One of the most important considerations for search engine algorithms is not fancy code, it’s SEO content. Here’s how you can start creating it.
When a lot of business leaders think about SEO, their minds go straight to technical optimisation – those components of a website that will help it feature highly in results from search engines like Google or Bing – and something to be handballed from marketing to IT.
Yet, Google itself is telling us that the most important algorithm consideration has nothing to do with fancy code, it’s SEO content.
Even better, SEO content is something you can start creating right now – here’s how.
What is SEO content?
SEO content is content that has been designed to feature prominently on search engine results pages (SERPs).
SEO content includes written articles, videos, and infographics, as well as event listings and product pages.
Regardless of what form it takes, the one thing all SEO content has in common is that it has been created with search in mind, and that makes SEO content an essential part of every marketing campaign.
Why do you need to include SEO content in your marketing mix?
Chances are, if you are in business, you want to attract customers.
Search finds your business and serves it up to potential customers on their results pages. SEO content ensures you make it to the top search results and stand out from other businesses.
The importance of SEO content cannot be overstated. There are more than 200 factors that Google takes into account when determining search result ranking, but the top two determining factors are quality content and backlinks.
Google processes about 40,000 search queries per second, and the average click-through rate on the first organic result is almost 40 per cent.
What are the benefits of creating SEO content?
SEO content is a powerful marketing tool because it allows you to:
- Target specific queries and respond to questions asked directly by consumers.
- Reach your target market and nurture them. By creating SEO content, you pinpoint your marketing on those who are most likely to become customers. It also targets them at every stage of the purchasing cycle, from awareness to purchase.
- Elevate your brand by increasing your online visibility.
- Build your backlink catalogue. The more relevant and better quality your content, the more other websites will link to it, growing your profile and brand.
- Improve user experience. By concentrating efforts on developing a website that is more user-friendly, you increase engagement and conversion for everyone, not just those who come in via search.
- Increase revenue. The greater the number of people clicking though to your site, the greater number who will be making purchases.
How do you create SEO content?
Before you start writing or pick up your camera to create your own SEO content, there’s some preparation work that needs to happen. Here’s what you should do:
1. Conduct keyword search
Keyword research will allow you to discover what words and terms potential customers are searching for. There are a number of free keyword databases, such as Google AdWords Keyword Planner and Ubersuggest, to help with your research.
Remember to include vocal keyword searches, which can be different to those typed into a search engine, to capture the increasing number of customers searching using voice.
2. Review the SERP
Reviewing search engine results pages (SERPs) will provide a better idea of what type of content is performing well. Is it short-form video or more detailed written information? It could be that visual assets like infographics work best for your particular audience.
3. Create quality content (and publish regularly)
Now that you know which terms are being searched for and what kind of content is being clicked on, it’s time to start creating SEO content.
Knowing that the most effective SEO content is original, useful content, what insights or knowledge can you share? Make sure you present it in an engaging and inspiring way.
4. Apply schema markup
Schema markup is structured data code that helps Google identify SEO website content. Schema markup helps Google better understand your content and makes you eligible for rich results, which are search results with extra features such as review ratings, images, bullet list information and other non-textual elements.
Speak to the marketing experts
The most important thing to know about SEO content is that it’s about people and how they use search, and marketing to those people.
Assemblo is a full-service marketing agency based in Melbourne, and specialists in content marketing that incorporates a strong SEO strategy.
To find out how we can help your business, give us a call on (03) 9079 2555 or send us a note via the contact form below.