SEO content
To understand what SEO content
marketers mean, it helps to break the sentence into its parts:
·
"SEO" refers to search engine optimization,
or the process of optimizing a website so that people can easily find it
through search engines like Google.
·
By "content," we mean any information found
on the web and can be consumed on the web more information on the various types
of content below.
So, putting these two concepts
together. SEOAustralia is a website optimization company created
with the aim of attracting search engine traffic.
I'm not going to tell you
everything you need to know about optimizing your content for search engines
here; that's a completely different guide. But here's a super quick refresher
on what to do to optimize the SEO of your web content:
Keyword Research - If you want to
drive traffic through search, it's best to do keyword research before you start
writing. This way, you can focus on keywords for which there is already a
certain amount of search volume; in other words, write about topics or find
keyword niches! that people are already looking for information about.
Content organization: Your site
content should be organized logically. This is not only good for SEO search,
but it also helps your site visitors easily find other related content. The
longer they stay on your site, the better.
Content promotion - Increase the
visibility of new content you create by sharing it on social media and linking
to your content both internally and from external sites.
A few short words about intentions
It's important to note that if
search engine traffic is your only target, your results are likely to suffer.
To please both search engines who will reward you with high rankings over time
and potential customers and repeat visitors, you need to offer value beyond
search engine optimization. In other words, don't produce "thin"
content that is ranked and clicked, but does not provide any additional value
to the search engine user. Sites that promote "thin" and low value
content run the risk of being penalized by Google; they also tend to have high
bounce rates and low conversion rates.
SEO content types
SEO content can include any of the
following:
·
Product
Pages - They are the bread and butter of any retail e-commerce site.
A good product page can serve as both SEO content and a PPC landing page.
·
Blog Posts
- A blog is one of the easiest ways to create a regular stream of
effective SEO content. In general, blog posts are more attractive and more
likely to attract links than product pages, so they can be a great way to build
some authority for your site. Note that blogs are very flexible, and you can
use them to host any of the following types of content on this list.
·
Articles - Think of
news articles, interviews, or featured articles. This is the main type of
content that you will find on most newspaper or magazine style websites.
·
Lists - A list is
actually kind of an article, but framing it as a list (like "10 Ways to
Lower Your Energy Bill" or "101 Things I Hate About Google")
makes it easier to scan. These types of titles also seem to be more accessible
when found in search results or on social media feeds.
·
Guides - A guide is
longer content that explains in detail how to do something. Guides are often
divided across multiple web pages, although it is good practice to allow users
to view long content as a single page if they wish. You can post a full guide
on your website, or you can post a summary or excerpt, requiring visitors to
fill out a registration form to read the full guide. This can be a good way to
generate leads, but keep in mind that installing a registration wall will
likely reduce the amount of SEO traffic that can lead to that guide.
·
Videos - in
general, there are fewer videos on the web than text pages; consequently, it
may be easier to rank on the first page for a competitive keyword by creating a
video rather than an article. Depending on the type of site or business you
run, videos can be a great way to attract and reach an audience. Consider
creating video tutorials on how to use your products. Or illustrate a process
that is related to your business; for example, a plumber could make a video showing
how to unclog a sink. A note on SEO: you might consider including a text
transcript of your video. Here are some additional tips for optimizing videos.
·
Infographics
- Large format infographics or images that contain a large amount of data
(often in the form of charts or tables) on a single topic, can accumulate many
page views and links. However, because much of the content is embedded in the
image and therefore cannot be read by search engines as text, it is important
to carefully optimize the rest of the page. You can use one of these five free
infographic templates to get started.
·
Slideshows
- A slideshow is a way of displaying a series of related images. Sometimes
the images are more important than the text, let's say you are trying to show
what all the stars wore at the Oscars. Here again, the SEO of your title,
subtitles, image file names, etc. it matters because there is less for search
engines to "read."
·
Glossaries
- I swear more people use Google to look up terms than a dictionary. Do
you even know where your dictionary is? If you work in a niche industry, a
well-constructed glossary can be a good way to capture some search traffic.
Think in terms of cuisine, medical terms, fashion terms, architectural terms.
·
Directories
- A directory is a useful taxonomy of links to sites or resources related
to a given topic. For example, a perfume blog can create a directory of places
to buy perfumes, from department stores to independent stores across the
country.
These are just a few of the basic
types of SEO content, but don't let this list limit you - the possibilities are
practically endless.
How to develop an SEO content strategy
If you've been haphazardly churning
out content, hoping and praying that some of it will eventually rank, it's time
to get down to business and commit to a more methodical SEO content strategy
for the web.
Here are four steps to defining and
refining your SEO content strategy:
Define your goals
First, determine your goals as a
website or business. Looking to drive sales through your website? Do you
monetize your site through ads and therefore just want to increase traffic and
return readers? Your goals will determine what type of content you should focus
on.
Consider your audience
Know Your Audience - Surveys and
your analytics software can help you get a better picture of your typical
visitor or customer. Consider developing marketing characters or characters
that represent your ideal site visitors and customers. Then think about what
kind of content those people would be looking for.
Create an editorial calendar
Once you have an idea of who you
are targeting and why, you can start creating an editorial calendar. An
editorial calendar is a timeline that dictates when new content will be
published and what type of content it will be. This will help you stick to a
regular schedule it's especially important to create new content on a regular
basis if you have a blog, as well as avoid having trouble finding a topic for
new content at the last minute.
Analyze and reevaluate
Lastly, stay on top of your site
analytics. Regularly analyze your SEO content to see what works and what
doesn't. Good measures of success and engagement include page views, links,
comments on blog posts and some other types of content, social shares Facebook
likes, tweets, etc. and conversion rates. Your analysis should have two
objectives:
Study your successes so you can repeat those strategies - look for
patterns. Does your audience love videos? Then make more videos! Adjust your
editorial calendar in the future so you can spend more time and effort on the
types of content that really resonate.
Spend time updating and improving older SEO content - If you
tried to optimize an article for a certain keyword, but are getting more
traffic for a different variation of that keyword, go back and optimize it
again for the new keyword. You may be able to significantly increase traffic by
putting that keyword in the title, for example.
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