This has a few simple steps. Once you put them in place, you will be able to take full advantage. Here’s how it works.
Step 1: Figure Out Your Audience Optimizing your content is all about making it easy for the user to find the products or services they want. So, you need to start by identifying who these customers are. Once you do that, you will be able to create the kind of content they are looking for. And by making it SEO friendly, you can tap into their queries and get their attention. You can do that by asking and answering a few simple questions.
You need to identify your present customer base. Finding out who they are will point you towards data on what they like and what more they are expecting from your brand. This kind of data is both qualitative and quantitative. So, do your research on age, gender, purchase history and engagement with your website or brand. This gives you a rough description of your average existing customer.
The next data point is to identify your competition. See what your demographic is looking for in your competition and whether they are seeking those brands out. This information is almost readily available on social media accounts, customer reviews and comments on authority blogs.
When you find customers who are happy with the competition, you learn about what you might be lacking. And when you find customers who are unhappy with the competition, you get to know if that is a space you can fill.
That leads you to what you can offer to get your competition’s customers to switch to your brand. This means you need to think about the products or services you presently offer and the demographic that benefits from it. Combine that with the information you already gathered about your competition and you can identify loopholes.
Finally, understand what your brand value is in the current market. Find out what your existing and potential customers think about your services and products. Also, find out about the areas where you excel and what you need to improve. This information can be gathered through simple surveys on social media or your own website.
The answers to all these questions will help you segment the customer base and help you build your buyer persona. Nowyoucan build content that is specific to this demographic and when you optimize it for search engines, you can reach them more effectively and drive traffic to your website. When the content is good, you will be able to convert them into paying customers or strengthen the loyalty factor with existing customers.
Step 2: Define Yourself
You know your audience and what they want. You also know the competition and what they are offering which you may or may not do already. This gives you the chance to (re)define your brand.
Figure out current topics of discussion and create content accordingly. Make sure you speak like a voice of authority on the subject. If this requires more work and research, invest resources in it because, in the long run, you will see great results. The content you provide must also be unique and not a rehash of what can be found elsewhere. Make an effort to stand out not just with the language but with insights.
Step 3: Do Your Keyword Research
You know what this is all about.
Step 4: Create Great Content
Once you have the unique content topics and the keywords that will help you reach the audience you are targeting, you must take the content beyond your blogs. You might even want to consider expanding the website to contain long-form content likewhitepapers and ebooks. Videos are a big part of the SEOgame. Soyoumight want to start investing resources there if you haven’t already.
Now, if you want your customers to stay on your page and explore what you have to offer, you need to go beyond keywords. That’s where the research you did on creating unique content topics will come in handy.
Create high-quality content that is appreciated by both the customers and search engines. This way, you also steer clear of search engine penalties for low-quality content. Here’s how you make your content good beyond the obvious stroke of genius in substance.
1. Make sure your blog posts are well written and don’t have spelling or grammatical errors. That’s the kind of stuff that doesn’t make you look like a serious contender. Makesureyou structure the pieces well so that they flow from one thought to another seamlessly.
2. Add examples to make your theories easier to understand. Avoid language that contains technical terms that the average reader might not understand. If you do use such language, give them a brief definition or add a glossary if it’s an ebook. It also helps customers better connect with your brand.
3. Since you know your audience demographic, make sure you use their lingo. Don’t be silly, just friendly. Be conversational in the tone so that they don’t feel like they are reading information spit out by a bot.
4. Make sure the content is formatted well. Use bullet points and short paragraphs so that the reader does not get tired. Summarize the plot points from time to time for those who are quickly glancing at the page.
Step 5: Update Your Content
The final step is to stay on top of the content game. This is possible by updating content that is relevant long after it is published. You know that updating headlines and descriptions along with keywords and tags is useful. See if you can add information that makes the content relevant to the present day. Apart from that, here’s what you can do.
1. Add fun facts or statistics that make it relevant
2. Optimize the metadata for the search engine of your choice
3. Check your website traffic statistics and review the content from time to time
Basically, if there is a blog post that is doing well, weeks or months after it is published, make sure you milk the traffic is getting by updating it and riding any trend that might be relevant to the subject.