Want great SEO? Develop a Content Strategy.
As content creators we love to hate algorithms. And even more than we love to hate them, we love to try and beat them. But what we end up losing sight of in our keyword plugging and sharing of cute little “beat the algorithm” graphics, is the point. The intention behind any algorithm is to serve up relevant content to the right audience. So the question still stands, how do you focus on improving your SEO instead of just “beating the algorithm”?
First, WTF is SEO?
Search Engine Optimization (SEO) refers to how your website performs in search result rankings on Google and other search engines. SEO is all about providing relevant content for your viewer, so that when they open up Google and search a keyword, you pop up! SEO is all about balance.
Much like there are organic and paid social posts, there are both organic and paid SEO options. Organic SEO means increasing your ranking in a Google search by improving your site and making it a relevant place for users to find answers. Google recognizes this and naturally moves your site up in rankings since it’s a great option for whoever is searching!
On the other hand, paid SEO is just that, paying for a higher ranked position on Google’s search. Yes, your audience is likely to see your site. But have you ever searched something then scrolled past the first 2-3 options that have a big “AD” beside their link? We have, and we do it because we know that spot was paid for and not necessarily earned. Which can make it hard to trust. Not what we’re going for.
That’s why we are always focused on improving our clients’ SEO organically. Because a better website chalked full of quality content means you are naturally a great resource for consumers.
What Makes Content Relevant?
Let’s think of it from Google’s (or any search engine’s) perspective, an odd exercise but go with us on this. Google’s job is to deliver on your ask when you type something into their search bar. So if you want to know, “What Are Spring’s Fashion Trends” the search engine is going to “index” or “search” all of the content it has, to find an answer for you. By “all content” we mean every article, blog, website and news outlet on the web. Yep you read that right, the search engine is searching through every website in the world to find a solution. Intimidating, we know. But that is why it’s so crucial to have a strong understanding of what you offer, who your audience is, what their needs are and how they would describe them.
Relevant content is anything: words, pictures, blogs, articles, videos, that the search engine thinks will answer what was typed in the search bar. For our spring fashion example that could mean an article from a notable trend spotter, clips of New York/Milan fashion week, or an interview with a fashion designer or influencer. The list truly is endless because there is a LOT of content out there.
Keywords are the Key, Right?
Yes! Well, not completely.
Remember we mentioned that good SEO is all about balance? And remember that Google is combing through every website in the world to find the most relevant content. Google is smart, so smart that they look for patterns and actively try to avoid bots and auto-generated content. They want the person that came to them for search help to have a good user experience!
Keywords are important, especially words that your audience would use to describe what they are looking for. But if you overuse keywords and the content on your site begins to sound unnatural then Google will pick up on those patterns and begin to lower you in rankings. Not what we want.
Well that’s frustrating, so how do we beat the system?!
Truly? By knowing your audience, knowing yourself and communicating it clearly and effectively, with a strong content strategy and the appropriate amount of keywords.
How Can a Content Strategy Help?
Having a content strategy ensures that you have a plan of how and when you are going to communicate your offerings to your intended audience. The plan keeps you showing up consistently, which really is the major key here.
Never forget that your content is in service of your business goals. If your goal is to generate revenue, be sure that your content includes a way for people to hire you or buy your products!
Connecting your audience to your products and services through great content is at the core of strong search engine optimization.
Where Should I Start?
Don’t make assumptions about your audience’s knowledge of your industry or over complicate how you describe your services. Resist the urge to give offerings cutesy names that don’t describe the product or service, we know it’s tempting. Communicate what you offer to people in a clear and concise way, using simple language and without industry jargon.
Understand who your audience is and what problem they are looking to solve. When someone types into the search bar they are using keywords to describe what they are looking for. So what keywords is your audience using?
Do some keyword research to understand what they’re looking for, this can be immensely valuable in improving your SEO. If this feels like something you would rather offload, we can help!
Finally you need to understand where your audience is located. Try to get specific, look at your site traffic to see where people are, down to the cities or neighborhoods if you can.
In a Nutshell
The better you understand your audience and how you can solve their problem, the more efficiently you can use a content strategy to create relevant content and organically improve your SEO.
SEO is important, and a strong, consistent content strategy is the best way to improve it. Besides, chasing an ever evolving algorithm is exhausting and you could be building your brand instead.
Want a partner to help you clearly define a content strategy that will naturally improve your SEO, let’s talk!
Or are you looking for education on all things social media, including guidance on defining your own content strategy? Check out our course, Demystifying Social Media!
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Meet the Authors
Jen Siomacco, Founder and UX Designer
Jen has worked in technology, marketing, and publishing for ten years. After years as a CX/UX designer in the corporate world, Jen put her skills to work as one of the owners of Catalyst Wedding Co. After seeing both the corporate and entrepreneurial world, Jen is committed to helping feminist small businesses grow into revolutionary brands.
Connor Bernard, Copywriter
Connor has worked in both advertising agencies and internal creative departments alike on clients ranging from tech to food and beverage and even a few state agencies. She shares her passion between writing and ceramic art, so you'll likely find her either behind the keys or on the wheel making something beautiful.
