If you’ve been ridiculously creating content, and are hoping and praying that some of it will eventually rank, now is the time to pursue SEO content strategies for the web. Here are four steps that will help you to build an SEO content strategy.
Define Your Goals
First set your goals as a website or business. Do you want to increase sales through your website? Do you monetize your site with ads and want to increase traffic and return readers? Your goals will determine the kind of content to focus on. If you are looking to increase product sales, your focus should be on informative product pages optimized for both search and conversion. Your secondary focus could be helpful blog content that explains when and how to use your products, linking to those pages where appropriate. Suppose your site operates on an advertising model and aims to attract new readers through search. In that case, you need rich content such as long-form articles or video resources that are informative, entertaining, or both with stickiness. Sticky content keeps visitors stay to your site longer or encourages them to come back.
Consider Your Audience
Get to know your audience, surveys, and analytics software can help you get a better picture of your general visitors. Consider creating marketing personalities, or characters that represent your ideal site visitors. Then think about what kind of content that audience would be looking for.
Create an Editorial Calendar
Once you know who you are targeting and why you can start creating an editorial calendar, an editorial calendar is a schedule that dictates when you will publish new content and what kind of content it will be. This will help you to stay on a regular schedule.
Here are a few steps to create an editorial calendar:
Use Google Calendar or Outlook
Share editorial calendar with your marketing team. Set reminders for authors to be notified when a deadline arrives.
Create Ongoing Features
For example, a food blog may make a recipe every Monday. Many blogs do link rounds up once a week. Create a category page for each ongoing feature so that visitors can find all your Monday recipes or link linkups in one place.
Give Yourself Plenty of Lead Time
When creating more complex content, such as videos and infographics, perfecting them requires several rounds of editing and can be as complex to optimize for search.
Don’t Place too far out in Advance
Calendars often derail after a month or two due to changes in marketing goals, budgets, or staff, so don’t try to plan for next year’s schedule and waste too much time and effort.
Analyze and Re Assess
Regularly analyze your SEO content. The right steps to success and engagement include page views, links, comments, social shares, and conversion rates. Your analysis should serve two purposes:
Study Your Success to Repeat those Strategies
Look for patterns. Do your viewers like the videos? Then make more videos. Adjust your editorial calendar as you move forward so you can focus as much time and effort on content that resonates.
Update Older SEO Content
You can significantly increase traffic by placing a new keyword in the title. If you want to optimize an article for a specific keyword, but it is getting more traffic for a different variation of that keyword, then re-optimize the new keyword.