Deciding on a Content Strategy is a must before you start an SEO campaign because it provides a vital foundation. In this respect, it is an essential element to success.
First Things First
As with any marketing campaign, it is vital to establish who the target audience is as this will give you the best possible chance of reaching them. Consider, when deciding this, the “5 W’s”. WHO is your content for? WHAT do you want to achieve? WHEN and how is the content going to be displayed? WHERE is the content going to be located and WHY?
Once you’ve answered these questions, we can start to build your strategy, and for that there are some very important considerations:
Deciding on Keywords
Deciding on keywords to use in your SEO campaign is much more scientific than you might think and we use a variety of tools for this purpose. The first step is to investigate current search trends, and we use Google AdWords Keyword Tool among others to find the most relevant keywords for your business.
Focusing on Pages
There’s a lot more involved in SEO than simply “stuffing” your website full of search terms and the best policy is to create one web page for each individual keyword. This gives the best results but also the best reading experience. We’ll work with you to decide on the best keyword, page order, title and the URL of the page. For example, if you’re a business who sells jewellery then a separate page for each item such as necklaces, bracelets, rings and so on will give each page the best chance of being seen.
Writing the Content
As we’ve already said, there’s a lot more to SEO than stuffing a page full of keywords and the placement of the keywords is a further vital consideration. We have plenty of tricks and strategies we use when deciding where to place keywords, such as using the keyword in the title and first paragraph of the article or page, and using associated words which people might use when searching. For example people searching for jewellery might try “costume,” “dress” or “wedding”.
The User Experience
Although the readability of a web page isn’t assessed by a search engine, it’s still a big consideration. After all, there’s little point in attracting people to your website with SEO if they then can’t read or be excited by the content and in turn don’t stay to buy your products or services. We write all of our content with the human reader in mind as well as the search engine.
Keeping Content Fresh
Search engines love fresh web content for a variety of reasons; they can see when your content is regularly updated that your site is active and that you’re promoting yourself. With this in mind we recommend updating your site at least two or three times a week. You can do this in a variety of ways including blogs and via social networking, both of which we can undertake on your behalf.
The Call To Action (CTA)
It’s vital that every website has call to actions, and that as part of it your customers know what action they need to take and when. This could be making a phone call, ordering online or spreading the word about it – but it’s essential that it’s simple and included in the right place. We can provide advice on this or include it as part of the content we write for you.
Internal links, which tell your users (and search engines) where to go and what to do, are essential for SEO and for a good reading experience, and our expertise can give you the best preparation for including these links.
In conclusion, we would recommend that a well thought out content strategy is the best possible foundation for any SEO campaign.