{"id":141339,"date":"2020-06-17T11:30:29","date_gmt":"2020-06-17T11:30:29","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=141339"},"modified":"2020-06-16T19:40:36","modified_gmt":"2020-06-16T19:40:36","slug":"five-seo-content-types-to-power-and-grow-your-business-through-2020","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2020\/06\/17\/five-seo-content-types-to-power-and-grow-your-business-through-2020\/","title":{"rendered":"Five SEO content types to power and grow your business through 2020"},"content":{"rendered":"<div class=\"well\">\n<h3>30-second summary:<\/h3>\n<ul>\n<li><span class=\"TextRun SCXW95640408 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW95640408 BCX0\">The convergence of content and SEO <\/span><\/span><span class=\"TextRun SCXW95640408 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW95640408 BCX0\">has happened and digital is next<\/span><\/span><span class=\"TextRun SCXW95640408 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW95640408 BCX0\">.<\/span><\/span><span class=\"TextRun SCXW95640408 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW95640408 BCX0\">\u00a0<\/span><\/span><span class=\"EOP SCXW95640408 BCX0\" data-ccp-props=\"{&quot;134233279&quot;:true}\">\u00a0<\/span><\/li>\n<li><span class=\"TextRun SCXW219202927 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW219202927 BCX0\">Brands that produce quality content over quantity using insights to understand intent stand to capture market share from competitors<\/span><\/span><span class=\"TextRun SCXW219202927 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW219202927 BCX0\">.<\/span><\/span><span class=\"TextRun SCXW219202927 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW219202927 BCX0\">\u00a0<\/span><\/span><span class=\"EOP SCXW219202927 BCX0\" data-ccp-props=\"{&quot;134233279&quot;:true}\">\u00a0<\/span><\/li>\n<li><span class=\"TextRun SCXW46994849 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW46994849 BCX0\">Producing search friendly, optimized content out of the gate and aligned with paid\u00a0<\/span><\/span><span class=\"TextRun SCXW46994849 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW46994849 BCX0\">media strategy\u00a0<\/span><\/span><span class=\"TextRun SCXW46994849 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW46994849 BCX0\">gives marketers the best opportunity to dominate SERP real estate<\/span><\/span><span class=\"TextRun SCXW46994849 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW46994849 BCX0\">.<\/span><\/span><span class=\"EOP SCXW46994849 BCX0\" data-ccp-props=\"{&quot;134233279&quot;:true}\">\u00a0<\/span><\/li>\n<li><span class=\"TextRun SCXW98874288 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW98874288 BCX0\">In\u00a0<\/span><\/span><span class=\"TextRun SCXW98874288 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW98874288 BCX0\">B2B combined search averages 76% of traffic.<\/span><\/span><span class=\"EOP SCXW98874288 BCX0\" data-ccp-props=\"{&quot;134233279&quot;:true}\">\u00a0<\/span><\/li>\n<li><span class=\"TextRun SCXW221143627 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW221143627 BCX0\">Content also provides value beyond SEO and across whole organizations from branding and awareness through to sales, customer service, and product marketing<\/span><\/span><span class=\"TextRun SCXW221143627 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW221143627 BCX0\">.<\/span><\/span><\/li>\n<li>Jim Yu shares the top five content types that also serve SEO value.<\/li>\n<\/ul>\n<\/div>\n<p><span data-contrast=\"auto\">The convergence of SEO and content <\/span><span data-contrast=\"auto\">has happened<\/span><span data-contrast=\"auto\">. Today, we\u2019re experiencing the convergence of content with all things digital. That was evolution enough\u2014then a pandemic swept through to really shake things up, <\/span><span data-contrast=\"auto\">accelerating digital\u00a0<\/span><span data-contrast=\"auto\">transforming\u00a0<\/span><span data-contrast=\"auto\">digital nearly\u00a0<\/span><span data-contrast=\"auto\">overnight.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">As\u00a0<\/span><span data-contrast=\"auto\">businesses<\/span><span data-contrast=\"auto\"> look to reopening, people are hungrier than ever for content. Media consumption is spiking as so many scour their laptops, phones, and tablets for information about which businesses are open, what products and services they can access nearby, and how businesses are adjusting to the \u201cnew normal\u201d.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">In the coming months, businesses are going to be challenged to adapt their SEO and content strategies to meet the constantly shifting needs of consumers. Now you have not only seasonal trends and personalization to contend with but different stages of business recovery and access across verticals and regions, too.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">Look to SEO now for real-time customer insights<\/span><\/b><\/h2>\n<p><span data-contrast=\"auto\">We have never before experienced a global, all-encompassing, and near-universal experience such as this. Nearly every customer has been affected in some way. Customer <\/span><span data-contrast=\"auto\">journey maps must be updated but moreover, it is critical now that you are set up to monitor and analyze customer data in as near to real-time as possible.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">You can expect the rest of 2020 to bring dramatic shifts and swings in consumer behavior, and SEO insights are about as close to real-time voice-of-customer as you can get.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Search data is rich in customer needs and intent. Now more than ever, consumers are turning to search engines for their every need. The insights gleaned from search trends and queries, local search analytics, and on-site activity will help inform the decisions your business must make going forward.\u00a0<\/span><span data-contrast=\"auto\">Aligning SEO and PPC strategy is becoming more critical. According to\u00a0<\/span><a href=\"https:\/\/videos.brightedge.com\/research-report\/BrightEdge_ChannelReport2019_FINAL.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">BrightEdge research<\/span><\/a> <span data-contrast=\"auto\">in<\/span><span data-contrast=\"auto\">\u00a0B2B combined search averages 76% of traffic<\/span><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{}\">\u00a0<\/span><span data-contrast=\"auto\">If you didn\u2019t have a structured method of communicating search insights to department heads and the C-level before, now is the time. Start with the questions your organization needs answered and work backward from there:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"2\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Are consumers remaining loyal to their usual\/familiar brands, or is it a mix of usual and new brands (perhaps out of necessity and due to availability)?<\/span><span data-ccp-props=\"{&quot;335559739&quot;:200}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"2\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Where are your customers spending their time online right now?<\/span><span data-ccp-props=\"{&quot;335559739&quot;:200}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"2\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">What are customers saying about your brand in social media, on review sites, and elsewhere on the web\u2014and are you in a position to engage and respond in real-time?<\/span><span data-ccp-props=\"{&quot;335559739&quot;:200}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"2\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">How have your customers\u2019 needs changed due to COVID-19?<\/span><span data-ccp-props=\"{&quot;335559739&quot;:200}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"2\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Are you seeing any surprising or unexpected\u00a0<\/span><span data-contrast=\"auto\">behavioral<\/span><span data-contrast=\"auto\">\u00a0changes in how people discover and consume your content?\u00a0<\/span><span data-ccp-props=\"{&quot;335559739&quot;:200}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"2\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"auto\">Are consumers using your products or services (or others similar to yours) in new or different ways?<\/span><span data-ccp-props=\"{&quot;335559739&quot;:200}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">These insights will help guide not only your marketing strategy but how the entire organization rebuilds and find opportunities for growth in the coming months.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">Five content types to power your content strategy now and in future<\/span><\/b><\/h2>\n<p><span data-contrast=\"auto\">Get ready to move fast on opportunities for prime search visibility and share of voice, as there\u2019s a distinct advantage to\u00a0<\/span><span data-contrast=\"auto\">being<\/span><span data-contrast=\"auto\"> the first-mover. Choose your content types wisely to ensure you\u2019re presenting information to customers in the best format for their needs, devices, and intent,<\/span><span data-contrast=\"auto\">\u00a0and\u00a0<\/span><a href=\"https:\/\/searchenginewatch.com\/2020\/02\/13\/the-changing-face-of-search-dynamic-content-and-experiences-that-perform\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">experience<\/span><\/a><span data-contrast=\"auto\">.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Make sure these five types of search-friendly content are part of your arsenal:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">1. Written word\u00a0<\/span><\/b><\/h3>\n<p><span data-contrast=\"auto\">Text-based web content still drives the vast majority of search results. It can be made more interesting and engaging with the inclusion of other content types (which we\u2019ll talk about in a minute), but a well-written article or webpage is still one of the most powerful tools in your content arsenal.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">This is what Google calls \u201cMain Content\u201d in its\u00a0<\/span><a href=\"https:\/\/static.googleusercontent.com\/media\/guidelines.raterhub.com\/en\/\/searchqualityevaluatorguidelines.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">Search Quality Evaluator Guideline<\/span><\/a><span data-contrast=\"auto\">s\u2014\u201cany part of the page that directly helps the page achieve its purpose\u201d. It can be text, imagery, video, or even user-generated content, and includes the page title. The written word is often complemented by multimedia elements but usually serves as the basis on which the content piece is built.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Writing is a great way to establish thought leadership, to guide users through step-by-step processes, to share opinions and perspectives and expertise. Landing pages, glossaries, listicles, feature stories, media releases\u2014there are countless ways to tell your company\u2019s stories and share messages in writing. <\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">How can you make your written content stronger and maximize its SEO value?\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"3\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Understand what Google is looking for: \u201c&#8230;unique and original content created by highly skilled and talented artists or content creators. Such artistic content requires a high degree of skill\/talent, time, and effort.\u201d<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"3\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Avoid writing mistakes that Google says detracts from the quality of a piece: grammar and punctuation errors, paraphrasing another piece of content but introducing inaccuracies, lack of adherence to E-A-T principles, poor quality writing, meaningless statements, failing to cite sources, sharing mostly commonly known information, text broken up by large ads that disrupt the user experience.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<h3><b><span data-contrast=\"auto\">2. Visual content types: Photos, infographics, and illustrations<\/span><\/b><\/h3>\n<p><span data-contrast=\"auto\">Images can feature prominently in search results, depending on the query, and can really enhance the quality of a piece of written content. They can help tell the story, illustrate specific points, help a reader envision a complex idea, and more.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">We know that image alt text helps Google understand an image\u2019s relevance to the rest of the page content (and to the query, as a result). But it serves an even more important func<\/span><span data-contrast=\"none\">tion: improving the accessibility of your content. By now<\/span><span data-contrast=\"auto\">, descriptive alt texts should be best practice for all content teams.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">What else do we know about Google\u2019s evaluation of image content?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"4\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Images can be considered \u201cMain Content\u201d by Google. In section 4.2, Google states that quality evaluators are to look for \u201ca satisfying amount of main content\u2019 and list multiple product images as one example of achieving this.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"4\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Evaluators are to consider the \u201cskill\/talent, time, and effort\u201d it appears to have taken to create images.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"4\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">Shocking images that don\u2019t match the main content, sexually suggestive or grotesque images, deceptive images that imply a celebrity endorsement where is\u00a0<\/span><span data-contrast=\"auto\">none for example, and images that don\u2019t fit the screen on mobile are all examples of image content that detract from the user experience and therefore their SEO value.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Google says that a picture truly is worth a thousand words, in some cases. Using the example of a trestle bridge, the guidelines state that \u201ca picture may be more helpful than a text description due to the unique design of the bridge.\u201d Keep this in mind as you create written content\u2014if you\u2019re writing at length to explain something, could an image help?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">3. Video content types<\/span><\/b><\/h3>\n<p><span data-contrast=\"auto\">More than\u00a0<\/span><a href=\"https:\/\/www.tubefilter.com\/2019\/05\/07\/number-hours-video-uploaded-to-youtube-per-minute\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">500 hours of video<\/span><\/a><span data-contrast=\"auto\">\u00a0are being uploaded to YouTube per minute and users still can\u2019t get enough, devouring\u00a0<\/span><a href=\"https:\/\/youtube.googleblog.com\/2017\/02\/you-know-whats-cool-billion-hours.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">over a billion hours<\/span><\/a><span data-contrast=\"auto\">\u00a0of YouTube content per day. If video isn\u2019t yet a part of your content mix, this is the time to figure out how you\u2019re going to make it so.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Videos can also count as the main content, and they\u2019re great for augmenting written text. Explainers, how-to guides, product or service demos, behind-the-scenes looks, expert interviews, and more are all great material for a high-quality video.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">And what is Google looking for when it comes to video? Increase its SEO value by keeping in mind that:<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"1\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Google considers \u201ca satisfying or comprehensive amount of very high-quality main content\u201d and \u201cHigh E-A-T for the purpose of the page\u201d indicators of quality in video content.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"1\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Other characteristics of a good quality video include that it is well-produced, subject matter expertise, uniqueness and originality.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\u25cf\" data-font=\"Calibri\" data-listid=\"1\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">Things that detract from your video\u2019s SEO value include a subject matter with no clear expertise on the topic, publishing on a network with little oversight, or an attempt to deceive audiences in some way.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Note that Google specifically instructs\u00a0<\/span><span data-contrast=\"auto\">raters<\/span><span data-contrast=\"auto\"> that they \u201cmust consider the reputation and E-A-T of both the website and the creators of the MC in order to assign a Page Quality rating\u201d. Protect the reputation of your creators and your site by ensuring that these best practices are employed in every video you publish.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">4. Audio content types<\/span><\/b><\/h3>\n<p><span data-contrast=\"auto\">The explosion in\u00a0<\/span><span data-contrast=\"none\">popularity of\u00a0<\/span><a href=\"https:\/\/searchenginewatch.com\/2020\/01\/03\/voice-search-impact-seo-in-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">voice search<\/span><\/a><span data-contrast=\"none\">\u00a0and content\u00a0<\/span><span data-contrast=\"auto\">formats such as podcasts and internet radio has made audio content a key component in the marketing mix. in optimizing audio content for voice search, you want to make sure you\u2019re using structured data, concise headlines, and descriptions that help people understand what the content is about. Google\u2019s main concerns about voice search as far as search quality goes have to do with mobile-friendliness. When a person uses their mobile phone for a voice query, for example, it\u2019s not a good user experience if the page they are delivered to isn\u2019t optimized for mobile.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">For audio content such as podcasts, the content you create around the episode is key. In fact, you should be considering SEO implications even as you choose your topics and\u00a0<\/span><span data-contrast=\"auto\">structure your shows, to ensure you\u2019re talking about things people are actually looking to hear about. Optimize your podcast title and description in the same way you do\u00a0<\/span><span data-contrast=\"auto\">other<\/span><span data-contrast=\"auto\">\u00a0web content, around a focused keyword. Write a blog post that helps people understand what the episode is about and share a transcript, if possible.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h3><b><span data-contrast=\"auto\">5. Interactive content types<\/span><\/b><\/h3>\n<p><span data-contrast=\"auto\">Webinars, virtual events, online courses, and other similar interactive content, when put together well, offer great value for participants and therefore can be considered quality content by Google. We\u2019re about to see an explosion in their popularity, given the potential long-term implications of the coronavirus pandemic, too.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">You can improve the SEO strength of your interactive content and virtual events by creating and optimizing supportive content for each channel in which you\u2019ll promote the event. Create graphics to promote the speakers. Shoot a quick explainer video that tells people what they\u2019ll learn or experience if they participate.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">And don\u2019t just hold the event and forget it about it\u2014share the recording, write a wrap-up blog post, create an infographic with the top takeaways, create an ebook, and more. Ask participants to share their best photos and feedback and share them on a dedicated page on your site.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<h2><b><span data-contrast=\"auto\">The best content isn\u2019t just opti<\/span><\/b><b><span data-contrast=\"auto\">mized for search\u2014it starts with search<\/span><\/b><\/h2>\n<p><span data-contrast=\"auto\">Optimizing for search isn\u2019t an activity you tack onto the end of the writing process or something you do to an image before publishing. How and where your audience will discover and engage with your different types of content needs to be a key consideration from the very earliest planning stages of your content strategy.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Redesigning the\u00a0<\/span><a href=\"https:\/\/searchenginewatch.com\/2019\/11\/05\/seo-strategy-website-redesign-migration\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">website<\/span><\/a><span data-contrast=\"auto\">? Ask how SEO needs to be involved. Writing content? Consider how it can be optimized to fit the SEO strategy. Launching a new product? Involve SEO sooner in the planning. SEO needs to be ingrained throughout every aspect of the business right now, from the very initial planning stages of any project or initiative.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">As you become more intentional in strategic content planning, your data will show you which content formats work best at each stage of your unique funnel. Work on developing these measurement and attribution systems, if you do not already have them in place. They will drive your content creation, optimization, and amplification strategy across all channels throughout your <\/span><a href=\"https:\/\/searchenginewatch.com\/2020\/06\/09\/correlating-online-behavior-to-pandemic-events-future-digital-transformation\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-contrast=\"none\">COVID-19 recovery<\/span><\/a><span data-contrast=\"auto\">\u00a0and beyond.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><em>Jim Yu is the founder and CEO of leading enterprise SEO and content performance platform BrightEdge. He can be found on Twitter\u00a0<span class=\"username u-dir\" dir=\"ltr\"><a class=\"ProfileHeaderCard-screennameLink u-linkComplex js-nav\" href=\"https:\/\/twitter.com\/jimyu\" target=\"_blank\" rel=\"noopener noreferrer\">@jimyu<\/a>.<\/span><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Search friendly content that is targeted, optimized, and engaging differentiates front-runner brands from the rest of the crowd. Jim Yu shares five content types that add value.<\/p>\n","protected":false},"author":1092,"featured_media":141341,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8,5],"tags":[75,601,27850,37,22,1112,757,63],"content_type":[],"class_list":["post-141339","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content","category-seo","tag-content-2","tag-content-strategy","tag-e-a-t","tag-google","tag-seo","tag-video-content","tag-visual-content","tag-voice-search"],"acf":{"tad_independentcommercial":false,"tad_content_format":false},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2020\/06\/five-seo-content-types-to-power-and-grow-your-business-through-2020.jpg","category":"Content","timeago":"6y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/141339","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=141339"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/141339\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/141341"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=141339"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=141339"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=141339"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=141339"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}