If you haven’t heard it before, content is king. Content strategy forms a large part of marketing for any brand, and having robust, relevant content on your website that communicates what your brand stands for and what you do as a company is important to becoming known and differentiated in your industry. What you may not know however, is that by implementing the right kind of content strategy, solid brand content can also be used as a powerful SEO tool. In this post we will be unpacking how to develop a strong content strategy that goes hand in hand with healthy search engine optimization.
Why is it important to have an SEO content strategy?
SEO content creation is an essential element of any successful digital marketing strategy.
You could have the most spectacular content in the world that showcases your brand in the best possible way. You may have hired a fantastic writer to create these beautifully organized, wonderfully penned words. Developers and designers may have spent hours making it look like a Baz Luhrmann production. But all that time, effort and hours of work mean little if no one on the web is able to find your content.
This is where I come in, as Edgar Allan’s in-house SEO specialist and writer.
Here’s a little peek behind the curtain: SEO is not a magic wand that can make your website rank number one for all your targeted keywords in an instant. (Sorry. It’s just not.) SEO is a science and a process with many moving parts, one of which is SEO content strategy.
By creating high-quality, keyword-rich content, you can increase your website's visibility on search engine results pages (SERPs) and drive more organic traffic to your site. So, let’s take a look at some key tips and best practices for creating SEO-friendly content.
There is no need to reinvent the wheel.
This doesn’t mean you have to throw all the plans for your amazing content out of the window. Instead view a strong content strategy as giving your website the best of both worlds: a perfect marriage of the best possible content for your brand and SEO that gives your content the edge to compete in the crazy world of Google rankings.
How Edgar Allan develops an SEO content strategy
- We ask our clients what they want to rank for
Client input is an important part of how we handle SEO content strategy at Edgar Allan. We want to know what keywords are important for you, client, to rank for. With your guidance and a few SEO tools and know-how, keyword research is performed to determine the best possible keywords to include in your content. Content ideas and topics are also suggested.
- We take a peek at what their competitors are ranking for
Competitor analysis is a great way to determine if your content is going to be able to compete in the same space as brands similar to yours. This can also help determine which keywords are worth trying to rank for and which aren’t.
- We take time to do intensive keyword research
Once we’ve had a look at what you want your brand to be ranking for as well as what your competitors are ranking for, more keyword research is carried out.
When looking at potential keywords it’s important to consider if the juice is worth the squeeze. There may be keywords that bring in a lot of traffic but are too difficult to rank for or the resources needed to rank for that keyword are not available.
Alternative keywords are then looked at that are easier to rank for, in line with your brand and what users are searching for and in line with what your brand wants to rank for.
- We make content suggestions
Each keyword comes with a set of content suggestions that can be built around them. This is the type of content that will help you rank.
These days the more helpful Google deems the content around the keywords, the more likely your website is to rank. If you sell a product or service, your content and keywords should reflect the questions being asked on Google about that kind of product or service.
If you sell car seats for toddlers and the keyword is “safest car seat for toddlers,” then there should be a page on your website explaining why your brand’s car seat is the safest car seat for toddlers.
There could also be content suggestions on how to use a product or service the correct way or lists of suppliers of said product or service. The possibilities are endless.This content will appear on the core pages of your website (Home, About Us, FAQs) as well as in blog posts that get uploaded on a regular basis.
- We create SEO content
The content suggestions and keywords are then used to create out of this world web content to be featured in the main navigation of a brand’s website and as blog posts. Edgar Allan has a fantastic group of passionate and informed designers at our clients’ disposal who assist with this part to make sure the content created for Edgar Allan clients is true to the brand, helpful and reads like a dream.
- We optimize the content for search engines
Once the hard part is over (the creation of the content), it’s my job to add all the technical SEO bells and whistles and ensure the content we have so carefully created will be crawlable by Google and that when Google does crawl the site that it likes what it sees. These optimizations range from making sure the content is in HTML (the only coding language Google can read) to adding metadata that is the correct length and features the keywords being targeted. This is all part of the SEO tinkering process I mentioned in my previous blog post: Edgar Allan SEO 101: Backlinks and how we use them as a Webflow agency.
And that (in a nutshell) is how Edgar Allan helps our clients develop an SEO content strategy.
SEO content creation is a crucial element of any digital marketing strategy. By conducting keyword research, creating high-quality content, paying attention to structure, and optimizing for user experience, Edgar Allan can improve your website's visibility on SERPs and drive more organic traffic to your site.
If you are interested in learning more about how Edgar Allan and how we empower our clients check out the rest of our blog.
Edgar Allan is a brand to build Webflow agency that helps clients tell their stories and move faster in their marketing with Webflow. We provide a wide variety of services which include SEO content strategy, creation and implementation (plus design, Webflow development and more). Want to start a project? Let’s chat.