Content Marketing
Content for SEO
Content for SEO will drive long-term growth in terms of more organic search visitors finding your business.
Content Priority Number Two.
This is your second priority, once you’ve created the foundational content. This is the content that will drive your long-term growth in terms of more organic search visitors finding your business. This means you can convert more visitors into leads and online sales.
1. Target Audience
What is Your Target Audience Searching For?
You need to be crystal clear on the core topics and themes your target market are typing into their Google search, so that you can make sure they find you.
2. Keyword Research
This is a great Google tool and third-party tool that provides you with a list of all the possible topics that people are typing into Google. Start by brainstorming for 5 or 10 minutes – what are the top 10, 20, or 30 keywords you think your target audience are searching for? Then put them into the keyword planner, and that keyword planner will spit out 4000 possible ideas for you to consider.
Then you want to start sifting through them. This means deleting, rearranging, sorting, and making sure that you end up with a good list of 200 – 400 keywords that are relevant to your business.
3. Theming
Whilst Google provides you with exact keywords that people are typing, it’s not a real human thought process. They’re not based on keywords; they’re actually based on themes and ideas. So, we want to group relevant keywords that are similar to each other into a theme. So, out of the 200-400 possible keywords that you’ve identified, that might break down into 30 or 40 themes, which really summarises the sort of search queries that people are typing into Google.
4. Keyword Rankings
Now, for those themes, there’ll be predominant keywords in each that are ranking higher. Then you break those rankings down into 3 core categories:
- “We’re on page one, which is great, so we just need to fine tune and tweak that content”
- “You know what? We’re on page 20 to 50, which means we’re being recognised for this, but Google’s not seeing us as a relevant authority figure to those keywords”
- “You know what? We’re ranking 50 plots, which means Google doesn’t see us at all important, so we need to do something about it”
5. Gap Analysis
Gap Analysis compares the number of searches performed for the keywords you’re targeting against the actual number of visitors you get to your site through organic search engine listings.
The rank gives you a blanket of the 40 things you’re going after. It’s important to understand where do you currently rank, so the gap analysis can analyse what is needed to improve things.
6. Recommendations
Recommendations fall into the below 3 core categories.
- Update Current Content – If you’re in the keywords that are currently ranking you on page 1 and in the top 10 positions, our aim is to improve your position. This means adding more content to that specific page, go into more detail, explain more pros and cons, give people a really good experience on that page, so it moves from position eight to six, to position two. So really, this is all about how do you refine the content on that page.
- Add More Content – Or if you’re ranking in positions 20 to 50, Google’s really saying, “You know what, you don’t have enough content on that page that is good enough.” You know what we hear – let's add a lot more good & relevant content to this page.
- Create New Pages – If you’re in position 50+, Google’s not identifying that keyword with who you are according to what is on your website. So, you need to create a new page that’s purely focused on that keyword. You’re not going to create a page for the sake of creating a page, you want to create a page that shares really great information around that keyword that your target audience is going to find engaging.
7. Content Calendar
Now that you have the 30 bits of content that you need to produce, you’re going to add it to your Content Calendar. You’re going to do it over the next four months, and here’s who’s going to do what, when and how. We’ll talk more about a content calendar a bit later.
It’s time to do great content marketing!
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