Wouldn't it be great if your website generated high-quality leads that converted to loyal customers?
With so many clients, your revenue would blow up.
But you research keywords and write meaningful articles, yet nothing good happens.
Your bounce rate is becoming higher and higher every day.
Time on the page drops rapidly, as well as conversions.
It looks like everything is going upside-down, and you're thinking of giving up.
But before you do, try one more thing.
The secret of the perfect SEO content strategy that will grow your business is only a scroll away. Find out how to create SEO-powered content that will rank better.
Table of Contents
What is SEO Content Strategy?
An SEO content strategy combines the best approaches of two marketing methods:
- SEO increases your chances to rank well in the search engine results page (SERP) and optimizes on-page experience.
- Content gets you closer to your audience, builds trust and leaves them wanting more.
United, SEO and content create an audience-oriented strategy that brings cost-effective traffic and high-quality SEO leads to your website.
Instead of focusing on keywords only, when practicing SEO content strategies, you'll have to understand who your targeted audience is and how your content can solve their problems.
10 Steps of a Super-Effective SEO Content Strategy
Here is a 10-step content SEO strategy to help you reach your goals and boost your business.
1. Set Your Business Goals
When creating a content strategy for SEO, the first thing you'll need to define is your goal because all other steps depend on it.
Do you want to:
- Expand brand awareness?
- Cultivate brand loyalty?
- Generate more leads?
- Increase sales?
- Get more email subscribers?
Defining goals will facilitate the creation of content and CTAs that will lead to their fulfillment.
2. Recognize Your Target Audience and Their Pain Points
To serve the content your audience will bite in, you need to know who your audience is.
There are different ways to identify your target audience:
Analyze Current Customers
Take a look at the existing base of buying customers and identify their demographic characteristics:
- Interests and hobbies
- Income (socio-economic status)
After conducting research, you’ll know who you’re writing for. Therefore, it will be easier to adjust the content you’re serving them.
Identify Your Competition’s Audience
Research your competitor’s website, social media accounts and YouTube channel. Find out how satisfied their customers are and what frustrates them. Read the comments, reviews and testimonials. Use this information to your advantage.
Conduct a survey and ask your customers how happy they are with your service.
- What would they like to see more or less?
- What content would they appreciate?
- What could you improve?
Include demographic statistics in the survey's introduction, and don't forget to offer some special benefit (discount, for example) for completing it.
Now you'll know your audience’s pain points and what kind of content could fix them.
3. Identify Your Area of Expertise
Once you’ve set your goal and identified who you are writing for, it's time to choose the topics to cover. To position as a voice of authority, you should write only about topics you're an expert in — which will be your topic area.
When you’re writing about a subject you’re very familiar with, the audience can feel your confidence through the complete information and the unique approach you’re providing. That creates content that keeps people interested and converts.
4. Research Keywords
Once you know your audience and the area of expertise for the topics you'll cover, it's time for keyword research.
There are many great options for keyword research tools, and some of our favorites are:
Semrush provides all important data about a specific keyword you enter. You’ll find out the search volume, keyword difficulty score, related keywords, keyword intent and many other important metrics. You can also see Google Ads that use these keywords in PPC advertising.
Neil Patel's Ubersuggest allows you to discover keyword difficulty and provides keyword suggestions. What makes it particularly useful is the list of the top 100 Google results for a specific keyword, with the number of backlinks, a score showing the strength of the domain and the total number of social shares.
In the feature “Keywords Explorer,” Ahrefs gives valuable insights into keyword difficulty, search volume, traffic potential and global volume. It has a section called “Keyword ideas” to find terms that match and questions with the given keyword.
Tip: It could be tempting to try to rank for general and popular short-tail keywords. Try to resist this urge, especially if your website is young and your domain rating is low. Instead, target long-tail keywords: they are easier to rank for and reach leads whose search intent matches your content.
5. Develop a Personal Content Tilt
A content tilt is the unique writing style that makes you recognizable in the crowd of competition. It's your perspective on a particular topic and what makes you stand out.
Perfect examples of content tilt are Neil Patel and Brian Dean. They are considered SEO geniuses because of their expertise and distinct expression style.
Without a content tilt, your content won’t sound convincing enough to stand out. It will blend out with the rest of the competition and fade away.
6. Use Different Content Forms
Your primary medium to publish content is your blog, but don’t neglect other content forms which can help you create a solid SEO content strategy.
Awaken your audience’s interest with videos optimized for YouTube SEO, infographics, ebooks, newsletters and guides.
The blog is critical for SEO, as well as for your audience. With almost 4 billion people online, you have as many reasons to start writing a blog since each is a potential lead.
A blog increases brand awareness and traffic, keeps visitors on your site, builds trust and provides linking opportunities and long-lasting results.
Here are some of Backlinko’s research stats confirming business blog importance and effects:
- 72% of B2B companies have a blog.
- Blogs that provide educative content (value for users) generate 52% more organic traffic than blogs that write exclusively about a company.
- B2B blogs typically earn 282 visits monthly from organic search.
- The best B2B blog articles receive an average of 99 social media shares and 49 organic search visits monthly.
Tip: Always publish content on your platform, where you have complete control. Having your posting platform is a starting point for content distribution. Posting on social media and guest blogging is recommendable, but they can disappear or change niche in a day, and you will lose all your hard work.
7. Optimize All Page Elements
Best SEO practices imply incorporating keywords in all important page elements:
- Main headline H1
- Subheadings H2s and H3s
- Title tag
- Meta description
- Content body
- Alt text
Optimizing the entire content will increase chances for better ranking and visibility, but don’t exaggerate. Keyword stuffing is a black hat SEO technique that can destroy your rankings and get you Google’s penalty.
8. Set Content Calendar
Publishing frequency was considered one of Google’s ranking factors. However, Google Search Central on YouTube gave a different answer to one of its followers:
“Posting daily or at any specific frequency, for that matter, doesn't help with ranking better in Google search results. However, the more pages you have in the Google index, the more your content may show up in search results.”
As you can see, publishing high-quality content regularly can be an effective tactic for good SERP positioning. Use a content calendar to keep organized and develop a simple and concise publishing plan.
Some of the best editorial calendars you can use are:
- HubSpot editorial calendar
- Semrush marketing calendar
- CoSchedule marketing calendar
9. Regularly Update Your Content
Information changes, as well as statistics and trends. Update your content regularly, so it is always fresh and filled with current information.
You should conduct content updates frequently — depending on the information type, you can edit weekly or once every few months.
Content updates have many benefits:
- Make your brand relevant.
- Increase brand visibility.
- Attract more organic traffic.
- Boost user engagement.
- Provide a pleasant user experience.
- Improve SEO showing Google you’re an expert in your niche.
10. Monitor Content Performances
SEO content strategies require time, effort and resources. To be sure they are bringing results, monitor the most important SEO metrics:
- Total clicks show how many people clicked on your website. If the number is rising, your SEO content strategy is successful. If it's dropping, you'll have to make adjustments.
- Organic traffic displays the number of organic search engine visitors to your website. This metric is similar to “total clicks” but measures traffic from all search engines, while “total clicks” count only Google’s traffic.
- Dwell time reveals how long users stay on your website until they return to the search engine. The longer they stay, the more engaging your content is.
- Bounce rate is the number of visitors who visit your website and leave it without any engagement. A high bounce rate indicates users don't find your content useful.
- Conversion rate is the number of times people followed your CTA and made a purchase. It is shown in percentages. A good conversion rate is everything above 10%.
- Indexed pages show Google is indexing your pages and ranking them in SERP.
- Average CRT is the percentage of people who see your website on Google and click on it. The higher the ratio, the more traffic you’re getting.
- SERP rankings indicate how much Google values your content.
Monitor metrics to measure your SEO content strategy's success. If some ratings are dropping, make necessary adjustments to improve your tactics and reach your SEO goals.
Why is Content Strategy for SEO Important?
Creating optimized content requires much more effort than logging into SEO tools and spying on keywords your competitors use.
You can use those keywords and create a piece of content around them.
Still, without knowing your goals and understanding your audience, you'll never reach the full potential of optimized content.
That's why you need a content strategy for SEO.
An SEO content strategy boosts organic traffic and rankings, creates a positive user experience, generates leads and converts them to prospects and increases brand awareness and exposure.
Sounds great, doesn’t it?
Wrapping Up on an SEO Content Strategy
Because SEO content strategy produces quantifiable outcomes, 46% of B2B services intend to increase their investment in this marketing area.
Use this 10-step strategy as a guide for writing and optimizing content that converts.
As a result, you’ll:
- Rank higher
- Gain more organic traffic
- Achieve better rankings
- Generate more leads and convert them into prospects.
Don't wait for tomorrow; start today!