Content Strategy…. What Should I Write About

If you’re an established SEO or if you’ve been reading this blog, you’ll no doubt be aware that every website needs to satisfy the content freshness part of the Google algorithm. I say every site, but some business by their very nature already create reams of new content.

If you fall under this category, then congratulations! You’ll just need to make sure your new pages, products, video’s or documents are correctly indexed. The meta-data is up to specification and you’re not at the mercy of dynamic urls or pagination.

For the rest of us unlucky souls here at SEO Liverpool, we need to come up with ideas for a content strategy.

We hear this phrase rather a lot…

My business is so boring to most people outside our industry, no point in writing anything.

So what should you write about?

Firstly, stop thinking that people are going to read your content particularly your weekly blogs. The chances are, they won’t. At this stage you don’t need them too. What we’re saying is, you’re initially only trying to satisfy that part of the Google Algorithm.

Once you’ve an established readership, then you should worry more about what you’re writing.

Let your keywords do the talking.

e.g If your keyword research has thrown up the phrase ‘conveyor belting’ then you should write around that subject. It’s good for general SEO so you’ll be ticking more than one box.

This would seem like a difficult task, as surely everything that has ever been discussed, written or thought about could be placed on the 2 sheets of A4. This SEO agency Liverpool knows that you’d be wrong!

Firstly, their is nothing wrong with digging up bit’s of content that already contains the phrase. You can always re-write from a different perspective. You can always credit the original source. Why not write about certain machines that use the conveyor belts and their purpose.

Secondly,  Look for content that could become viral, or is at least important. Health and Safety laws, famous factory workers and top ten lists. These are generally your best bet for link-bait.

It’s important that you don’t devalue your brand, or say anything that is untrue or controversial but I encourage you to have fun with your blogs… you’ll get better traction.

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Three Classic Onsite Website SEO Mistakes

I’ve been contacted by a few companies in the last few months regarding our SEO basics posts. A common question we’ve heard centers around which SEO elements should they implement on-page (on the website)

It’s important to remember that you’re not trying to game the system. SEO and Google have the same goals. To get the top listings you just have to fulfill the criteria that Google uses to rank you… Google is very much customer focused. Build for the customers then you’ll build a site the search engines like.

Classic Website Mistakes

Number 1

Fresh content – I’ve stated this on many occasions but fresh content is a key-factor and a mainstay regarding the Google algorithm. This hasn’t changed and probably never will.

Why Google Likes It – The simplest indicator of a useful website is fresh content. Fresh content means the site and information is up to date and most importantly more than likely you’re still trading. This is done by the Google spiders revisiting the website.

e.g. You’re a HR company that has no fresh content or news on the website. Alternatively, you update the site with the latest HR information and proactively provide good content that adds to the readers experience.  Which version is Google going to want to refer? Google knows you’re still trading and most importantly you’re probably more relevant. The more the search engine spiders analyse a website, and you’ve added to it, the better you’ll rank.

Number 2

H1 Tags  – You should have a h1 tag on each page that gives a good description of the service you offer. Great for placing keywords but better for telling the customer what the page contains.

Why Google Likes It – Simply, it enables clear navigation and direction to customers. Search engine wise, it very clearly categorises each page and adds context to the meta data.

Number 3

Over optimisation of homepage text. You’ve seen those sites, lists of keywords that are hyper-linked to internal site pages. Their is no context to them. Most of the time, they’re not even written in constructive sentences, just placed in lists.

Why Google Hates It – Google not only looks at the keywords, and those that are linked, but it uses the text around to provide context. Lots of hyper-links and sitelinks is indicative of linkfarms and untrusted sites.

Personally, you shouldn’t optimise a homepage for more than three keywords.

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SEO Consultants Should Understand Conversions

This topic is in response to a question from an SEO Liverpool client who wants to know about Conversions.

It’s very important as an SEO consultant that you understand the final part of the optimisation puzzle. If you’re working towards the goal of just driving traffic to a website, then you’re not all the way their. The goal is to turn that traffic into conversions.

What is a conversion?A proportion of visitors to a website, take action to go beyond a casual content view or website visit, as a result of subtle or direct requests from marketers, advertisers, and content creators.

This meansThe person who lands on the website takes a desired action… or follows a set route you want them to travel.

Examples of Conversions

  • The analytics shows the user has travel a desired route, and looked at the information you wanted to show them
  • The user has phoned a number, or sent an email
  • The user has filled out a desired form
  • The user has downloaded a document
  • The user has watched a video
  • The user has bought a product or service

Why aren’t conversions all about getting work?Actually they are, but not all work arrives immediately or directly from a glance at a website.

Example…

I’m looking to build an extension onto my house. I know what I want, I’ve stumbled onto an appropriate website…

Firstly everybody is different… I might want to call you up and get a quote – I’ve immediately seen the phone number in the header – Job done.

I may wish to email you (also in the header) the project details… so you have a feel for the project and then you can call me (at a convenient time for me) to discuss once you’ve more of an understanding of my needs.

I may just want to make sure your business is the real deal… you could be anyone. Subconsciously I’m looking for trust… maybe accreditation’s or visuals that imply trust.

I want to know you’re not going to run off with my money and I want to see samples of your work… I find the case studies pages.

What do your clients say about you… I find a video testimonial.

Conclusions

These are all either conversion points or major factors that relate to conversions. If your website doesn’t have them, then SEO will never be complete. How can you offer SEO to a website that will not convert? It’s like directing everybody to a closed shop.

The goal of running an SEO agency or being a consultant, isn’t to be consistently finding new clients. The goal is to establish long-term relationships, get recommendations from your existing clients to other potentials. Anybody who doesn’t understand the power of this type of referral should get reading. The most difficult and arguably time consuming aspect of this type of work is when you need to justify the reasons why they need SEO and its benefits.  Why should anybody trust that you can deliver a project? Get your clients to do that for you!

How can you justify ROI if their is no ROI. Without proof of conversions, you’ll just make every potential client doubt the validity of your data sets and tarnish your reputation.

 

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