THE THREE STEPS OF SUCCESSFUL SEO STRATEGY.
PART 2: CONTENT CREATION.
Today we bring the part deux of“The three steps of the successful SEO strategy” (this is part one in case you haven’t read it), we already saw that the first step to optimize your website for search engines, is, worth the redundancy, optimize your site: make the user experience as agile and fast as possible reducing the size and response time of the site, especially on mobile.
Assuming we have already improved our site and it is already optimal for the user experience (considering the minimum approval 80 score on Google PageSpeed Insights), we have to give the user a reason to stay, this reason will be the quality and quantity of content on our site.
Remember when you browse the internet and look for something, what do you expect to find? Relevant information!
Keep in mind that the cornerstone of digital marketing strategy is the user experience.
We know that you love your brand and profess it, but the user doesn’t know you and isn’t really looking for you. You’re looking for useful and relevant information: that’s the content!
Think about what your experience is like when you walk into a site to find out something. Do you like to find information that presses a mark on your browsing? (this I don’t know if it is)
Regular sections of your site such as services/product, who we are, etc., do not usually count as relevant information.
Okay, we’re clear that we need to create content, but what content do you create and in what format? The answer, although it seems a bit complicated, if you have the right data will come almost in automatic: Content Marketing. (A great place to start is Content Marketing Institute).
The first step is to consider your product or service, maybe it’s software, or retail a specific or departmental product category, education and more, in short, first you need to think about your product, this is obvious. Then, think about the goal you want to achieve, be it branding or direct response. The latter will help us to focus more on the“clusters”of topics we will use, how close to our product/service will be and how often we will publish.
That is the basis of knowing what we want to achieve, the next step is to define the type of content that we should write, making sure that it is useful, relevant, entertaining and that our users love, for this we have to move on to the following, know our audience:
- Who is our buyer person (audience definition) ? It must go beyond a demographic profile, you have to put name, age, occupation, marital status, educational and even salary rank.
- Define your professional or personal challenges,as the case may be. If we are a company with a B2B approach, we are more interested in knowing the professional/business challenges of the decision maker. If we are a B2C we can probably go to a more personal level, such as hobbies, quality time with family, etc. Once you have it, try to write it in [tu audiencia] the first person, as if they were the ones who are telling you about their problems.
- Why does media and devices browse, search, and connect our audience with information? It can be Google, YouTube, Facebook, LinkedIn, etc. Depending on the profile, your age and the nature of the problems is how we should choose the main broadcast medium, as well as be able to adapt the content format to the best that corresponds.
- Which content format consumes the most? For example, young audiences are bolder and prefer to look for “how to” tutorials to do it themselves, usually this same sector tends to search more on YouTube than on Google, perhaps, if your audience are designers, spend more time on instagram or Pinterest for inspiration. If selling cameras is your goal, it can be a great place to publish photo galleries taken with the cameras themselves.
- How does my product or service solve your challenges? Or put another way, what makes me unique and ideal for them, this will help us define more the topics that we are going to talk about.
- Create the clusters of topics by classifying all the questions, challenges, doubts, comparisons, etc., that our audience has. This will also help us combat “writer’s block”, always giving us what to talk about, and the more we solve problems that our users have (whether personal, professional or even common FAQ’s/issues of our products/services) the more there is a chance that they will talk about us (A.K.A. Backlinks!)
- Editorial calendar, and include it in our continuous cycle of work,should not be “when you have free time”, a very common mistake, or that due to the lack of direct results is delegated as a priority. In order to engage the audience, content must be built consistently and logically. This last point is vital, because in addition to giving presence, it gives solidity to the brand.
Why am I talking about media like Facebook or YouTube if the theme is a successful SEO strategy (search engine positioning, basically: Google) ? The answer is divided into two parts:
The first is because seO takes time to position itself. Important tip: everything must be stored (or “mirrored”) and transcribed (if video) on our website
However, not all users immediately search us for Google. RRSSs are more immediate means of contact, over time we will reach content creators, who in turn, solving their most common/important challenges and those of our customers, will write about us addressing the content they found relevant.
This brings us to the second part of the response, with the content they write from us generating backlinks and helping us to improve our position in search engines and voila, we are “doing” SEO. Any part of creating content, distributing it on the appropriate channel and waiting for it to “flower” organically. This is the common SEO process, so we emphasize that it takes time, because that’s how it’s built. Of course, there are ways to catalyze this process to talk about us, it’s called linkbuilding,and it will be the next and final part of the successful SEO strategy.
Then recapitulating what we take from the ABC strategy to optimize a website to appear in search engines:
- Start by making the page well structured and delivering a fast load without sacrificing a good user experience.
- Create content, give your users a reason to visit your site (and stay) with relevant, useful and timely content. Defining your Content Marketing strategy with:
- The audience
- Key challenges
- Devices you browse and the content you consume the most
- How my product/service helps them solve their challenges
- The topics and the content development process.