Content Auditing
Most of my new client’s websites have issues with their written content, identifying these is the start of any content-based SEO strategy. Understanding where these problems occur on your website will help me to formulate a strategy on how to move forward with improving your website’s SEO content.
The most common issues I find are low word count on pages and poorly structured websites. More often than not websites will have a “services” page for example with a bullet-pointed list of the services the company provides. This isn’t a great way to present your information to the user or the search engines. Each service should have a page of its own in order to accurately target keywords related to each service.
Keyword Research
To drive traffic to your website, I will need to understand what your potential customers are searching for within Google and the other search engines. I can perform extensive keyword research to help identify keyword opportunities, I can find out on average how many searches for your services or products are being performed each month.
This information will help to formulate a content strategy for your website, web pages, and blog content. Keyword opportunities should be split into smaller “groups” of related terms, this helps when deciding on pages your website needs, each page can target its group of keywords.
Content Planning & ReWriting
Once I have an understanding of what your potential customers are searching for I can use that information to correctly plan your website content, how many pages you will need, and if you need to add more pages than you currently have on your site.
More often than not pages will need adding to correctly target specific keyword topics on each page of your website.
Existing content will usually also need to be reworded and expanded upon to implement keyword targets within your pages.
Unique Content, No Duplicates
One of the most important elements of any SEO content strategy is writing “unique” content for your web pages. It is a vital part of a successful SEO strategy. This is a huge issue in the eCommerce world where product descriptions tend to be provided by suppliers.
Google doesn’t like to see content that has been copied and pasted from other online sources, it is seen as duplicate content and may be treated as plagiarised content.
Nobody likes a copycat, neither does Google, in fact in the past Google would penalise websites via their “Google Panda” algorithm, part of this was related to duplicate content.
When I write content, it is fresh and unique to your website.
Keyword Search Intent
Understanding why your potential customers are searching for a specific term in Google is vital to getting the tone and topic of your content correctly.
A users search intentions are most commonly one of two reasons:
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Informational Search – Where the search engine user is seeking information about a subject or to answer a question they have.
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Buying Intent – They are specifically searching in Google to buy a product or service.
Once you understand why they are searching you can plan and write content to match their intent.
Use Synonyms & LSI Keywords
Latent Semantic Indexing or LSI Keywords are groups of keywords that are closely related to each other, they could also be synonyms of your main keyword targets.
By ensuring your pages include these within the content the search engines will gain a much deeper understanding of what your content is about, what the topic of your content is.
This element to the Google Algorithm is highly important when trying to achieve rankings and drive traffic through to your website.
Links can have a positive or negative effect on the ranking of your website’s chosen keywords. If you are able to build high-quality backlinks to your website, it is likely that your website will rank higher for those keywords. However, if you have a lot of low-quality or spammy backlinks pointing to your website, it is possible that your rankings could be negatively affected.
Two of the most important elements of any digital marketing campaign are “relevancy” and “engagement” If you get these two things right your website should convert generating leads and selling services or products.
When planning your website content you need to be able to understand the customer, their needs and their intent. Content not only needs to be relevant to what they are searching for but it also needs to be engaging. Well written content will encourage the website visitors to take a further action, whether that is to buy a product or make an enquiry.
