Digital Marketing Insights

Similar to how wheels without an engine will not allow you to develop good speed, promotion without a strategy will not allow you to keep up with the rapidly growing digital market. But the most powerful engine, which has no wheels, is just a shiny thing, which also will not take you anywhere. Similarly, SEO missing content is a meaningless thing.

Content needs SEO to stand out in the mass of mediocre, banal messages that clog the Internet everywhere today. Google claims content is one of the most important ranking factors for algorithms. Unfortunately, Google does not give us checklists of “good” content, we can’t even count on it either.

The first step. Optimizing your content strategy

Marketers are waiting for the end of content writing to attract SEO as an advertising tool. But it is impossible. In fact, an effective content strategy must begin with research on keywords and user intentions. If you know which queries your consumer audience uses, you can develop a marketing strategy that answers specific user requests.

1. The collection of the complete semantic core, as well as its clustering (grouping), should precede the writing of content.
2. Content should be created using the audience’s needs, researching user requests. Speak to your audience in the same language and give them the information they are looking for.
3. Content should help the reader to accomplish one specific task. The use of long texts (more than 1000 words) is appropriate because in organic results, it shows the best results, but nevertheless, the client’s attention should not be dissipated.
4. The content should contain an attractive call to action. If you know what your visitors need, then your content will clearly show them how to get the desired result.

The second step. Creation of the quality content

The involved user consumes more content, interacts with it, shares it. Make sure you create quality content by analyzing everything from layout elements to the overall structure.

There are many thoughts and ideas about what characteristics make the content quality. All of them deserve our attention, but in short, quality content will meet at least a few of these requirements:

• simplicity and coherence;
• clarity and accessibility;
• surprise;
• specificity;
• authenticity;
• emotionality;
• entertainment and educational component;
• practicality;
• depth and thoroughness;
• uniqueness (not only in content but also in value);

Remember that you create texts first of all for people, and only then for search robots, not vice versa.

Qualitative content:

• Written for the readership, not a narrow circle of your friends. Make sure that the language you use is not too complex, too simple, or overloaded with professional worlds.
• It offers an opportunity to share content. Look at the content and ask yourself: would you like to share it? Are there social access buttons?
• It’s structured. In order for the text to be easy to perceive and read, it should have short paragraphs, numbered lists, markers, bold text, quotes, and so on.
• It uses effective, attractive titles and H1s. Naturally, these tempting, bright headings should also have keywords.
• Exceeds the content of competitors. When browsing pages that match target requests on other sites, make sure your content is (some) better than theirs.

Step Three. Create competent content

Is there anything more repulsive and unpleasant than gross errors or misprints in the excellent content of the page? No. Although to date, there is no evidence at all that content literacy somehow affects the ranking, it is a problem of general perception and the level of trust in the resource. However, links in the content are useful for SEO because outgoing links are a signal to search engines that you communicate with the right audience.

Qualitative content:

• Contains neither spelling nor grammatical errors. Check the texts, check them one more time, then ask someone to check them again.
• Has links to authoritative sources. Whatever you’re told, Wikipedia is a trustworthy source for Google.
• Has proven facts. If everyone around you is quoting any data, but you can’t find confirmation online, don’t use it.

An important aspect is where the content will be published. It can be published on the site’s own blog, on a guest blog, in social networks, on forums or even as a press release. The most useful is a guest posting because, in such a way, you receive the most qualitative backlinks. If you are looking for guest blogs – Adsy.com can help you. Adsy unites exceptional publishers and buyers to help them reach a new level of business greatness. Some people think it is good to place links on social networks. Social network links have less value or almost have not for search engines than other types of posting.

Step four. Checking the use of keywords

Since you started by researching user interests and keywords, this article is not about how to select them.

Over-saturation of content with keywords has never benefited the site. Firstly, it contradicts the requirements for quality content, secondly, today it is not just ineffective, but even dangerous. Google has an excellent understanding of keywords. However, this does not mean the keys are dead weight. On the contrary, the only thing we need to do is learn how to use them properly.

High-quality content:

• Is not over-saturated with a keyword (direct entry). It is very convenient to perform such a simple check – use the “Find” function in the document. If the text visually looks saturated, adjust the number of occurrences using synonyms.
• Uses keyword occurrences as naturally as possible. Use synonyms, abbreviations, plurals, etc. Speak simply and naturally.
• Use image names and captions as strategic places. Inscriptions above and below images, names, and descriptions are excellent areas for using keywords. But, do not overdo it.
• Provides the natural occurrence of “keys” in headings. Don’t forget, you write for people. But, if, without detriment to perception, the target keyword can be inserted into the header, do it.
• Uses keywords (and variations) in the first hundred words. You don’t have to insert keywords so tightly in the first paragraph that it will be striking.

Conclusion

Working with SEO content, initially use a comprehensive approach. If your marketing strategy did not start with SEO research, start all over again. If the wheels and engine are connected and run synchronously, you can drive smoothly and confidently.

Regularly analyze your content. Indicators of success and engagement include page views, links, comments, social shares (likes, tweets, etc.), and conversion rates. You should:

1. Explore success so that you can replicate it again. Does the audience like videos? Then make more videos! Adjust your editorial calendar so that you can focus more time and effort on types of content that really resonate.
2. Update and improve old content. If you tried to optimize an article for a certain keyword, but traffic for another version of that keyword increases, go back and re-optimize it for a new keyword. For example, you can significantly increase traffic by placing some keywords in the title.

Marie Barnes

Marie Barnes is a writer for Photza. She is an enthusiastic blogger interested in writing about technology, social media, work, travel, lifestyle, and current affairs.