Pack a punch with SEO in thought leadership
No matter how fabulous your thought leadership content, SEO and the power of Google must be considered from the outset to get the best results. No SEO? Then no-one will find and enjoy your beautifully-crafted posts.
B2B thought leadership SEO
In B2B thought leadership SEO (search engine optimisation) is just as important as it is in the B2C world. Thought leadership works well here because of the complexity of the decision-making process in B2B environments and the large number of people involved. But getting found and heard is a battle in, say, the crowded retail technology market. B2B thought leadership content is often designed to address a notable industry pain point or emerging trend, and so keywords and search terms are vital for content to be found, to rise above waves of competitor noise.
Trending subjects and keywords
SEO ensures that your content is easily found, based on specific keyword searches. It’s about optimising your web pages for better ranking in search results pages (SERPs). Part of the SEO process is using keywords: words and phrases that describe what your content is about.
Google uses this information to determine which content is relevant to a particular search query, and how the page should rank in searches for a particular term. That’s what gives a web page its search ranking.
When starting out on a thought leadership article it’s important to understand what the trending subjects and keywords are.
Finding keywords for your content
Begin by brainstorming the terms that you think your potential customers might be searching for.
Next, find related terms by searching on Google, scrolling down to the bottom of the page of search results and seeing what else people searching for that term also looked for, as in the example below when ‘SEO for content marketing’ is the search bar.
And finally, discover the keywords that people are already using to find your site by using Google Analytics and Google Search Console.
Remember that keyword research isn’t just useful for creating new content. It’s also an important part of improving SEO for existing content. Two useful tools for this purpose are Google Analytics and SEMrush.
Success comes when identified trending subjects and keywords are kept front of mind and therefore embedded in content, no matter how the campaign develops, is shared and amplified. The keywords must remain in place, shored up with quality meta descriptions and title tags on web pages – providing active positive signals for Google to pick up on.
There is a danger of ‘keyword stuffing’ and long ago Google began penalising websites for over-using keywords. The current advice on keyword density given by SEO experts is to write copy that reads naturally but has the keyword mentioned a couple of times. It’s recommended to make the keyword prominent in the article. Ask yourself:
- Is the key phrase in the <TITLE> element
- Is the key phrase in <p> tags
- Is the key phrase in the <alt> text
- Is the key phrase in the URL
Paid search boosts organic reach
Did you know that utilising paid search can boost your organic reach? You can set up search marketing strategies for promoting content such as Market Reports, eBooks, Case Studies and specialist blogs. The reality is that not running paid search in tandem with top organic links could amount to a dangerous loss of links.
SEO on LinkedIn is too often overlooked
LinkedIn now needs to be considered as a search engine, just like Google. LinkedIn is a hugely popular platform for B2B companies to share thought leadership and acquire new clients so being able to optimise a LinkedIn presence has a whole array of potential benefits – both for personal profiles and business profiles.
Again it’s a case of thinking in keywords. That means giving considerable thought to user intent, trending subjects and industry keywords when creating LinkedIn publisher posts and profiles.
SEO learnings over time
At Fieldworks Marketing, we know how optimised content can boost Google score and help build click-through rates, improving awareness of brand and driving that all-important lead gen. We offer SEO audits and recommendations, and guarantee that any content we produce for clients is fully SEO optimised.
The beauty of SEO is that it teaches over time, giving guidance on how to produce future content and paid search campaigns that will keep engagement alive.
Put an SEO structure in place
Here is a good structure as for SEO best practice. This can be implemented in line with a pre-planned budget.
- Onsite optimisation
- On-going content development (regular publishing increases sites domain authority, keyword rich content, keyword researching) so you need to produce new content every week
- Optimise titles and meta descriptions
- Link Building (internal and external and backlinks) / encourage people to share links