Content is the engine that drives every digital marketing strategy, establishing brand authority, boosting visibility, and sparking conversions. But with customers spending time on multiple channels, it can be a tall order to fill your pipeline with enough high-quality pieces to keep your digital presence fresh.
Composable content is changing this. Instead of creating content from the ground up and duplicating efforts, you can reuse and adapt blocks of content across various platforms. Simply pull the modular components you need and build new assets with messaging that’s aligned with your business goals. Read on to learn about this powerful approach to content creation and how composable content supports your search engine optimization efforts.
Understanding Composable Content
First, let’s step back and understand the difference between composable content and the traditional approach to content creation. Typically, when you create a blog post, web page, or troubleshooting guide, it’s a one-off piece developed from scratch. These standalone pieces aren’t intended to be broken apart or reused.
What Is Composable Content?
Composable content involves creating modular components that are labeled, stored, and repurposed. These chunks of content might be product descriptions of varying lengths, bullet points, individual FAQs, images, charts, testimonials, or videos. You can pull these components at any time and quickly build new assets for distribution across multiple channels. This approach can be implemented company-wide so that product, sales, marketing, and PR teams can share content.
Structured or composable content requires a headless content management system (CMS). The headless CMS stores the content but doesn’t limit where it’s used. Contrast this with a traditional CMS, which stores content specifically for use on a website. For example, it’s hard to reuse content from a web page in your email platform. With headless CMS, an API calls the modular content into your website, social channels, or email marketing platform — wherever you need it. From here, you can finish building your asset for distribution.
Why Composable Content Matters for SEO
No matter how you create content, it needs to be discoverable by audiences. While search engine optimization (SEO) best practices for traditional content are well established, let’s clarify the ways composable content supports search visibility.
Content Reusability and Scalability
Digital marketing requires a constant flow of content to demonstrate your expertise and increase your chances of ranking well in searches. But businesses often struggle to create enough traditional content to make an impact.
Traditional SEO content creation can be an involved process. Typically, you start fresh with each article, white paper, landing page, or ebook. Each piece requires its own research, writing, editing, and approval process. You might draw on similar ideas and messaging for different content types, but the content is rewritten each time.
Structured content offers more agility, giving you modular blocks to build each web page or guide. You create components such as headlines, product descriptions, and calls to action — once. You finesse the language and label the final, polished component for a specific audience or purpose.
Now your team can reuse content blocks in future assets, streamlining the creation process and helping you to scale production. Here are some additional benefits to note:
- The modular content is finalized and stakeholders have already approved it, saving time.
- Key messaging stays consistent across platforms.
- Edits made to the original content block are automatically applied wherever you use the component, ensuring content is accurate and up to date.
Adapting Composable Content for Search Intent
With composable content, you create an inventory of modular components for different search intents. This makes it easier to align assets with the buyer journey, improving user experience and search visibility. Instead of spending time deciding what to highlight for each new asset — and potentially missing the mark — your team has a series of components ready to go.
Let’s say you’re launching a new model of headphones. Using a structured content approach, you would determine what audiences want to know at each stage of their journey and develop modular blocks for various intents. For those early in their journey, you might provide content blocks highlighting how the headphones are ideal for work, music, and gaming. For users with commercial intent who want to understand specific features, you can create content about noise cancellation, battery life, and Bluetooth connectivity.
By addressing user needs and providing appropriate components, your team can save time building assets for multiple platforms and accurately target audiences depending on their goals.
Improved Content Personalization
To make your content even more relevant, use composable content to zero in on specific user groups based on demographics, behaviors, and interests. Personalization enhances your SEO efforts by improving engagement and time spent on site, which demonstrates the relevance of your web pages to search engines.
You can develop modular content according to a user’s location, brand interactions, or purchase history. Personalization helps you to stay customer-centric and creates a variety of dynamic experiences. For instance, building on the previous example about headphones, you can develop headers, images, text, and CTAs specifically for those interested in gaming, work, or music. Your content can highlight features and use language relevant to those audience segments and pain points. You can achieve variations of your web pages that are uniquely targeted to audiences without duplicating content.
Technical SEO and Structured Data
Google treats web pages the same way, whether they’re created traditionally or with modular components. As long as the content is displayed when SearchBots are crawling for information, they can index your content. Make sure your site is technically healthy, SEO-friendly, and loads quickly and efficiently.
Composable content lends itself well to indexing because it’s based on labeling and categorizing. If you mark up the modular components with metadata and structured data, this information pulls into your web pages when the components are deployed. This helps search engines understand your content as they crawl your pages, enhancing search visibility.
Google can then use the structured data to create search results featuring images, product ratings, prices, and other details you’ve marked up. These rich, eye-catching snippets encourage clicks and drive organic traffic to your site. Schema markup can also highlight information for AI-driven overviews and search platforms.
Potential SEO Challenges and Considerations
While a composable content strategy is scalable and efficient, there are a few things to keep in mind to optimize your brand’s search visibility.
Avoiding Content Fragmentation
When you break content into components, there’s a risk your content will lack cohesion. You might duplicate content across multiple pages, which affects SEO, or dilute keywords and make it difficult for search engines to know which pages to rank for various queries.
To ensure pieces work together seamlessly to engage users and rank well in the search engine results pages (SERPs):
- Make sure you have a strong content strategy anchoring your efforts. Each piece of content should have a clear purpose and tie to a specific keyword.
- Diversify content so that modular components are repurposed in a variety of ways without being repetitive. You can meet user needs through blog posts, infographics, FAQ pages, product spec sheets, and brochures.
- Incorporate modular content purposefully. Ensure there’s a reason to add it to a piece and that it drives audiences toward a desired goal.
- Confirm the final product is of exceptional quality before publishing. Avoid creating thin content — build around the modular components and provide value to the user.
Maintaining Internal Linking and Context
Search engines need to understand the context of your content to match it to suitable queries. Make sure the modular content fits logically within a page and relates to the topic being covered. For example, a content block featuring a review of a coffee maker is likely interesting to someone reading a product page, satisfying commercial or transactional intent. However, a glowing review of a brand will seem out of place in a blog post about how to use a coffee maker, which is informational in nature.
Once you’ve created a structured content page, use internal links to connect it to your other pages. This helps search engines relate the content to the rest of your website, determining topical relevance and the breadth of your expertise. You can embed links the modular component or elsewhere on the page. Use these links to point users and search engines to related blog posts, case studies, and guides to improve engagement. Links can also be in the form of CTAs to drive conversions, pointing users to sign-up forms or reservation booking pages.
Tracking and Measuring SEO Performance
It takes time for SEO to build momentum, but you should see meaningful impact after consistent, focused efforts. Regularly assess the performance of your structured content pages and recalibrate strategies as needed. Your metrics should tie to your business goals and often include:
- Search ranking. Monitor your visibility for important keywords to see how well your composable content is improving brand awareness.
- Organic traffic. Find out if your structured content pages are relevant to users and attracting visitors to your website.
- Engagement. Metrics such as bounce rate, dwell time, and scroll depth indicate whether users are interacting with modular content.
- Core Web Vitals. Monitor the technical health of your web pages to ensure optimal user experience.
- Conversion rate. Track desired actions such as newsletter subscriptions, free trials, requests for information, and purchases. Assess whether the composable content components are helping to drive these conversions.
Enhance Your SEO Strategy With Victorious
An impactful SEO strategy is within reach with an experienced partner by your side. At Victorious, we focus on search-first success by fusing your audience’s needs with your overall business goals. Schedule a free consultation today and get a custom SEO strategy that enhances your online visibility and generates tangible, long-term results.
