Why Your SEO Content Strategy Is Failing (and How to Fix It)

Why Your SEO Content Strategy Is Failing (and How to Fix It)

Why your SEO content strategy is failing (and How to Fix It)

Do you know why your SEO content strategy is failing?

Content marketing is becoming increasingly important for businesses who want to boost their brand awareness, conversions, and sales online.

In fact, marketing guru, Seth Godin once said “it’s the only form of marketing that’s left.”

At the same time, your content strategy will fail if it isn’t underpinned by a solid SEO strategy. SEO is ultimately what helps to make your content more visible to the right people, boosting traffic and those crucial conversions.

If you’re worried that your SEO content strategy game is flagging, let’s take a look at the possible reasons why–and how to fix them.

You’re Targeting the Wrong Keywords

Why your SEO content strategy is failing (and How to Fix It)

 

For a balanced SEO content strategy, you need to target both short-tail and long-tail keywords. If your content contains too many short-tail keywords and not enough long-tail keywords–and vice versa, you will ultimately lose out.

Short-tail keywords usually contain between 1 and 2 words–such as “digital marketing.” They’re highly competitive and hard to rank on.

However, they’re still important for a long-term SEO strategy, as they ultimately show Google exactly what your content is about.

Long-tail keywords, meanwhile, are easier to rank for in the shorter term. They typically contain more than 3 words–such as “best digital marketing practices,” and are thus, less competitive than short tail keywords.

Use both short and long-tail keywords throughout your content, as well as in your meta descriptions and title tags.

You Haven’t Understood Your User’s Intent

Every time we search for something via Google, we have a specific intent in mind. This is user intent, which is the reason why someone is searching for a particular keyword.

There are ultimately four types of user intent:

  • Informational – This refers to a user who is searching for information. For example, “how to …”
  • Navigational – This points to a user who is looking for a specific website or webpage.
  • Transactional – Here denotes a user who is in the mood to buy
  • Commercial – The commercial face of user intent means that the user is doing market research. For example, he is looking to compare two different marketing strategies

Once you understand the user intent behind search queries, you can start to build a stronger content strategy that targets the right people.

Remember, content has to be relevant if it is to succeed.

This is important because, while someone is searching for “digital marketing”, and  your content is about digital marketing, if you haven’t understood their search intent it could still be the wrong type of content.

In view of this, your digital marketing content will not appear on search result page.

And if users are conducting search on your site, it will increase your bounce rate and negatively impact your rankings.

To find out more about why users are searching for a particular keyword, use analytics tool.

Your Content Doesn’t Offer Enough Value

In 2019 and beyond, Google wants you to offer exceptional value to the reader. Long-form content consistently outranks short-form content because it’s in-depth, valuable, and educate readers.

This means that if your content strategy is based around short-form content that doesn’t offer a whole lot of value, you will find it hard to rank.

Long-form content typically contains at least 1,200 words. It is valuable, informative, engaging, and improves user experience by giving the user what they want.

Long-form content can sound like a lot of work, and it’s no surprise that 65% of companies admit to finding it hard to produce engaging content.

But, creating long-form content is easy once you know how. The important bit is identifying topics and questions that interest your user base. You can use a tool like Buzzsumo to help with this.

The great thing about Buzzsumo is that it also shows you what content is already performing well in your niche. Taking a look at this content, try to see if there are any weaknesses with it.

What’s missing? What can you add that would really benefit your customers?

When producing valuable content, always keep your benefits in mind.

How is your content going to educate and improve your customer’s lives?

Another thing you can do is take your already existing short-form content and expand it.

Your Technical SEO Is Poor

What’s what? Technical SEO?

Yup. For your content strategy to work, you need to finesse your technical SEO. This refers to any underlying code problems, such as:

  • Poor site speed.
  • Massive crawl depth.
  • Awful indexability.
  • Mobile unresponsive webpages.

While all this does sound complex, all you need to do to fix things up is to perform an SEO audit.

Although that sounds complex too, simply use an SEO audit tools. Then, follow the steps needed to complete a full technical SEO audit.

Do this once every three months to stay on top of the competition.

Your Backlinks Suck

For your SEO content strategy to work, you need to publish content to your website, and other peoples’ websites.

Primarily, you need to publish content to related, authoritative websites and include a link back to your own website. This is called a backlink, and the more high-quality backlinks you have, the higher you’ll rank.

If your backlinks are low in quality– meaning they come from unrelated or spammy websites, or if you don’t have any at all, you will lose traffic.

You need to target authoritative, high-traffic websites in your niche that have a clean link profile.

Implement a blogger outreach campaign that targets these sites, refine your pitch and come up with original and unique content ideas for blogs that will benefit their audiences.

At the same time, use your SEO tool to monitor your backlinks and identify any toxic ones you already have, before removing them.

All-in-all, once you’ve identified your failings, correcting them shouldn’t be too much hard work.

Why your SEO content strategy is failing (and How to Fix It)

Once you’ve made the necessary amendments, however, don’t stop there. Keep scouting for more backlinks, perform regular SEO audits, and keep fine-tuning your keyword research.

Conclusion

Here we have outlined some SEO content strategies that are hurting your search engine optimization (SEO) content marketing campaigns, and practical steps that will help you fix the problems.

What are we missing? Please tell us in the comments.


About the author

Why Your SEO Content Strategy Is Failing (and How to Fix It)

Kas Szatylowicz is a social media manager and outreach coordinator at Nightwatch, a search visibility tool of the next generation. Check out Nightwatch blog and connect with her on LinkedIn and Twitter

17 thoughts on “Why Your SEO Content Strategy Is Failing (and How to Fix It)

    1. Hi Akash,

      You’re right, Kas did a great job in putting this article together–bringing out the main points. I’m happy you like and agree with it all.

      Thank you for coming by and contributing to the discussion.

    2. Thanks Akash, working in the field of SEO on daily basis it’s just sad to see why so many small business owners, for example, do not pay the attention to their SEO strategy and aren’t willing to educate themselves about it or hire a pro. It can change so much for your business!

  1. Hi Kas,
    Thank you for this amazing article. Many do not understand why their content marketing effort is not working or bringing positive results. Your article is an eye opener for many who do not give priority to quality and valuable content. This in fact, is the number one step. Provide value to your readers! Then study the marketplace, as well as your target audience to figure out what they want from you. Apply other strategies and you will start seeing you ROIs.

    1. Precisely! I can’t even imagine how frustrating it must be to put all the effort into content marketing and see no ROI. All it takes is a bit of time for education about SEO.

      1. I so much agree with you, Kas. My friend, Ryan Biddulph would always say, “learn from blogging Pros.” “Help them to help you as well.” How? By building bonds with top content marketers and follow their strategies.

  2. Hello Kas and Moss,

    A very happy new year to you both.

    Kas, what a fantastic and well crafted blog post!

    Can I just add that another reason why a content strategy will fail is because most people are not prepared to post consistently. They’re too sporadic for their own good!

    Content may be king, but consistency is key – if you want to build your audience.

    You must be consistent and post when you feel like it. You must also be disciplined enough to post when writing a blog post is the last thing on your mind.

    By writing a blog post regularly, your audience knows to expect you. They will come to accept the flow of your work.

    Statistics show that bloggers who post consistently throughout the month, see around 4 times as many leads as those who blog sporadically.

    You don’t have to post everyday. You don’t even have to post every week. But I think you need to post between 2 – 4 times a month, every month. Be consistent. Just be there!

    Thanks again for sharing. I’m off to share on Twitter.

    Best regards,

    Pedro

    1. Hi Pedro,
      Yes, you’re right about that. Consistency will help you better connect with your target audience. It aids you to build trust with your audience because, as you noted, they’re expecting to read your article and if they can get it when they want it, it hurts your brand and business. But the more consistent you are, the more you will grow your blog audience and business.

    1. Hi Ryan,
      Thank you, bro. I’m happy you like the post. Kas did great in putting this article together. Highlighting the use of user intent is rewarding as it enables users to improve SEO and search rankings.

  3. Hey Kas,

    Awesome content. The secret to getting ahead of the competition is to look for their weak spots and target those. Some of them might not be targetting all the keywords, they might be lagging behind when it comes to Backlinks.
    Similarly, we can look for many more things and actually improve on those.

  4. Thanks for another excellent article. Where else may just anybody get that kind of info in such a perfect manner of writing? I’ve a presentation next week, and I’m on the look out for such info. Thank you for sharing.

  5. Hi, Very Good Article. I really appreciate it. Well researched article. Now you got one regular visitor to your website for new topics. Keep up the Good Work Thanks for always sharing. Nicole Graham

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