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How to create killer SEO content

SEO

What’s important in SEO

Google, in its “Search Engine Optimization (SEO) Starter Guide,” states:

 

Creating high-quality content takes a significant amount of at least one of the following: time, effort, expertise, and talent/skill. Content should be factually accurate, clearly written, and comprehensive. 

 

What’s more, it is important not to put too many keywords, or to write long sentences. Instead one should “pursue quality”. With this in mind, we’ll explain what SEO is below, and how to create killer SEO content.

 

What do people look for in “search results”?

Why do people search? Let’s explore this first before we think about SEO.

 

What is your thought process when you search? It may very well be “I need the answer” “I want to solve a problem” such as “my boiler has broken down and where can I find a local plumber near me?” People always have some kind of challenge, problem or question when they search.

 

The search results should present solutions to these problems. Recall my early statement, high-quality SEO content contains 100% of the answers searchers want.

 

Why SEO Content is necessary

SEO content is an essential part of building contact with your customers. A website that solves your specific problem will leave a positive impression and those experiences will increase your loyalty and the likelihood that you will become their fan in the future.

 

Also SEO content has a high-value potential, making it very necessary for any business. The usefulness of SEO content lasts longer than others, such as news articles which are only useful in the present. As well as this, if your site is rated well by users (and Google), you can expect consistent traffic of users, across a longer period, making it very cost-effective. For these reasons, SEO content should be one tool in your content marketing armoury.

 

Steps for effective SEO content creation

When it comes to creating SEO content, there are 7 steps.

 

(1) Define your problems and set provisional KPIs

(2) Identify keywords

(3) Build audience personas

(4) Analyse your competitors and your own user’s intent 

(5) Plan the content

(6) Create the content and set KPIs

(7) Rewrite the content

 

Let’s take a look at each one of them below.

 

(1) Define your problems and set provisional KPIs

Google Analytics and Search Console are useful in gathering data and extracting the problems that people want to solve. Then carefully analyse the results and set provisional KPIs.

 

(2) Identify keywords

At the beginning of your content creation, isolate the correct keywords as much as you can. A basic approach is to pick up search queries from Search Console. Other ways include tools provided by Google, such as keyword planners, or through unique tools such as answerthepublic.com. You could even hold workshops with an agency and come up with ideas together. This will play a very important role in the “content planning” process described below.

 

(3) Build audience personas 

A persona refers to the ideal user that you are targeting. In addition to basic attributes, such as age, gender, country and region, it would be good to be able to set more detailed information, like annual income, family structure, hobbies and interests, and lifestyles.

 

(4)  Analyse your competitors and your own user’s intent 

Based on the keywords you’ve identified and the personas you’ve set up, you can then create queries. This might be a “combination of words” that your target audience may type into Google. So do this yourself! By typing it out you can see what the search results show. The articles that rank on the first page are the content that would/will be competing with you. By analysing them carefully, you will be able to see the intentions of both users and Google.

 

(5) Plan the content

Based on the results of the above analysis, we can then plan the content. Angle and format are both important. For example, if the content contains a lot of data, it might be better to use infographics instead. Or, it may be easier to understand if you use illustrations instead of just text. Thoroughly seek out the form that best communicates your intent to the user!

 

(6) Create the content and set KPIs

Once planning is over, we can get to work on production. Google’s Search Engine Optimization (SEO) Starter Guide states that professionalism and authority are important to SEO, especially when it comes to text production. It is also important to have clear KPIs as these are necessary when rewriting the content described below.

 

(7) Rewrite the content

It’s no exaggeration to say that SEO content only matters once it’s published. Simply publishing it doesn’t mean anything. It only creates value for your business if it is searched for and solves people’s problems. Once published, you can periodically check Google Analytics to see how the content is performing. If the results are not high, look back at the process to see what went wrong. Either your selected keywords weren’t right, your competitors were better, or the uniqueness of the plan was weak. But do not lose hope! You can then identify your faults and improve/rewrite them.

 

Above I’ve given you an overview of how to create SEO. SEO can be a very important measure in content marketing and it’s important to keep working hard and improving, please contact with us!

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