It’s crucial to remember that if getting traffic from search engines is your primary goal, your results will most likely suffer. You must provide value above and beyond search engine optimization in order to delight both search engines (who will reward you with high rankings over time) and potential consumers and return visitors. To put it another way, don’t create “thin” content that ranks and gets clicks but adds little value to the search engine user. Google may punish websites that push “thin,” poor-value content; they also tend to have high bounce rates and low conversion rates.
Different Types SEO content:
- Product Pages – Product pages are the lifeblood of any retail e-commerce site. A good product page can be used as both SEO content and a landing page for PPC campaigns.
- Posts on the Blog – A blog is one of the simplest ways to generate a steady stream of SEO-friendly content. Blog posts, in general, are more engaging and more likely to attract links than product pages, so they can be a great way to establish your site’s authority.
- Videos Because there are fewer videos on the web than text pages, creating a video instead of writing an article may make it easier to rank on the first page for a competitive keyword.
How to Create a Content Strategy for SEO?
If you’ve been haphazardly producing content in the hopes that some of it will rank, now is the time to buckle down and commit to a more methodical SEO content strategy for the web.
In order to define and refine your SEO content strategy, follow these four steps:
Defining the goals
If you want to increase product sales, you should prioritise attractive, informative product pages that are optimised for both search and conversions. Your secondary focus could be on useful blog content that demonstrates when and how to use your products, with relevant links to those pages (though it’s best if your blog isn’t entirely self-promotional).
If your site is based on advertising and you want to attract new readers through search, you should focus on rich content (such as long-form articles or video resources that are informative, entertaining, or both) and “stickiness” (“sticky” content keeps visitors on your site longer and encourages them to return).
Consider your audience
Know your target market – surveys and analytics software can assist you in gaining a better understanding of your typical visitor or client. Consider creating marketing personas, which are fictional characters who represent your ideal site visitors and customers. Then consider what kinds of content those personas would be interested in.
If you run a B2B website aimed at C-level executives, for example, you might want to create high-level white papers that can be downloaded and saved for later reading.
If your company caters to teenagers and tweens, you should make frequent updates with less text and more images and video. You’ll also want to make sure your site is mobile-friendly.
Make a schedule for your articles
You can start creating an editorial calendar once you know who you’re going after and why. An editorial calendar is a schedule that specifies when new content will publish and what type of content will be publish. This will help you stick to a regular schedule (creating new content on a regular basis is especially important if you have a blog), as well as prevent you from scrambling at the last minute to come up with a topic for new content.
A few tips on how to create a content calendar and adhere to it:
- Organising your calendar with Outlook (or Google Calendar) means your entire marketing team should have access to the editorial calendar. Set alerts for authors so they are aware of advancing deadlines.
- Consider creating recurring features, such as a meatless recipe every Monday on a food blog. Many blogs publicise link roundups on a weekly basis. Create a category page for each ongoing feature. So that visitors can easily find all of your Meatless Monday recipes and link roundups.
- When creating more complex types of content, such as videos and infographics, give yourself plenty of time. These are more difficult to optimise for search and often require multiple rounds of edits to perfect.
- Don’t plan too far ahead of time. Means Calendars are prone to getting derailed after a month or two due to changes in marketing goals, budgets, or staff. So don’t waste time and effort by making plans out a year’s worth of events in advance.
Analyze and re-evaluate
Finally, keep track of your site’s statistics. Examine your SEO content on a regular basis with content audits and SEO audits (or even a full site audit) to see what’s working and what isn’t. There are numerous tools and website graders available to assist with this. Page visits, links, comments (on blog posts and other sorts of content), social shares (Facebook likes, tweets, and other types of material). And lead generation are all good indicators of effectiveness and participation. Two objectives should be the focus of your investigation:
- Examine your successes so you can replicate them – Keep an eye out for patterns. Do you have a video-obsessed audience? Then go ahead and make more videos! Adjust your editorial calendar in the future. So you can devote more time and effort to the types of content that are most popular.
- Make time to update and improve older SEO content. If you tried to optimise an article for one keyword but it’s getting more traffic for a different keyword. Go back and re-optimize it for the new keyword. By including that keyword in the title, for example, you might be able to significantly increase traffic.
Conclusion
The difference between having a content sharing strategy and not having one has a significant impact on the amount of traffic your posts receive. As a result, having a well-defined approach is critical.
