Content marketing is one of the most important elements of active search engine optimization. Copywriters, editors, marketers, and administrators – everyone who is responsible for the copy on the site makes a significant contribution to SEO.
For publishers, smart search engine optimization is a key success factor. However, there is one element without which it is impossible to build an effective brand. This is quality content.
Publishing content is easy, so the internet is full of substandard blogs and unnecessary information.
To stand out and be better than the majority, you need to carefully plan your SEO content strategy. We will tell you how to do this in today’s article.
When writing content, it’s important to consider two aspects: emotional and technical. After all, your texts will be read by both people and search engines. To do this, you need to understand:
What are your goals?
You don’t want to just post content, do you? What goals do you set for yourself, what do you want to achieve?
How are you going to measure the success of your posts?
Do you want to drive more traffic with it? Increase the number of subscribers? Are you interested in conversions? Sharing content on social media?
In any case, before you start creating content, you must set a specific goal and objectives for yourself.
We will tell you how to do this in this article.
1. Study your target audience
The first step to effective SEO text is to study potential readers and their behavior in the most popular search engines – Yandex and Google. If you create content just for the sake of the content itself, nothing good will come of it.
You need to make sure you are publishing a super valuable post that your readers will find useful and engaging.
To do this, you need to carefully study the target audience. What do your potential readers want? What are they looking for?
Conduct a survey among your subscribers and create personas for them. They will help you understand what type of content your audience likes and where they are looking for it.
To develop personas, need to:
- Build a database and analyze readers to figure out how they find and consume content.
- Using Google Analytics, determine where your visitors live, how old they are and what devices they prefer.
- Create a poll to find out more about your readers – who they work, what they are interested in, how often they visit your site.
- Pick a few of your most loyal readers and interview them. Find out what they like about your site and what they don’t.
Also be guided by this persona creation formula.
Opening a new blog? Then analyze your competitors’ readers. What content do they respond to more actively? What added value can you offer them?
Make a list of topics that are interesting to your audience, evaluate the competition for each of them, the search volume. Free services such as Yandex.Wordstat and Google Keyword Planner will help you with this. You can also use the Keyword Tool, which selects suitable keywords from search suggestions.
2. Determine the relevant content types
By analyzing the information collected, you can understand what types of content your audience prefers. It can be:
- E-books. Here’s how to write and promote them.
- Infographics. The complete guide to creating infographics from scratch can be found here.
- Video. Follow these tips to organize a video studio for any budget.
Are you good at writing, but visual content isn’t your forte? Then choose the tools from this selection. With their help, you can easily and cost-effectively create professional videos, infographics and images.
2. Raise the bar
In a highly competitive environment, success can only be achieved by publishing high-quality texts. You can increase their level in several ways:
Use as much visual content as possible
Remember, you only have a few seconds to grab the attention of your readers. Add photos, videos, gifs and screenshots to your posts to make them more visual and interesting.
Remember to include alt, title and description for each media file. It is also helpful to include keywords in these blocks.
Format your text
Shorten paragraphs, write simple and fun. Structure the text, highlight the main points. Be sure to check it for errors before publishing.
Pay special attention to headlines
Use multiple subheadings in each text so that readers can easily navigate the content. Add the keys you collected earlier to them.
Optimizing URLs and headings is essential for article success. But their content is much more important. Your headline should grab attention, catch your eye, and arouse interest.
Here’s how to create catchy headlines.
At the same time, you should not make promises that you are not going to keep. Yes, readers will go to your site, but don’t stay on it. The quality of this traffic will be very low.
Also try to include a call to action in your headlines to stand out from the competition.
After you’ve planned the perfect headline, optimize your URL. It must be unique and informative, contain keys.
Engage your readers
So you’ve created a better headline. Now is the time to elaborate on the purpose of your content.
The first paragraphs of the text should awaken interest and desire to read on and on. In the introduction, provide a compact and interesting retelling of the article. Remember, user experience is far more important to search engines than keyword counts. This is the main ranking factor.
In blog SEO, your primary concern is creating quality, unique, and valuable content. Special tools will take care of the technical side of the issue. For example, if you are using WordPress, install the Yoast SEO plugin. He will tell you what to do.
4. Don’t forget about voice search
Voice search is rapidly gaining popularity, so you can no longer afford to ignore it.
To adapt to new realities, write in a conversational style. Think about how users formulate verbal requests. This type of query is significantly different from what familiar keywords look like.
Offer a meaningful and relevant answer to a user’s question to attract even more readers to your site. Test the new format to see if it fits your project.
5. Attract external links
To maximize your content’s reach, it is very important to attract as many inbound links from reputable sources as possible. Tell about your site in industry communities, collaborate with experts and other bloggers, actively participate in thematic meetings, answer users’ questions on forums and specialized platforms.
We also talk about how to get external links efficiently and safely in these articles:
- The 25 best ways to get inbound links. Infographics
- 33 “white” ways to get inbound links to your site
6. Promote your blog on social media
It is not enough to create a high-quality text, it is important to convey it to the target audience. One of the most effective channels for promoting content today is social media. Therefore, you should not ignore it.
Build a strong presence on the platforms your readers use and offer your social media subscribers a little more: run quizzes and polls, provide exclusive access to content, and don’t ignore entertainment-themed content. Listen to the feedback from the audience and feel free to make contact. This will help you understand what your readers really need.
Check out these 51 ideas for distributing content online.
7. Analyze and optimize efforts
To understand which content optimization techniques work and which don’t, it is necessary to analyze the results of work every month and take appropriate measures to improve the effectiveness of the efforts.
Track data in Google Analytics and Yandex.Metrica, analyze statistics in social networks. Take note of the best practices and constantly experiment with new content formats.
Continuous development is the key to success in this oversaturated industry.
Updated article from 07/16/2018