So much of modern marketing strategy revolves around content, and your website is no different. However, creating website content without considering SEO is like launching a product without a marketing plan - it won’t reach the right audience. This article introduces the concept of SEO-driven content consultancy and explains why a content consultant who understands written content and SEO is essential to the long-term growth and success of your website as a revenue-generating asset.
Discover the power of SEO-Driven Content Consultancy:
What is SEO-Driven Content Consultancy?
SEO stands for search engine optimisation. It is the practice of making a website more visible in search engines. SEO can apply to social media, video, shopping platforms such as Amazon and written website content. My area of expertise as an SEO consultant is written content optimisation for traditional search engines like Google and Bing, so this will be the focus of my content. I combine my SEO knowledge with content consultancy services, meaning I specialise in helping my clients use long-form written content (e.g. blogs) to drive organic visibility, traffic and sales through their websites.
As an SEO-driven content consultant, my aim is twofold. Firstly, I develop SEO strategies for my clients, to help them gain visibility and traffic from Google Search. Secondly, I craft engaging content that aligns with my client’s business objectives, brand, and SEO strategy. In short, I develop content that aims to captivate, connect with and convert online browsers into buyers, by pairing strategic written content with SEO best practices.
Check out my ultimate guide to content consultancy for more information about what a content consultant does for your business.
The Benefits of Combining Great Content with SEO
Why is SEO so important when it comes to creating content for your website? Every piece of content on your website should serve a purpose: to captivate, connect or convert. It can be all three, or it can be any combination of the three. SEO plays a major role in helping your website get found at the right time by the right people, ultimately giving you a long-term, long-lasting increase in ROI. You can deeper on why hiring a content consultant could be the best investment you make in your business with my in-depth article.
There a five main benefits of combining SEO with your website content:
Higher visibility
Relevant traffic
Long-term and long-lasting results
Stronger brand authority
Higher conversion rates
SEO Content Writing Increases Your Website’s Visibility
Well-optimised, SEO-friendly content that uses technical SEO best practices and incorporates your target keywords naturally can increase your website’s visibility in search engines. This is because search engines will see that your content is relevant to users searching for specific topics, increasing your website’s ranking in the search results. Given the first organic search result takes approximately 20% of clicks, this is your opportunity to captivate your target audience.
SEO Can Drive Relevant Traffic to Your Website
Applying SEO to your website content can help you target the right keywords and therefore the right audience. By getting your website in front of the right people at the right time can increase your website’s sales and conversion rate, giving you a better ROI. By answering search engine users’ needs with your content, you can connect them to your brand and your offers.
SEO Offers Long-Term, Long-Lasting Results
Content that can be discovered in search engines will continue to captivate, connect and convert new customers weeks, months or even years after it is first published. By creating quality, engaging content, getting the SEO right and periodically updating your content, you maximise the longevity - and the ROI - of every piece of content you produce. Yes, SEO does take time to work, but it keeps working for even longer.
SEO Strengthens Your Brand Authority
Creating consistent, optimised content that demonstrates your brand’s experience, expertise, authority and trustworthiness (EEAT), helps to strengthen your brand authority - in the eyes of search engines and your audience. Informative content that offers transparency and insights also helps your brand connect with your audience at all stages of the buyer journey.
Higher Conversion Rates
One way to increase your ROI is to increase your website’s conversion rate. By developing well-crafted content that is optimised and targeted to captivate, connect and / or convert a specific buyer, you can get more conversions, a higher average order value and increase your website conversion rate and ROI.
The Risks of Neglecting SEO in Content Creation
The reason why I choose to specialise in SEO-friendly content is because I believe that SEO is a necessity and not a nice-to-have. There are several reasons why choosing to neglect your SEO could be risky and costly to your business:
Low Organic Visibility in Search Engines
Lost Opportunities to Grow Your Business
Increased Costs
Inconsistent Website Traffic
Neglecting SEO Results in Low Organic Visibility in Search Engines
Website content that is not optimised for search engines will struggle to rank, meaning fewer people will discover it organically. Therefore, you will need to find an alternative way to drive traffic to your website, which could include social media, email or paid advertising.
Neglecting SEO Leads to Lost Opportunities
You could create the best content, but without SEO it cannot reach its full potential. Whether the purpose of your content is to captivate, connect or convert, not applying SEO means the content misses out on potential traffic and you miss out on potential sales.
Ignoring SEO Means Increasing Your Costs
If you ignore SEO, you miss out on organic (free) visibility, traffic and sales or leads. Furthermore, you will need to plug the visibility gap with paid-for advertising (such as advertorial or PPC) or additional marketing services such as social media, influencer marketing, email or PR. Of course, all of these channels can be used in conjunction with SEO to give optimal results, but allowing organic search to take its share of the load can help you reduce your cost-per-acquisition and increase your ROI. The long-lasting effects of a successful SEO strategy also give you scope to cut costs in other marketing channels such as PPC or social media ads in the future if you experience a lean period in your business.
Poor SEO Leads to Inconsistent Website Traffic
Without applying SEO best practices, your content will have a much shorter lifespan. For your content to have long-lasting results, it needs to be carefully crafted, curated, optimised and updated. Given the amount of time, effort and money your content consultant (and therefore, your business) will invest in producing content, it makes sense to get maximum mileage out of it. Otherwise, your website content may get a few organic hits off Google, a social media post and an email to your subscribers, but after that it’s reliant on people stumbling across it when they are already on your website.
Why You Need a Consultant Who Understands SEO
Content consultancy is one thing, but a content consultant who really understands SEO is another. SEO content writing, far from simply ticking a few boxes for Google, is about ensuring each piece of content actually serves a purpose, fulfilling its objective to captivate, connect or convert the right audience at the right time. A content consultant who understands SEO will help your business capitalise on the benefits and avoid the risks detailed above. Furthermore, an SEO specialist consultant will bring the following to your business:
Specialist knowledge
Holistic strategy
Time-saving and ROI-maximising
Adaptability to search algorithm changes
Specialist SEO Consulting Knowledge
Not every content consultant understands SEO enough to integrate it effectively into your content marketing strategy. A specialist with SEO consulting expertise will be fully-equipped to help your business make the most of Google Search and your website content.
Gain a Holistic SEO Content Strategy
An SEO consultant can combine effective content with a robust SEO strategy, covering key elements such as on-page SEO, keyword research, and technical SEO. You won’t be forced to have great content without the organic visibility that should go with it.
Save Time and Maximise Your Content ROI
By partnering with a content consultant who specialises in SEO, you ensure that your content is produced with SEO best practice built-in from the outset. This speeds up the time required for your content to have an impact and deliver ROI, as well as minimising extra costs in terms of paid advertising. Ongoing SEO also allows your content to keep driving organic visibility, traffic and conversions for the long-term.
Adapt to Algorithm Updates
Google carries out several algorithm updates each year, so staying up to date with changes is crucial to maintaining your website’s visibility and traffic. A knowledgeable SEO consultant will be able to keep your content marketing strategy abreast of these developments, helping it to evolve and adapt.
My SEO and Content Consultancy Can Help Your Business Thrive Online
My flagship SEO and content consultancy service supports high-level clients with their written website content strategy. As an independent SEO consultant specialising in written website content, I bring a unique blend of SEO expertise and strategic content marketing to your business, so you can maximise your website’s potential as a revenue-generating asset. Through SEO-friendly, high-quality content that captivates, connects and converts, I deliver long-term and long-lasting results for my clients.
To find out more about my SEO consulting services and content marketing consultancy, take a look at my SEO and content consultancy page. When you are ready to get started, simply book your free 30 minute consultation to explore how my SEO content consultancy could work for your business.
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