Integrating SEO Into The Content Creation Process
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
17 min
2 speakers
7 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is the purpose of this episode and who is the guest?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything dot com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Tyson Stockton.
Hey, what's going on? My name is Tyson from Previsual.io, and joining us today is Ruchika Batra, who is the director of content marketing and SEO at Bird Eye. BirdEye is the highest-rated all-in-one reputation and customer experience platform for local businesses and brands. Yesterday, Ruchika and I talked about SEO challenges in content marketing, and today we're continuing the conversation. by discussing integrating SEO into the content creation process. All right, here's my conversation with Ruchika Batra, Director of Content Marketing and SEO at Bird Eye. Ruchika, welcome back to the podcast.
Happy to be back again.
No, today we're jumping right into integrating SEO into the content creation process and Yesterday we kind of left the listeners with one, I think, really valuable recommendation or insight as far as looking for ways of repurposing and kind of drafting off things that are going on within an organization for content opportunities. And today, with like integrating SEO into the process. Where's the starting point? Like is it something else is happening and then SEO's jumping into it? Is SEO leading it? Like, is there even a definitive starting point?
No, not really. It can be either or, literally. Like I mentioned yesterday, it could start from an SEO need to address a need that they have identified. and the content is created because of that. Or it could be that the company has a bigger goal and SEO uh works uh to make that a reality. So it could be
How do you decide whether SEO should lead or follow the content creation process?
It could start from and and the S and the content marketer can come up with one big brain wave and say, Hey, this is what we're going to do and SEO provides support for that. So it could be either or.
No, as far as like Say like it's SEO, you know, drafting off things that are already happening. It's already on the content roadmap. And it's on the content calendar, it's happening. Where would you see the best, the most natural fit of bringing SEO into it? Like is it before the initial content creation? Is it coming in afterwards? Kind of more pointed in like that creation side? Like when does SEO come into play?
Great question. So what happens here is like I said, if SEO has identified a certain gap that we can create content on, they can definitely come up and make suggestions that hey, we need to create content around this topic. And you know, there is a lot of lot of value we can derive from it. And a lot of content is gets its direction from SEO. Because if you're not creating newer content, you're upgrading it, right? And upgrade is being done with respect to what's happening competitively, as far as the algorithm changes are happening. So there's a constant cycle of content creation and upgrade that's happening. But at the same time, when the objective Is not led by SEO. The objective is really coming in from the overarching goal of the company.
What are we trying to achieve in that given month, in that given quarter, and content that is going to be created to support that? And I think this is where content in SEO need to work. More closely because SEO folks, the SEO team may not have a full visibility into why that piece of content is being created, what it is expected to achieve, but by bringing them on at right at the planning stage itself, you can then the content marketer can get. the SEO inputs even before they start and that's a good place to be rather than retrofitting SEO at a later stage.
Absolutely.
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Chapters
7 chapters
1
What is the purpose of this episode and who is the guest?
0:00–2:34
2
How do you decide whether SEO should lead or follow the content creation process?
2:34–5:25
3
When is the best moment to introduce SEO insights into the content planning stage?
5:25–8:33
4
How can SEO teams add value to a content roadmap before any copy is written?
8:33–11:01
5
What practical, commonsense formatting tips improve both SEO and user experience?
11:01–13:35
6
Why are alt‑text, bullet points, and short paragraphs essential for accessibility and rankings?
13:35–15:44
7
How do SEO and content marketing function as a single, integrated partnership?
15:44–17:22