To understand the way that marketers interact with the concept of SEO content, it is important to analyze each term separately.
- SEO stands for search engine optimization, the process of getting traffic from “organic,” “editorial” or “natural” search results on search engines.
- Content refers to every piece of information that can be found on a certain website.
In other words, SEO content is any content that has the purpose of raising organic traffic. Below you will find some actions and practices that can help you optimize your content:
Keyword research - if you want to generate organic traffic, one of the first things you must do is a keyword research. This way, you'll be able to focus your attention on the most used keywords, translating into the subjects in which the users are more interested.
Content optimization - it's important to know where and how to use keywords.
Content organization - your website's content should be organized in a simple and logical manner, not only for SEO, but also for your visitors.
It's important to maintain a balance in your SEO activity. If the organic traffic will be your sole purpose, the results will not be satisfactory. To meet the expectations of both search engines (which will repay you over time with top positions in SERP) and potential buyers and visitors, it's essential to look beyond SEO. Specifically, you will need a valuable SEO content. Otherwise, you will not only risk receiving penalties from Google but also your conversion rate will drop and the bounce rate will rise.
Regarding the types of SEO content, the most important are: product pages, blog posts, articles, lists, guides, videos, infographics, and slideshows.
How to develop a successful SEO content strategy
If you have so far created SEO content without having a specific strategy in place, it's time to change that practice and adopt a more methodical perspective. Here's how you can define a successful SEO content strategy:
Define your purpose
First, you must determine the objectives of your site or business, thus being able to find out what type of SEO content will be useful to you.
If you want to raise your online sales, the first thing you must focus on is creating attractive and informative product pages that are optimized for search, as well as conversion. Secondly, you will have to write useful blog articles that illustrate how and when your products can be used, adding hyperlinks to relevant pages.
If you wish for your site to attract new visitors through organic traffic, you'll have to focus on offering valuable content, that contains relevant information, presented in a personal manner. This way you will determine users to spend more time on your site and, eventually, come back for information every time they need it.
Analyze your audience
It is really important to know the public you are addressing. Market studies and analytical software will help you grasp a better understanding of your visitors or clients. Once you will have the correct information, you will surely know what type of SEO content you should promote.
Create an editorial calendar
The moment you know who you are addressing, you can develop an editorial schedule. This will indicate when to publish new content and what type of content should that be. If you have a blog, this practice will come in handy because it will determine you to create quality content and to avoid irregularity in publishing.
Analyze and reconsider
Periodically analyze your SEO content to identify the highs and lows of the strategy that you put in place. The investigation should take into consideration these two aspects:
- Study the successes so that you can repeat the things that worked - look for patterns. Does your audience appreciate the videos you post? It means that you must keep posting videos. Initially, adjust your editorial calendar so that you can invest more time and effort into content types that really resonate with your audience.
- Make time to improve the old SEO content. If you tried optimizing an article using a certain keyword, but the traffic is better for another form of it, improuve that SEO content. Furthermore, always make sure that your title contains the keyword used when optimizing your article.