SEO content is one of the best ways to promote your site and attract customers. However, sometimes there are situations when the result does not meet expectations. Most often, this happens because the content is created haphazardly and without proper research. This leads to the fact that search engine robots do not see the web resource, its positions in the output do not rise, and, accordingly, potential clients do not see it.
To avoid such consequences and financial losses, it is worth developing a content strategy in advance. It is the “brick” in the general scheme of SEO promotion that ensures the achievement of all set goals. This is confirmed in practice. Research by the Content Marketing Institute has shown that 64% of the most successful B2B marketers have a documented content marketing strategy.
4 Steps to Create an SEO Content Strategy
Ahrefs research also demonstrates the importance of an SEO strategy. Their results are impressive. According to the company, about 90% of all pages do not receive organic traffic. Moreover, a huge number of them have quite a lot of content. In this case, there is a high probability that it does not work precisely because of the lack of an SEO content strategy. Long gone are the days when only keywords were important to Google robots.
Modern algorithms work differently. In order for them to “like” the site, it is not enough just to choose keywords and place them in the content as much as possible. A deeper and more complex approach is needed. Moreover, Google penalizes sites that host content with a clear emphasis on SEO (for example, with an excessive number of keywords).
Under such conditions, it is the interaction with the reader that is important. The point is that the content should be useful for the potential audience and answer their questions. And, a strategy will help to create just such content. To develop it, you should follow 4 simple steps.
1. Review your audience
The interests of potential customers are the basis of creating a successful strategy. Therefore, in the first stage, it is worth determining who is the target audience of your web resource e.g. it makes a difference if they are millennials or professionals in the investment industry. After that, you need to determine their interests:
· in what format do they perceive their “pains”?
· what goals are pursued during the purchase?
· what are their expected results after purchasing the product?
· what are the decisions considered by them?
In addition, the behavioral factor is important. It’s about how customers behave on the page and what interests them.
2. Research keywords and test ideas
To understand your audience’s pain points, it’s a good idea to start with common questions and phrases in your field. SEO experts advise beginners to start with long-tail keywords. They are less competitive and increase your chances of ranking high in search engine results.
3. Audit any existing content
The essence of this step is to analyze the content that is already posted on the site. Based on the results, it needs to be repurposed so that it meets the existing needs of the potential audience and is relevant. In this case, you can see the results faster and avoid unnecessary expenses.
4. Create an editorial calendar and table of contents
On the way to successful promotion, systematicity is also important. This means that it is important to set up content posts with a certain frequency. An editorial calendar is used for this. In it, you need to add the execution date for each topic and type of content.
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6 Tips for SEO Content and Beyond
The basis of the strategy is qualitatively written content. So let’s look at the latest content writing advice.
1. Create content based on readers’ questions
For the content to “work”, it must be based on what potential customers need. You can find out the answers in a special section that appears when you perform a Google search for the target keyword. It can be seen in the output results.
2. Structure your content for ease of reading and indexing by search engines
For users, not only the informational component is important, but also the ease of viewing it. Therefore, it is worth dividing the content of the content into short sentences and paragraphs, as well as inserting subheadings. A successful solution will also be the use of markers (if they are suitable for the content). In this form, readers perceive information more easily.
3. Create compelling page titles
Another component of effective content is headlines that attract attention and reassure the reader that your site has the right product. It is better if they are short. In addition, it is worth creating attractive meta descriptions that contain keywords.
Do not forget about the quality of the texts. There should be no mistakes in them. There are Essay Tigers professionals who successfully perform these tasks This will help ensure a good result and form a positive image among readers. It provides a more comprehensive way for readers, just like to add image to PDF files.
4. Write short URLs
URLs are also part of a successful strategy. In order for them to become one of the factors affecting success, you should follow two simple recommendations: a small number of characters and the presence of a keyword. This will contribute to increasing the audience’s trust in the web resource.
5. Add internal links to your content
In order to improve the promotion result, you also need to work on building internal links. This helps users quickly find the information they need and stay on the site longer. As a result, the interaction becomes more productive.
6. Stay up to date with Google algorithm updates
The search system is constantly being improved. At the same time, this is done quite actively, so you need to periodically study updates and the possibility of adapting content to them. In this context, SEO KPIs and analysis of promotion results are important.
A Detailed Plan for Compiling an SEO Content Strategy
In order for you to succeed, you need to follow a plan. Below are the mandatory points, following which you can speed up the process of building an effective SEO content strategy.
1. Purpose
Without defining a clear goal, you will not get the expected result. Here you can use the principle of reverse movement – you have the desired marketing results, think about what goals you need to set in order to achieve them. It is impossible to say – I want to increase sales, it is necessary to say, to increase sales of a certain product or service. This is fundamentally important since these are different goals, for the achievement of which different methods are used. I want to increase traffic – to which page or site in general, and how the traffic will be evaluated?
2. Competitive analysis
But not to find a successful move and repeat it, but to find mistakes and not duplicate them. Do not be too lazy to conduct an SEO audit of the site of the best competitors, see where you are better and where they are (links, keywords, adaptation to different types of devices, etc.).
Look not only for direct competitors. See who is in the TOP of search results for keywords. These can be third-party sites, blogs, and information portals. Analyze their content.
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3. Scale your SEO
This is especially true for sites with hundreds of pages, large companies, and online stores. In order for the SEO complex to work fully, you will not have enough one promotion specialist and several text writers. You should involve website developers, sales managers, marketing, and brand reputation management in the process. Everyone has their own tasks, everyone must complete tasks to simplify the promotion.
4. Collect keys in clusters by topic
We have already said that Google does not like too much spam (keywords in texts). Therefore, you can go from the opposite – do not create pages for different variations of one keyword, but group pages by covering one topic from different angles. In this case, one page remains the main, central, and the rest are auxiliary. This makes it possible to increase the number of pages, and quality content, simplifies relinking within the site, and searching for information on the site. Search robots love these sites.
5. Snippets are everything
A well-designed title and description can do wonders for traffic. Influence of behavioral factors on site ranking. The clickability of the snippet increases the site in the search results, so you need to work on the title and description.
6. Work on what you already have
A very common promotion mistake is to abandon those pages and queries that have already brought you to the TOP. As a result, you will sit down where there has already been a success, and whether you will increase your positions on new requests is a question. Continue to work where you are already on top, gradually pulling up other pages with related queries. Explore and use related topics to strengthen your position.
7. Don’t forget about off-page optimization
Links to your site from relevant sources increase your authority in the “eyes” of search engines. And if the link is also from a source with an excellent profile reputation, this is a huge plus. Do not think that the more placements on third-party resources, the better. At this point, the rule applies – less is better, but better.
Closing Thoughts About SEO Content Writing
Summarizing the material presented, we can conclude about the extremely important role of the SEO content strategy in the promotion of the site for being attractive in the publicity marketplace. Its presence provides a number of advantages: increasing the effectiveness of promotion, increasing organic traffic and performing targeted actions, and maintaining positions for a long time.
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