The Fundamentals of Effective Content Marketing

Defining strategies to align effective content marketing with your SEO.

It is easier for content marketers to track the efficiency of their combined efforts as search engines become more open to sharing their user engagement data.

Tracking to align valuable content to a particular demographic of readership can easily be done today by any business.

Nonetheless, there are fundamentals that has to be covered for an effective content marketing campaign. Before deciding to start with content marketing and enhance your SEO, best to review the following:

  1. Conceptualize using keywords

Keyword is still an important aspect of content marketing. Nonetheless, the strength of keyword driven content is now reduced compared to 5 years ago.

It is important to conceptualize around a keyword phrase. Leave behind the idea of fixed keyword phrases, as urged by most experts.

You can be flexible with your keywords while retaining their essence in your material.

As you work with your content, base the form of the piece from a core keyword from your research and work on variations as you go along. Think about how others might search for a particular phrase.


If for example writing about why Apple is better than HP, you would probably choose most search phrases using Google Trends of and might end up with:

  • Advantages of Apple Computer
  • Disadvantages of HP Laptop
  • HP vs Mac
  • Great reviews about Macbook Pro

If you force these keyword phrases into your material you will end up with a rather odd content.


Remember that the best way to optimize for search engines is to first optimize your content for your readers.

Humans before robots.

As long as you have created an outline and write naturally. You will eventually incorporate variations of the keyword phrases into your content.

  1. The right audience

Effective content marketing ensures promotion of the content to the right audience. Reaching out to websites that play as micro-influencers will help divert traffic on your content through backlinks.

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While the importance of backlinks for an effective content marketing is now questionable in terms of SEO ranking, diverting organic visitors to your content is always a good thing.


Your social media activity scores are becoming more important now. This is an area that was not given much attention in the past.

Content marketers are learning that LinkedIn and Facebook promotion is able to reach a wider audience of interested consumers.


  1. Pay attention to internal links

Scattering links within your content that points to other pages of your website is a good thing. Do not go overboard more than 2, for content not reaching over 800 words.


Pointing to related blog posts, videos or pages will help search engines crawl better on your site.

More than that, you are actually truly helping your consumers with the information they need.

  1. Right Title

With whatever CMS you are using to power your website content. You probably already know that all your webpage title is generated from the title tag.

Title tags will help people remember the page they are on. Yoast on WordPress allows you to easily change this.


Modifying your title tag to bear one keyword will help not only help search engines but people to find you.

Title tags function as headlines in search engine results. Use it well.

  1. Use meta description tags

Meta tags act as the page description that is being used by search engines to give a two-line description of the whole article.

Including your core keyword phrase within the metatag will help in SEO but naturally making readers get more interested in your content and click.


Do not make your metatags look like “Choose this now!”

Write a compelling metatags for your readers.

An effective content marketing campaign gives importance to search engine optimization.

But it is not the goal in its entirety. Even Google and Bing never faltered to remind writers to write for human users. They are what everything is all about.

Search engine rewards higher rankings to pages that have high click volume. Meaning you need to entice the human users.

  1. How fast is your website?

Check your website’s loading speed using Google PageSpeed Insights. Here’s why:

The loading speed of your website is a determining factor for your ranking. Consider a good talk with your web designer if you score low.


The good thing about this free tool by Google is that it points out exactly the web scripts you need to fix to enhance loading speed.

You do not change the whole website.

  1. Be responsive across ALL devices and systems

The internet is busier now more than ever because of increasing consumers browsing using mobile devices.

Your website being responsive to whatever device means that you are likely to be rewarded by Google with higher page rankings.

Not only is Google continuously being awesome as a search engine company but they are also very good with marketers and small business owners. They provided this tool to help you score the mobile friendliness of your website.

patbagano mobile result

  1. Bounce rates must be controlled

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Bounce rates are measured by your number of visitors who stayed and clicked through other pages against those who left right away.

It may seem to you that it is not important, some not-so-effective content marketing writers might present a data based on number of visits. Even if your number of visits reached 100,000 today but bounce rate of over 70%, that can penalize your site and be placed on lower rankings.


Why so you ask? Bounce rate is a predetermining factor of inefficient websites, meaning:

  • It won’t load fast enough.
  • Irrelevant to consumer query
  • Misleading content

There are more reasons why visitors leave, but the whole point is, do leave an impression to search engines that you are an erroneous website.

  1. Website “on page” time

Often an idea outside effective content marketing. The time spent by your visitors on your web pages is a ranking factor. Use your analytics tool to define an average “on page” time for your visitors.


Scoring low on this means you need to do something about your website content.

Fix this together with the bounce rate.

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  1. Long-form content

Long-form content is favored by search engines. Content reaching over 1000 words appear to be getting higher rankings compared to others.

Nonetheless, long-form content writing have pre-requisites that may be different from your usual style. Check my post on Long-form Content to cover your basic knowledge.


The idea remains to be the same, write high-quality, sensible content. Do not drag content that are short and fill it with nonsense just to reach 1000 words. This will cause you more bounce rates, and even bad reviews from consumers.

Writing long-form style will enable you to explain in detail other angles of the topic that is useful. You will have higher chances of being shared to a friend or a colleague.


  1. Share the love

Ensure that your website have a social button function that makes everything easy to share and like. The behavior of your content on social media such as Twitter, Facebook, LinkedIn, Google + and many others are deciding factors for ranking as well.

Trends are closely watched by search engines.


Let us just say that SEO is married Social Media.

  1. You’re filed!

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Filenames are important now more than ever. If you have downloadable content, images and files. Make sure you name them properly. Ideally using keyword search terms as the filename.

The robots are now sneakier than ever! But that is to our advantage actually.


Website whose files are named according to the keywords they are relevant too gets better ranking.

Do not ignore this idea.

  1. Tags!

All tags matter. We have discussed metatags. While it may be time consuming to add more tags to your article based on keyword search, but it is important. Why?


Search engines pickup these tags. Chances that of getting indexed on a particular topic is based on tags.

  1. There is no gaming here!

Google has become all natural now. It likes organic visitors. Continue building an effective content marketing with no underground link-building schemes. This will naturally grow your visitors. Google lifts clean websites better than those spending thousands of dollars on blackhat SEO.


patbaganosmallbannerThere, hoping you made it until here means that you are really interested to build an effective content marketing campaign for your business. I am not a blackhat SEO person. In fact, I never understood the reason for website content beyond writing for the benefit of the human audience.

I love writing for humans, and thank goodness Google’s effort to enhance their search results gets better every day.


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Pat Bagano
Startup junkie and a geek in denial. WordPress, Joomla and Drupal fan. Always trying things in an unconventional way. Helping bloggers globally to reach their goals.


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