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In this course, author David Booth explains what search engine optimization (SEO) is and how you can start using it to increase your website's visibility to search engines and attract the right kind of traffic to the right kinds of pages on your site. Discover how to read a results page and find your ranking, and see how rankings affect both large and small businesses. Then find out how to implement basic optimization strategies, like conducting keyword research, building inbound links, optimizing your pages and content, and measuring your successes and progress while planning for a long-term SEO strategy. SEO for ecommerce, local search, and an international audience round out this comprehensive look at the basics of SEO.
With many businesses turning to online as a medium to market their products and services, it's more important than ever that business owners understand why having a content strategy will help propel them forward and achieve success with their search objectives. A content strategy is the planning, creation and management of usable content. Let's take a look at each of these components individually. Before you begin writing content and posting it or syndicating it across the web, you need to have a plan. This starts by understanding who your target audience is and what their needs are.
Think about content as bait, and your audience are the fish. If you use the wrong kind of bait, or if you throw the right bait in a pond where there aren't any fish, that's no good. You won't catch what you're looking for. But understanding who your audience is, where they hangout and converse online, and what they're talking about, will help you to both find your targets and learn what's important to them. When you couple this with keyword research, you'll have a strong understanding of the themes and the kinds of topics that you'll want to produce content for. When it comes time for the actual creation, there is no question that content is king.
Creating content is a task that you're going to need to factor into your online marketing plan whether you like it or not. If you're not writing content and publishing on the web, you're losing out on a share of traffic to your site. Every way that you can think of to help your potential customer that's relevant to the themes and keywords that you've targeted and the audience that you're going after is an opportunity. And if you think about it, if you're not answering the common questions that your customers are asking, then your competitors will. Content creation involves writing usable, relevant, and targeted content.
The quantity of content is not nearly as important as developing quality pieces that customers can always refer back to and share with their networks. For SEO purposes, remember that it's the content that attracts audiences and links, and relevant, high-quality pages are then rewarded further with authority in the eyes of the search engines. Whether it's you, your team, or outsourced help that's responsible for executing on this plan, you'll need to make sure the content is being written on a regular basis for the keywords and audiences that you're targeting.
And once your content has been created, it needs to be managed and maintained properly as well. A sound content management system lets team members right, edit, post, and maintain content quickly and efficiently, helping with workflow and encouraging a more collaborative environment that each member of the team can be a part of. Going through the cycles of planning, creating, and managing usable content, will have you well on your way to executing a sustainable and successful content strategy.
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