If you have just entered the vast world of search engine marketing, at some point or the other, you might have heard something about SEO content. But what exactly is it, and how can you start working on effective SEO content for your site?
Here’s a guide that answers all your questions to get you started with SEO content.
What exactly is SEO content?
To truly understand what is meant by SEO content, perhaps it’s better to first look at the two words separately.
As you might already know, SEO stands for Search Engine Optimization. It is the process of optimizing your site so that people can come across it easily on different search engines, such as Google.
Meanwhile, content just refers to the information available on the web to be consumed by internet users.
So, SEO content is just content that aims to attract search engine traffic to earn revenue.
What does SEO content involve?
In order to succeed, your SEO content must involve the following things:
1. Keyword research
To be able to bring traffic to your website with search, it’s essential to do keyword research before you actually start writing. Once you’ve done sufficient research, you can determine the keywords that already have a specific amount of search volume. This way, you can produce content that people are already looking for.
2. Keyword Optimization
SEO content also involves knowing exactly where and how you should use keywords within your content to make sure it shows up in search results.
3. Content organization
Of course, all the content present on your website must be logically organized. This practice boosts SEO and helps visitors find related content easily. Remember, the more time they spend on your website, the better it is for your website’s ranking. So make sure your site has a great content structure to keep people engrossed.
4. Content promotion
Once you have the SEO content ready, you also need to promote it to increase its visibility. You can do so by sharing it on different social platforms and building up links to your content.
5. Highest value
You must remember that if your goal is just to attract search engine traffic, then your results are most likely to suffer. Instead, your goal should be to please search engines as well as customers and visitors. And for that, you need to provide value that goes beyond just search engine content.
Your content shouldn’t be such that it ranks and gets clicks but doesn’t offer any value to the user. Websites that promote such low-value content are at the most risk of being penalized by Google. In addition, they have low conversion rates and higher bounce rates.
Therefore, high value is another essential component of SEO content.
Types of SEO Content
As you might already know, SEO content is not just one type. In fact, today, there are more types than ever. It can take on different forms, such as the following. This is just a short list and can include other forms too.
1. Product Pages
If you have a retail e-commerce site, it is imperative to have product pages. These can not only be used as a PPC landing page but can also work as SEO content.
2. Blog posts
Perhaps, this is the most common type of SEO content. It is also one of the easiest methods of creating a regular and effective flow of SEO content. Typically, blog posts are more captivating and are highly likely to attract links as compared to product pages. As a result, they build authority for your website. Another thing that makes blogs great is their flexibility, and they can be about anything and everything.
Articles can include a number of things, ranging from news articles and feature pieces to even interviews. These are usually present on magazine-style or newspaper websites.
A list is also considered to be a kind of an article. Presenting content as a list makes it quite easier to scan. People are more likely to click on such titles when found in social media feeds or search results.
As you would expect, a guide is a long-form content that explains how to do something. This can be anything you are an expert in, ranging from installing a software to changing your car's tires. You can either post a complete guide on the website or simply post a short summary and only let people read the complete guide after they have filled out a registration form. Since guides help people solve a problem, they are a good method of generating leads.
Currently, as compared to pages of text, there are fewer videos available on the web. Thus, you may find it easier to rank on the first result page for a competitive keyword with a video rather than an article. Depending on the kind of business or site you run, videos can be really helpful for attracting and reaching an audience.
If you provide a certain product, consider making a video tutorial on how to use it. Similarly, if you provide a service, then use illustrations to show processes related to your business, like a mechanic fixing up your engine.
Infographics have received quite a lot of hype recently. These are basically large-format images that include a good amount of data in the form of charts or graphs on a single subject. Given how easy it makes to understand a subject, it can bring in quite a lot of page views. However, you need to be careful with these. Since the content is mostly in an image form and is not readable as text by search engines, you will have to carefully optimize the remaining page.
A slideshow is used to display a collection of related images. In some cases, pictures are more important than text. Just as the case is with infographics, when it comes to slideshows, the SEO of image file names, captions, and titles is important since there is less text for search engines.
Let’s face it, as the use of mobile becomes more common; hardly anyone turns to a dictionary anymore. Instead, they turn to online glossaries. If you are part of specialized industry, like healthcare or architecture, then you can attract search traffic with the help of a glossary.
A directory is just a useful taxonomy of various links to resources or sites around a specific topic. For instance, if you have a blog on watches, then you can benefit from creating a directory of places to buy watches. The places could include not only independent shops but also major department stores across the country.
Benefits of SEO content
Including SEO content on your website comes with a number of benefits. These include:
- It provides a sufficient amount of information that would attract users to read the entire content and convince them to go through the other content present on your website.
- SEO content is considered as one of the most inexpensive marketing strategies but is known for producing huge profits.
- In most cases, SEO content is original and exclusive, and that is exactly what search engines look for to give a website a higher ranking.
- With new SEO content, your visitors are more likely to repeatedly visit your site. In turn, this will make your site more searchable.
Getting started with your SEO content strategy
If up till now you have just been randomly posting content that’s not even structured properly in hopes that you will eventually rank on search engines, then it’s about time things change. You should commit to a well-planned and methodical SEO content and come up with a strategy that makes your content stand out. To get started, here’s what you need to do:
1. Define your goals
Before starting anything else, you must determine your goals as a business or even as a website. Think about whether you want to drive sales via your website or if you just want to monetize it with ads to increase traffic. Once you have set your goals, it will be easier for you to figure out the type of content you need to focus on.
For instance, if you want to drive product sales, you should focus on making attractive and informative product pages optimized for both conversions and search engines. You can also work on helpful blog content that highlights how and when to use your products and link it to relevant pages.
Meanwhile, if you have an advertising model on your website and want to attract more readers via search, then focus on making rich content like video resources or long-form articles that are both entertaining and informative.
2. Know who your audience is
The next step is to know the kind of people that visit your website. You can do this with the help of analytic software and surveys. It’s also a great idea to develop marketing personas that embody your ideal customers. Once you have their personas chalked out, think about the kind of content they will be looking for.
For example, as a B2B website targeting C-level executives, it’s best to create high-level downloadable white papers that can be saved for later. Meanwhile, if your business only targets teens and young adults, then you will need to update content frequently and have more videos and images instead of texts. For this persona, you will also have to ensure your website is mobile optimized.
3. Make an editorial calendar
After you have chalked up who you want to target and why, work on creating an editorial calendar. This is basically a schedule that keeps you informed of the type and frequency of the content you should publish. An editorial calendar helps you stick to a schedule and prevents you from running around at the last minute to think of topics for new content.
When it comes to creating and sticking to an editorial calendar, here are some tips:
- Use tools like Google Calendar or Outlook
Make sure your whole marketing team knows about the editorial calendar. Set up reminders for writers’ deadlines, so they know when they need to have content ready.
- Try incorporating ongoing ideas
Consider creating some ongoing features. For instance, if you have a food blog, then you could go with something like Vegan Wednesday. Similarly, many blogs do a link roundup every week. Make a category page listing all the features so that users can find everything on one page.
- Ensure you have enough time for edits
This tip is particularly useful when working on more complicated content types such as infographics and videos. Such content usually involves numerous rounds of edits and needs more time and effort to be optimized for search.
- Don’t make a calendar that plans too far
Most often, calendars have to be revised after a month or two because of changes in several factors such as staff, budgets, or marketing goals. So, try not to plan a schedule that goes as far as next year because that might waste a lot of effort and time.
4. Continuously analyze your site
It’s essential to stay on top of your website’s analytics. Make sure to analyze your SEO content regularly to see what works and what you need to change. You can measure your success with factors like page views, comments, conversion rates, social sites, etc.
When doing your analysis, remember your goal is to:
- Know the strategies that work to keep implementing then in the future
Keep an eye out for patterns. Figure out whether they love videos more or if they prefer infographics. Make more of whatever they like by including them in your editorial calendar!
- Take out time to update and improve older content
If you optimized an article for a particular keyword, but you notice a variation of the said keyword receiving more traffic, then make sure to re-optimize the SEO content for that keyword. For instance, you can put the keyword in your content’s title to increase traffic.
SEO content is paramount to succeed in the digital world today. Just make sure you know the kind of audience you’re writing for and the kind of content they love the most, and coming up with high-quality, relevant SEO content will become easier. Remember to keep in mind the tips mentioned above, and you’ll be good to go!