One of the questions I am asked most often about SEO is “How can I do better in organic search results”? The answer to that question is always by developing a winning content strategy. SEO today is actually much less about optimization and much more about simply developing amazing content that people need and can relate to. People throughout the last decade have heard so many different things about what it takes to be successful with search marketing that they are not really sure what to believe. Also, things have simply just changed a lot in Internet marketing over the last decade. In the past, SEO was more about tricking the search engines to make them think you were more relevant than you actually were. Are there still loopholes to exploit today? Perhaps, but the truth is, even if you are able to it is really not worth the effort. Your results will be temporary, could cause more harm than good in the long run, and is likely to take more effort than doing it correctly.
Building Content for Search Engines and Users
So how does one go about developing a winning content strategy for search engines? Well you start by designing amazing content for your customers or readers. Addressing a specific niche within a certain market is always a good idea. Doing well with search marketing is really exactly like building a successful business. You start by developing a product or service that is specifically tailored to a niche group of people. You design your product and your business in such a way that it appeals to that audience better than anyone else can. Once you have established your business as the leader in that market then you can think about moving into other areas. This is the exact same way developing a great content strategy should work, only instead of building a product or service you are creating content. This content should be educational, inspiring, and humorous. It should be anything that makes people realize it adds value to their life and is worth continually coming back to your website to read more of what you have to say.
Continual Content Means Continual Success
When developing a digital content strategy it is also very important to produce content at steady and continual intervals. This is really important for both search engine optimization (SEO) and your audience. An example of this is to push out a new blog post twice a week on certain days, or once a week, or just whatever time frame works with your ability to produce content. It would not be advisable to go several weeks without posting any new content and then push several new pieces out within one week. When it comes to building a great content strategy the less sporadic you are the better. Why is this? Well think about it, if your readers don’t know when they can expect to hear from you again why should they choose to continue to engage with your product, brand, or community. When you are producing content for the web what you are actually doing is building a community. How successful do you think a newspaper company would be if they went weeks without providing their customers with a newspaper and then all of a sudden sent them 5 in one week. The newspaper would probably never get off the ground. It works the same way when you are producing content for your website, social media accounts, or any other type of online community you are trying to build.
So have fun with it, tell your readers things you or your company is passionate about. Make it interesting and insightful and you will be well on your way to having a winning content strategy.
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