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How Content and SEO Teams Should Work Together

September 08, 2020

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As a business owner, you know the importance of creating teams to divy up the work around your store. As you grow, optimizing SEO will become more work than just one team can handle, and anyone that has separate SEO and content teams will tell you that they definitely have their hands full. .

 SEO and content are both ongoing optimizations for your online store, and as content and SEO are dependent on one another, it’s important that both teams are aligned for maximum impact. No matter if you’re trying to improve SEO, read time, or even email marketing ROI, the better your teams are aligned, the better your success.

We’ve got tips to help guide how your SEO and content teams should work together to make the most of your content and search strategies.

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1.   Statistics Should Guide Content

SEO and content go hand in hand. SEO optimization of your content means that the content stands a better chance of discoverability and with that optimization, your overall site will rise in search rankings.    

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These statistics show that over 90 percent of people begin their online experience by using search engines. On top of this, three-out-of-four users won’t visit the second page. Also, 70 to 80 percent of people ignore ads, making organic search results more effective. This means that your business needs to get its content on the first page of search engines to increase traffic.

This may seem one sided at first, with content depending on SEO to succeed, but both sides need to work together. On the one hand companies want to create high-quality content, but if no one can find it, then it serves no purpose. On the other hand SEO teams want to optimize content for search engines, but no one wants to read boring content stuffed with keywords.  

Due to this, both sides need to work together to succeed: they can do so in multiple ways. 

  • The content team creates high-quality content so that the SEO team can get it on the front page of search engines.
  • The SEO team can guide the content team to use effective keywords via search data and links to improve their search engine rankings.
  • Both sides can share information, such as ideas and statistics, to better develop and guide the creation process.

 In short, each team has its role to play in the process so that more people can see your business’ content.

2.   Communicate

If you want your teams to work together, then you need to prioritize communication. Keep in mind that communication doesn’t happen once or at certain points during content creation: you need to integrate communication as integral to the process itself. This way, both sides can properly work together to maintain high-quality content and search engine rankings. 

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As your workers communicate and use collaboration tools offered by your company, you can raise productivity by 20 to 25 percent. When you increase productivity, your content and SEO teams can more efficiently finish content and optimize it for search engines. If you want to help your teams collaborate, then consider implementing some of these tools into your business.

  • Use an online cloud where team members can access all the information that they need.
  • Offer communication tools, such as emails or phone calls, to give both teams easy-to-use communication channels.
  • Assign team leaders to handle communication to streamline their interactions. 

As the content team creates emails, posts, or anything else, they should be in contact with the SEO team. Encourage communication throughout the content creation process so that the SEO team can optimize content while the content team meets your business’ standards for quality.

Keep in mind that both sides need to communicate with each other to succeed: never fall into the trap of putting one in charge of the other. Have them communicate as equals and work together so that they can create optimal, engaging, and appealing content. By offering tools and communication methods, you can help your teams minimize mistakes while increasing their productivity.

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3.   Combine Workflows

Teams can use workflows to see an overview of everything that they need to do during a project. While content and SEO teams have their own workflows, you should combine them so that both teams can work with each other throughout the content creation process. Let’s look at an example of a content creation workflow to see how you can integrate your SEO team.

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This content workflow lists six major steps for the team to complete. These steps allow the content team to create the content, edit it, and then release it to the public, which covers the standard process for content creation. As we look at this model, let’s see how we can incorporate the SEO team into each step. 

  1. Research: As the writer researches the topic, the SEO team looks over statistics to see what keywords and links they should include.
  2. Draft: The SEO team sends the writer keywords and links that they need to include in the content.
  3. Review: Check the links and keywords in the article to ensure that they are correct.
  4. Copyedit: Double-check the changes made by the copy editor to ensure that they kept the keywords and links.
  5. Publish: Look at the article on the website before it goes live and see if the links work.
  6. Spread: Have the SEO team track and analyze the metrics involved with the article.

In short, no matter what workflows your business uses, you can incorporate your SEO and content teams to encourage unity and teamwork. As you do so, they can work with each other throughout the process to maximize profits and optimization.

Final Remarks

Business leaders have the opportunity to make adjustments that allow teams to improve their unity. As you guide them to effectively communicate and contact each other during the content creation process, you can create high-quality content while focusing on SEO.

Keep in mind that these teams need to work together if you want both sides to succeed. SEO will bring you traffic, but content will keep visitors on the site. As you bring your teams together to work throughout the process, your business will succeed and draw in new customers.

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