Developing an SEO (search engine optimisation) strategy can be challenging that will immediately deliver your desired results.
In most cases, creating a viable SEO strategy takes a lot of patience and research. Even though SEO still relies on specific concepts, every strategy should be tweaked to suit your needs.
Due to misrepresentation and misinformation regarding SEO, many people think it only revolves around keywords. However, recent years have shown us the need to consider keywords and focus on SEO aspects.
Therefore, we thought of creating this informative guide to let you know about the basic concepts of SEO and how to create a proper strategy. We have also tried to provide information that can be personalised based on the specific marketing goals, which tend to differ between businesses.
What Is an SEO Content Strategy?
An SEO content strategy is nothing but a plan to maximise the possibility of achieving a higher ranking. The simplest form of an SEO content strategy can focus on the content you will be uploading in a specific month or year.
Every business would need to produce niche content based on the needs of its audience. And with a proper strategy, you can regularly deliver relevant content to gain organic traffic.
Your content needs to be optimised based on the current SEO techniques to help them rank on popular search engines. Hence, your SEO content strategy will include plans to implement the necessary content marketing techniques.
What’s more, a proper yearly or monthly SEO strategy allows you to organise the content present on your site. When you categorise the various pieces of content into easy-to-understand boxes, it becomes convenient for search engine bots to index and scans your pages. This, in turn, gives you better search engine page results or SERPs.
At the same time, it’s crucial to adopt an audience-based content marketing strategy instead of a keyword-based system. However, this can be challenging for someone new to SEO content marketing.
The initial steps of SEO content strategy facilitate learning about the target audience, their needs, and what type of content may work best. It may even take months before you create content that gives good results.
But, with persistence, you’re most likely to have a unique content angle and expertise in the subject matter. This will allow you to cater to the needs of your audience in the best possible way. A good SEO content strategy can be seen as a one-stop shop for creating quality content.
What Are The Different Aspects Of SEO?
Search Engine Optimisation or SEO stands for devices that help your website rank at the top of popular search engines. This increases your website’s organic traffic, and credibility as more people click on the link to view the content.
Most people think that SEO is limited to sprinkling relevant keywords, and while that’s true in some aspects, the horizon has widened in the past years. So, here are the three main components that you will need to use to make a great SEO content strategy.
A. On-Page SEO
This is pretty easy to understand, as on-page SEO stands for optimising your content as it appears on the website. For this, you will need to conduct keyword research to use the right keywords, especially targeting long-tail keywords. At the same time, you should think about presenting the content to retain the organic traffic.
On-page SEO includes optimising title tags, H tags, meta tags, image optimisation, and internal linking.
B. Off-Page SEO
One of the main aspects of off-page SEO is link building. Providing suitable sources and linking to other credible websites helps increase the ranking on search engines. Hence, you have to spend some time deciding on potential backlinks and ways to procure them.
To ensure that your off-page SEO is on point, you’ll need to collaborate with other creators to increase your online presence. You should also try to gain backlinks on the content of other sites, as it’s one of the best ways to attract organic traffic.
C. Technical SEO
As you can understand, technical SEO deals with the site’s structure, including optimising the speed of your website or tweaking the site code. This component of SEO requires expert knowledge and is often treated separately from content strategies. However, there’s no way you can neglect technical SEO as it can massively affect search engine rankings.
How To Plan A Proper SEO Content Strategy?
As we have already highlighted, a good SEO content strategy will include several steps. These help you analyse the needs of the business before you can finally start creating content that would immediately click with the audience.
So, here are some of the common steps to include in your content plan.
1. Create A List Of Topics
The first step in your SEO journey should be scouring the internet for relevant topics. It’s best to place yourself in the position of a consumer and look for keywords or phrases related to your business. Doing this will also lead you to the content on other sites that might prove relevant.
If you’re still in the planning stage of implementing an SEO strategy, there are apparent topics you’ll need to include. Other than that, you may even need to update outdated topics to make them easier to read for your audience and the search engines. Even though it’s hard to rank with these because of extreme competition, you’ll still need to include those topics to stay relevant in the niche.
Now, start by finding keywords that match your business or marketing needs. Using the keyword tool from Google, you can find popular short-tail keywords with higher search volume to publish topics for individual blog posts or web pages. And you should always have 10-15 topics or short-tail keywords to never run out of content.
Furthermore, it’s essential to plan the topics monthly or yearly. We especially like monthly schedules as they are easier to tweak based on the monthly search volumes of popular keywords or topics.
At the same time, you should always be up-to-date about the topics used by similar websites and businesses such as yours. But try to add something extra for your potential audience to make them click on the link. For instance, if your competitor has written a blog post with “Ten most anticipated mobile phones of 2022”, you can create a list with 20 or 25 options.
2. Focus On Long-Tail Keywords
Along with relevant topics and short-tail keywords that you choose for your SEO content strategy, it’s important to pick the right long-tail keywords. These are usually longer and more specific keywords that can be added to a piece of content.
One of the reasons for using long-tail keywords is that they have less competition than short-tail keywords. Not to mention, these longer keywords help focus on niches, topics or specific search results.
Typically, long-tail keywords have four to five words depending on what you search about the topic. And more often than not, these keywords come in the form of search queries.
Nevertheless, search queries and phrases with many hits can be found, making ranking difficult. So, you may have to target long-tail keywords with the lowest search results to achieve a better ranking.
You may have also understood by now that long-tail keywords usually follow the short-tailed ones. If your main topic is “mobile phones”, a possible long-tail keyword can be “mobile phones under $500 to buy in 2022.”
Additionally, search engines prefer content that provides specific answers to users’ queries. So, you can keep a list of long-tail keywords that you can use with different and similar topics on your website.
This links the different topics while leading to a better search engine rank and higher website credibility. Needless to say, while planning the topics, make sure to have a list of at least 10-15 relevant long-tail keywords.
We recommend using the auto prompt feature on the Google search bar to get the trending long-tail keywords. Just check the search volume to avoid using keywords with too many searches.
3. Create Pages For The Topics
Now that you have found the relevant keywords and topics, it’s time to create relevant pages.
That said, you aren’t yet ready to create the content just yet. But, these pages would act as placeholders for the content and let you pre-plan where the text or media would appear on the website.
These pages are also often called pillar pages, as they are based on the main keywords. Later, you can add more content around this page or create sub-topics.
This is especially useful for business websites as it lets you keep updated with services pages or new products. Creating the right pages with relevant content and keywords increases your chances of ranking.
4. Start A Blog
Many people will tell you that blogs are dead, but we don’t necessarily think that’s true.
Blogs remain the standard way of knowing about a particular topic in detail. Hence, if you want your website or business to get better SERPs, definitely think about blogging.
On top of that, every blog you create would be like a new web page, and you’ll get the opportunity to use related keywords. However, make sure not to overstuff the pages, especially with long-tail keywords, to avoid being penalised by Google.
One thing that you should do is link your blog with the appropriate pillar pages or the main content of your website. Adding relevant internal links creates more options for your audience and helps retain the organic traffic for a bit longer.
Besides, Google and other search engines like the interdependence between pages, particularly when you link to long-tail keywords.
5. Come Up With A Blogging Schedule
After you start a blog, it’s essential to keep updating the content. You have to create a regular blogging schedule and access the keywords or content that would go on the blog.
Remember not to push filler or inferior content in your blog, as it can reduce the website credibility leading to an inferior rank. What you can do instead is to pre-plan and create relevant content that would go on the blog. Both customers and search engines like good content, so maintaining a proper schedule would be rewarded in a two-fold way.
You should know there isn’t any specific formula to develop a blogging schedule. Most bloggers need to track what the audience wants to create proper schedules, but it’s better to upload more content regularly, almost twice or thrice a week as a beginner.
This lets people know that you are creating content for them, following which you can upload at least once a week for better responses.
6. Plan And Build Links
As we have told you earlier, a good SEO content strategy will always prioritise link building. While creating the strategy for your website, you have to focus on inbound and outbound links to achieve off-page SEO.
Plus, always make sure that the backlinks you’re using with the content are relevant and are trustworthy. These links help your readers diversify their knowledge and add credibility to what you have written. As a result, there’s no point overstuffing your content with links that don’t add to its quality or benefit the target audience.
At the same time, you may want to exchange links with other bloggers or content creators to increase the reach of your website. On that note, inviting relevant personalities to post guest blogs on your site will help in link building.
7. Remember To Compress The Media On The Site
Your web pages are likely to contain other media like images and videos to make them more visually pleasing. And, it’s essential to ensure that they are high quality to gain your audience’s attention.
However, the media can bulk up your website and slow it down drastically with time. Hence, you should include proper media optimisation techniques in your SEO content strategy, using content management platforms to simplify the process.
At the same time, you can search for other compression tools to reduce the size of a media without hampering its quality. For instance, Squoosh from Google has to be one of the best ways to compress your images without affecting their quality.
8. Remain Updated About Changes In The SEO World
There’s no shortcut to SEO strategy, and like other marketing tools, you have to remain updated about what’s fresh in the SEO world. You should also keep reading about great ways to update your SEO content strategy to stay at the top of the search rankings.
You don’t need to drastically upturn your content strategy when there’s a significant change. If something is working for you, it’s most likely to keep going the same. Instead, it would be best to gradually implement a new way of optimisation or try fresh content styles to keep the website updated.
9. Measure The Success Of SEO Implementation
One of the things to know about SEO is that it demands a lot of your time. Even after doing everything by the books, something can go wrong or not achieve the expected SERPs. Hence, it’s essential to keep track of the progress and draw regular reports.
Yearly return of investment (ROI) reports is the way to analyse whether implementing the SEO has been fruitful for your business goals. But, SEO reports must be diversified with other metrics that can accurately tell you about the performance of the SEO strategy.
To keep an eye on organic traffic, indexed pages’ health, audience retention rate, SERPs, and rankings. In other words, an SEO report shows the consolidated performance over a specific period.
Apart from the yearly report of the SEO strategy, we recommend drawing monthly reports. This is especially essential when you’re just beginning to make SEO optimised content to assess the areas where you can make changes.
Best Examples Of SEO Optimised Content
Isn’t there just too many rules when it comes to optimising your content? Yes, there might be, as SEO techniques are constantly changing to include more ways to rank your content. Here are some points that can help your content perform well with a little bit of effort.
1. Proper Meta Descriptions
While doing our research, we noticed that most people leave out adding a meta description to their content.
A meta description is nothing but a short intro with 140-160 characters that act as a snippet for your web page. Google typically shows it alongside the search results under the main heading of each page.
Long story short, adding a meta description can bring many benefits, including letting a web crawler know about the content topic.
2. Presence Of Relevant Links
Relevant and authoritative links enhance your content’s credibility and help it rank higher in search engines. You should also gain backlinks to increase the incoming organic traffic by adding links to your content.
Not to mention, having two to five internal links in a blog post can make navigating through the site easier for your audience.
3. Optimised Page Speed
When a website takes time to load, most people are likely to quit it and look for other sites. Having a slower page isn’t an option as the internet has become faster, even with better quality content.
Google prioritises pages with enhanced speed, so remember to optimise and compress media while using proper design aspects to decrease the load time.
4. Mobile Optimised Content
We can say that most of us browse the internet on our mobile phones without a doubt. So, when a web page looks odd or cannot load properly on your smartphone, it’s unlikely for you to use the website. Therefore, whenever you design content or create an SEO strategy, focus on mobile optimisation.
Some businesses have even moved on to creating content specifically for mobile users. This can draw in a lot of organic traffic, especially when using cross-platform SEO strategies through social media.
5. Local SEO
Are you a local business that’s beginning content marketing? If so, then make sure to implement local SEO to increase your relevancy and get better rankings.
Doing it is quite simple as you can add long-tail keywords like “best restaurants in Soho” to index your content. Also, it’s essential to have a Google My Business profile for your services to be discoverable on the internet.
Process Of Implementing SEO In Content
After you prepare the SEO content strategy, it’s finally time to implement it on your website. However, along with uploading the new content, you will need to update and optimise the already present content on the site. You’ll have to keep doing this every time after renewing an SEO content strategy.
1. Optimise Your Content Historically
Our websites will invariably contain content and media that might have aged with time. So, after the content has been up for a few months, you should go back to it and optimise the piece with recent SEO techniques. You can also use this time to add lesser-known but essential SEO aspects such as optimised alt text, proper title tag, and compressed media.
2. Keep Doing Keyword Research
By far, keyword research is one of the essential aspects of content marketing. Hence, it would be best to always look for new and better ranking keywords to create suitable content.
At the same time, keep an eye on keywords’ performances in the current content. We recommend changing them occasionally to give old blog posts some much-needed boost.
3. Update Your Old Content
One of the best content creation and marketing practices is to create valuable pieces. Before implementing a new SEO strategy, you should change the content formats of older blog posts or website content. At the same time, don’t hesitate to get rid of pieces if you feel that they aren’t the right content for your current SEO strategy.
4. Target Content Strategy Monthly
From the point of view of a content marketing agency, keyword strategies are often reviewed yearly. There’s nothing wrong with this, as proper research and implementation take time. Therefore, you should expect that the strategy may take time to drive traffic towards your website.
Having said that, as the domain of content marketing is ever-changing, it’s good to have a monthly plan. Monthly plans can increase your productivity in content creation and help you keep up with the latest trends of social media and digital marketing. This is especially true for people who single-handedly try to produce the best content without any help.
A rough monthly SEO plan should include:
- Time devoted to keyword research to find fresh short-tail and long-tail keywords.
- Research content topics and blog posts
- Create relevant content based on the keywords.
- Go through the website and update any content or media
- Look for the newest and best practices adopted by competitors or similar businesses
- Keep track of opportunities like special events or holidays
- Create quick but effective content.
- Divide the task of creating content among your team if you have one.
- Create a monthly report for checking the progress you have made
- Identify changes that can improve the results
Developing Your Strategy: Content For SEO
That’s everything we had to tell you about creating a proper SEO content strategy. At first, all this information may seem a bit overwhelming, especially if you have just started with the business. But, once you begin planning for SEO, the process becomes easier to handle.
You can expect your rankings to grow as the website gains more credibility gradually. So, don’t be disheartened if your content doesn’t get the expected SERPs in the first month after implementing a suitable SEO architecture. Also, remember to rely on proper reports and include SEO in your larger business goals for the best results.
If you need any assistance with content marketing, comprehensive keyword research or any other aspects of SEO, please get in touch with us. The team at sitecentre are happy to assist you in creating credible, practical and optimised content for your website.
Until next time, goodbye and take care!