Content Strategies That Are Guaranteed To Drive SEO Performance
Content strategy is the backbone of SEO. It’s what determines how your content will rank in search engines, and it’s also what tells you how to create content that will drive traffic to your site. However, there are many misconceptions about what can and cannot be done with a content strategy. This article covers some of the most common myths about content strategy, so you can get started today!
Content optimization
Content optimization doesn’t need to be technical, but it should use a consistent strategy. Content is the lifeblood of digital marketing. It’s what you turn to when you need to drive awareness and traffic from search engines. If planning your site content seems complicated, you’re not alone! We’ve got some good news for you: there isn’t one type of content that you need to focus on.
Content strategy means different things to different marketers, and the best way to plan your site’s content is based on your goals and target audience.
Create a pillar page
Pillar pages are the backbone of your content strategy. They’re topic-focused and attract links and social shares, which help your other pages rank in search engines. A simple example of a pillar page is one that’s focused on a single product.
When you’re choosing what to write about, it can be tempting to focus on producing a lot of new and creative content pieces. But while you might get a short-term boost from creating interesting new pieces, they won’t help you grow your site over the long term.
Use topic clusters
Topic clusters help you find good topics that have a long tail of search traffic. In other words, they help you find topics your target audience is searching for that have fewer results in Google. What’s more, they also help you understand which topics your audience is searching for, so you can create content that addresses their concerns and drives them to your site.
Together, a pillar page and topic cluster strategy are the keys you need to drive SEO performance.
Look out for content decay
All good content needs to be maintained and updated, or it will decay.
One of the most common misconceptions about digital marketing is that you can publish a piece of content and leave it untouched for years —or even forever —and still get traffic from search engines. The reality is that your site content does change over time. Even if you don’t add new content, people will still read what you’ve already published. If you don’t update older content to reflect changes in your industry, information about your products and services, or current events, it won’t remain useful for very long.
Keep a close eye on how often people are searching for your topic. If no one searches for a topic in a given time period, the topic is no longer relevant.
Don’t worry about how often people search for your topic. You should still create content around it even if no one searches for it.
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