Why write great content with no readership? Content without any search direction won’t get noticed in Google’s index or have the search volume you want from an article.
Keyword Research
It’s important to identify top level and searchable keyphrases from the very start of your content production. Once you have picked some heavy hitting keywords you can start creating engaging topics for your content.
Using tools like SEMrush and Keywordtool.io you can start looking at your competitors big topics and get an idea of search volume and competition for your topics.
To summarize, the three things you need to bare in mind before you begin are:
- Competitors Analysis
- Keyword Research
- Benchmark Ranking Reports
Editorial Pipeline
Maybe you already have an internal process for curating new content, or maybe you have never had one at all. I would work with your content writer to quality check your current pipeline or create one for you.
There should be variety in your content and direction of where it is going on your site. Having categories with no supporting pages or aimlessly adding content won’t help your overall site.
You need to understand who your audience is, and I’m not referring to persona mapping. I mean search quieres. Who is searching for your content.
Firstly, we need to establish the intent of your writing. There are two main categories this can fall in to:
- Conversions
- Readership
Once we have decided on a variety of content we can add them to the content pipeline.
Content Optimisation
When you type a into keyword into google, do you see your competitors? Or do you see a load of guff article pages. If your articles aren’t popular topics then most likely the search results page will show you sites you have never heard off.
If you have a backlog of content on your site, then I can start looking at your top pages and lost pages to see how we can link them together and give your target search pages more strength and authority.
Key services include:
- Content optimisation
- Keyword optimised headers
- Internal linking
Content Marketing
Writing blogs can be quite internal and personal, but interactive and external content is what gets mentioned and encourages influencers and marketers to link back to your articles. Getting expert opinions and interviews with local companies is a great way to get your social community behind you.
I will work with your social media manager to allocate budgets to pages and promote shares and likes through external linking strategies and outbound marketing.