Many marketers are still pursuing a largely outdated and ineffective approach to content marketing. When they should be putting search engine optimization in front while planning a new marketing campaign or writing a blog, they are doing the exact opposite by thinking of SEO right at the end.
The modern SEO approach can help you figure out your targeted audience, the stage of the visitors in their buyer’s journey, the kind of content preferred by most of the audience as well as the information they want. These insights combined together allow you to create a highly effective overall content strategy. Therefore, it is recommended to put SEO right at the beginning of every marketing project in order to get the full benefits of the best SEO marketing in Houston.
Content Should Be Focused on Particular Keywords
The approach of creating your content calendar on the basis of questions asked in the comments, customer service as well as in your office is not effective. Digital users may not be necessarily looking for those particular content ideas. The type of content that needs to be put on your website should be based on the questions that your targeted audience is already asking. The best way to get ideas and inspiration for your content is Google.
An effective content strategy begins with proper keyword research as modern keyword research approach can give you a lot of insights into what your audience is searching for. This approach to content creation allows marketers to quickly identify the needs of their users and brainstorm ideas for content based on the needs of the users which in turn allows them to create the content right the first time. This approach also helps in generating good amount of content ideas to fill up your editorial calendar.
Content Should Be Defined by Keyword Research
Keyword research not only helps you in identifying the type of content users want but it also tells marketers ways to create that content. Marketers can use the search results for targeted keywords to discover important insights into content creation.
Here is a little guide on how keyword research can be used for content creation.
Type of Information
When the search results for the targeted keyword include a lot of basic definitions, information for beginners as well as how-to guides, it means that the intent behind the keyword is general information acquisition.
Defining the Audience
If this search results returned by Google are highly technical or offer extremely detailed information, it’s likely that the content is targeted at individual contributors. If the returned results are high-level thought leadership pieces, it’s likely that it is targeted at executives.
User intent research allows marketers to define their audience and figure out who are searching for a particular keyword. It allows marketers to create personalized content for the audience.
Defining the Stage of the Journey
If the results returned for a keyword is beginner level content, it shows that the searchers are still looking for information and may not have identified the problem that requires a solved. On the other hand, if the results for keywords produce product comparisons or similar content, it suggests that users have identified the problem and are looking to make a purchase in order to solve their problem.
Keyword research performed in this manner allows marketers to expand the ideas in their editorial calendars. The content that is written using this approach will include all the required information and will be targeted at the right audience, and it will cater to searchers at that particular stage in their journey. In simple terms, this approach to keyword research helps in getting the content right the first time instead of discovering these insights once the content has been created.
SERP Analysis Reveals Google’s Ranking Priorities
SERP analysis helps marketers in determining the kind of results preferred by Google’s algorithms. To gain high rankings in the search engine result pages, marketers need to find out the factors that are prioritized for their content, niche, industry and other such things. Without a proper SERP analysis, it’s a waste of their time and effort as these efforts are unlikely to have any positive effect on their business.
First-page search results should be analyzed by marketers in order to build a personalized list of factors that affect rankings in their niche or industry. The top search results should be analyzed for identifying consistencies to figure out the main ranking factors in that particular niche or industry.
It will allow marketers to identify their user’s preferences and create the right kind of content in the right format in order to get high rankings in the search engine result pages.