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SEO and content marketing without a blog?
What would you say is the best way to do content marketing and SEO without having a blog?
The chronological and implicit demand of actively posting new content does not always fit. For a product website, I’m thinking of a more knowledge based approach.
What is your experience?
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Alexia Gold
Blogs are by no means the only pathway to success. Although SEO depends on content, it's possible to optimize your website for search engines without a blog.
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I think that's counterintuitive. Your blog is the best way to keep potential customers on your site. Where do you plan to house your content if ever?
@j_pmarquez My thought it; a knowledge base, help portal, etc. Any kind of structure where the key is not the chronological order you implicitly get from a blog.
@stpe that could work if you house this knowledge base "in" the domain, I've seen sites with glossaries where some of their pages rank - but if you use an external platform E.G. Notion for this, you might miss on getting link equity and potential keyword rankings.
@j_pmarquez yep, exactly - same domain. Kind of like pillar pages (like HubSpot talk about in their seo content).
Any form of informative content helps (SEO and) inbound marketing.
But you're right.
Blogging is not for everyone; you have to actively look for new topics to write, manage a content calendar, update old blog posts, and it can be tedious to ensure your blog post stay "relevant" for search engines.
There are other ways to get placed on SERP without a blog.
1. Create comparison pages. Compare your product with competitors.
2. KB approach, as you mentioned. See Ref 1 below.
3. Create a community site (powered by Discourse) around your product and its niche. It helps SEO and improves your domain authority. See Ref 2 below.
4. You could also use podcasts as a medium to reach new folks, gain followers, and later convert them.
5. Once you feel confident, convert your knowledge base and community topics from text format to videos. See Ref 3 below.
Irrespective of the content format, Google will rank an highly engaging web page that answers why, how, what, and so on. If it contains invaluable information and has good impressions, Google will also feature your web pages as a snippet.
The prime examples are Quora, Reddit, and StackExchange links we see daily during Google searches.
So why not adopt that strategy by creating an ever-green knowledge base (resource pages, how-to guides, and educational content) and fostering a community around your product?
Ref
1. https://www.zendesk.com/sg/blog/...
2: https://community.cloudflare.com...
3.
Maybe... I know a few companies that have done well to start with on product-led SEO - e.g. documentation. It works well for super technical products, but less so on B2C ventures.
SEO and content marketing can still be effective without a blog by optimizing website content, using targeted keywords, building backlinks, and creating valuable resources like videos, infographics, and guides. However, having a blog allows for regular, fresh content updates and better engagement with users, making it a valuable asset in the long run.
If you cannot rank your pages then how does a blog help out [refresh on how SEO works], your blog SEO will be a mirror-image to your pages.
@noproseo I realize the post could be misinterpreted (edited now). It was not about having a blog on another domain, it was about keeping the content in some other structure than a blog (like a knowledge base).
I would say that the best way to do content marketing and SEO without a blog is to focus on creating informative and valuable content that addresses the needs of your target audience. This could include white papers, e-books, webinars, or even a knowledge base. From my own experience, I can say that seo content marketing services can help you develop and optimize this content to drive traffic and engagement.