Join David Booth for an in-depth discussion in this video Overview of long-term content strategies, part of SEO Foundations.
- 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 hang out 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 kinds of topics you'll want to produce content for. When it comes time for the actual creation, there's no question that in the land of SEO, content is king, and creating content is a task you're going to need to factor in to your broader online marketing plan, whether you like it or not. If you're not writing content and publishing it on the web, you're losing out on a share of traffic to your site.
Every way you can think of to help your potential customers 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 don't answer the common questions that your customers are asking, then your competitors probably will. Content creation involves writing usable, relevant, and targeted content. The quantity of the content is not as important as developing quality pieces, so that customers can always refer back to and share with others.
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 the plan, you'll need to make sure that content is being written on a regular basis for the keywords and audiences that you're targeting, and that the grammar, spelling, and use of language is impeccable. Once your content has been created, it needs to be managed and maintained properly as well.
A sound content management system lets team members write, edit, post, and maintain content quickly and efficiently, helping with workflows 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 a sustainable and successful content strategy.
- What is SEO?
- Reading search engine result pages
- Researching keywords
- Optimizing pages for keywords
- Optimizing code and site structure
- Optimizing nontext components of a webpage
- Analyzing content quality
- Defining your audience, topics, angle, and style
- Building links to your content
- Promoting your content via social media
- Measuring SEO effectiveness
- Optimizing ecommerce sites for search
- Leveraging local SEO
- Configuring sites for mobile