Today we’re covering SEO content and what that can mean for businesses that create it.
SEO content can be broken down by it’s two elements.
SEO refers to search engine optimisation, a digital marketing technique that involves a multitude of on site and off site practices that help optimise your website’s visibility on search engine’s like bing, yahoo, and the most popular engine, Google.
Content refers to any type of material whether it be copy (words) images or videos that exist on the internet. This material’s intention is to be consumed by viewers, readers, and listeners.
By putting the two together, we can understand that SEO content is any information online that can be used to engage audiences more and provide a better search ranking on Google or other search platforms.
There are four elements to producing great content, it involves a little bit of initial leg work before you get to the actual article, image, or video. These things include:
- Keyword Research – This step is about understanding which search terms are most important to you and your business. An SEO company would be inclined to use phrases like the Best SEO Agency Near Me, or Best SEO company Near me, to get some good local search results. By doing some good initial research, you will find keywords that already have a decent amount of search volume behind them.
- Optimisation of Keywords – Knowing where to use your keywords in your content is important, in the alt tags of an image, to the first and last 200 words in your articles, knowing how to get your content easily findable and optimised is a great advantage for those trying to increase their visibility online.
- How to organise your content – Organising your content logically is a really good way to help people and Google sort through your content. Doing so will create a smoother experience for readers on a blog, or viewers on your video library. Having clear to understand headings is a great way to work in some keywords, as well as get some clear topics that you can cover consistently.
- Promotion of Content – Promoting content in areas where there are plenty of eyeballs is always a benefit. Sharing articles on your social media networks can be a sure-fire way to get some good hits on your content early. Getting some initial traffic to a blog page will ultimately mean that your content will be more easily reached by people Googling your topic.
Before we move on it is important to note that the content that gets produced needs to be not only high quality, but also valuable to those that view it. This means producing content that has important information that is going to make an impact. If you are a café that produces a blog, but your content doesn’t have value to it in the sense of a recipe, or event offers, or important customer information, then you will end up with a relatively high bounce rate, and fewer and fewer meaningful visits.
Here is a list of the types of content that can be produced for SEO purposes and can boost your online visibility.
Product pages – These are the internal pages that have products that your website may sell. These are great opportunities for not only enticing buyers, but also can be used effectively for SEO content and for a PPC landing page.
Articles – Think of the kinds of articles that you might find on a news website or within a magazine. These articles are typically the kinds of SEO content you can find on a news website.
Listicles – List articles, or affectionately ‘listicles’, are not only really straight forward to read, but they are great for content creation as it is very clearly segmented and understandable to audiences, this kind of content is easily consumable, and is very simple to put together.
Videos – Because there are more written pieces of content on the internet than there are videos, it can be an advantage for those wanting to rank highly for competitive keywords on page 1. Videos can be simple and easy ways to get an audience as they can be quite easy to consume.
Infographics – Information is important to all of the people that are on search engines like Google, however some people struggle to understand and decipher certain bits of data and making this data easy to understand and fun to look at is always a challenge. In comes infographics, they are design images that add some flare to data and can be quite entertaining. You will see a lot of this kind of content in sport related media where they some up the in-game stats of a player, or a teams season stats. Infographics can also be used to communicate business performance and can be used as a way to show appreciation to customers if you are a retail store.
Images – Images are important aspects of any good website, and making sure to use powerful and relevant imagery will help to support your copy and improve the overall look and feel of a website. You can use tags, image descriptions, image file names and captions all as ways of boosting SEO.
Strategise your content:
There are some easy to follow principles when creating content that can help you stay on track, and can assist you in growing more and more each time. These principles are as follows:
Make your Goals Clear –
Having goals that are clearly defined is a great way to identify the problems you face. Having clearly defined problems make the steps to reaching the solution really straight forward. This always comes down to the individual business. Are you attempting to drive sales on your products, or more traffic to your site. Whatever the problem is, you can create the appropriate updates to your content to match. For instance, a greatly optimised product page is going to be perfect for driving sales. Having informative videos that are engaging can be really good to boosting your website traffic.
Think About your Target Audience –
Your audience is always going to be a priority as they are the ones engaging with your content. You make what you make out of personal enjoyment, but also, because your target audience is wanting to engage with what you do. Be sure to provide value to them, and learn to understand them more. As the majority of users are viewing your site on mobile, be sure to have your site optimised for that device. If your audience are younger, consider images and videos more.
Content Calendars are Ideal –
Doing a little brainstorming session at the start of a month/week can provide you with a clear direction and action plan for your content. Creating a larger content strategy involves having space for content that is going to be relevant and recent, but also, having content that is known to work like a weekly blog post, or a once a week video update, then you’ll be sure to have less road blocks, and fewer issues of no content. Be sure to plan no more than a month to two months, as things in the digital world can and do change quickly, and content that you may have been prepping may get derailed by major events like global pandemics.
Track the data, learn what you can –
Overall it is important to get a good benchmark to how your site performs and it is important to looking into what it is that you do, and how it works with your audience so that you can identify some metrics to go off. Use benchmarking and test and learn. Knowing how your content may impact your site will be of benefit to you, as you can try to create similar effective content, and can stop generating less effective content.
SUM UP –
Overall, making SEO content is about doing some initial work to better understand what kind of content you will create. You want to spend this time understanding what your audience may value and try to provide valuable and engaging content. You can experiment with articles, audio, video or imagery. Whatever medium you choose, it is important that you are tracking their effectiveness and most importantly, having fun. Enjoyment tends to come out in content creator’s work, and if someone hasn’t done some audience research or set up a content calendar, the work could be thin, and barely interesting. Be sure to test new ideas and try what you think is going to achieve the goals you’ve clearly defined.