Why The Skyscraper Technique Is More Important Now Than Ever
By Louise LinehanFeb 19
Published August 3rd 2020
Search engine optimization (SEO) for content marketers isn’t what it was ten years ago.
Back in the day, you could keyword stuff with white text on white backgrounds, over-optimize your anchor text, and otherwise just game the system.
Today, manipulative SEO practices like those are called black hat SEO .
You want to avoid such practices as much as possible. Not only for the sake of your audience but for the future of your website as well. Google constantly develops new techniques for penalizing websites trying to game the system and it’s not pretty.
Here’s the good news. You don’t have to resort to manipulative SEO techniques. With the right strategy, you can build a loyal audience through 100% legit SEO practices.
The following tips will help you connect with your readers and create content that Google’s search engine algorithms love.
Google has gone through countless updates over the years as the search engine strives to improve how it answers searcher queries.
SEO for content marketers absolutely cannot revolve around pleasing search engines. It must center around answering searcher questions better than anyone else. After all, that’s the whole point of a search engine.
But what are you supposed to do if you’re not sure what questions your audience has? We’re happy you asked!
Say you’re trying to create content about weightlifting for a fitness website. Just type your keyword into BuzzSumo’s question discovery tool and check out what people are asking:
Looks like people have a lot of questions about working out at home due to the coronavirus.
The best SEO for content marketers involves finding the right keywords. Ideally, you want to choose long-tail keywords of three words or more.
Well, long-tail keywords are far more relevant than broad ones. (Think of “hat” compared to “red Detroit MLB hat.”)
Not only that, but long-tail keywords suggest that the searcher is closer to completing an action – whether it be converting into a lead, buying a product, or signing up for a service.
BuzzSumo can help you find the best keywords for each of your topics. Simply plug your keyword into the search bar, “weightlifting” in this case, and browse your list of related keywords:
Once you have a solid list of related keywords, you can export the results to an Excel sheet to filter, search, and browse thousands of suggestions.
Google switched to a mobile-first indexing strategy back in July of 2019.
If your website isn’t mobile-centric, all the SEO for content marketers in the world won’t help you earn space in the search results.
Every page on your site must be 100% optimized for mobile browsers which includes:
Your metadata tells both Google bots and potential visitors what your post is about. Make sure to optimize
Google’s bots will crawl the metadata to decide how to rank your page. Meanwhile, visitors will see some of this information in the search results, including image search results.
SEO for content marketers works best when it comes straight from the horse’s mouth.
Simply type your keyword into Google and scroll down to check out the related searches for additional semantic keywords like “weightlifting exercises,” “weightlifting training,” and “weightlifting equipment.”
The “People also ask” section gives you some more awesome content ideas:
It’s smart to include these along with the related searches into your blog post for SEO purposes because they help you answer searcher questions.
You could also go back to the BuzzSumo question discovery tool. Remember the weightlifting search you ran? On that screen, click the “Related Themes” tab to uncover dozens of other content ideas:
Have you ever saved a meme you were super excited to share with your friend only to have them reply, “Haha, I saw this already.”
No one wants to be the person sharing memes everyone’s already laughed at. Would you want your brand’s content to face the same fate?
BuzzSumo’s content analysis tool can ensure you’re always staying one step ahead of the curve by adding nuance to the content you create.
By plugging in the keyword “fitness,” you can see which pieces of content got the most engagement across the entire web.
See the green section on the right? That tells you the article’s evergreen score. The higher the number, the more likely this topic can stand the test of time and earn engagement.
When you have an idea for a piece of content, always run your topic idea through the content analyzer so you can read what people have already shared (and outdo them).
It’s much easier to please 15 people rather than 100, right?
Instead of writing content for as many people as possible, write niche content for small audiences.
Writing for smaller groups gives you a chance to dive deep and create content that’s truly relevant and valuable rather than generic.
Part of SEO for content marketers involves updating old content – especially content already ranking well in Google search results.
Google loves fresh content. Go back through your old blog posts looking for outdated facts and places to add new information. Use this opportunity to include some related Google search suggestions and answer questions from the “People also ask” section in the search results.
SEO for content marketers involves more than plugging keywords into the right places. You need a content strategy centered around answering questions, comprehensive research, and hot topics.
Use BuzzSumo to reveal what your audience is talking about right now.
Enter any topic, term or url to search to see BuzzSumo in action. It’s free!
100% free. No credit card required.