First and foremost, all SEO content should be high quality. Unfortunately, that’s just not the case. As people see the shift from keyword dense optimization tactics to rich valuable content optimization, many struggle to find the happy medium where optimized content is high quality. The standard formula no longer cuts the mustard. Once there is an identified strategy beyond just keyword research, then the question must be posed. Is it measurable and duplicatable? If you’ve got the right formula, then the answer is yes. There are a few things to take into consideration when you start optimizing high-quality content beyond just keywords.
Yes, this post goes beyond the scope of just keywords, but this is an issue worth mentioning. Keyword research is still important and necessary. However, when you use your tools and decide its time to make your shortlist, don’t overlook the audience. This happens so often. Put some effort into understanding your audience and what type of material they find engaging. If you don’t, then your keyword strategy will never be successful. There are so many site owners or webmasters who outsource the creation of content and the writer has no idea who they are writing for. A list of keywords does no good to someone who doesn’t know the audience.
No, this is not eating at the same chicken place for lunch every day. This is being loyal to your brand when creating content. Be aware of the brand you are creating for your company and ensure that your content stays true to it. If your brand has a certain message, incorporate it. If it uses certain phrases or avoids others, then be sure to reflect that in the content you are creating. If you want to create brand awareness, then you must first practice it.
It is no secret that the search engines love long-form content. If it is written correctly, it is considered more valuable which is what the search engines look for. However, long-form content can be boring even if it is detailed and informational. This is when it is helpful to really know your audience and what moves them. Relevant photos, funny memes, infographics, engaging videos and thought-provoking questions are just a few of the tactics you can employ to keep an audience interested. Of course, you don’t want them all at the beginning or the end of the content. It is best to have these things “clustered” throughout long-form content to hold the audience’s attention. One successful strategy is to cluster them near keywords so that they sort of branch out, as long as they are relevant.
Consider The Data
You must look at the data to create great content because the data tells you what’s performing and what’s tanking. There is a vast array of tools at your disposal, both paid and unpaid. It isn’t necessary to sink thousands into some professional or high-tech metrics tool. You only need to find one that works for you. It’s probably best to use a couple of different ones, but the point is that this will help you track conversions and bounce rates. When a strategy is working well, it will show. When it’s not, it will show, and you will know where you need to make changes.
Search engine optimization incorporates many complexities beyond keywords, and you’ve probably heard the same SEO song and dance over and over again. It is time for fresh new ideas and an emphasis on quality. Get organized and learn who your audience really is. Stay true to your brand, use engagement clusters in long-form content and read the measurable data. The data will tell you what you need to do next.