The term SEO content is appearing more frequently in digital marketing discussions and marketing brainstorm sessions. So what exactly is SEO content? SEO is not a simple and straightforward thing and hence SEO content is also not an easy term to explain.
If we go by actual terms, SEO or Search Engine Optimization is the technical process of optimizing a website to make it easy for people to find it. Content is the information provided on the website which can be used by readers to find answers to the queries they might have or to just enhance their knowledge about a specific topic.
SEO content is therefore content created with the aim of attracting more traffic to a website. However, this is not a clear definition of what you can achieve by SEO content. It has more far-reaching advantages and benefits. SEO content created merely to boost search engine traffic can create potential problems as Google does not appreciate low-value content manipulated merely to get clicks and drive traffic. You run the risk of being penalized for such actions.
When it comes to SEO content, there are many types such as:
- Blog posts
- Product pages (This is the core of ecommerce retail websites)
- Articles and features
- Slideshows (Combines text and images)
- Directories and many more
This list covers the most commonly used types of SEO content but there are many other types and forms of SEO content used in the digital marketing industry today. This SEO content guide can be helpful in gaining in-depth information about SEO content.
The SEO Content Development Strategy
You cannot create content without a plan and expect a huge surge in traffic. There is a lot of planning and hard work involved in developing the right SEO content for your business. Experts say that these four steps are imperative if you want to realize your objectives using SEO content:
Understanding Your Audience Better
It is critical to know the kind of audience you are targeting to be able to develop the right SEO content. This can be done through surveys and analytics software systems. Developing marketing personas that signify your visitors can help you in your SEO content development efforts.
Example: If your business targets an audience in their teens, your SEO content should have a fine balance of text, images, and videos. Optimizing the content for mobile phones can be also a smart move.
Define Your Website Goals Unambiguously
Have you designed your website with the intention of driving sales or do you want good traffic that can help in monetizing your site through ads? The SEO content you create must be based on your goals.
Example: If your website is aimed at driving sales, the content should be in the form of product information optimized suitably for search as well as conversions. Information on how to make the best use of your products can also help you achieve your sales objectives.
Do Regular Content Analysis and Make Adjustments Accordingly
A good marketer is always on the top of the website’s analytics. Creating SEO content is not a one-time thing. You must keep a tab on what’s working and what needs some tweaking. Your analysis must be primarily be focused on:
- Repeating the strategies that are working for your website
- Updating old SEO content and optimizing it
Your research will reveal some patterns such as the penchant for videos and images among your audience or some other factors that resonate with them. Find those factors and make them a part of your SEO content strategy for the future.
SEO content must be updated regularly for improving performance. If your content is optimized for a specific keyword but you discover that a different variation of that keyword is attracting more traffic, you must tweak the strategy by re-optimizing the content for the new keyword.
There is little doubt that audience-focused SEO content is going to be the driving factor in 2020. Make sure you remember that and you will be reaping in huge benefits.