Copy the SEO content marketing strategy that I’ve had the most success with over the years. Please pay close attention as I unveil the approach I use to market content and rank number 1 on Google.
Before we continue, I want to mention that if you’d like to learn SEO right from scratch, please follow the SEO tutorial guide page and move forward from there.
Alternatively, you can use the navigation menu to move to any section of the SEO tutorial you’re interested in.
What is Content?
I may as well have said something as generic as stuff, because that’s what the word ‘content’ feels like right? Let me break it down for you; digital content refers to any information communicated in one of many different forms on the Internet.
A few common examples of digital content are…
• Blog Posts
• Case Studies
• ‘How To’ Guides
• Frequently Asked Questions Lists
Using Content for Off-Page Optimization
Underpinning everything of real value on the Internet is content. After all, that’s what the Internet is; a global computer network providing informational content.
Google has become an online behemoth by sifting through all that information and delivering us the most valuable content available on the web, relevant to what words we put into their search bar.
Google has rightly concluded that if a website’s content is genuinely useful, people will start to talk about it socially. Furthermore, webmasters are likely to link to that content from their sites, because doing so augments the content that they’re producing.
For example, if you were reading this tutorial on your website right now, you’d likely add a link to an article by Nathan Ellering called ‘SEO Content Strategy: How to Skyrocket Your Traffic By 594%’ (how’s that for a clickbait title!), which would complement and expand on the point you’re trying to make.
This link would then give real SEO benefit to the website you were linking to, and that website would consequently move up in Google.
Simply put, creating high-quality content and housing it on your website acts like bait. It gives webmasters a reason to link to you. As I mentioned in the ‘Paid Links’ section of the SEO Backlinks tutorial, through association, webmasters are placing their reputation on the line by linking to you.
If your site content is poor, it’ll reflect badly on them. If it’s good, they’ll be happy to associate themselves with you and it.
Have you ever recommended a movie or product to a friend or colleague, and it turned out they didn’t like it? How did that feel? We’re social animals, and if something like this happens we’re disappointed because we know that the friend or colleague may have judged us negatively as a result.
There are various techniques to utilize content to attract links to your site, but I’m going to discuss the main ones I’ve had the most success with over the years.
Creating Quality Content
Since content marketing’s rise to popularity over the last decade, there’s been an emphasis within business marketing departments to religiously add crap to their websites come what may.
This has resulted in an obscene amount of generic ‘filler’ pieces being regularly published in various industries.
However, the effectiveness of generating and publishing content for improved SEO is predicated on one main factor – quality.
If the content we create and subsequently promote on our website is genuinely not useful, interesting, or shareable; we might as well not bother.
What Constitutes ‘Good Quality’ Content?
For the most part, good quality content is any totally unique piece of text or media which delivers value to an audience.
This means that as far as SEO is concerned, before we create anything at all, we must
have a clear grasp of who our audience is – which in turn illuminates a way of promoting that content to them later.
Coming Up with Content Ideas: The 5 Questions
The biggest stumbling block to engaging in content marketing for SEO is working out what on earth to write or produce.
Don’t panic. Block out some quiet time and consider answers to the following 5 questions to come up with a list of content topic ideas.
1. What’s the Zeitgeist?
If we can work out which articles and blog posts within our industry or niche are being talked about, shared, and highly engaged with online already; would that be helpful in working out the kind of content to produce?
All we’d then need to do is put a unique spin on a certain topic – or present the same information in a different way – to have a well-trodden road to producing something that will most likely cause a stir on the Internet.
So how can you find out what the players and haters are playin’ and hatin’ about your industry? Thankfully it’s pretty straight forward. Just visit the online tool…
Punch a topic keyword or domain into the search bar to discover the most trending content in that space. And of course, by ‘trending’ we mean the most shared and talked about content within social media.
2. What Questions do Your Customers Consistently Ask?
If you’re stuck for ideas surrounding content, just look towards the most frequently asked questions in your industry.
If you’re new to your particular niche, just search for online forums surrounding your website’s topic to see what people are asking. Create the best quality answers to those questions within your articles.
3. Is There Anything Nobody in Your Industry Wants to Tackle?
Being guided by what’s currently trending is very useful insight. However, unless you put a unique spin on it you run the risk of just regurgitating and rewording articles.
Don’t fall into this trap just for the sake of producing words on a page. Believe me, it won’t do you any good when the time comes to promote your content.
One way to ensure you’re a unicorn amongst horses (is that a saying? Well It bloody well should be!), is to look at what content other people are publishing, and do the opposite.
Yup. The opposite.
What are people in your industry afraid to talk about? Is technological advancement changing your industry and most operators are scared of this change?
Embrace the uncomfortable topics within your niche because these are the themes a lot of people would be very interested in.
4. Is There Any Viewpoint You Hold in Your Industry That is Contrarian?
Have you been in your industry a long time? Do you have any insight into your niche which is different from the ‘same old stuff’? If so, share it.
Write articles about it. Produce a video on it. Generate an infographic about it. Start a podcast through a unique viewpoint. Simply put, just get your thoughts out there.
5. What Would You Enjoy Reading About?
One of the most straightforward ways of coming up with content ideas is ‘scratching your own itch’. What facets of your industry interest you? Once you’ve identified them, explore them in your content.