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The creation of high-quality written content is paramount for any SEO strategy, it is also more often than not the hardest part of the entire process. “Content is King” has been an adage within the SEO industry since its inception, this particular rule has remained a constant whilst other “best practices” have come and gone.
As digital marketers we have a problem, that is engagement. In the modern world of smartphones and social media written content is readily available literally within seconds. To truly succeed online your content needs to capture the audience and engage with them!
When starting to plan your website content you should always consider SEO factors such as keyword targets, LSI keywords (synonyms), word count, heading structure, etc…
Keyword research is the basis of any successful SEO campaign, all of your content should be focused around solid SEO Keyword Research, I have written a blog post that can help you to make the most of your content and gives you tips on finding keyword targets, take a look here.
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.
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.
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.
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.
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:
Once you understand why they are searching you can plan and write content to match their intent.
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.
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.