If you have a product or service website, we are sure that you have already heard about having an SEO content strategy. For some years now, having an SEO content strategy has become something you must have at all costs if you want to achieve a good web positioning. As it is well known, competition in the online environment is increasing.
Therefore, it is necessary to differentiate yourself from other brands through online marketing actions. Today, 71% of people shop online every month and 47% search for information about the products or services they need before buying them. This makes it increasingly necessary and important to implement an SEO content strategy. If you don't have one, you could be losing a lot of sales.
A content strategy is a strategic process that requires a lot of analysis, planning, execution and, most importantly, measurement. The objective of this strategy is to increase the visibility of your business in the online world to make yourself known to possible leads or potential customers. Content is essential because it helps users to solve their problems or clarify their doubts. That's right, the content you offer to your users has to serve, be useful, solve something or provide relevant information. This is the way in which users will consider you as an option. Also, by helping them with useful information, you will gain the trust of users and, if you achieve this, you will have taken a big step forward.
It is important to know that an SEO content strategy is not limited to one channel. What do we mean? You can't just stick to one blog, but this strategy has to be global and applied to all the channels that your brand has. A blog, social networks, a website, videos, infographics, e-books, newsletters, among others; all should be part of the same SEO strategy. This way, you will have more chances to increase traffic in all your channels and, therefore, more sales opportunities.
what is an SEO content strategy for?
- Increases visibility, authority and trust: creating a blog will help increase traffic to your website and help users resolve their doubts. Content is like the voice of your brand. If you publish good content, the perception of your brand will be positive.
- Increase sales: A blog will help not only to get visitors. If you create content for people who are in the purchasing stage of the buying process, you will get more sales. Do not forget that the implementation of good SEO actions will optimise the conversion rate of the website.
- Educate customers: Don't just think about attracting, teach them how to get the most out of your product or services so that they feel they are getting 100% value from it and come back to buy it.
- Long-term positioning: If you manage to have a good SEO positioning, uploading optimised content periodically to the website and carrying out maintenance, the top positions in search engines will always be yours.
Steps to create an SEO content strategy
- Create your buyer persona
A buyer persona is a fictitious representation of your ideal customer. It is important to create one because it will help you understand who you will be selling your products or services to. To create one you can conduct surveys and interviews with your target audience or rely on your existing customers.
- Find your keywords
Keywords are the words that we type into search engines in order to find information related to our needs. Therefore, keywords are the basis for SEO on any website. Identify the ones in your sector and use them in your SEO content strategy.
-
Analyse the competition
It is laborious, but it is important that you know and observe which companies have a greater presence in the searches where you want to appear. We recommend using Screaming Frog, a tool that will help you discover what keywords your competitors use, as well as their content structure.
-
Use your own links
To make sure your visitors don't abandon your page, use the internal links of your page. Don't forget that you must know when to link them in order to be coherent and catch the reader.
-
Strengthen your content
When you write your content, always think that it is aimed at your buyer persona. Don't forget that your content should provide relevant information or solve a problem. It is also important that your content adapts to any device, i.e. that it has a responsive web design.
-
Use creative titles
Create titles with the keywords of your sector that are eye-catching and that invite the user to enter your page. Remember that the first thing the user will see is the title and if it is attractive, they will enter to see your content. Otherwise, they will quickly leave your website. Make sure your title is creative and eye-catching without being sensationalist. Also, take care of the length, as very long titles tend to confuse the reader. Be concise and don't forget to differentiate yourself from the rest.
-
Analyse and measure your SEO strategy
To do this, we recommend using Google Search Console, which will allow you to solve possible problems with your website faster and will show you the errors that Google finds when it scans your page. Don't forget that there is also Google Analytics, which is used to analyse all your online traffic and determine your marketing metrics.
-
Persevere
This is a job that requires a lot of patience and dedication. If you want your SEO content strategy to work, you need to invest as much time as it takes. We recommend you to get organised and set a plan of monthly goals by implementing different SEO tactics.
There are many tools to create and implement your SEO content strategy. Don't forget to plan your content, know your audience and offer them what they are looking for. Now that you know a bit more about SEO content strategies and their usefulness, will you use them in your digital marketing strategy?
