An effective SEO strategy involves much more than content strategy. However, the content strategy takes the center place of the overall SEO strategy and makes up the major factor of SEO success. In this article, you will find important tips to maximize the effectiveness of your content and to ensure the SEO success in return.
Realizing the Importance of Benchmarking
Before building your content strategy, you should be aware of what is happening in your niche especially on your competitors’ websites. You should not only follow their rankings but also know where they position themselves in the market. The benchmarking strategy is important to be relevant to your customers’ needs and expectations. Also, it allows you to assess the results of your marketing strategies including the content strategy.
Understanding the 5 W’s of the Content Strategy
Creating unique and fresh content based on a keyword strategy is a must have aspect of a successful content strategy. But before going that far, you should base your gatherings from benchmarking studies on the 5 W’s strategy. The 5 W’s strategy involves the questions of “why”, “who”, “what”, “when and how” and “where”. More clearly, you should find the best answers of why do you want to create content, who is your content for, what are you trying to achieve with your content, when and how are you going to create the content and where will your content be posted. The answers to these questions are extremely important to refine and build a successful content strategy.
Following Search Trends
A successful content strategy for SEO purposes requires you to follow the search trends to find current search terms relevant to your content. You can achieve this by using Google alerts, Google AdWords Keyword Tool or some social media monitoring tools. By using this strategy, you can create new content with current search terms and also update your existing content according to current search trends. Your efforts of updating your content will surely be rewarded by Google and other search engines and will help increase your search rankings.
Creating Keyword Focused Pages
It is imperative to focus on one keyword for each main page to get the best SEO results. For the best practices of keyword focused pages, you should divide up your content on the main product or service pages to cover a specific topic. For example, if you are selling discount kitchen cabinets online, you can divide your content up into custom kitchen cabinets, contemporary kitchen cabinets, wood kitchen cabinets, wall kitchen cabinets, base kitchen cabinets, etc. You should be as specific as you can in order to focus on more keywords which will increase the chance that your customers find what they are looking for.
Another important strategy is to use the keywords properly and in the right places. In fact, you should use the main keyword in your title, first 50 words of your article, last sentences and H1 tag. These are the most essential places, but you can surely use your keyword in other places too as long as you do it naturally and without overdoing it.
Using LSI (Latent Semantic Index) Keywords
While it is extremely important to focus on your main keyword during your content creation, using LSI keywords in your content shouldn’t be skipped either. This is a powerful strategy and can boost your page rank right away.
LSI keywords help search engines associate your main keyword with the actual topic your content is about. For example, if your keyword is “dinner plates”, you wouldn’t want search engines to relate your content to unrelated terms such as “license plates” or “collector plates”. With the LSI technology, search engines look at your content and try to find other terms to associate your main keyword with the appropriate topic of your content. Therefore, if you have food related terms in your content such as knives, steaks, recipes, etc., then the search engines will index your content for the term “dinner plates”.
The important tip in this matter is to use your main keyword 1 to 4% of the time while using LSI keywords 1 to 2% of the time. Another tip is to use Google Keyword Tool to find LSI keywords. You should search for terms that are relevant to your main keyword. When you have a list of terms, sort them by their relevancy to your main keyword and choose the most relevant ones as your LSI keywords.
Creating Engaging and Likable Content
The readability of your content may not be assessed by the search engines but this doesn’t mean you shouldn’t pay attention to it for SEO purposes. Search engines measure visitors’ behaviors during their visits to websites. If you have unique, relevant and smooth flowing content, your visitors will spend more time on your pages and may possibly want to visit other pages linked to the page they have enjoyed reading. Even if your content is a technical or fact based topic, you should make your content engaging and likable to your readers.
Adding and Updating Content Continuously
There are great benefits to adding new and updating existing content. Top search engines including Google, Yahoo and Bing like fresh content. By adding new and updating existing content, you show search engines that you care about your readers. To achieve favorable SEO results, you should update at least a few times a week. Some of the effective ways of updating your content includes adding fresh blog posts and using Twitter syndication and Facebook integration. You can also update the existing content manually with current information.
Speaking of adding new and updating existing content continuously, you can use an editorial calendar for your updates or new content. More clearly, you can target new keywords related to specific events or certain times relevant to your product or service. For example, an outdoor gear seller can benefit from adding new or updating existing content just before winter regarding snowshoe models and prices.
Creating Successful Calls to Action
Many people would agree that having successful calls to action in your content is extremely important to achieve business objectives. However, some of those people overlook its importance for SEO purposes. Successful calls to action improve positive user experience and increase your customer base. All these help you reach your SEO objectives in return.
For successful calls to action, tell your visitors what action to take and direct them to the link they should click. Also, your calls to action should be simple, offer benefits and have a positive approach.
Building Internal and External Linking Structures
For the best SEO results, you should build internal and external linking structures as part of your content strategy. Your pages should have quality links from relevant sources to your homepage and also deep links to the other relevant pages. These links help search engines determine the relevance of your content and the rankings of your pages. On the other hand, internal linking emphasizes the important pages and help search engines determine what your website is about.
The important tip here is to use proper anchor texts for your links. In your anchor texts, you should use relevant keywords to the page you are linking to and avoid using invaluable terms like “click here” or “read more”.
To sum up, to ensure SEO success, you should have a carefully planned and well applied content strategy. Your strategy should include using benchmarking, answering 5 W’s, updating your content with current search terms, creating keyword focused pages, using LSI keywords, creating engaging and likable content, adding new and updating existing content continuously, creating successful calls to action and building internal and external.