Content for SEO

 

Business websites that publish content to their site regularly have 434% more indexed pages than those who don’t.

That’s 434% more opportunities to get found in searches. That’s 434% more chances to connect with new customers. That’s 434% more ways to continually increase the authority of your website.

But search engines don’t like thin, uninspired and poorly-planned content. They like content that engages visitors and provides the right customer experience. What’s good for customers is great for your rankings.

Let’s explore how to create this kind of content — the best content for SEO.

 

Step 1: Clearly Define Your Audience

You can create the “best content in the world”. But if that content isn’t attracting and engaging the right audience, it will flounder. People will bounce off your website. They won’t stay to learn more. They definitely won’t buy anything from you.

Search engines will see this poor engagement and rank you accordingly. Even your stellar backlink profile won’t be able to save you.

Start by getting clear on who you’re trying to attract to your website through inbound marketing. Then build content that better connects with that audience.

 

Step 2: Build Your Content Around Them

Once you’re clear on who your audience is, begin building content around them. Each piece of content has a purpose. Whether it’s a blog, video or listicle, it should speak to a specific interest or challenge of that audience as it relates to your offerings.

Remember that the point of content isn’t to go for the hard sell. It’s to build trust and loyalty with potential customers and existing ones. Because of this, it should focus on your target customers’ needs rather than what you offer.

Whether you’re outsourcing with content writing services or creating content in-house, quality should be top-notch. Show that you value your customers by creating relevant, engaging, linkable, shareable content.

You’ll be rewarded.

 

Step 3: Align Your Content with Your Marketing Objectives

Content for SEO that doesn’t also consider your marketing objectives — including soaring in search engine rankings — will be ineffectual. It’s possible to put customers first and still meet marketing goals.

In fact, it’s easier that way.

Better reviews. Fewer returns. Increased CLV. More referrals.

Your goal with any content for SEO is to further the buyer’s journey. That means that your content meets a target audience where they are. It encourages them to take that next step.

When you do, not only do you have a new customer, you continue to rise in the rankings as you continue to build the authority of your website.

That next step you lay out for the customer becomes the content piece’s objective — a micro-conversion if you will. That next step might be to:

  • Click a certain link
  • Give you their email
  • Download a report
  • Sign up for a free trial

It should be clear to the visitor what you want them to do next. The more specific, relevant and “harmless” you can make this next step for the customer the more easily you’ll lead them through the journey.

These are the micro-conversions that keep potential customers in that funnel through to becoming a customer. In addition, they reduce your bounce rate which could negatively impact your rankings.

 

Step 4: Analyze Your Results

The effectiveness of your content for SEO can first be seen in the percentage of people following the breadcrumbs you laid out for them.

You measure this by looking at:

  • Time spent on the page
  • Click through rate
  • Micro-conversions

You can set up your Google Analytics account to very easily track this sales funnel for key pieces of content. Each time someone moves through your funnel, you’re demonstrating that customers are engaging with your content.

Search engines can see that you’re providing the right customer experience to searchers and your customers.

 

Step 5: Optimize Your Content Strategies

Use what you learn to further optimize your strategies. You’ll be able to clearly see which content is helping you better engage your customers — and which pieces are dead weight.

Create more content for SEO that your customers love.

 

Content for SEO and More Tips

Creating the best content for SEO is important. It helps you become more visible in searches to expand your reach. Having a clear plan for creating this kind of content will not only improve your customer experience, it will help you meet your marketing goals.

For more SEO tips follow our blog. Learn more about how we can help you design a website that offers the right customer experience, start with our free website audit.