“Just Google it” – a ubiquitous term that has found its way into everyday speak that not only reflects how much information is available right at our fingertips, but also highlights the value of SEO and how it can direct the “googler” to your website. Making use of SEO-optimised content is among the most effective ways to improve your webpage ranking, as the content is designed to connect your business with the ideal traffic and links, and to be favoured by the search engine algorithms. By identifying keywords and topics that consider your business and it’s target demographic, we can build content.
The online world is fast growing and everchanging, and digital marketing is no different, having moved from a keyword focussed approach to a topic-driven model – we now see a holistic approach that first identifies keywords and then topics together to build content that helps your website’s performance and brings more traffic to your website.
Target Audience
The key to good writing is knowing your audience. Before you start writing you need to identify your target demographic, who are the people you want to reach, why them? After you figure out who you’re targeting, take a moment to think about their perspective so that you can craft your content to better connect with them.
The Tools
Content is king when it comes to ranking well on Google, so take advantage of tools like Google Analytics, Ahrefs or SEMRush. These tools will help you to understand how your content is performing, assist with planning and give you the edge when seeking out the everchanging trending topic. Don’t forget to check-up on your competitors too! While you certainly can’t plagarise their content, you can conduct research to see why they might be ranking better than you.
Google Analytics: Provides data on reader engagement and assists you in planning future content strategies accordingly.
Ahrefs: Provides keywords volume data, your keyword rankings and overall SEO performance.
SEMRush: A vital tool used in the digital market to identify related trending topics.
Keywords
Keywords are the bread and butter of SEO; the foundation to all your writing is going to be the keywords you target, artfully woven throughout your content. Research indicates that medium and long-tail keywords have higher click-through rates than their short counterparts. Although less competitive, because they are more specific they tend to have a higher conversion and will gradually bring more people back to your website.
Great Content
Digital marketing is a challenging and competitive space to manoeuvre if you’re not an expert, but by understanding your audience, implementing the right tools, and identifying keywords, you can enhance your writing to improve your rankings. With quality content tailored to your audience, you will find increased organic traffic and increased search engine rankings.