The world of Search Engine Optimization (SEO) is constantly evolving, and long gone are the days of creating webpages specifically for search engines and link building without the consideration of the content being linked to. In order to drive organic leads to your website in today's day and age, you need to create high quality content and more of it to implement a successful SEO strategy.
How has the standard of content changed?
For the best results, you need to create original content that is engaging, relevant, and resourceful to your target audience on a regular basis. Search engine algorithms are designed to rank new and fresh content higher on results pages, requiring businesses that want to rank well to make a full-time commitment to an SEO strategy. Search engines consider the quality of the content shared to be just as important with how often it is created. Ideally, the content that you create should entice your fans to share it socially with their networks, therefore helping to expand your online reach.
What type of content should you be creating?
This is probably one of the most common questions that businesses have, and the answer is that it all depends on your industry and target audience. For example, if you are marketing to a younger demographic, using images and "cool" infographics filled with need-to-know information can be extremely effective in increasing shares of your content online.
A helpful tip for assisting with your content marketing strategy is to look at what your competitors are doing online. Which keywords is your target audience typing into search engines to be directed to your competitors' websites? What type of content are they sharing and which content seems to be getting the best results in terms of "likes”, shares, and engagement? By performing a thorough competitive analysis, your goal is to look for gaps for content that works.
Fortunately, you have some helpful Internet marketing tools at your fingertips to assist your business with its SEO strategy, and we wanted to highlight a few of them for you below:
- SEMrush: By visiting this website, you can search for your business or lookup your competitors to see the amount of keywords they rank for and the overall search traffic that they receive each month. Most specifically, you should take a look at how individual keywords have ranked and the types of "supporting content" that appears most often.
- OpenSiteExplorer: To help you build the strongest links, this Internet marketing tool takes a look at what your competitors top link destination pages are. Essentially, which pages have the most links linking back to them?
- MutualMind: To find out what type of content is most appealing to your target audience, use this social listening tool to search for your competitors and find out what type of content is creating the most noise among your prospective customers.
All in all, making you aware of the type of content that is most appealing to your target audience is essential to implementing a successful SEO strategy. Creating relevant and informative content that your target audience finds meaningful is part one of the equation, and knowing which keywords and other metrics that search engines are looking for helps to optimize your results.