Analyze the potential impacts of external forces and industry trends to keep your SEO strategy ahead of the competition.
  • Integration with PPC to ensure paid coverage where SERPs don’t deliver above-the-fold organic result.
  • Organize content KPIs from multiple sources in a single dashboard for easy access to real-time and historical content performance metrics.


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4. Make multi-channel meaningful for you and your business

Too often, marketing channels are siled when today a holistic view of how content is delivered and where in the customer journey is essential.

Search is a channel that customers will come back to again and again throughout their journey, from that initial discovery to learning about the brand and its offerings, comparing their options, to loyalty and leaving reviews.

This is why it is essential that each piece of content meets a specific customer need and is optimized so that that goal is clear to search engines.

Then think about what channels your customers will use for each new need. Social media can be part of your promotional journey. But you might have customers returning there looking for new feature launches, product updates, customer support, and a community of other users to interact with.

Email can be used for post-purchase assistance and explosive promotions, and can also be a good choice for sharing more in-depth, thought-provoking content.


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What matters most is that in every channel, with every new communication, you understand:

  • Exactly who you are trying to reach.
  • What immediate need you have for them.
  • How your content provides the best response.
  • What they can do next, whether it’s in this channel or another.

5. Constantly re-evaluate and make large-scale improvements

Here again, the company faces unique challenges. You may be dealing with a large network of sites serving customers in different locations, an e-commerce site with thousands to millions of products, or a large entity with tens or hundreds of divisions around the world.

Corporate sites can present complex technical issues, language and localization needs, etc.

And when a change, internal or external, in the ever-changing space of your website and its place on the web, has the potential to impact revenue, it needs to be addressed – quickly.

Automated SEO auditing is essential at the business level.

While you and your team focus on strategy and planning innovative campaigns, technology should take care of researching:


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  • Site errors that can adversely affect search performance.
  • Technical issues that could completely prevent crawling and indexing.
  • Opportunities to improve SEO and user experience with updates to site hierarchy, information organization, on-page SEO elements, and more.
  • Potential obstacles to accessing a page or performing an action.

It’s important that your site auditing solution can access and analyze all types of relevant site content, whether it’s HTML pages, progressive web apps, JavaScript frameworks, and more.

Another thing to look for is smart recommendations. Who needs another list of technical errors? Ideally, you will not only receive the result of the AI-based analysis, but also recommendations on what to do with it.

Corporate SEO content professionals demand equal shares of art and technology

The scale and reach of corporate SEO calls for marketing professionals with the creativity to dominate the most competitive spaces.

But alongside the art of creative marketing comes a technological know-how that enables the best enterprise marketers to complement their efforts with AI, machine learning, and automation.

That’s what it takes to deliver the kinds of premium, engaging, and comprehensive content that Google and its researchers need on a large scale.


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Featured Image: sm.art/Shutterstock

About Chris McCarter

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