Search Marketing - Course

SEO Content

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Digital Marketing - Study Notes:

Definition

SEO content is content that has been optimized for search engines, with the focus on increasing indexibility and visibility through organic search and social media.

SEO content includes a dedicated approach to keyword research and analyzing user traffic patterns to determine areas of interest that best serve the target audience.

Content that has been optimized for search engines can increase indexibility and visibility through organic search and social media, because it focuses on optimizing content around specific keywords or topics that targeted users are interested in. It’s important to analyze user traffic patterns to determine areas of interest that best serve the target audience.

How SEO content impacts traffic

SEO content can impact your traffic in different ways:

  • Faster indexing: Google came out with a ranking factor called the ‘freshness factor’ in 2011 that showed its preference for new content in search engine results pages (SERPs). According to Moz, “Websites that add new pages at a higher rate may earn a higher freshness score than sites that add content less frequently.” In some cases, higher freshness results in faster visibility in SERPs.
  • More frequent crawling: As with the freshness factor, when search engines are continuously seeing new pages or changes to existing content on a website (which is reflected in the website’s sitemap), the more likely they will be to crawl the website to look for content to index and display in SERPs for user queries.
  • Sets your website up for long-term success: This usually happens through others linking to and reading your content, as well as setting up thought leadership for your company. A robust website with regular new and optimized content will be held in higher esteem than one that is never updated or hard to read. Adding new, high-quality content will also be a great way to compete against others in your industry.
  • Increased SERP positioning and traffic: Website content that is optimized and is adding new pages on a regular basis is more likely to lead to higher SERP positioning, as well as more traffic. However, adding too many new pages can overwhelm readers, so it’s important to test for your own website and industry.
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Kelsey Jones

Digital Marketing Consultant and Writer

  • 9 years’ experience in SEO and writing for the web
  • 17 years’ experience in HTML
  • Experience writing content for small and large brands
  • US Search Awards Judge 2014, 2015, 2016
  • The Drum US Search Awards Judge 2017
  • Former Executive Editor, Search Engine Journal, 2014-2017
Kelsey Jones

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.

ABOUT THIS DIGITAL MARKETING MODULE

SEO Content
Kelsey Jones Kelsey Jones
Skills Expert

This module covers the key concepts involved in SEO and content marketing. It outlines best practices for researching your SEO content and aligning it with your content strategy. It also covers best practices for creating content in a productive and efficient way, and demonstrates how to evaluate the performance of your content to ensure that it is meeting your content strategy objectives.

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