Creating Owned and Earned Content for SEO Success


In the midst of optimizing websites for SEO value, brands sometimes skip over the importance of owned and earned content creation. Because of recent algorithm updates, content has become an important staple in Google’s evaluation of organic search rankings. Without timely, relevant and consumable content, brands cannot compete.

A content-focused SEO approach maximizes site discoverability, authority and engagement. Brands should focus on creating new, engaging content, instead of optimizing existing (often irrelevant) content.

OWNED CONTENT CREATION

Owned content creation for SEO includes:

  • Landing Pages: Creating or redesigning a new landing page can have a huge impact on SEO. By utilizing design resources, brands can test pages (for conversion) to learn which designs resonate better with consumers. Just as ads are tested to see which garners more attention, the same should be done with new pages.
  • Video Content: Videos bring in traffic, but understanding the content around the video is key. When Google indexes pages, it can’t “listen” to videos, which is why optimizing the content around the video is crucial. This can range from implementing transcripts to optimizing content and images to relate back to the video’s message.
  • Social Signals: Owned social media sites should be optimized for search. The more engagement and interaction, the better the visibility.

EARNED CONTENT CREATION

Influencer outreach efforts also help in creating content. In collaboration with digital influencers, such as bloggers, brands are able to build external links and social mentions, which influence organic search rankings. Earned influencer content spreads across blogs, YouTube videos, Instagram, Twitter, Pinterest, Facebook, etc.

By collaborating with digital influencers, brands can encourage the creation of this earned content, which can then spiral across the web through comments, likes and shares. To illustrate, for one Performics client, we collaborated with multiple influential bloggers to review certain client products. Within a matter of weeks, this outreach generated a number of blog posts, which spurred 389 conversations on the blogs and across the social web (e.g. Twitter, Instagram). These external mentions acted as relevancy signals to the Google organic search algorithm, resulting in better rankings (a mission critical keyword rose to #2, surpassing competitors) and more traffic from organic search for the client’s product category. This SEO visibility spurred a 100+% sales lift for the product line.

WHAT ABOUT TECHNICAL SEO?

Meanwhile, technical aspects of SEO are still alive and well. The structure behind websites (especially mobile) is still critical, as pages need to be properly recognized and indexed by Google. Therefore, content and technical aspects go hand-in-hand. To improve search rankings and revenue, focus on creating highly relevant owned and earned content, and structuring it in a way that Google can easily surface to content-hungry searchers.


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