How to Create a Successful SEO Content Strategy

Combining your content strategy with your SEO strategy is the way to ensure you maximize organic traffic opportunities and stay on track when it comes to content creation.

How to Create a Successful SEO Content Strategy

Marketing strategies continue to evolve today, and staying up to date can be challenging. So too, can shifts in search engine optimization (SEO) best practices.

Yet these shifts can prove beneficial and time-saving to your overall marketing efforts if you let them.

A prime example of this is the shift away from focusing solely on keyword research, once the golden rule of a solid SEO strategy.

As a result, today’s SEO tactics involve several components, pillars, and beneficial acts to ensure higher success.

While keywords are still part of that plan, you’ll need to take a few more steps and concentrate on creating and implementing a better SEO approach.

Ready to learn more about it?

Here’s how to create an SEO Content Strategy that can make your brand stand out, attract more customers, and even increase conversions and revenues.

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    What are the Components of an SEO Strategy?

    Your SEO strategy requires a comprehensive approach, and that approach needs to incorporate three essential components — rankings, high-quality content, and measurement.

    1. Rankings

    It’s no secret that Google ranking factors are an essential focus of your overall strategy.

    While Google algorithms may change up to 600 times a year, in the end, they are always meant to benefit the customers by meeting their expectations more often than not.

    Keeping this in mind can help you create content that provides value and also gives your visitor a good reader experience, two key factors in ranking higher.

    In addition, according to Google, you can increase your rankings by knowing more about how the search engine goes about crawling and indexing content and how your formatting matters.

    Google uses bots to crawl your website and index the web pages. You can increase your chances of ranking higher by doing the following:

    • Update site maps and submit them in the Google Search Console.
    • Create more high-quality content and blog posts to be indexed.
    • Strategically place keywords.
    • Incorporate high-quality links, both external and internal.
    • Use the tools at your disposal, particularly when it comes to formatting your content. Focus on creating: optimal titles and snippets, descriptive meta tags, heading tags for efficiently organizing content on pages, and short, simple URLs that describe the post clearly.

    Other factors that affect rankings include ensuring your website is mobile-friendly, easy to navigate, and loads quickly.

    2. High-Quality Content

    Your content is what sets your website and your brand apart from the competition. Creating unique, high-quality content, then, is a must.

    Throughout your content marketing strategy, consider the value and purpose of each piece of content.

    Make each one useful to the reader and also authoritative to build trust.

    This step is particularly important for search engines since they attempt to provide the strongest and clearest answers to user questions.

    Also, make sure all content is unique. Spinning content or being unoriginal will make you less popular with the reader and the search engines.

    You can also take steps to re-purpose older content, boosting its quality with images or videos.

    3. Measurements

    With search engine algorithm changes occurring often, it’s imperative to stay on top of these along with changing SEO best practices.

    By doing so, you can better track and measure your own SEO strategy.

    Set KPIs and track them to see where you are succeeding and where you need to make changes.

    Analyze important measures such as rankings, traffic, bounce rate, dwell time, click-through rates, and social engagement.

    What are the Four Pillars of SEO?

    To benefit your SEO content strategy, it also helps to break down the four pillars of SEO. 

    1. Technical SEO

    Search engines focus on technical set-up or backend architecture of your website. One example, in particular, is site code.

    As the site owner, pay close attention to the following:

    • Crawlability.
    • Indexability.
    • Mobile optimization.
    • Quick page loading speeds.
    • Content structure or hierarchy.

    These hidden elements can positively or negatively affect your rankings.

    2. Content

    Your content, as you already know, is an important aspect of your website and SEO strategy.

    Whatever types of content you have, from landing pages to blog posts, you want to include SEO tactics while also providing the best, most relevant answers to a searcher’s question.

    All content created for each stage of the buyer’s journey needs optimization.

    3. On-Page SEO

    On-page SEO relates to your website content and HTML and the ways to optimize them to boost rankings.

    In addition to keeping your website content well-structured and optimized for keywords, you can also increase on-page optimization by:

    • Using simple, descriptive URLs.
    • Conducting keyword research to target your audience.
    • Including meta descriptions.
    • Incorporating keywords into headings/page titles.
    • Inserting strong CTAs.
    • Including local keywords, if applicable.

    4. Off-Page SEO

    Off-page SEO focuses on building authority by way of link building.

    Links to your website from highly reputable websites increase your authority with readers and builds trust with search engine algorithms.

    Incorporating a backlinking strategy into your planning can increase your optimization efforts. 

    To accomplish this, be sure your content is of high quality, has the ability to attract the attention of reputable websites, and can lead to relationship building between your brand and others.

    What are the 5 Most Important Parts of SEO?

    While your strategy will take time to develop, it helps to understand what the five most important parts of SEO are, so you can ensure higher success in reaching potential customers, boosting conversions, and increasing sales.

    1. Audience

    Identifying target audiences and getting to know them is an essential part of any SEO strategy. Creating buyer personas can then guide you through the creation of your strategy and content.

    2. Industry

    Your industry plays a key role in how you go about designing and implementing an SEO strategy. 

    A beneficial tool is a competitive analysis, telling you who the top competitors are in your industry, where they do most of their business, and how they go about strategizing for SEO.

    3. User Intent

    User intent behind keyword searches is another essential part of your SEO planning. It provides you with information on what the user is actually searching for instead of what you think they are looking for.

    4. Crawling

    Search engine spiders or bots discover your site through a process called crawling, utilizing your website architecture, sitemap, internal linking, and more.

    5. Indexing

    Once discovered, a webpage is indexed by Google, listing each page’s location (URL) and content. Today, Google utilizes mobile-first indexing, so mobile optimization of your website is crucial.

    9 Steps to Create a Top SEO Content Strategy

    To create an SEO Content Strategy that has a higher chance of success, here are the top 9 tips to follow.

    1. Discover your Target Audience

    The first step of any SEO content strategy development is discovering who your target audience is and understanding their wants, needs, pain points, and interests. 

    Create buyer personas to guide your strategy in the beginning and continually refine those personas as you learn more about your audience.

    2. Conduct Keyword Research and Develop a Topic List

    Conduct thorough keyword research and find those keywords that address the needs of your target audience. 

    Develop a content strategy around the keywords, creating a list of topics to include in your content offerings.

    3. Incorporate Various Content Formats

    Look at the type of content that is trending and receiving higher conversion rates today, such as video, and incorporate it into your SEO content strategy.

    Also, analyze where your target audiences spend their time and the type of content they most interact with. This data will give you clues as to what to add to your strategy.

    Content types to focus on include:

    • Blog posts.
    • Videos.
    • Podcasts.
    • Infographics.
    • eBooks.
    • Interactive content, such as calculators, polls, quizzes, and more.

    4. Fully Optimize Content

    Include optimization everywhere, including in your content headings and meta descriptions. 

    Create a checklist or other reminders to ensure your team includes these optimizations at every opportunity.

    5. Schedule Posts Often

    Publish your blog and social media posts often and on a regular schedule. Be consistent. To help with this, create a content calendar for your team.

    6. Develop a Link Building Strategy

    Determine how you will include links in your content and on your website. 

    Include both strong internal and external links, and establish a way to encourage backlinking from highly reputable websites and influencers.

    7. Continually Update User Experience and Content

    As your strategy progresses, take time to ensure your content stays updated, and the user experience continues to satisfy.

    8. Track and Measure Results

    To know what is working and what needs attention, track and measure the performance of content and your SEO efforts. Create KPIs to track and help you accomplish your brand’s goals.

    9. Monitor Changes in SEO Best Practices and Search Engine Algorithms

    Once you have created an SEO content strategy, continue to monitor changes in search engine algorithms and SEO news and best practices. 

    Make adjustments to meet these new demands along the way.

    Wrap Up

    Promoting your brand with a unique SEO content strategy means focusing on creating the highest-quality, optimized website and content. 

    As a result, you can rank higher up on search engine result pages and let more potential customers find you, leading to a higher conversion rate.

    For more ways to boost your content’s performance and generate higher conversions, check out our helpful guide on the link!

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    Barbara von der Osten Rock author vector
    Rock Content Writer

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