At SE10, storytelling is our core strength, especially when it comes to translating complex engineering information into accessible and engaging content for a wider audience. Strong writing is at the heart of this, which is why SE10 was founded by former journalists and continues to hire them. Over our 22 years of existence, however, the purpose of our writing has evolved alongside the digital world. While we once produced several print magazines on behalf of clients, for example, we now more frequently create digital content hubs.
This is where my role as SE10’s digital marketing manager comes into play. Among other tasks, I help fuse journalistic writing with modern SEO techniques to ensure that our great content is easily discoverable by our clients’ target audiences, ultimately expanding their reach and influence. I work closely with our writing team to keep their SEO knowledge current and make sure their content is optimized to reach the right people. Here are some of the key principles I always remind them to follow.
Choose your keywords thoughtfully
Each blog post has the opportunity to rank for relevant keywords that your target audience is actively searching for. That’s why it’s essential to write each blog post with a clear keyword strategy in mind. Start by choosing your primary keyword before you being writing. Then, make a list of secondary keywords to sprinkle throughout the content.
What’s the difference between primary and secondary keywords?
For instance, in my blog post titled “10 digital marketing strategies for B2B companies”, I chose “B2B digital marketing” as the primary keyword because it aligned with the main focus of the article. If I wanted my blog to focus more on users who are looking for “B2B digital marketing services”, I could also have chosen this as my primary keyword.
My secondary keywords then included “B2B digital marketing strategies”, “B2B content marketing”, “B2B social media marketing”, “B2B SEO strategy”, and “lead generation for B2B companies”. Each of these terms supports the main theme while helping capture different search queries.
Include questions where relevant
- What is B2B marketing?
- How to do a competitive analysis in B2B digital marketing?
- How is B2B digital marketing changing?
Structure your content with headings
Headings are a great way to make your blog post easier to read and help the user scan to certain sections. They break up the text and also give the opportunity to add in your primary, secondary or question-based keywords. Search engine bots also love headings, since they communicate more about what content you are writing about.
Tip: Keep your headings short and sweet! Headings that are too long may be difficult to read or scan.
Use keywords in the blog text of your blog
It is important to include your keywords in the main body of your text to increase your chances of ranking for these terms. But make sure you don’t start keyword stuffing! Don’t repeat your keyword excessively in the title, headings, and main text – or even try to hide it in the blank space of the article Yes, some people do this by coloring the words in white! Keyword stuffing creates unnatural sentences to try and fit your keywords in, so just include them where relevant.
Don’t forget the image SEO
Images, infographics, and videos will not only make your blog post more engaging for users. Optimized images can appear in image searches, driving more traffic to the blog post. Adding descriptive, keyword-focused alt text to images helps search engines understand the content, improving SEO and accessibility. This is done when uploading the blog post to the website.
Add links to other content
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By Yasmin Abraham
Digital Marketing Manager
About the Author
Yasmin is SE10’s digital marketing manager, who leverages her skills and experience in social media, lead generation, SEO and more to develop effective digital marketing strategies that help clients meet their business objectives. Splitting her time between Boston, USA, and London, UK, she brings a global perspective and understands how to adapt digital marketing strategies to the specific needs of different markets. Her ability to communicate effectively with clients from different cultures and backgrounds, combined with her commitment to staying on top of the latest digital marketing trends and providing practical and effective solutions make her an essential member of the SE10 team.
