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Woman Writing Content that Targets User Queries

Uncovering Content Strategies for Google SEO Success

June 11, 2020 by Liz Eisworth

In this post, which is based on a presentation we delivered at the North Fulton WordPress MeetUp and Marietta WordPress Meetup, we’ll discuss uncovering content strategies for your business to help you earn higher rankings and traffic.

We'll cover:

  • What characteristic of content is the most crucial factor to master for higher rankings and traffic. Go there now »
  • How to uncover content strategies for your business through some keyword research techniques.
  • Content types/tactics for each stage of the Sales Funnel
  • Common content strategy frameworks to consider applying in your business. Go there »
  • Tips for creating successful content based on your strategy and keyword research.
  • Maximizing the benefit of content you've spent time creating through content promotion
Critical Google SEO Success Factors

These Top 10 Critical SEO Success Factors are from Zyppy SEO's awesome post of Ranked Google Success Factors.

#1 on the List of Google SEO Success Factors

What’s the most crucial factor to master for higher rankings & traffic?...

...Creating Content that Targets User Search Queries.

This idea is at the very heart of SEO...it's what makes it work. SEO allows you to deliver the exact content the user is searching for, exactly when they are searching for it.

#4 on the List of Google SEO Factors

Create content to satisfy user’s intent.

Google wants to deliver the best answers, satisfying user's intent.

If the user has to click the back button, modify their search, or spend more time with results from other websites, this may be a sign that your content doesn’t deliver the best experience.

Create content with your engagement rates in mind, including:

Bounce Rate

Bounce Rates

Time on Site

Time on Site

Page Views

How do you figure out what search phrases to target?

The answer to this question depends on your specific situation and goals. These 3 things are important steps in deciding what search phrases to target and your resulting SEO content strategy.

Know Your Goals

1. Know Your Goals

Examples: Brand Awareness, Acquiring New Customers, Online Transactions, Email Sign Ups

Define Target Audience

2. Define Your Target Customers

Examples: Customer Profiles, Verticals, Niches (Resource: Define Your Target Audience)

Do Keyword Research

3. Do Keyword Research

To create content that targets user's queries, you need some data on what they are searching. More about Keyword Research »

Keyword Research

Keyword Research takes many forms, but it typically consists of 3 types of data:

  • Query: What are people actually searching for?

  • Volume: How many are searching for it?

  • Difficulty/Competition: How competitive is it to rank for this term in Google?

When doing keyword research:

  • Search from the user's point of view, not your own.

  • Avoid targeting industry jargon unless your target audience understands and uses the same terminology.

Resources and Guides for Doing Keyword Research

  • Keywords and Keyword Research (Moz.com)
  • Keyword Research for SEO: The Definitive Guide (Backlinko.com)
  • The High Value of Low Volume Keywords
  • How to Do Keyword Research (From the Future Agency)
Head Keywords

Head Keywords are (usually) Not Worth Chasing

  • Typically too broad
  • Rarely match intent because they are not specific enough
  • Too competitive

Example: "Insurance Company"

Long Tail Keywords

Long Tail Keywords Are Better for Targeted Search

  • Longer and more specific by nature
  • They may be low volume, but still valuable because they target more specifically

Example: "Is workers comp insurance required for a small business in Georgia?"

Content Types for Users at all Stages of the Sales Funnel

When creating an SEO content strategy for your business, keep in mind these different types of content for all stages of the Sales Funnel.

Content Types/Tactics for Different Stages of the Sales Funnel
  AWARENESS EVALUATION PURCHASE RETENTION
GOALSIndirect customer acquisition; brand awarenessDirect customer acquisitionTransactions with customersRetention of existing customers; advocacy
TACTICEducational content, viral contentSolutions to use-case challengesProduct descriptions and unique value propositionsHelp, support and onboarding
TYPES OF CONTENTBlog Posts
Whitepaper
Ebook
Kit
Tip Sheet
Checklist
How-To Video
Educational Webinar
Email Newsletters
Podcast
Primary Research
Product Webinar
Case Study
Sample
FAQ
Data Sheet
Demo Video
How-to content that showcases your products
Quiz/Survey
Free Trial
Live Demo
Consultation
Estimate
Coupon
Mini-Class
Be prepared to back it up with:
Testimonials
Reviews
A streamlined, comprehensible and trustworthy sales process
Customer support and help documentation
Special Offers
Insider How-To’s
Email Outreach and Follow-Up
Effective Product UX

Common content strategy frameworks to consider applying in your business.

Most businesses will find the best results using multiple content frameworks for their content strategy.

  • Verticals / Specific Customer Profiles

    Example: Employee Screening Company targets specific industries like Healthcare, Hospitality, Education, etc. with focused landing pages.

  • Resource Library (FAQs, Whitepapers, Case Studies)

    Example: Video production company organizes long-tail keyword targeted content for multiple stages of the sales cycle into an easy to navigate library.

  • Project / Portfolio Pages

    Example: Event Design company posts Project Recap posts that cross-reference Event Type pages (wedding, corporate, marketing events) and Venue pages.

  • Event-Based Content

    Example: Non-Profit needs Donations and Volunteers targets events such as National Day of Service, monthly Beta Club Volunteer Hours requirements, and the end-of-year holiday donation season.

  • Hyperlocal (especially useful for Real Estate)

    Example: Real Estate Agent builds authority in a geographic location by publishing content specific to the area, and also targets hyperlocal areas like "homes for sale in Alpharetta High School district."

  • Seasonally-Based Content

    Example: Catering company targets Spring Weddings, Summer Family Reunions, Fall Tailgating events, and Winter Holiday Parties.

  • Local City Pages to rank in cities where you have no address

    Example: A service area business cannot rank in the local 3-Pack for areas where they have no address, but can target ranking in the organic results with high-quality city pages.

  • Low-Hanging-Fruit

    Low Hanging Fruit

    In Google Search Console, go to Performance, Queries and filter for terms for which you are on page 1 or 2 and look for opportunities.

Creating Content

Creating content can be daunting. Consider these techniques to help you in content creation.

  • Interview subject matter experts in your company
  • Look in your outbox….What do you explain to potential or current clients again and again via email? Incorporate this information on your website.
  • Video Transcription - If you have a video content strategy, embed the video but also provide a formatted transcription.
  • Keep a Content Topic List (with associated target keywords from your research) - When you have time to write, you can refer to the list.
  • Industry News - Have a weekly reading habit for the latest news in your industry. This may yield topic ideas or supporting evidence for other content.
  • Ask current clients about their pain points and what they would like to know more about.

Tips to Improve Engagement Metrics

  • Make Content Visually Interesting to encourage scrolling and interaction
  • Video on a page naturally increases 'dwell time' or 'time on page'
  • Use headings , images and lists to make pages easily scannable and digestible to avoid bounces
  • Longer Content ranks better on average, but it's not required and not a magic bullet.

Maximize the Benefit of Content You've Spent Time Creating

  • Promote content on social media platforms and/or email marketing

    Drive traffic back to your site and assert your authority on the topic. Don't just talk about it on social...be sure to LINK to it as well so you can capture that traffic.

  • Re-use & re-share evergreen content.

    Only a very small percent of followers will see it each time it is shared. Vary the text you use when re-sharing a piece of content. When you have a library of evergreen content, consider using a social media scheduler (like DLVR.it, SmarterQueue or our current favorite - Social Pilot (These are affiliate links, which means we earn a commission if you click it and make a purchase.) These services recycle and auto-post your content on a schedule you set making it easier to promote your content consistently.

  • Link Internally

    Use links within your content to cross-reference other related content on your website. This is good for visitors as well as SEO.

  • Refer current and prospective clients to content

    Referring clients to content that answers a question or explains a concept saves you from repeating answers in email and creates extra traffic. Content that is perfect for this is frequently sent repeatedly in emails you send....so check your outbox!

  • Refresh and Update Periodically

    Refresh and update your evergreen content over time to boost its rankings. (Resource: How Updating Your Old Content Can Help With Your Rankings)

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Category: Content Marketing, Google SEO, Search Engine Optimization (SEO), SEO
Liz Eisworth

About Liz Eisworth

Liz Eisworth is the founder and lead designer of SangFroid Web located in Alpharetta, GA. As an experienced website designer and SEO strategist, Liz designs custom WordPress websites, optimizes websites for SEO, and leverages Local SEO / Google Business Profiles for business owners who are looking to improve their online presence to earn more traffic and leads. She built her first website for a business in 2003 and her first WordPress website in 2006. Learn more about Liz »

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