The internet has changed the way we do business. When you need to find a product, service, or information, chances are you’ll turn to Google as your search engine of choice. If your website doesn’t rank well on Google’s search results page (SERP), then it can be challenging, if not impossible, for people to find you and purchase what you’re selling. This is where SEO content comes in!
What is SEO Content?
SEO content is the name given to the written content on your website that is optimized for search engines. It includes keywords, Meta descriptions, and page titles, all of which are intended to make a user’s search engine results stand out above the rest.
Questions to ask when planning SEO content
Yes, it is essential to have SEO content, but if you want to do it well, here are some questions you have to ask and answer by yourself.
- Is there a demand?
There has to be an audience who wants what you’re selling for it to have any benefit! For example, if someone goes into their Google account settings and turns off personalized results (a way for Google to know what they like), even having extremely high-quality SEO content will do nothing but rot away at the bottom of the SERP. So, the first step would be to make sure people want or need your product/service before you invest in it.
- What syntax does your customer use?
In this step, you have to look into what language the audience is most comfortable with and how they talk (e.g., slang, acronyms). You can also look at any trends or patterns of words used by them when searching for a product/service like yours and see if there’s anything unique about their phrasing-maybe they always say “size” instead of just “sizes”? Whatever the case may be, make sure that whatever language you speak matches theirs as closely as possible so that search engines will understand what exactly you’re offering!
- What stage of the customer lifecycle does it address?
This one might seem a bit counterintuitive, but I can assure you it’s not. One of the first things that any good SEO professional will tell you is to make sure your content is focused on what stage in the customer lifecycle it addresses. Think about it like this-what would you want to hear if you were looking for a service or product that filled an immediate need? You’d probably be less interested in hearing about all of the features and benefits, as well as how it works and why they should buy it from you because those things are important too! It’s just not quite yet time to focus on them (at least not entirely). For now, consider focusing more heavily on addressing their needs (i.e., “acute pain” instead of “how does it work?”)
- How well is your competition serving searchers’ interests?
If there is a demand for something likes this already-maybe “local SEO agencies near me” or “SEO consultants near me“-it has already taken up more than their fair share of market space. The chances are high that there isn’t enough room for another player in town because they’re all competing over similar keywords (e.g., “SEO expert near me“) where only one gets top ranking at any given time. However, if someone hasn’t already stepped up, you’ve got room to swoop in and make a name for yourself. If that’s the case, find your keywords!
- What would you want the reader to do next?
At this stage, you should have a good idea of what you want the reader to do next. Do they need to call or schedule an appointment with your office? Are you looking for them to subscribe to a mailing list, buy something online, and so forth? Figure that out before moving forward because it will have an impact on how much growth your business will have. If there are multiple actions available, consider which one is most likely based on the personas from part two. This will help inform SEO content decisions, such as using keywords appropriately in headlines and body text.
Steps in planning an SEO content that actually ranks
Creating SEO content that ranks is a process that requires attention to detail. That’s why this breakdown of the process of doing it is highly beneficial.
- Identify measurable metrics for your content goals
When it comes to digital marketing, you can’t see what’s working, not until it’s put into metrics. That means that if you’re content doesn’t deliver on the KPI (key performance indicator); there is no way of seeing whether or not it was successful.
- Perform keyword research based on personas
Keywords have more weight than ever now, so using them correctly will help rank better in Google searches. The right keywords for one business may not be appropriate for another because their target market differs. Still, understanding where people search most often first determines which words need to be used in SEO copywriting efforts and content creation strategies.
- Build an editorial (or content) calendar
Once keywords have been identified and researched, the next step is to use them throughout all digital marketing channels as well. This includes SEO, digital advertising, social media posts, and email campaigns, which will keep consistent messaging and branding across platforms while integrating digital efforts for increased exposure. Using a content calendar helps break down ideas into small chunks that can be assigned to specific team members in charge of creating new pieces for review by fellow employees or stakeholders before publishing.
In our day and age, digital marketers must understand the digital landscape and know how to create compelling content. Creating SEO-friendly content with a specific keyword allows for that piece of information or idea to rank higher on search engines and be easily found by customers, leading them right back to your digital marketing channels optimized for conversions. This, along with having well-developed personas, can help make digital