What are the most effective SEO content skills for a career in Content Strategy?

É importante extrapolar a ideia de que SEO é entender a lógica do Google. Pense no Bing, no YouTube, no Netflix, nas mídias sociais e isso inclui o Pinterest. Palavras-chave estão em todo lugar. Ter essa consciência aumenta a visão estratégica do conteúdo e direciona para um olhar mais holístico da presença online. Mergulhar em um universo de perguntas e respostas e perspectivas de um assunto é o primeiro passo. Faça um exercício como por exemplo planeje as perguntas (seja no AlsoAsked ou numa planilha), crie uma nuvem de tags em um mapa mental… é boa parte e eu diria que é mais de 50% do trabalho, pois pavimenta a estrada para a operação de conteúdo.

The most effective SEO content skills for a career in Content Strategy include keyword research, understanding search intent, on-page optimization, content organization, user experience (UX) focus, link-building strategies, analytics interpretation, and staying updated with search engine algorithms. Mastering these skills ensures effective content creation and optimization for improved search visibility and user engagement.

Besides mastering the keyword research tools, one thing I found to be essential is the ability to read and analyze data effectively. No matter how well you can use those tools, if you can't understand what your audience needs and the results each keyword is giving you, you won´t be able to create the right strategy to achieve your marketing goals. Keywords, especially the long-tail ones, trace the roadmap to reach our target audience organically while addressing its needs and concerns. So, the more precise you are with your keywords, the faster and easier your audience and Google's robots will find you.

A pesquisa de palavras-chave é uma etapa fundamental dentro de uma estratégia de conteúdo, porque ela se conecta com o trabalho de compreender mais a fundo o nicho de mercado e os principais concorrentes. Usar termos alusivos ao segmento de forma correta é o que vai contribuir para o fortalecimento da marca nos mecanismos de busca.

Use Google to search for the keyword or topic you're creating content about — what is the current user experience? What is already ranking well for that keyword or topic? What is missing? Think like your audience. Consider how you can meet or exceed the information or services that are already out there.

La recherche de mots clés est presque le commencement de tout, mais n'oublions pas de bien appréhender les intentions de recherche pour apporter une plus-value à l'internaute.

Having a template of your content structure can help you save time by allowing writers and/or editors to ensure it is being followed. Additionally, think of some formatting rules to keep aligned with your overall structure to present content in a certain way.

Eu costumo estruturar em tópicos de perguntas. O que eu quero facilitar ao público? É como uma conversa. Isso ajuda bastante no momento da construção do texto. Mas, pensando em SEO, outra coisa que faço que considero uma boa prática é, depois de o texto estar completo, respondido, eu crio algum elemento (seja planilha, lista de tópicos ou vídeo) que resuma o conteúdo que escrevi acima. Como em um curso, sabe? você normalmente assiste todas as aulas e, ao final, tem um resumo com os principais tópicos abordados. Eu costumo fazer isso e o conteúdo torna-se mais valioso - e ao meu ver é aqui que ganho pontos com os mecanismos de busca. Se o conteúdo está melhor estruturado do que o do vizinho, certamente será mais relevante ao longo do tempo.

In my experience, quality content does not start with me but with talking with real people who live and breathe the content. Their perspective and real world experience will lead to quality content, which will then lead to quality keywords, too.

We all know the impact of high-quality content, but how many do we find out there? For instance, I love when I grab texts that are well-researched. They save me so much time and work later when I want to develop any type of content, especially the specialized ones. Make sure to research well the topic you'll write about. It's not enough to write clearly and without grammatical errors. You need to delight your readers with valuable information that shows them they can rely on your expertise. For that, go to sources that provide you with verified data (no Wikipedia or fan pages). Expert magazines, white papers, and updated reports are a great example of them.

Always ensure your content can pass a quick EAT review: E - Expertise: Does my content hold expertise through research-backed evidence? Is it comprehensive yet digestible to my audience? A - Authority - Have I used citations or correct linking? T - Trust - Does my content build trust through techniques such as citations and author biographies?

Content quality is more than just a well written piece with original visuals. It's first-hand quotes, original research and data other pages on the same topic do not have. It's originality. Many sites believe they have original content because the words on the page are different from their competitors. But if they haven't added something new to the conversation, then it isn't unique and therefore ranking and traffic expectations should be lowered.

Get inside the readers head, and answer any questions that they might have relating to your specific topic. This could be done directly or indirectly, depending on your topic. You want to make sure your target audience is informed enough to be able to make some kind of decision based around what they are absorbing in the content. Guide them easily towards that decision. Don't just express an opinion and expect your audience to take your word for it, because people are smarter than that. Back up your ideas with facts and figures, wherever possible.

Optimization in the sense of keywords and headings is table stakes. More advanced content creators layer in internal linking. But to truly optimize content, content strategists should be thinking about how to align page entities and site entities with Google knowledge graph entities. Connecting one page to a related entity page via internal linking is key as is ensuring that Google has a strong understanding of the entities you write about by verifying that they exist in the knowledge graph. Sometimes topics don't have a knowledge graph entity. It's the SEO and content strategist's job figure out how to map the content to something that is in the knowledge graph.

When you get the content out. You have the channel & it's more about consistent refinement. Content is like an evergreen resource that needs to be continuously updated. To find opportunities to continue improving your content tools like Ahrefs &SEMrush can help you address and start ranking for all the permutations of the same terms but also to identify potentially new ideas. SEOminion to check competitor's ranked pages, the popularity of the pages of well-established paid players & understand the role of links in the rankings. SERPChecker to check ranked pages link popularity & CognitiveSEO to check ranked pages content.

The power of optimizing your old content is golden. Optimizing your existing content is incredibly valuable as it helps maintain your ranking and potentially rank even higher. Overloading website with content can negatively impact your Google ranking score and overall website authority, so it's wise to optimize content by adding data or visuals, or making small adjustments to headlines (like changing 2023 to 2024).

Content promotion will depend on how wide your audience is, how quickly you want your content to be seen and grabbed, and what budget you have available. If you want to build solid foundations and a trustworthy relationship with your audience over time, social media and guest posting in well-known portals in your industry are the best ways. Of course, email marketing is also a great tool if the community around your brand is constantly growing If you're in a hurry to be found by potential clients or partners, paid ads are a great ally to gain visibility quickly (just watch out for the quality of those leads). You'll also benefit from collaborating with an influencer who has a larger audience than yours.

Solid SEO-optimized blogs will get people onto your site, but you're not a content strategist unless you can start moving those people down the funnel. Because content strategy is about the buyer's journey, not just pageviews. You need to know how all the pieces fit together, and how to connect them.

Do user research before you do keyword research. Keyword research just tells you what's already getting traffic. Talking to actual users, customers and subject matter experts will tell you the real pain points of your audience. You will find new topics that won't even show up on a keyword research tool that will be truly helpful to your audience.