How to Maintain Momentum with Your Content and SEO Strategy?

on page seo
Both content marketing and SEO are very effective marketing strategies. These two strategies can help any business build exposure, online visibility, brand awareness, credibility and authority, among other things.

However, once you opt for either SEO or content marketing, or both for that matter, you have to keep making an effort so that you can leverage the full potential of these marketing strategies. SEO, for example, takes time before it produces viable results.

You won’t see any overnight, that’s for sure. A lot of companies, therefore, abandon SEO somewhere midway because of its slow pace. By abandoning SEO, they are also abandoning many great opportunities for boosting organic traffic and obtaining more qualified leads.

That being said, if you’re about to use content and SEO, you’ll have to endure and maintain momentum so that these two can really start working their magic.

If you give up, you’re wasting both the time and resources that you’ll never get back. With that in mind, here are a few ways to maintain that momentum with your content and SEO strategy.
Conduct a competitive analysis

Competitive analysis can really help you make more informed and more strategic decisions when it comes to digital marketing. This is especially true if you’re competing against well-funded and better-established companies in the market.

So, why monitor what your competitors are doing? Simply put, you need to know what they’re doing so that you can do something better than them. This is how you gain a competitive advantage, as well as how you maintain momentum with your SEO and content marketing efforts.

As you may already know, the goal of a competitive analysis isn’t to help you copy what your competitors are doing. The goal is to assess both their strengths and weaknesses so that you’ll know how to outrun them.

For example, if your competitor’s content marketing is strong and you determine there’s no way you can do better than them with your current budget, then ask your in-house marketing team or your branding agency to check how they’re doing with SEO.

If their content isn’t optimized well enough, then that’s what you should focus on. Content that’s SEO-friendly will perform better in the long run.
Monitor changes in SEO

One thing about SEO is that it constantly changes. That’s why you have to keep an eye on your strategy at all times and make the necessary changes and improvements when needed. That said, back in 2009, Google updated its search engine algorithm around 300 to 400 times per year.

In 2018, the number of updates went up to 3,234 per year, around nine updates per day. So, how do these changes affect your SEO strategy and momentum? The fact of the matter is that most of these updates are quite minor, so they won’t make a huge impact on your strategy.

Major changes are usually announced upfront, months in advance. For example, Google’s mobile-first indexing, launched in 2019, was a major update that forced marketers and webmasters alike to make big improvements to their SEO.

Still, keeping an eye on these minor and major changes and updates can help you drive your SEO strategy forward.
Optimizing for mobile
As mentioned above, mobile-first indexing was, indeed, a major update that affects both SEO and content marketing in more ways than one. As you may know by now, the majority of online consumers browse the Internet using a mobile device, such as a smartphone or a tablet.

That mens that websites need to be mobile-friendly if they want to retain a lot of potential customers. Moreover, content needs to be optimized for mobile so that consumers can view it on their devices.

Therefore, mobile-friendliness impacts both search engine rankings and customer experience, which is yet another ranking signal. A simple solution is to implement a responsive design for your website so that the content can adapt to any screen size.

Furthermore, you might want to consider creating a mobile app for conversion rate optimization. If so, make sure you consult with professional mobile application developers so that you’ll know how to best approach this solution.

In any event, here are a few things you should do to ensure that you’re using mobile-first indexing best practices. Use the same meta robots tags for mobile and desktop.

● Allow Google bots to crawl your resources.
● Avoid lazy-loading primary content upon user interaction.
● Make sure your content is mobile-friendly.
● Use correct URLs in structured data.
● Use the supported format for images and videos.
● Check your ad placement.
Content optimization
Content is of vital importance for SEO, even though content marketing is a unique strategy on its own. Many marketers leverage content in off-page SEO tactics because content is one of the most important ranking factors, according to Google.

Tactics, such as guest posting and link building, rely heavily on good content. However, keeping the momentum with content marketing can be quite a challenge these days. The main reason is that consumers expect original and unique content.

Since every online company leverages content marketing to the fullest, it isn’t easy to produce content that someone else already produced. So, what to do in such situations? Difficult doesn’t mean impossible, and there’s always a way to make great original content.

With that said, here are a few things you should consider to maintain the momentum.

● Ensure your content is as relevant as possible to your audience.
● Make sure your content is informative, educational and entertaining.
● Post content regularly.
● Use various channels for content publishing, such as email, social media,    website and blog.
Create original content
If you want your content to be as original as possible, consider restructuring old content. For example, you can leverage old articles and give them a new format, such as turning them into videos or podcasts. Nowadays, online consumers have little patience for reading long articles or blog posts.

Enriching your content with visuals can not only boost its relevance but also help it encourage more engagement from your audience. Consider that the younger generations may never read your articles but would prefer to watch a video or listen to a podcast regarding the same topic.

Basically, you make old content new again by changing its original format. This is a great way to maintain momentum with your content strategy because you can use older content to entertain your audience while giving yourself time to come up with something new. That way, you won’t run out of content ideas anytime soon.
Maintaining momentum with SEO
It’s no secret that SEO requires a lot of constant work. Even when your SEO strategy starts producing results, you can’t abandon it. In fact, you must maintain your good rankings on the SERPs (Search Engine Ranking Pages) so that you’ll continue to benefit from SEO.

Even though it seems like maintaining momentum with your SEO strategy is next to impossible, especially due to all the changes and updates, it’s actually pretty straightforward and seamless once you get the hang of it. The important thigh is to continue optimizing your website and your content for maximum efficiency.

Here are a few tactics that will help you maintain momentum for your SEO.
Technical SEO
Website functionality is very important for customer experience, which is a major ranking factor. Ensuring that your website performs exceptionally well ensures that your customers are happy and that your rankings will increase.

Here are a few things you should focus on while engaging in technical SEO.

● Improving page load time and website speed.
● Ensuring mobile-friendliness.
● Enhancing website security.
● Optimizing website navigation.
● Getting rid of duplicate content, 404 errors and 301 redirects.
● Optimizing structured data.
● Optimizing XML sitemap and URL structure.
On-page SEO
This tactic focuses on optimizing your web pages and content for both search engines and users. You’re basically ensuring that search engines can properly crawl and index your pages while ensuring your content will match user intent. Here are a few things you should do.

● Improving page load time and website speed.
● Ensuring mobile-friendliness.
● Enhancing website security.
● Optimizing website navigation.
● Getting rid of duplicate content, 404 errors and 301 redirects.
● Optimizing structured data.
● Optimizing XML sitemap and URL structure.
Off-page SEO
As the name suggests, off-page SEO has little to do with your website but more to do with what happens outside your website. This tactic combines the full power of SEO and content marketing. Its purpose is to help you gain the necessary exposure and credibility, as well as domain authority for your website. Off-page SEO includes the following tactics.

● Guest posting on relevant and credible sources.
● Link building.
● Regularly creating, optimizing and publishing content across various media channels.

If you keep up with these tactics, you’ll have no trouble maintaining momentum for both your SEO and content marketing strategies.

SEO and content are essential in the world of digital marketing. Since the online market is highly competitive and oversaturated, these two marketing strategies are more important than ever. Maintaining momentum for both of these strategies comes down to careful planning and a lot of continuous effort.