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SEO strategy is essential for the success of any online business. Every webmaster should understand what is SEO, how it works and the traffic potential it can generate for all website types.
If you want to see results from your content marketing efforts, you can’t just post any old thing and throw in a few keywords. You need to do your research, plan carefully, and develop a thoughtful SEO content strategy that will attract profitable traffic and high-quality leads.
Focusing on the right keywords used to be all there was to content marketing, but now it’s all about writing to solve the problems of your audience.
To create content that is both meaningful and useful, you need to have a clear understanding of who your target audience is and what they need from you. This insight will guide you in creating content that serves a purpose.
The intent you put into your writing can help you attract more visitors to your website through organic search. This traffic can result in thousands of quality leads and many sales.
How can you create your own effective SEO content strategy? As Baroness Maria von Trapp advised in the “Sound of Music,” focus first on the fundamental basics of creating content. Keep SEO at the front of your mind as you continue to build on that foundation.
If you’re not getting any engagement after you post your content, it’s time to take action and start thinking about your strategy. Here are seven ways to create content that will take advantage of SEO opportunities:
1. Identify Your Target Audience
SEO Strategy is all about creating content that your audience will find relevant and engaging. To do this, you need to have a clear understanding of who your target market is. Here are some questions to ask yourself to help identify your audience:
Who are your target customers?
If you can identify the key characteristics of your current customers, you can get an idea of who your target prospects might be.
Quantitative and qualitative data can provide valuable insights into your target audience. By looking at factors such as age, gender, purchase behavior, and web page engagement, you can get a better understanding of who you should be writing for.
Who is your competition attracting?
What type of people is engaging with your competitors? Look at social media accounts, blog comments, and customer reviews to find out.
What do the satisfied customers like? And what can be done to meet the needs of the disgruntled ones? There’s much to be gleaned from studying organizations such as yours.
What can you provide?
What do your products and services offer?
Who would see the benefits of these results? How are you seen?
Do you know how your potential customers feel about you and your products?
Find out what your audience thinks of your work, what could be improved, and what topics they would like to learn more about from you.
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Once you have all this data, break your audience into groups and create personas to help you make content that is tailored to each group’s specific needs. Personas are ideal customers and help you to further break down your audience to get the most impact.
2. Define Your Topic Area
Now that you understand your target audience and what they hope to gain from your content, you can start brainstorming ideas for topics. Remember, your goal is to produce material that people will actually enjoy reading, so make sure that your purpose and expertise are always at the forefront of your mind as you write.
What is it about your voice that sets you apart as an authority on the subject?
What unique perspective or insight can you provide that will be of interest to your target audience?
Keep these questions in mind as you research and write your content, as they will help you create material that is both useful and engaging.
Identifying your area of expertise (or core content) is the first step to incorporating your audience data to develop a variety of content topics. These are subjects that are within your field and are material your viewers will want to read. By knowing your audience and what interests them, you can better develop content that will resonate and be of value to them.
3. Pinpoint Keywords that Meet Your Audience Needs + Topic Area
Did you know that finding keywords isn’t even among the top two steps of SEO strategy? That’s because, to create content that resonates with people, you must first know who you’re reaching and what information will benefit them.
You cannot begin to research which words and phrases will direct your readers to subjects that are meaningful to them until you are ready to start.
Here’s how to accomplish this:
Step 1: Start with a broad term that is related to your main content.
For example, if you are selling baby clothes, you would start with the root keyword: “baby clothes.”
Step 2: When narrowing the scope of your products, consider these key factors: –
- What are the top-selling items?
- What are the keyword variations?
- What is the product features?
- What questions people might ask Google to find your brand and your products?
Step 3: Piece it all together.
After brainstorming some ideas, you should now have a preliminary list of ideas to begin researching. Don’t forget to include long-tail keywords in your research to get a more specific and targeted result.
No matter what list you create, remember that this is just a starting point. Still, need ideas? Try thinking from your audience’s perspective and running some searches on Google.
One example is when I search for the term “baby clothes” and I come up with this list:
- What are the most popular baby clothes?
- What are the best baby clothes?
- What are the top-rated baby clothes?
Step 4: Use keyword research tools.
After creating a list of potential keywords and phrases, run them through your favorite research tool to identify which ones would yield the best results.
The more keywords and phrases you research, the more targeted your focus can be. It may take more time to enter those words into your research tool, but it is time well spent.
4. Optimize at Every Turn
Now that you have a list of keywords that will improve your ROI, you can incorporate them into your writing to create more effective content. As you draft your content, make sure to take advantage of every SEO opportunity by:
- It’s important to include focus keywords in your H1, H2s, and meta description. Google will be able to pick up on these more easily and use them to rank your page.
- Creating content with keywords that are relevant to your audience’s needs and that deliver value is key.
- Creating a strong brand identity and fostering customer loyalty through consistent publishing. Your audience will eagerly await your content and be actively engaged with your brand.
By optimizing your content, you can increase your chances of higher search rankings, more visibility, and increased traffic.
5. Keep Information Up-to-Date
Your optimization efforts don’t stop once you hit publish – since creating quality content is key to any SEO strategy, it’s important to keep your articles updated regularly.
The findings of research and the trends in society are always changing, so references to them in your articles may quickly become outdated. Links to articles you have used in the past may no longer work.
If your site posts outdated information or broken links, you’ll lose your readers’ trust. Keep your audience (and Google) happy by making sure your site is fresh, current, and a reliable source for the best possible information.
6. Host Your Content
Hosting your content on your platform is the best way to maintain full control over how it is published. Posting on social media and content sites is like leasing real estate from a landlord – they can change their mind and evict you at any time without warning.
When it comes to conversions and sales, that can be a scary thought. That’s what happened to many guest writers, myself included when Huffington Post discontinued its guest blogging program in 2018.
Suddenly, any rankings those blogs had earned were gone, wasting time and resources and losing potential business. The only way to guarantee the fate of your publications is to host them on your platform.
It’s still worth considering partnering with other websites as an affiliate or guest writer for sites you trust. But your priority when it comes to content strategy should be posting your articles on your website.
7. Track Your Success
Content strategy is a significant time and resource investment that can produce desired results. To see if your efforts are successful, you must regularly assess your content strategy’s effectiveness.
See if your plan is working by monitoring:
- There are many ways to determine if you are gaining organic traffic. A good web analytics tool or spreadsheet can help you track this progress.
- Search engines are finding your content to be relevant and valuable when indexing pages.
- Conversions are directly proportional to the effectiveness of your strategy.
- The higher a website ranks on SERPs, the more successful theists of content are.
Monitoring your progress through metrics not only allows you to gauge your success but also highlights areas ripe for improvement – which can be just as valuable, if not more so.
Score a Victory with an Effective SEO Strategy
Building a content strategy that is based on SEO principles will help bring traffic and profits to your business. The research you do while constructing your plan will be key in determining your target audience and your area of expertise.
This insight can help you write with purpose, which in turn will help you attract your audience and get higher SERPs from Google. And that, my friend, is what I call a win.
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