Content is “King” so the SEO experts say!
This is a little misleading as there is a critical word that is missing from this pearl of wisdom!
The missing keyword (pardon the pun) is “Relevant” and not just any old content. Talking of “old”, it also means it has to be “Fresh” to remain relevant!
The challenge of SEO is “to produce Fresh and Relevant content” to satisfy Google’s insatiable appetite for content, whilst keeping it relevant to your target “keywords” and your customers.
How do keep finding new subjects?
This is easier than you may think, but you need valid data in order to find your subject matter, and believe it or not, most of the data is available. You just have to spend the time to go through the data and pick the right subjects.
How to stay Relevant
Let’s take a few steps back first. Just because we have moved into the Digital World, it does not mean the rules of marketing have changed. Internet, website, and search engines are just another channel for your product and your marketing message. This means the essence of marketing and sales have remained the same. The axiom of sales still applies, “Find out what your customers want, and show them how they can have it”.
In fact the Internet should help us identify our customers “Wants” and “Needs” much better than ever before. Before the advent of Internet and Search Engines, we had to carry out market research, which was not affordable for smaller companies.
How to identify Relevant Content
Today, we have an array of tools readily at hand that allow us to identify trends, such as Google Search Console, Social Media Reports, Trending (live and historical), etc. These tools should help us identify what our customers are looking for, what keywords they are using to find their “wants”, which in turn will help us target our SEO and Marketing Messages.
These tools should give us strong clues on what content our target market is looking for, hence enable us to produce relevant content that will attract more clients to our website via search engines and social media.
How to create “Content of Interest”
There are 2 important issues in creating “Content of Interest”.
Firstly we need to differentiate between “content of interest” (what our potential customers are interested in) and “our personal interests”. The temptation in content generation is to create content that is of interest to us, but that is not necessarily what our clients are interested in.
Secondly, we need to appreciate the difference between on-site and off-site content. Successful SEO practice will only pay dividend if we maintain focus on both of these areas, however, the good news is that they are interlinked and directly feed into each other.
By understanding our “What our customers are looking for”, we can take 2 specific actions:
- Create new products and services that meet the customers needs – This of course means we will have to generate new pages for our new product and service, which means “Fresh and Relevant” content for the website.
- Create useful information that attracts them to our website – This can be done in the form of blog/article on site as well as off-site.
The new content, service, or product, will expose our website to new customers, as well as help us generate more detailed information on customer behaviour, which in turn enables us to refine and hone in our efforts. The perfect perpetual cycle.
How to promote target content
Use your Web Presence such as social media (Facebook, Instagram, Twitter, LinkedIn, etc.) to promote your new content, which means you will automatically promote the new product or service. Using relevant hashtags, enables us to refine and target specific keyphrases. This in turn allows us to target our very specific customers or potential customers.
You can now see how you can dovetail your content, SEO, and Social Media activities, and create a perpetual system of creating “content of interest” and hence relevant traffic.
Summary
Fresh and relevant content is an important part of ongoing SEO on your website. However, you could waste a lot of time writing and producing irrelevant content, if you do not take your time to use the tools available to you. The key in successful SEO and content generation is finding out the keywords your customers use (Content of Interest), and then generate the content that meets these keywords.
- Use the available tools from Google, Twitter, Facebook, and your hosting company to gather the right information.
- If you are using a SEO company, make sure they provide you with monthly reports that highlights these keywords.
- Create “Content of Interest”, which is fresh and relevant based on available data rather than subjects that interest you!
- Create product and services that meet customer’s “Wants”. Their search terms tell you what they want.
- Promote your content on Social Media to generate interest and traffic.
- Review and refine.
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