SEO is all about content. This is a statement that you have probably heard many times, but creating good content is easier said than done. What can actually be defined as “good” content? How can you write content that will really help you increase the traffic on your website and ensure conversions? This article gives you tips on how to create the best content strategy!
A question that comes very often is: I have heard fresh content is good for SEO, so how often should I publish new articles? Well, it is true that new content is good for SEO, but in order for this to have a positive impact on your rankings, you have to pay attention to two things: quality and regularity. There is no point in publishing new content every week if you do not have the time to write interesting and qualitative articles that will truly have added value to your customers. So do not forget to put quality before quantity and try to schedule regular publications!
Now, let’s get to the heart of the matter : what should you write about and how should you write?
First of all, as it is always the case in SEO, you have to build your content around keywords. As a specialist in your sector, it is highly probable that you are often using terminology that most of us have never heard of. Therefore put yourself in your customer’s shoes and try to find keywords that people with no expert knowledge of your sector would choose to search for products, services or information related to your sector.
Once you have defined your keywords, you can start writing. Remember that you have to write content that will appeal to both customers and search engines. The mission of search engines is to give its users the best results possible by matching their queries. Therefore, you have to foresee the intention of your visitors in order to write content that will give them an answer to their questions. You have to ask yourself what they are actually looking for when they use a precise keyword. Even if your aim is to sell, remember that the user’s goal is not always to buy. This is why having a blog can be very interesting for your company.
Your website should be about selling your products and describing your company. You should optimise your pages and product descriptions in order to give customers who are looking to buy a product all the information they need. However, some customers are maybe just looking for advice, information or ideas and those are topics that you can easily cover in blog articles.
But if the users you are targeting are not willing to buy what you are offering, how is a blog going to help your business? Well, it’s not because they are not interested in buying something now that they won’t be in the future and having a blog has many advantages:
Its content is good for SEO and helps improve your rankings
It shows your expertise and builds trust around your brand
It can be used to advertise your products
It is the perfect platform for collaborations and content exchange
Let’s say you grow organic produce and you are tired of always depending on supermarkets and other resellers, so you decide to start selling directly to end-customers and you create a website. The competition in this sector is very high and it is not easy for SMB’s to stand out. Therefore, to try to get traffic from a larger audience, you could create a blog in which your content will not be solely focused on selling your products, but also on giving internet users interesting information they might be looking for. You could, for example, write an article about the difference between organic and non-organic farming or give advice to gardening enthusiasts about how to take care of their vegetables or the best time of the year to plant. You could also ask a chef from a nearby restaurant who works with your products to share a recipe and some cooking advice in an article. It would be a good way to promote the quality of your products through a collaboration that gives a real added value to your visitors. The next time those people will be looking to buy organic vegetables, they will be more likely to visit your website as you have already shown your expertise and your trustworthiness.
When writing content, all that matters is that you stay focused on your customers and what they want or need.
Last but not least, don’t forget about technical SEO. Whether it is on your website or on your blog, everytime you publish a new article, make sure to write at least 300 words and to use headings to structure your text. Also, remember to add a meta description and a meta title and to optimise your pictures!
It is now time to put yourself in your customer's shoes and start writing effective and interesting content!
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