This is an exciting phase where we can push our clients into being perceived as market leaders within Google. Our team are confident that we can create a plan that delivers dividends in terms of more traffic and more conversions.
Short term (in the beginning)
We divide the website into sections and then into keywords. We then see where the website ranks in Google. Low positions attract content; higher positions are put on the back burner.
Content is literally content; we need to start examining how the website responds to new content aimed at core keywords. Basically, we need more irons in the fire.
We require traffic to analyse where we are going wrong and where we are going right.
However, content plans often focus on new content. Our content plans always focus on identifying and optimising existing content that is often closest to the money.
The site is gaining new traffic, keywords are appearing on page one or two of Google. Now we add more creative and analytical thinking into the mix to further strengthen our offering. Who is ranking above us (competitor analysis), what content are they creating, what products or services are they mentioning?
Now we find that the content strategy we initially created begins to pay dividends. We can start to filter the types of customers we are targeting and begin to push the website to rank for more competitive keywords.
With Google analytics data, we can see what pages are converting and what pages need attention. We can target landing pages, exit pages, thin content pages; the list is often very long. We need to streamline and then create a content plan that starts with the pages closest to the money.
Images, design and User experience (UI) now becomes part of the content work.
This plan may take us three to six months to execute.
Long term content
These are generally new sections or ideas for the website that are usually creative-mind led. They are concepts that could find traction but are not tested. As they are outside of “the data”, they need careful monitoring to see if users are interested or tuning out.
Once the immediate goals of the site are being reached, then this is the time to jump the competition by talking about facts, services, products etc., that they do not mention. The internet is really a copy of many websites rehashed and re-written. Google rewards content, facts and figures that it has not seen before.
Content doesn’t have to be pages and blogs; it can now include apps like calculators, video etc.
- Online Content plans are often created by writers who are creative and not scientific
- Writers are not familiar with the client’s targets and goals
- Writers are not studying and/or reacting to the competition
- Writers are aware of keywords but not advanced on-page optimisation
- Content writers do not have access to traffic and conversion rates so have no idea of what works and what doesn’t
Will people trust our content? Why will they trust it?
What can we do to improve their trust
Created: November 23, 2021 | Updated: January 19, 2022