For those of us working in cybersecurity and tech PR, an ever-evolving industry, a robust SEO content marketing strategy is just one of the key elements of an all round digital plan. SEO isn’t just about ticking boxes in your website CRM; it’s about strategically planning content that supports your long-term goals and using keywords, links and coverage to support this. Listed below we have some key components that can help maximise your SEO efforts.
Quality Written Content
Quality content remains the key of any successful SEO strategy. It’s not just about adhering to keyword metrics, but delivering substantial value to your audience. Google’s algorithms prioritise substance and genuine experience and opinion, so focus on producing content that is both informative and engaging.
Identify topics relevant to your target audience whilst showcasing your expertise. It is important to ensure that your content provides your audience with added value. Aim for a balance between information and readability, ensuring your content is both insightful and accessible.
Search engines favour content they see as ‘useful’ or matching the E.E.A.T. criteria (Experience, Expertise, Authority and Trustworthiness). This is an outline provided by Google to showcase your content in the best light and help create copy that stands out as unique (something vital in today’s world of AI).
In a saturated digital environment, originality is a differentiator, providing a unique perspective, sharing experiences, and injecting a touch of personality into your copy. Original content not only enhances your SEO standings but also positions your brand as a voice of authority.
Here are some ideas for unique, expert-led content:
- Your take on a breaking news story
- Case studies and blogs focusing on projects/new products
- An introduction to members of your team and their expertise
- A write up on a recent press release and comments from your organisation
- Events and conference previews and follow ups
The importance of a content plan
Planning content ahead of time means that your team can focus on key topics or times of year. For example, planning event build up content several months beforehand allows you to get quotes from the team, research event themes and share the content on your socials to build interest.
Planning content also enables a focus on quality, ensuring that each piece is not only informative but also aligns with your SEO strategy. For example, planning blogs and articles around keyword focus and how your content can improve search term rankings is an ideal way to build long term growth – this can be hard to do off the cuff. A well-structured monthly content plan can be a proactive tool in supporting your long term SEO efforts, where content not only engages your audience but also consistently elevates the brand’s visibility and credibility.
SEO as an Integral PR Component
SEO and PR sit hand in hand as part of a wider company strategy to enhance your brand and widen your reach among key publications both on and offline. When SEO is incorporated into the wider PR strategy, it creates an impactful approach to improving visibility and reputation. In the context of content strategy, this collaboration is particularly impactful. A well-thought-out and planned content strategy, focusing on SEO principles, is a powerful tool for conveying key messages, securing quality backlinks, and reinforcing your company’s authority in the market.
Just as PR activities aim to shape perceptions and build connections, SEO ensures that these efforts are easily discoverable by the target audience when using search engines. Aligning SEO and PR in content planning not only enhances search engine rankings but also amplifies the effectiveness of PR initiatives, establishing a strong and credible online presence.
At Origin Comms, we work with clients to position themselves as thought leaders through article features, product reviews, and podcasts, as well as developing SEO-driven content that supports link building and search engine visibility.
As search engines like Google take into account links coming into your website – as well as technical elements of your site as part of the algorithm when creating search positions – link building and content planning for SEO give your website the best chance of being found online.
When developing PR campaigns, it is important to consider how a key message can be amplified across all platforms. Using a combination of PR outreach, social media, blogs and video or podcasting, campaigns live longer and gain a higher reach amongst your target audience.
If you would like to talk to us about how to develop an SEO informed content plan to support your PR strategy, get in touch with our team and start a conversation today!