As we stated in the previous blog, SEO Made Simple, in order to rank high in search results, or to be number one on Google, you have to understand how a search engine works. Additionally, it's important to focus on building a strategy.
An effective SEO strategy is a detailed plan to improve a website's search engine rankings in order to capture more organic traffic. This plan should draw from several foundational pillars, including technical, off-page, and on-page optimization, content strategy, link building, and optimal user experience.
As we now know, majority of tactics to enhance SEO occur off-site or off of a website. Therefore, a strong content marketing strategy and domain level content strategy are vital.
What is a Domain Level Content Strategy?
A domain level content strategy is a high-level vision of your overall website's theme.
This helps guide you and your team for future content creation to ensure that your content is meeting specific business goals and objectives. Additionally, this allows you to create content that not only aligns with you and your business, but also that makes sense to your audience and visitors.
Tips For a Strong and Cohesive Domain Level Content Strategy (on your website):
Website pages should be based on a core theme
Content devoted to an overall central theme
Aligned with business values, goals, objectives, mission, vision
Establish content pillars or content categories to guide content creation
Content pillars are the themes and topics that are specific to your business or industry
Link related content to each other
Increases authority around topics
Provides people with useful information and allows them to interact with more pages within your site (more time spent on a site is a positive sign for SEO)
Strong branding is vital
A strong brand adds legitimacy and trust to a website
For instance, consider how an average person might trust a big corporation (Nike) first, over a small business
Strong branding is a strong signal to search engines that your website is trustworthy
Pages should be useful and unique
Useful is content that answers a person's questions
Unique is content that is your own (not plagiarized)
Link pages to other pages within site or to other credible and resourceful websites to enhance UX
Link blog content/topics to static pages on website
Link questions on the FAQ page to blog posts (use blog posts to provide more detail)
Real estate example: Write blog posts around the areas that you service. For instance, the best coffee shops or best neighborhoods, or best museums in the city.
What is a Content Marketing Strategy?
A content marketing strategy is a strategy used to attract, engage, grow and retain an audience, and build a community; by creating and sharing relevant articles, blogs, videos, podcasts, and other types of content.
By doing so, this helps to establish expertise, increase brand awareness, and keeps business top of mind when it's time for your audience to buy what you have to sell.
In order to have a strong and effective content marketing strategy, you must ensure that you strategy aligns with your brand (your why, vision, mission, values).
You must also understand where your audience is (meaning, what platforms they are on), get in front of them, and make sure that every single step of their journey is simple and seamless along the way. Remember, the goal is to always enhance UX.
Next, find what your audience is looking for, what their pain points are, what questions they have, and create quality content to address it.
At the end of the day, what makes content great (or quality) is if the result or goal is achieved. Whatever that goal may be.
However, to further understand the basics of SEO, including, keywords, title-tags, meta-descriptions, and other ways in which you can continue to optimize your own site by creating quality content, be sure to check out our free mini-webinar here.
Chief Creative Officer