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SEO & Content Marketing: A German content specialist’s 6-step plan for success

It finally happened: SEO and content marketing have fully merged in 2024 to become SEO content marketing – the hottest sh*** in digital marketing, so to speak. What belongs together is now coming together: search queries and the matching content across all marketing channels. But how does it work? In this article, I have put together a guide on ‘How to SEO marketing in 6 steps’ for you. Take 7 minutes of your time to read a German content specialist’s two cents and catapult your website to the top of Google. Let’s go!

The role of SEO in content marketing

Imagine this: The internet is a big shopping mall and your website is one of the many shops. Search engine optimisation (SEO) puts your shop at the top of Google’s search results. This way, potential customers can find what they are looking for at first glance – on your website.

This is the first step in driving traffic to your website.

Content marketing complements this approach perfectly. Through newsletters and various social media platforms, you can attract additional customers who have already shown interest and bring them back to your website. In the image of our shopping centre, they come in through the ‘side doors’ – just as valuable because they come to you specifically.

SEO content marketing combines these two approaches: it ensures that your shop not only attracts new customers in the shop window, but also invites existing customers to make a repeat purchase.

And: the clicks and interactions from the ‘side entrances’ in turn send positive user signals to Google. So your site will rank better and better in terms of SEO thanks to content marketing. 

It’s a perfect cycle.

By combining SEO and content marketing, you will increase your conversions in the long term – and thus your sales. As a German content specialist, let me tell you how it works in practice.

The 6 steps of the perfect cycle: How to bring SEO and content marketing together

In six practical steps, I will show you how I combine SEO and content marketing in my day-to-day work as a German content specialist and SEO copywriter.

Infographics by German SEO cpecialist Monika Weber shows how SEO and content marketing work together

Step 1: Keyword research – the foundation for website success

Keyword research is the first and most important step in SEO content marketing. 

In our online shopping mall, keywords are the signs that guide customers to the right shops. They show potential buyers where to go and tell you a) what those buyers are looking for, b) how often and c) with what intention.

In my role as a German SEO specialist, I gather around 50-500 relevant keywords during keyword research – using SEO tools and common sense. For larger websites or shops, this can sometimes be 1,000+ keywords (in rare cases significantly more). I then group these keywords by topic and search for all synonyms (called keyword clusters) before prioritising them from 1 to 100 according to their relevance to the website as a whole.

As a German SEO specialist I know that a keyword list without clustering and prioritisation is not worth much. Don’t spend money on it!

Solid keyword research lays the foundation for successful content marketing that goes where your customers are looking.

 Step 2: Topic architecture – How to organise your content

As a German content specialist, I know how important it is to build a website’s topic architecture based on both SEO data and user needs.

Every company has its structures. These need to be a) identified and b) evaluated according to SEO and user experience criteria.

Sounds abstract? Here is an example:

An online shop sells sweets. Most customers who click on the online shop buy either chocolate, gummy bears, or candy. In this case, you could use ‘candy shop online’ as the main keyword, and ‘chocolate’, ‘gummy bears’ and ‘candy’ as the main shop categories. Those could also be used as filter categories in the blog.

Topic architecture for an online shop by German content specialist Monika Weber

Yummy. But back to topic architecture.

SEO is all about numbers. So, we can now decide which shop category should be displayed first in the menu by looking at the search volume: the more people search for it, the higher up we should place it.

And so we take the needs of your users and SEO data to create a user-friendly website structure that works for users and search engines alike.

Step 3: Create an SEO strategy – Empower your website

However, back to all those keywords we collected in step 1. As a German SEO specialist, I recommend using the topic architecture to divide your content into static pages, landing pages, and blog posts:

  • Static pages are your main touch points, such as a ‘services page‘ or, in the case of the candy shop, a category page for chocolate. You should optimise these carefully to ensure that they rank well on Google in the long term.
  • Landing pages rank for specific keywords. You can use them to generate targeted traffic for specific offers and also to run ads on them (SEA). 
  • Blog posts allow you to create new content on a regular basis. You can use relevant keywords with low search volume, long-tail keywords or respond to current search queries.
Screenshot einer SEO-Strategie: Keywords geclustert und nach Priorität angeordnet

Depending on their relevance, you can assign an appropriate keyword cluster to each page. With this type of SEO and content strategy, you know that each piece of SEO content is tailored to a matching keyword set (avoiding content cannibalisation!) and that all pages are working towards the same main goal for the overall website.

Did you know that keywords are the starting point for content creation? Not only do they inspire topics for your blog posts, but they also drive content creation for other marketing formats and channels.

Now your SEO content marketing is both structured and effective: Your target audience will find exactly what they are looking for – in exactly the right place.

Step 4: Editorial plan for content marketing – Planning for success

A detailed editorial plan is the ideal place to coordinate SEO content with other types of content – including blog posts, social media posts, and newsletters. In it, you define exactly

  • when each piece of content will be published
  • on which platform
  • how long it will be
  • who is responsible
  • whether there are any dependencies.

It allows you to stay on top of things. You know exactly when each piece of content goes live. Working to this editorial plan gives you control over all marketing channels and allows you to collaborate efficiently with your team. You can also use it to manage service providers such as content writers, translators or web designers to schedule. This way, all your content production is coordinated and runs smoothly.

What a powerful tool!

As a German content specialist, I’ve found this approach crucial in making sure all aspects of SEO and content marketing work together seamlessly.

Plus, you can also keep track of which topics already have content, whether there are content gaps, or which content is outdated and needs to be edited.

Use tools like Trello, Asana, or Google Sheets to organise your editorial plan and keep everyone on your team in the loop.

Working with a well-organised editorial plan will help you plan and execute your SEO and content marketing activities more efficiently.

Step 5: Create content across multiple channels

Now it’s time to write content for different formats, tailored to your target audience – or get a content specialist to do it for you:

  • Static pages lay the groundwork by providing detailed information and targeting relevant keywords.
  • Blog posts target long-tail keywords, informational searches and important side topics to drive organic traffic.
  • Social media posts create reach on platforms such as LinkedIn, Instagram or Facebook and drive traffic to your website.
  • Newsletters summarise key content and engage your existing customers directly.
  • Landing pages provide information on specific topics, are aligned with your advertising campaigns and are designed to drive conversion.

Each format serves a specific purpose in your SEO content marketing strategy – but they all work towards the same goal: creating value that resonates with your target audience. And the reward for that is a top ranking on Google.

Whether it’s static pages, blog posts, or newsletters, my approach as a German content specialist ensures that all content is optimized for SEO and user engagement.

Creating added value that clicks with a strategy in which SEO and content marketing go hand in hand - from keyword research to reporting.

Speaking of top rankings, an important part of SEO content marketing is content editing. This means regularly reviewing your content, using feedback to adapt it to new insights and developments, updating keywords and adding new visuals. All of this helps keep your content marketing to stay relevant mid- and long-term.

Step 6: Monitoring and reporting – So you know what is working

Once your content is online, focus on monitoring and reporting to measure the success of both SEO and content marketing:

  • By monitoring your keywords you will see how well they rank, which pages generate the most traffic, and which pages generate the most revenue (conversion rate). This is where a German SEO specialist can provide valuable insights: We help you to determine your ROI (return on investment) for SEO and content marketing.
  • Summarise this data in a transparent and easy-to-understand way in SEO reports. This way, you can make informed decisions and justify your budget. The ROI included in the reports gives you a clear picture of which actions are really paying off. You should also gain insight into important KPIs such as the number of top 10 keywords, domain authority or conversion rates.

Doing this will shows you the things that are already working – and the parts that need some tweaking. Use those insights and keep improving your SEO and content marketing strategy. Your website will continue to thrive in the long term.

How to get even more out of your SEO content

SEO and content marketing only reach their full potential when all marketing channels work together. A well-thought-out editorial plan coordinates website content with social media posts – and even ties in newsletter campaigns to achieve maximum reach (and impact). Sounds good? Keep reading!

Social media and SEO content: a powerful combination

You can share your lovingly produced website content on social media or break it down into bite-sized posts for each topic. The more thought you put into your content strategy, the better your SEO and content marketing will perform.

Win-win, right?

When visitors arrive at your website from social media platforms, this sends positive social signals to search engines, which helps your rankings. Combining social media posts with SEO-focused content ensures that your content reaches a wider audience while improving your SEO results.

As a German content specialist, I recommend integrating social media into your SEO strategy.

Think in terms of topics and prepare your content specifically for each platform. For example, B2B content works well on LinkedIn for expert articles and deeper insights. Meanwhile, B2C content tends to work well on Instagram or Tiktok using visual content and storytelling. It all depends on your target audience.

You know best which channels work best for your business.

Newsletter marketing: How to benefit from SEO content

In my experience as a German SEO specialist, newsletters are a powerful tool: 

They allow you to seamlessly incorporate topics from your blog, website or social media into a valuable newsletter and reach an even wider audience with the same (SEO) content. This way, they keep your existing customers in the loop.

This approach will also save you time, energy and money: You don’t need to invent something new for each channel. Simply spin the same topic a little differently.

Now what?

Why not start today? Take one of your most successful SEO-optimised blog posts. Then create 3-4 social media posts as well as your next newsletter around that topic. 

A (German) content specialist can guide you through this process. This way, your content strategy aligns perfectly with your SEO goals.

Good luck!

And if you want assistance, you know where to find me.

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