Tuesday, May 30, 2023

What Is Seo Content and How to Apply It Strategically?


According to data from HubSpot studies, brands that blog regularly receive 350% more traffic than brands that don’t. With this shocking data, I want to start this post in which we are not only going to define what SEO content is, but also what are the main elements that we must work for optimization, and what are the basic strategic steps that we must take to apply it in our own business.

And it is that SEO content helps us to place our content in the top positions of Google. Something that you will no doubt once you read me in the following lines.

What is SEO Content? Definition

Two words that perfectly meet the definition of SEO content are; positioning and content. That is, SEO content is the discipline that is responsible for creating optimized content with the help of an SEO professional or agency.

And for what? To appear in the top positions of the Google ranking and attract visits to your blog.

This is especially important when it comes to increasing the organic traffic that comes to your website or, in other words, the traffic that comes from search engines. Which is quite relevant.

If we take into account that the visits that come from this source correspond to people interested in the subject we are dealing with. This is called qualified traffic, and when this happens the chances of conversion increase.

SEO Content is the strategy that gives visibility to your blog, your website, and, in general, to your business. In turn, it helps you build authority, reputation, and brand image.

Well … what would you think of a brand that has conquered the top of Google and has really valuable content? What do you think if we delve a little more about this and other benefits of SEO content?

1# Improving the visibility of your business

As before, value and positioning will result in increased visibility. Always appear in searches related to the subject you work on, will help your ideal audience find you, know you, know who you are, how to contact you …

On the other hand, the chances of them sharing your content on networks increase. A factor that multiplies visibility considerably.

2# Greater reputation, authority, and brand prestige

As a consequence of the previous points, you will become the reference consultation blog in your sector, which will translate into the advantages that I am telling you about.

With this, you will place yourself in the mind of your audience in a differential way and, every time they need a service or product related to your market, they will come to you. You will be the preferred option compared to your competition.

This is because you will make your audience understand that you have mastered the subject and that, if they trust you and your business, they will be in good hands (and not all brands reach the top of Google).

3# Increase in qualified organic traffic

For this to happen, it is necessary that the content is optimized for SEO, but also that it is of value. That is, being at the top does not assure you anything, because if the user clicks on your links and what they find is not relevant, it will end up becoming an inconvenience rather than an advantage.

In addition, the content must be well written, respecting spelling, structure, facilitating compression … And it is worth including copywriting techniques so that, thus, the reader ends up taking the action that it is advisable to include the content.

Google already rates the quality of it. Most likely, if your content does not meet its parameters, your positioning will be affected. So work on its repercussion for your users and, above all, for your reputation.

4# Positive impact on sales

After all, it is the consequence of all these advantages; traffic, visibility, reputation, authority, and prestige. If more people see your website and browse it, seeing you as a reference, you will receive more leads and, therefore, your chances of closing sales will increase.

Once you know what SEO content is, the more you work on it, the better results you will get, and that will be reflected in your bottom line.

Ultimately, this strategy will talk about your brand. Whether it does it right or wrong is up to you and the resources you invest in it.

Elements to optimize in SEO Content

By SEO content elements, I mean the points that you should keep in mind when writing and optimizing your content.

In the following list, you will find the most relevant ones. Which you should apply most practically every time you are going to publish content on your page or apply SEO copywriting techniques :

1# Keywords

They are the protagonists of the content and must appear in it repeatedly so that Google detects the subject being discussed and can determine its quality and position it.

There are different types, and they can be classified based on their nature or search intention:

Type of keywords according to their nature:

  • Main or secondary keywords: The main keyword will be the one that defines the main topic of our content, while the secondary ones are those that will also be related (more or less indirectly), and for which the user can search the same content (usually with a lower volume of searches). Eg: sportswear, sportswear, comfortable clothing to practice sports …
  • Long-tail or ‘long-tail keywords: These are keywords composed of several words, so they, in turn, make up phrases that specify much more the search term and, therefore, are less competitive than the main and secondary keywords. Eg: clothing for outdoor sports …

Type of keywords based on your search intent:

  • Informative keywords: They are used to capture the attention of users who do not yet have a purchase intention but are looking for information about their problem and how to solve it. Eg: sports shoes for running …
  • Keywords based on ambiguous search intent: They are designed for those users who are between the phases of looking for information and making a purchase. They are not yet clear about what decision to make. Eg: types of sports shoes …
  • Transactional or conversion keywords: They are used to target people who are close to making the purchase or any other type of conversion. Eg: buying cheap running shoes …

2# Title or SEO title

It is the headline that appears in blue on the search engine results page. Its length would have to range between 55 and 70 characters so that it does not appear incomplete in the search results and, in turn, be concise.

It must contain the keyword, be consistent with the content that the reader will find when they click, and generate curiosity and expectation.

3# Headers and subtitles of the content

They are called H1 for the main title visible on our website and, for the rest of the headers, we use H2, H3, H4 …

The higher the numbering, the deeper in the content hierarchy there will be. As in the previous elements, these headlines should contain the keyword and also not be too long to provide clarity.

They help to structure the text and improve the user experience, which is why it is one of the SEO content elements that count the most.

4# URL for SEO Content

Again it must contain the keyword. Ideally, the shorter the better, and for greater optimization, you mustn’t include stopwords as prepositions. This way it becomes more legible, it does not lose its meaning and we reduce characters.

5# Meta description and ALT tag in images

This will be, after the SEO title, the hook that will cause your reader to consume your content. So a key ingredient that you can’t miss is curiosity. Likewise, it must contain the keyword and must not be longer than 150 characters.

This is another point that adds to the positioning of your content in search engines. It is a tag that you will have to modify through HTML code or with plugins like Yoast SEO in WordPress, but it is very simple. Just find the symbols and word “ALT”, and add the keyword you are working on inside the tag.

SEO Content strategy step by step

I take up the phrase that I told you at the beginning ‘ Two words that respond perfectly to the definition of SEO content are; positioning and contents ‘.

Well, to apply the SEO content strategy, you will have to create high-quality content and work on the SEO parameters on a page on your site, as well as analyze your competitors.

Regarding the definition of on-page SEO, we could say that SEO techniques are divided into two:

  • On-page SEO techniques: These are those that are included in the content that you are creating. That is, there are a series of parameters that you will have to consider when creating content to position it.
  • Off-page SEO techniques: They are related to the actions that aim to get links that point to the contents of your website. These are external links that redirect to your blog. Normally, they come from other blogs or websites and usually involve a cost for those who invest in these types of techniques.

But as I was saying, now we are going to focus on valuable content and on-page SEO. So, next, I show you the 5 steps you must follow to apply the SEO content strategy in your business:

1# Choose the topic you are going to write about

First of all, is to identify the topics that most interest your audience. Those are the ones who search the most on Google.

To do this, a previous step that you should have carried out is the investigation and collection of information about your ideal client. This way you will know what needs, problems, tastes, and desires it has (keep in mind that your SEO content strategy will revolve around this data).

Then, you must choose categories or themes for each of your content. To do this, you can use:

  • Interviews: To ask your audience what they would like more information about.
  • Google autocomplete: Those are the suggested phrases that Google throws at you when you enter a search.
  • YouTube autocomplete: This works in the same way as the previous one.

You can also check the blogs and social networks of your competition to see what topics they are talking about, as well as the comments that users leave about it. In many cases, the questions that readers send are of great interest, because from there a complete content can be created.

2# Find your keywords

Keywords are the backbone of an SEO content strategy. They are related to the topic to be dealt with and mark the direction of the content itself.

Some tools to carry out your keyword study are:

  • Keyword planner: That gives you an idea of ​​what are the searches that are being carried out around your main topic. It informs you about search volume and also offers you related ideas.
  • Ubbersuggest: It fulfills the same function as the previous one and is free.
  • AnswerThePublic: It focuses on asking questions. From here you can get typical ideas; why, how, when, what … You can get very interesting points to deal with with this tool.

3# Create the content

Remember that it must be of quality. Any content is not worth it, otherwise, Google will not position it and your users will not want to consume it. Work it out to be the most complete and useful you can find.

In turn, to make it attractive, think of headlines that will grab the attention of the people who find them. Only then will you get them to consume them and impact them.

In this sense, there is a general tendency, especially in highly competitive markets, to create content longer than 2,000 words. In any case, I consider that not only the extension is relevant to position content, but also the quality of the information provided (its practical usefulness), the authority of the site, and other elements that favor the stay on the page such as videos, graphics and visual content.

These are some of the reasons why they score more:

  • You are providing more information to Google to classify your content as relevant.
  • You will respond better to the queries made by the search engine.
  • You will promote longer stay times on your page.
  • You will generate more dissemination on social networks and links that point to it.
  • It will decrease the competition you will have for the keyword used.

4# Optimize readability

For the SEO content strategy to be successful, your content must be very easy to consume. To do this, it must contain perfectly legible and understandable sentences. This, in addition to satisfying the user, satisfies Google, which gives special importance to the user experience to place your content in the number 1 position.

Here are some tips to optimize your readability:

  • Go for short sentences and small blocks of text.
  • Use narrow margins so the user doesn’t have to go from side to side.
  • Include images, featured phrases, bullets, and other visual aids.
  • Add complementary content such as guides, templates, videos …
  • Insert subtitles at least every 300 words.

5# Optimize your content for SEO Content

Different elements come into play here. All coordinated make the on-page SEO of your content add positive points too, thus, please search engines and not lose sight of the first page of results.

We have dealt with this topic in the previous section because, basically, we refer to the fact of optimizing meta-tags and other elements in SEO content.

6# Share on social networks

Once you have your content ready, it’s time to broadcast it on your social networks; Twitter, Facebook, Instagram, LinkedIn… The social network in which you are present will depend on your market niche and the audience you are targeting.

Whatever your chosen one, you should use them to give visibility to your blog. This will bring you visits and sales opportunities.

7# Measure and improve

To know if your SEO content strategy is paying off, you need to analyze your metrics. Two tools will facilitate data collection:

  • Google Analytics: It provides you with information on the number of visits your content has had, the time they have stayed on it, bounce rate, location of your users, devices they have used, source from which they come …
  • Google Search Console: Where you can know the number of impressions.

As a result of optimizing the SEO content elements that we have seen in this post, and applying the corresponding strategy, you will create value and highly positioned content.

Of course, be patient. Remember that SEO does not give immediate results, but in the long term and requires constant updating and audit work.

Do you have any doubt? Dare to leave a comment right here below. I will answer you as soon as possible!

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