Start With The Search Query
Search engine optimization starts and ends with the search phrase, the keywords that comprise the query a user types into the search box.
People tell search engines what they want through the queries they use to find information. If you know what people are searching for related to your business, you can create content that satisfies the demand expressed in the search term. Understanding your target audiences’ information needs is the foundation of content marketing and search engine optimization.
Conduct Keyword Research
Do some keyword research using a tool like Google Keyword Planner to discover the types of searches people are using to find information related to the products or services your company or brand offers. Use that research as a spring board for topic ideas about what content to create.
Conduct Content Research
Identify a handful of search queries for which you are most qualified to create content, then search those queries yourself. Examine the search results to determine if anyone has created content that addresses those searches.
If you find a search query where the content on the results page does not adequately answer that search, that’s a topic for which you should probably create content. The idea is to match those search queries with content that satisfies the need expressed in that query.
Create Content That Includes The Keywords You’ve Researched
Include the search query in your headline and, where it’s natural, throughout your copy. Search engine optimization is part science and part art but always remember that you are writing for human beings first. If your copy feels forced, rework it so it sounds natural.
After you’ve published, share the published article with your email subscribers, on your social channels, and with others you think may find it interesting.
If you think in terms of creating content that satisfies what people are looking for and answers their questions or solves their problems, you’re more than halfway there.
The e-Strategy Academy covers all aspects of digital marketing including search optimization & marketing, email marketing, social media marketing, video marketing, mobile marketing & public relations.