By Caitlin Proctor Huston, On-Page SEO and Content Marketing Expert
Last Updated: February 5, 2025
SEO helps people find your content. Your content strategy ensures that once they do, they stay engaged. When combined, SEO and content marketing strategies strengthen your online presence, drive relevant traffic, and position your business as a trusted resource.
Here is a ten-step guide to aligning your content marketing efforts with SEO best practices. SEO focuses on optimizing content for search engines, while content strategy ensures that what you create is relevant, valuable, and engaging. A well-informed SEO content strategy sets your brand apart by maintaining a user focus while building long-term credibility. This balance ensures sustainable growth and meaningful results.
You have a website to drive potential customers to your business. Understanding your customer’s needs and challenges is the backbone of a successful content strategy. You speak directly to your ideal audience by tailoring content to their interests. This clear reader focus ensures that your content reaches customers ready to take action–not just traffic for the sake of numbers.
Develop a precise audience profile with in-depth research into demographics, behaviors, and pain points. Make detailed marketing personas based on this research to inform content that speaks directly to your ideal customers. This alignment strengthens your SEO content strategy and enhances user experience.
Aligning your content with SEO best practices helps you attract visitors who are ready to become clients—not just drive traffic for the sake of numbers.
A deep understanding of your audience’s behaviors and preferences allows you to create content that resonates. Explore internal data, market research, and customer interviews to find insights into their needs and expectations.
Tools like Google Analytics and Google Ads can help you gather actionable insights to refine your SEO content strategy. Identify what topics and formats currently engage your audience. Competitive analysis can uncover gaps and opportunities, allowing you to develop content that fills those needs.
If you aren’t satisfied with the data you have, conduct user interviews. This can be as simple as asking a past customer for a quick phone call or you can get more sophisticated with online survey options. With this method, you can get direct answers to questions like “how did you hear about my business?” and “what made you buy from me over my competitors?”
Your discoveries will benefit social media campaigns and email marketing efforts, too–we’ll talk about that more later on in this article.
Marketing personas help you segment your audience and tailor content to their motivations. By defining your audience’s key characteristics, behaviors, and preferences, you can create more relevant and engaging content.
Build personas using the data you found from your website with tools like SparkToro, Canva templates, or HubSpot. Use the persona to refine your content strategy so it matches the expectations of your audience. This ensures that every piece of content serves a purpose, aligns with user needs, and supports long-term user engagement.
Example of a user persona from Canva Creative Studio
Keyword research is core to SEO. An effective SEO content strategy starts with careful planning and strong keyword research. Identify the terms your audience searches for to help you plan content that will attract relevant traffic and improve your search rankings.
There are a lot of keyword tools. If you’re new to keyword research, start with some free options. The easiest tool is your preferred search engine–simply open an incognito or private window and search for your business’s industry. Notice what kind of results you see, like blogs or home pages. Study top-ranking pages to spot trends and content gaps. Start a list of search terms that seem related to your business.
Another great free tool is your Google Search Console. Look at what keywords cause people to click on your site. Analyze why someone might not click on your website for high-volume searches with a low CTR. Add some of your “could be better” keywords to your list of relevant keywords.
Use SEO tools to add more keywords to your list. Ahrefs offers a free keyword generator tool to find keyword ideas. Semrush has a similar free keyword magic tool, though it requires a free account and is limited to 10 searches per day. Google Trends can show you trending searches related to certain topics. Add any promising keyword or keyword phrase to your list.
Paid and freemium tools like Ahrefs and Semrush will offer you the data points for search volume and keyword difficulty. The volume shows how often a particular keyword is searched, while keyword difficulty measures how competitive the keyword is. Keywords with a high volume are more difficult to rank for, because other websites are already targeting them. On the other hand, keywords with a low KD score might only have a handful of searches every month.
Focus on keywords with enough search traffic to be valuable but not so competitive that ranking is impossible. Targeting niche, intent-driven terms leads to better conversions. A balanced approach helps you find opportunities with strong traffic potential but less competition.
Long-tail keywords attract more targeted visitors with less competition. Use SEO tools to find keywords that offer a good mix of high volume and low search engine results.
A screenshot of Semrush’s keyword magic tool results for “b2b tools”
To narrow down your list of possible keywords, evaluate each of your keywords with your audience in mind. You can do this using a tool or by manually reviewing the top results of search results. Make sure the content you plan to invest in matches the intention of the search, such as looking for information about a topic or comparing paid options. This ensures your content not only targets valuable keywords but also helps your ideal reader.
Fine-tune your keyword list even further by analyzing your keywords for relevance to your business. If you offer a high-end product, don’t try to rank for a keyword that includes words like “cheap” or “affordable,” even if they are related to your business with a promising volume-to-keyword difficulty ratio.
Combine your keyword research with intentional content planning to build a winning SEO content strategy that drives meaningful results.
As a small business, you don’t have time to waste on content that doesn’t bring in leads. Use a strategic SEO approach to make sure your efforts lead to real business growth. A simple, organized content calendar keeps your SEO efforts on track without taking time away from running your business. Create an intentional publishing schedule by aligning content planning with search goals.
Plan your content in advance. Schedule content for at least three weeks for better organization and strategic execution. This approach helps maintain a consistent rate for publishing while leaving room for adjustments.
Example of a content calendar plan on Asana. Photo credit: Asana
Think about what content goals would make your content investment feel successful to you. We’ll talk about specific KPIs regarding traffic, leads, and conversions later, but for now think about what you want each piece of content to accomplish in a broad sense.
Are you aiming to inform people? Is your content supposed to convince people to buy your product directly? It will help you measure outcomes when you can add a clear goal to your content calendar.
Use your keyword research to map out content topics that will resonate with your audience. Evergreen content will stay relevant no matter the time of year. Most content that ranks for a lot of keywords is evergreen, requiring only minor updates year after year.
Timely content, conversely, is dependent on a certain time or event, like “back to school shopping” or “Halloween decorations.” Let’s look at how those types of posts fit into your content calendar.
By mapping out these opportunities in advance, you ensure your content is timely, relevant, and aligned with your audience’s interests.
Ranking well isn’t just about keywords—it’s about understanding your user’s intentions and meeting them with valuable content. Search engines reward websites that demonstrate expertise and trustworthiness. Clear, informative content helps you rank higher and build credibility with potential clients.
To succeed in the SERPs, Google suggests you focus on “helpful, reliable, people-first content.” Match the user intent, provide expert insights and examples, and ensure your content is well-structured and engaging. Understanding your audience’s challenges, or pain points, is also important. Make sure your blog post offers valuable advice that uniquely solves your audience’s problem.
Use related keywords strategically without disrupting readability. For example, the e-commerce site Patagonia optimizes its product pages by incorporating keywords into its products’ title tags, meta descriptions, image alt text, and body copy—all while remaining natural for readers.
On-page SEO improves your content’s readability and structure, helping search engines and visitors find what they need quickly. The most common areas to optimize are your page’s meta tags, headings, internal links, and multimedia elements. When done well, it not only makes your content easier to index and crawl, but also improves the user experience.
Think of meta tags and headers like chapter titles in a book—they help readers quickly understand what your book is about and how it’s organized. A clear on-page structure makes it easier for people to find what they need. Use H1, H2, and H3 tags to organize your topics.
Best practices for metadata in an effective SEO content strategy include:
Break up your copy with images and videos or other multimedia elements. This will keep your reader engaged and interested in your content. However, you have to make sure your visual components are optimized.
For images, always include descriptive alt text. For videos, include a transcript and preview what the video covers. These are primarily for user experience, in case your visitor is low vision, using a site reader, or can’t load your images. However, this information may also help a search engine crawler understand all the parts of your post.
Each new piece of content should include strategic internal links to guide users and search engines through related topics. Linking to related pages helps visitors find what they need and keeps them on your site longer. For example, a new blog post about local SEO should link to an older page about SEO strategies to provide additional context. Make interlinking an editing step in your content creation process.
A well-optimized site loads quickly, works seamlessly on mobile, and keeps visitors engaged—boosting both SEO and conversions. You need a fast-loading, responsive site that is easy to understand and navigate on a phone or tablet.
People won’t stay on a poorly designed site, no matter how good the content is. Google now prioritizes mobile-first indexing, meaning your site must perform as well on a mobile device as a desktop. A mobile-friendly website makes it easy for potential clients to learn about your services.
Users will leave a site if it doesn’t load within about three seconds [source]. Check your website’s loading speed with the free Google PageSpeed Insights tool. You can check both desktop and mobile site speed.
Example of a report from PageSpeed Insight tool from Google
Here are some technical SEO strategies to improve your page’s loading speed:
Link building improves website credibility and search engine rankings. High-quality backlinks from reputable sources signal to search engines that your content is useful, which helps boost visibility and increase organic traffic. Backlinks are a quality over quantity metric: it’s better to have one link from a relevant, authoritative site than several spammy websites.
Competitor analysis can refine your approach. Identify which high-ranking sites in your industry link to similar business’s products or resources. Then, create a better, more comprehensive version of that offer for your brand instead.
Writers and journalists want to link to content that is original, insightful, and useful. To earn more organic backlinks, try these strategies:
While organic links are easy wins, some proactive outreach will accelerate your backlink efforts. Consider these strategies:
By combining organic link attraction with strategic outreach, your new SEO content strategy will gain momentum, leaving you with a strong backlink profile.
SEO isn’t static. Regularly review your performance data to refine your strategy. Use Google Analytics and Google Search Console to track your content’s performance. By monitoring some common metrics, you can identify areas to improve, optimize, and maximize.
KPIs provide measurable benchmarks. The right metrics depend on your SEO and marketing goals, but you can generally find useful data in your Google Analytics and Google Search Console reports.
Common content marketing strategy KPIs include:
Tracking your KPIs regularly helps identify what’s working and what needs adjustment. If you have the budget, you can also track specific keywords via Ahrefs or Semrush.
Optimize your older content to keep your business competitive in the SERPs. Audit your high-performing pages at least once a year. Update your existing content alongside new pieces so your site remains competitive.
You should also monitor search engine algorithm updates for potential changes to content best practices. When algorithms shift, your content must adapt, too. By staying proactive, you can keep your content visible, valuable, and competitive in search rankings.
Content that maintains its search rankings is content that stays relevant. Keep information accurate and competitive with regular updates.
Before creating new content, evaluate your existing content for:
Search engines like Google roll out core updates multiple times a year, often affecting how content is ranked. Keep up with these changes by:
While SEO improves your long-term organic growth, PPC provides quick wins and immediate visibility. Use both together to enhance your overall marketing results.
Social media may not directly impact your site’s rank, but it can reach new people and raise brand awareness.
Email marketing can keep your audience engaged and increase traffic strategically, such as when you have new or refreshed posts.
A strong content strategy and SEO marketing plan starts with understanding your ideal audience and their search behavior. Research potential keywords, but make sure they align with your business goals and the searcher’s expectations. Use a content calendar to keep track of your helpful, credible, and people-first content–both new and updated. Keep your content structured, scannable, and accessible with a mobile-friendly design and fast site speeds. Earn (and ask for) authoritative links to strengthen your credibility. Integrate SEO with your other marketing efforts. Finally, monitor and optimize your content.
When SEO and content strategy work together, your website becomes a powerful lead generation tool. If you need help reaching your marketing objectives, check out ZenUp’s SEO services. Our team is made up of the top 3% of marketing talent in technical SEO, content marketing, and conversion rate optimization.
SEO ensures your content is discoverable, while content strategy provides value to your audience. High-quality, relevant content improves your search rankings so potential clients can find you organically.
An SEO content strategist blends SEO practices and content creation. They align content with intent, optimizing for both search engine crawlers and real readers. They have expertise in identifying target keywords, planning an SEO-driven content strategy, and optimizing content creation processes to increase your site’s share of search results.
Content strategy and SEO work best together. To turn website visitors into leads, your content must be both valuable to your audience and optimized for search engines.
Start with research and data analysis. Identify your audience’s pain points, interests, and behaviors to provide content that resonates. Use a detailed audience persona to ensure your messaging aligns with their needs.
Keyword research helps you understand how your audience searches for information. By targeting the right terms, you can create content that aligns with user intent, improves engagement, and ranks higher in search results.
Caitlin Proctor Huston is an on-page SEO and content marketing expert with a proven track record of driving millions of visitors to businesses. She specializes in SEO writing, content strategy, and conversion optimization, helping brands scale and grow their online presence effectively.
Last Updated: March 18, 2025
Last Updated: March 11, 2025
Last Updated: March 11, 2025
