Consumers are curious. They search for the best prices, search for new recipes, explore travel destination options, find doctors, new restaurants and bike paths and use search engines more than any other channel to do so. Marketers of all scales know this, and this may be the reason why marketers, on average, are investing more resources into content and SEO in 2022.
What marketers don’t always know, especially those tasked with SEO for us And Content creation, is the content that consumers will be looking for And It is highly appreciated enough by the search engine algorithm to earn a higher ranking. Both requirements must be met in order for the content to succeed in reaching the right people, which is not an easy task.
To have the best opportunity, marketers need to:
- Find out what consumers are looking for
- Be able to identify patterns in these searches, including notable keywords
- Understand external factors, including the competitiveness of more valuable searches and mitigating influences such as geography, seasonality, and the impact of global events
This is just scratching the surface. Fortunately, organic search leaves a data-rich path that can be leveraged to support a sustainable, high-performance SEO and content strategy. Winning high ranks is never guaranteed, but with the right insights, marketers can tip the scales in their favour.
A sustainable, high-performance SEO and content strategy starts with search
Content itself does not drive traffic – After all, it generates less than 10% of all content Which Traffic at all – SEO by itself does not drive conversion. In practice, getting meaningful traffic from organic search requires a coordinated SEO and content strategy, the foundation of which is Research.
To make the most of the available data surrounding content, search activity, and website traffic, a content and SEO strategy must take into account search insights at four key points in an iterative loop:
- To create a website performance baseline
- To identify topic opportunities, measure demand and measure competitors
- To create and improve content
- To track, measure and improve content and SEO
Create a website performance baseline
To develop a targeted content and search engine optimization strategy, it is first important to understand how your site performs in organic search. This effort should include both content auditing and technical auditing. Audits will help identify and prioritize opportunities and provide a baseline for measuring the impact of the strategy over time.
From an organic search perspective, a content audit should identify a comprehensive list of keywords – and thus pages – that help a website or domain rank in the search engine. Existing highly rated content presents a potential model for new content. Evaluate themes, substance, and content structure to identify patterns that can be leveraged in the larger strategy. Lower ranking keywords and pages may present another opportunity for quick earning if this content can be improved to earn a higher ranking.
Automated search algorithms. In addition to keywords, they rely on technical cues found in the site and page structure to help them contextualize the page’s content and determine its value to the search audience. A technical SEO audit will reveal technical issues and opportunities and help ensure that the site and page are aligned with best practices. This can include on-page elements such as the H1 and H2 tags, site elements such as page speed and mobile-friendliness, and opportunities to better contextualize content, for example, by adding links to authoritative content.
Identifying topic opportunities, measuring demand and measuring competitors
The bulk of the opportunities usually lie outside the current content. Search results are served to prospective, relevant audiences for countless searches every day. In fact, SEO is responsible for more than 53% of site visits. These searches contain a treasure trove of intelligence about which keywords, pages, domains, and competitors are ranking high and getting the most clicks.
It should identify the content strategy and target SEO and analyze the market winners to remove them.
Start by understanding the topics people search for and the keywords and phrases they use for research. Within that data, identify the topics that you are best suited to address. The goal here is to get the relevant traffic that is most likely to convert. A site that sells zebra print hair ties and accessories will want to rank high in searches as “animal print headband.”
Analyze the content that ranks high in the searches you want. It is important to understand that in the search world, these are your competitors, and they may not be the same as your traditional competitors. The San Diego Zoo may not be a commercial competitor, but if it ranks highly in “animal print headband,” it is your competition in search. Identify competitor pages and keywords that rank well and factor this into your content strategy.
Content creation and improvement
All research you undertake will be used to create and improve content. Determine what’s important to your business, then plan against your primary research and factor in insights gained from the topic, keywords, and competitive analysis to develop a content strategy for research.
Most importantly, the ability to categorize content depends not only on the content of the content but on the format. The Search Engine Results Page (SERP) is a multifaceted collection of result types, from traditional web listings to sites to videos and images, quick answers, shopping carts and more. With the right tools, you can not only select the topics and keywords that will help you rank, but the type of content that is best suited to rank high.
Track, measure and refine your content strategy and SEO
For the sake of simplicity, we are discussing the cycle of search, content creation, and optimization as a linear process, but in practice, it is a loop. Research is not some kind of individual undertaking but it should be continuous. Search rankings are dynamic and search engine algorithms are always changing to improve the quality of results and adapt to innovative technology.
The performance baseline established at the start of your SEO and content efforts provides a framework for ongoing performance tracking and measurement. To what extent did the site’s share of sound increase or decrease? What pages are starting to rank or have improved in rank? What drove these improvements, and can they be leveraged for additional performance gains? What new keywords have appeared that have fallen in search interest?
Active performance measurement provides the insights needed to continuously and targeted content creation and improvement.
Search Engine Optimization and Content Strategy in Practice
It is helpful to look at a real-world example of a research-based content and SEO strategy. The Nestle Meritene example below provides a snapshot of how research data can be leveraged to enrich a company’s understanding of the market and improve its voice share in the all-important search channel. Nestlé, a BrightEdge customer, has used Data Cube, our enterprise solution for companies looking to implement research-based SEO and content strategies. You can read the full Nestlé case study and additional case study at Dumpsters.com in the Data Cube product guide.
BrightEdge Data Cube supports all four phases of search-based SEO and content strategy. To learn more about how Data Cube supports your SEO and content strategy, contact us to schedule a demo.
Nestlé Health Science – Meritin®
The MERITENE team, working with their agency to gain coveted relevance in search engines, used a strategy to prioritize keywords with higher search volume. They search first to discover high-value keywords with at least 29,000 monthly searches.
They followed targeted recommendations, optimized meta tags and existing content to improve SEO performance. In the absence of content currently, they have developed SEO friendly content based on “Healthy Living Habits” and nutritional supplements using the language that consumers use for research.
Over the course of the first year, they achieved front page rankings for over 90 previously unranked terms related to health. The gains drove traffic from 435 originating users in the first quarter to 67,735 users in the fourth.