9 Essential Marcom SEO Writing Tips
In the marcom world, it’s all
about getting your message in front of your target audience. With
most—if not all—of your messaging existing online, Search Engine
Optimization (SEO) plays an essential role in making sure your message
is not only easy to find, but that it’s at the top of page one in your
category’s search results.
Of course, you can purchase ads that place you on page one of your targeted search results, but organic search results rely on well-planned and strategically executed marcom SEO writing. If you want to boost your organic search result placement, you can’t ignore the following key marcom SEO writing tips:
Create Sticky Content
Great marcom SEO writing begins
with great content. It doesn’t matter if you achieve the number one
spot on search results if people immediately leave your page once they
find it. You have to create sticky content. Simply put, sticky content
is valuable content that gives visitors unique information and insights
that they need and will want to share.
Focus on One Primary Keyword Phrase
Your marcom SEO writing efforts
can become diluted if you try to apply multiple keyword phrases to your
content. That doesn’t mean your content can’t contain concepts that are
similar or related to your keyword phrase. It simply means you need to
focus the writing on concepts that deal primarily with the target
Use Keywords Instead of Pronouns
Pronouns can help tighten your
writing, but overuse of pronouns can create too much of a generic feel
to your writing. Even worse, the overuse of pronouns not only leads to
lack of clarity, but in marcom SEO writing it robs you of opportunities
to use your keyword phrases. Use your keyword phrase in place of
pronouns where possible when writing marcom SEO content.
Keep the Writing Natural
One of the greatest challenges in
any SEO effort is keeping a natural feel to the writing of the content.
You have to strike a fine balance between employing marcom SEO writing
techniques and creating a flow in the writing that doesn’t feel forced
or awkward to the reader.
Use Keyword Phrases in Titles
Titles present any easy way to
introduce keyword phrases into your marcom SEO writing. But don’t
overdo it. The flow and appearance of your writing needs to feel
Use Your Keyword Phrase Early On and Frequent
It’s a given that SEO success
requires using your keyword phrase frequently, but using your keyword
phrase early on in your marcom SEO writing can also help boost your
placement in search results. Once again, you have to employ that
frequency and early-use in a way that doesn’t feel forced.
Use Keyword Variations when Necessary
Keeping that natural feel to your
marcom writing in a way that still allows you to achieve your SEO goals
sometimes requires using variations of your keyword phrase. While
keyword phrase variations might not help your search results, they
won’t necessarily hurt them as long as those variations don’t become
the focus. The point is to not be afraid to use variations of your
keyword phrase in order to maintain a natural feel to your marcom SEO
Don’t Let Editors Ruin your SEO
Your marcom content review team
can be one of your biggest obstacles to successful SEO writing.
Copyeditors know all about grammar, punctuation and tightening up the
written word, but they don’t necessarily understand SEO. Likewise,
product managers and team leads might be experts on the product or
solution that your content describes, but that doesn’t mean they
understand how changes they make to that content will affect SEO.
Unless you educate your team, your valuable keyword phrases can
unnecessarily disappear during the review process.
Leverage an SEO Web Expert
SEO is an art that is always
changing. You can follow all the marcom SEO writing tips provided by me
or by others, but if you don’t employ the expertise of someone who
understands SEO in the design, development and formatting of your web
page, you won’t achieve the results you desire. The written content is
only one piece of the SEO puzzle. Consult with your web SEO expert
before content creation and then leverage your expert’s skills
post-creation so the web formatting and presentation of that content
can have the highest potential for success.
Download PDF for 9 Essential Marcom SEO Writing Tips
“Ken is an outstanding writer who I lean upon to get work done in a crunch. He understands the market I work in and is always on time. He takes the time to ask the right questions and get off on the right foot."
Travis Grandpre - Symantec, Director of Product Marketing