Search engine optimization (SEO) has evolved. As the way people conduct search queries evolves and more complex questions become the norm, today’s SEO strategy is about delivering real value and meeting consumer needs.
More than ever, building a detailed content strategy is the best way to generate SEO results for your clients. Unfortunately, an astonishing 91% of the content produced for SEO does not receive organic traffic. Most “content strategies” consist of little more than two to four blog posts per month, with no strategy or direction.
Steps towards building an effective SEO content strategy
Given how much content is posted online every day, it is vital to invest in content that will rank in search engines and generate results.
Align your content strategy with your business goals
Every content strategy needs a vision and a value proposition with which all your content should align. What is the purpose of your content? Does this goal align with the messaging, branding and objectives of your business? Many content strategies fail this test and produce content that either does not rank in Google, does not generate a return on investment, is incompatible with the brand, or generates empty values (for example, empty traffic, distributions, and retweets).
A good content strategy defines what success looks like from the beginning. What values indicate success for you? Are your goals to increase brand awareness, generating leads or simply engaging in content? Defining your goals can help you choose values that track success over time, identify what works, satisfy stakeholders, and earn incremental investment in your search engine optimization and content marketing programs.
Adapt the content according to the specific people of the clients
Once you have defined your value proposition and goals, focus on targeting customers. In order to offer customers something of value, you need to know what they consider valuable. Start by creating a composite profile of your average customer. Discover relevant demographic data, such as age, gender, location and socio-economic status. Then pass the abstract things: what does he want? What kind of content do they enjoy? How does he like to consume it?
A precisely targeted audience is easier to please and retain, and long tail keywords may eventually be easier to rank. If you try to use too much demographic data, you will not be able to satisfy any of them.
Choose the pillars of your content strategy
Once your goals and clients are defined, define the “pillars” of your SEO content strategy: three or four general topics that define your business. Your pillars will often reflect what you sell and the goals of your SEO program and must be adhered to. strictness as you produce content.
Every content you post in the end should be under one of these pillars. Each pillar should be examined from an SEO perspective and a competitive perspective to ensure opportunity and inform your strategy.
Defining poles has multiple purposes. As mentioned above, the poles will help you stay organized. They will also benefit from the architecture of your website. Your blog or content center should be defined by “pillar pages” that link to and organize all of your current content. Content columns prove to search engines that you are an authority on a topic and deserve to be featured in search results for that topic. Make sure your content stays up to date and relevant.
In your general topics, you can cover a number of related subtopics in different ways and even through different environments. Use keyword research to identify opportunities within each pillar and create content that properly engages your customers. What it does is help you build current authority and show search engines and customers that you are. an authority on this subject and that you should be classified accordingly.
Insert internal links to all content related to the topic
Search engines cannot crawl your site for content without a “path” from one page to another. In general, the more useful an internal link you provide, the more accessible your content is to search engines. Interconnecting topic clusters will also increase the credibility of the topic (ie the current authority) in Google’s eyes. Let alone an even bigger advantage: helping users quickly find what they need. Anticipate the user’s next step – is there another question they will ask after consuming the content? Provide an easy click on the content to connect them directly to the answer.
All relevant content should link back to a key service page, category, or product page accordingly, and all current related content should link back accordingly. Remember, the ultimate goal of attracting traffic is to ensure conversions, so that you can clearly show users where to go next on each page and visibly display the prompts for action. If someone wants to commit to your brand, there should be no confusion about how they can do it.
Even if your content is performing organically, review it every year. Make sure it is always up to date to make sure you keep your search engine rankings and to keep that traffic constant, constant, continuous.
SEO remains one of the most important ways to put your brand in front of the relevant audience. 80% of consumers use search engines to find the products and services they need, and 63% will continue to visit a company’s website. Good and valuable content is the key to SEO. It is not an easy job in any case, but it is not complicated either. Keep in mind the principles of good SEO content as you build your site and both you and your consumers will be happy with the results.