Creating an on-page content strategy Seo – The future of SEO will be all about the experience a user will have on your website. It will be about interaction-focused design, clean navigation, clearly defined information architecture, and most importantly…compelling content.
When judging the worthiness of a website on the front page, search engines are already taking into account variables such as bounce rates, unique page-views, time on site, etc.
The ultimate aim is that users will effectively demonstrate the quality of any given website to a search engine just with their natural interaction.
Creating a content strategy is about more than just starting a blog. content strategy Seo,
So let’s explore some practical guidelines on the content side of things and how you can create a compelling content strategy that will have users coming and staying at your site.
Understand Your Users/Customers
At the end of the day, the whole point of your website is to be an effective resource to help solve a user’s problem. So it stands to reason that you should have a thorough understanding of everything your users will need to know that’s relevant to your product/service.
A good format is to brainstorm and list every topic that may be of interest to your users. Aim to be the Wikipedia of your niche.
This mentality will lead to your website is a resource to your customers, as opposed to just a sales tool.
Content strategy Seo
Define the strategies key performance indicators
What data will mark the success/failure of the campaign? Define what metrics will be tracked. Some suggestions of metrics to track are:
- Amount of monthly visitors directly hitting content pages from search engines
- Time on site
- Number of unique page views
- Inquiry volume etc
Make a plan of when these metrics will be viewed and logged. You may also choose to project milestones for the future of the campaign.
Map out the content into a sitemap
Once you have all the areas you want to write about, you should then map them out into a ‘sitemap’ of categories & subcategories. Aim to be logical in the way the pages will be organized. content strategy Seo.
Try and assume the level of knowledge of one of your users and make an honest assessment of how easy it would be to locate the particular bit of information they will be after:
After this is complete you can even list the future articles that will fall under each category/subcategory and create a schedule for when this content will be produced (eg: 1 new article for the ‘How To Section’ per week).
It is advisable to be consistent with content creation as opposed to creating a bunch of content in a frenzy then not updating the site for months.
Get the content done…
content strategy Seo – Identify who’s going to do what in terms of creating/sourcing the content. This can be done in a ‘content calendar’ of sorts which lists the who/when/where of your content creation strategy.
Some of the content may not even need to be written from scratch. Think of all the articles/PDF’s/infographics/video’s etc that may be sitting idle on your local server.
How can you integrate these into your new content strategy?
Another aspect is to invite guest posts from your clients/affiliates/community. The less time you need to spend writing the better!
Track metrics and refine
Make sure to look over the KPI’s on a regular basis that you defined in step 1. Take note of which categories/subcategories/articles are performing and alter future content in accordance with what is most positively affecting your KPI’s.
Think “Kaizen”. This is the Japanese word/philosophy for continuous improvement.
All this may seem quite daunting but when you get it right – the benefits far outweigh the effort. This has been a quick summary of the ‘top-level’ plan you can implement to keep a handle on your content.
Whilst there is a lot more to content creation, hopefully, this gives a simple framework that you can follow.