{"id":53935,"date":"2024-09-09T06:00:15","date_gmt":"2024-09-09T13:00:15","guid":{"rendered":"https:\/\/www.clearvoice.com\/?p=53935"},"modified":"2024-09-04T12:18:12","modified_gmt":"2024-09-04T19:18:12","slug":"brand-editorial-guidelines-with-seo-focus","status":"publish","type":"post","link":"https:\/\/www.clearvoice.com\/resources\/brand-editorial-guidelines-with-seo-focus\/","title":{"rendered":"Brand and Editorial Guidelines with an SEO Focus: Why Your Content Strategy Needs Both"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">A surprising <\/span><a href=\"https:\/\/info.marq.com\/resources\/report\/brand-consistency\"><span style=\"font-weight: 400;\">15% of businesses have no brand guidelines<\/span><\/a><span style=\"font-weight: 400;\">, and even worse, 77% create off-brand content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you want your brand to stick in people\u2019s minds, it\u2019s not enough that you\u2019re producing content consistently. You have to produce <\/span><i><span style=\"font-weight: 400;\">on-brand<\/span><\/i><span style=\"font-weight: 400;\"> content every time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consistency is the not-so-secret sauce to brand recall, and your branding guidelines serve as the playbook that keeps everything on track.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Comprehensive, user-friendly guidelines that document your branding and language preferences ensure every piece of content you create stays true to your brand\u2019s voice and style, no matter who\u2019s working on it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this guide, we take a look at:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Why your content strategy needs brand and editorial guidelines<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Why SEO should be a part of your brand guidelines<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Some best practices for aligning brand guidelines with SEO<\/span><\/li>\n<\/ul>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-53964\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/brand-editorial-SEO_content-strategy.png\" alt=\"the backbone of your content strategy \u2014 editorial and brand guidelines.\u00a0\" width=\"820\" height=\"290\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/brand-editorial-SEO_content-strategy.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/brand-editorial-SEO_content-strategy-300x106.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/brand-editorial-SEO_content-strategy-768x272.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">Why Brand and Editorial Guidelines Matter in Content Strategy<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Let\u2019s talk about the backbone of your content strategy \u2014 editorial and <\/span><a href=\"https:\/\/www.clearvoice.com\/resources\/brand-guidelines\/\"><span style=\"font-weight: 400;\">brand guidelines<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Brand guidelines define who you are as a brand:<\/b><span style=\"font-weight: 400;\"> Think of them like your brand\u2019s signature style, complete with your logo, typography, color scheme, and tone of voice. They create a unified look and feel that <\/span><a href=\"https:\/\/help.clearvoice.com\/en\/knowledge\/writing-your-brand-guidelines\"><span style=\"font-weight: 400;\">makes your brand instantly recognizable<\/span><\/a><span style=\"font-weight: 400;\">, no matter where your audience encounters it.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Editorial guidelines focus on the nitty-gritty of content creation:<\/b><span style=\"font-weight: 400;\"> They cover everything from grammar to how your brand\u2019s voice should come across in writing.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Together, these ensure that every piece of content is on point, whether you\u2019re producing them in-house or you have a <\/span><a href=\"https:\/\/www.clearvoice.com\/solutions\/\"><span style=\"font-weight: 400;\">team of freelancers<\/span><\/a><span style=\"font-weight: 400;\"> working on them.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">The ClearVoice Brand Profile<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">At ClearVoice, branding, and <\/span><a href=\"https:\/\/www.clearvoice.com\/resources\/editorial-guidelines\/\"><span style=\"font-weight: 400;\">editorial guidelines<\/span><\/a><span style=\"font-weight: 400;\"> reside in a document called the \u201c<\/span><a href=\"https:\/\/help.clearvoice.com\/en\/knowledge\/brand-profile-how-to-find-it-and-how-it-works\"><span style=\"font-weight: 400;\">brand profile<\/span><\/a><span style=\"font-weight: 400;\">,\u201d which is attached to every customer assignment. It\u2019s a living, breathing document that can evolve over time or stay as is if updates are not needed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We kick things off by collecting key branding and editorial information via a detailed intake form, followed by a discussion of the brand\u2019s finer points. This deep dive enables the creation of a brand profile that serves as a blueprint for top-notch content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With the brand profile in place, it&#8217;s easier for content creators to develop content that embodies the tone, style, and message the brand wants to be known for, whether that\u2019s a blog post, a social media update, or an email. This way, you maintain a consistent brand presence across all platforms, even when multiple people are involved in the content creation process.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-53966\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/brand-editorial-SEO_importance.png\" alt=\"Content that follows SEO best practices tends to perform better because it's designed for human readers and search engines.\" width=\"820\" height=\"290\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/brand-editorial-SEO_importance.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/brand-editorial-SEO_importance-300x106.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/brand-editorial-SEO_importance-768x272.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">Why SEO Needs to Be in Your Brand Guidelines<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u201cBuild it, and they will come\u201d is a marketing myth that has long been exposed for what it truly is \u2014 a myth. Even if your content solves problems, it won\u2019t do much good if no one can find it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s where search engine optimization comes in. You might be thinking, \u201cIs SEO still a thing with all this AI stuff?\u201d Yes, very much so. SEO may always be evolving, but it isn\u2019t going away any time soon. \u201c<\/span><a href=\"https:\/\/www.searchenginejournal.com\/will-ai-kill-seo-we-asked-chatgpt\/477576\/\"><span style=\"font-weight: 400;\">It\u2019s immortal<\/span><\/a><span style=\"font-weight: 400;\">,\u201d as one industry veteran puts it. And if there\u2019s one thing SEOs are truly good at, it\u2019s rolling with the punches.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Search engines assess content based on factors like quality, relevance, and user engagement. Content that follows SEO best practices tends to perform better because it&#8217;s designed for human readers and search engines.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-53967\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/brand-editorial-SEO_on-page-elements.png\" alt=\"Key on-page SEO elements like keywords, meta descriptions, and headings help people find your content:\" width=\"820\" height=\"510\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/brand-editorial-SEO_on-page-elements.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/brand-editorial-SEO_on-page-elements-300x187.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/brand-editorial-SEO_on-page-elements-768x478.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Key on-page SEO elements like keywords, meta descriptions, and headings help people find your content:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Keywords:<\/b><span style=\"font-weight: 400;\"> Help search engines figure out what your content is about so it\u2019s easier to match it with relevant searches.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Meta descriptions:<\/b><span style=\"font-weight: 400;\"> Provide a quick snapshot of your content, which can encourage users to click on your link in the search results.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Properly structured headings:<\/b><span style=\"font-weight: 400;\"> Make content easier to read, and help search engines understand the hierarchy and importance of the different sections within your content.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Integrating SEO into your brand guidelines<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Including SEO in your brand guidelines helps keep things consistent while ensuring your content is search-friendly. Essential SEO elements you\u2019ll want to include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Keyword usage:<\/b><span style=\"font-weight: 400;\"> Specify which keywords to target and how they should be used throughout the content. For example, where to place them in headings, subheadings, and body text \u2014 and how often to use them.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Content structure:<\/b><span style=\"font-weight: 400;\"> Outline your preferred content structure, like using H2s and H3s to organize sections. Not only does this make content easier to read, but search engines can also more effectively crawl and index your content.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Linking strategies:<\/b><span style=\"font-weight: 400;\"> Include guidelines on <\/span><a href=\"https:\/\/www.clearvoice.com\/resources\/why-links-matter\/\"><span style=\"font-weight: 400;\">internal and external linking<\/span><\/a><span style=\"font-weight: 400;\">. Internal links guide users to related content on your website, while external links to reputable sources can boost your content\u2019s credibility. Linking to trusted sites signals to users that you\u2019ve done your research. Search engines, meanwhile, view content with quality external links as more valuable.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">For ClearVoice&#8217;s own brand profile, we typically include SEO guidelines on link usage and formatting (as shown in the screenshot below), including which competitor websites to avoid linking to and the types of anchor texts to use. You can also include any additional SEO-related instructions specific to your brand, such as target audience considerations and preferred keyword density (some brands put more emphasis on SEO, while others prefer a more natural tone).<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-53968 size-full\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/brand-editorial-SEO_ss1.png\" alt=\"For ClearVoice's own brand profile, we typically include SEO guidelines on link usage and formatting\" width=\"820\" height=\"827\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/brand-editorial-SEO_ss1.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/brand-editorial-SEO_ss1-297x300.png 297w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/brand-editorial-SEO_ss1-150x150.png 150w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/brand-editorial-SEO_ss1-768x775.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">The benefit of SEO in non-SEO content<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Certain types of content aren\u2019t made specifically for SEO, like newsletters, social media posts, or <\/span><a href=\"https:\/\/www.clearvoice.com\/resources\/press-release-best-practices\/\"><span style=\"font-weight: 400;\">press releases<\/span><\/a><span style=\"font-weight: 400;\">. But it\u2019s still a good idea to consider SEO when crafting them. That\u2019s because SEO isn\u2019t just about search engine rankings; it\u2019s also about making your content more relevant and easier to find, no matter where it\u2019s shared.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, using keywords naturally can help your content surface in search results, even if that wasn\u2019t the primary goal, like in the case of press releases or social media content. Well-crafted meta descriptions or social media snippets can increase click-through rates, while SEO-optimized headlines and clear, structured formatting make your content easier to consume, whether it\u2019s on a website, in an email, or on social media.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-53963\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/brand-editorial-SEO_aligning-brand.png\" alt=\"Aligning brand guidelines with SEO is all about striking the right balance between your brand\u2019s voice and ensuring your content is searchable.\" width=\"820\" height=\"290\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/brand-editorial-SEO_aligning-brand.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/brand-editorial-SEO_aligning-brand-300x106.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/brand-editorial-SEO_aligning-brand-768x272.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">SEO and Brand Alignment: Best Practices<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Aligning brand guidelines with SEO is all about striking the right balance between your brand\u2019s voice and ensuring your content is searchable. Some best practices to consider:<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Stay true to your brand voice<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Sticking to your brand voice isn\u2019t up for debate. Whether quirky, professional or somewhere in between, it\u2019s non-negotiable.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The good thing is that SEO doesn\u2019t have to cramp your style. You can still weave in keywords naturally without sounding like a robot. Or a broken record, for that matter. The key is to incorporate keywords and target phrases in a way that enhances rather than detracts from your message.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Prioritize user experience<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The days of keyword stuffing are long gone. SEO today is primarily about delivering great user experiences, and that\u2019s exactly what your brand and editorial guidelines are meant to do \u2014 keep visitors on the page for as long as possible. When they stick around longer because they like what they\u2019re reading, the search engines take notice.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Ensure consistent messaging across platforms<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The same keywords and phrases you use on your website should show up in your social media, email campaigns, and other content. This not only strengthens your brand\u2019s presence but also helps search engines recognize you as an authority on those topics.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Approach SEO as a creative challenge<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Think of SEO not as a set of rigid rules but as a creative challenge. How can you incorporate essential keywords while still keeping your brand\u2019s personality intact? This will likely involve some brainstorming, testing, and tweaking, but it\u2019s doable. Plus, when you get it right, you\u2019re not just driving traffic \u2014 you\u2019re bringing in the right kind of traffic, the kind that\u2019s more likely to convert because they \u201cget\u201d you.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Monitor and adapt<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">SEO trends change, and your brand will likely evolve, too. Regularly review your content to ensure it\u2019s still aligned with your brand guidelines and the latest SEO practices.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-53962\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/brand-editorial-SEO_winning-combo.png\" alt=\"Branding Guidelines + SEO: The Winning Combination\" width=\"820\" height=\"290\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/brand-editorial-SEO_winning-combo.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/brand-editorial-SEO_winning-combo-300x106.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/09\/brand-editorial-SEO_winning-combo-768x272.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2><span style=\"font-weight: 400;\">Branding Guidelines + SEO: The Winning Combination<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">At ClearVoice, we\u2019re all about helping you create high-converting content your audience will love \u2014 and can actually find.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By embedding SEO directly into the brand profile, ClearVoice ensures that every piece of content, regardless of who creates it, aligns with the brand\u2019s identity and SEO objectives. Writers and content creators have a clear roadmap to follow, so content is not only on-brand but also optimized for search visibility.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Need help creating search-friendly content that resonates with your audience? <\/span><a href=\"https:\/\/www.clearvoice.com\/content-strategy-session\/\"><span style=\"font-weight: 400;\">Connect with a ClearVoice specialist<\/span><\/a><span style=\"font-weight: 400;\"> today.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A surprising 15% of businesses have no brand guidelines, and even worse, 77% create off-brand content. If you want your brand to stick in people\u2019s minds, it\u2019s not enough that you\u2019re producing content consistently. You have to produce on-brand content every time. Consistency is the not-so-secret sauce to brand recall, and your branding guidelines serve [&hellip;]<\/p>\n","protected":false},"author":205,"featured_media":53965,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[177,167],"tags":[137,139,149],"ppma_author":[261],"class_list":["post-53935","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-resources-featured","tag-branding","tag-content-creation","tag-seo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Brand and Editorial Guidelines Benefit from an SEO Focus<\/title>\n<meta name=\"description\" content=\"Embedding SEO into your brand guidelines ensures your content aligns with the brand\u2019s identity and SEO objectives.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.clearvoice.com\/resources\/brand-editorial-guidelines-with-seo-focus\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand and Editorial Guidelines with an SEO Focus: Why Your Content Strategy Needs Both\" \/>\n<meta property=\"og:description\" content=\"Embedding SEO into your brand guidelines ensures your content aligns with the brand\u2019s identity and SEO objectives.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.clearvoice.com\/resources\/brand-editorial-guidelines-with-seo-focus\/\" \/>\n<meta property=\"og:site_name\" content=\"ClearVoice\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ClearVoiceContent\" \/>\n<meta property=\"article:published_time\" 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