In This Section
Data-Driven Content Ideas
Content Plans That Work
Words and Phrases
Our team is confident that we can create a plan that delivers dividends in terms of more traffic and conversions.
Run a content audit
Why read this page?
It might explain why your content is ineffectual and uncoordinated.
Define your goals
Who is this for?
Digital Marketers wanting to plan and execute more successful content long term.
Making a start
Short Term Planning
We divide the website into sections and then into keywords. We then see where the website ranks in Google. Like a silo
Low positions (#1-20) attract new or optimised content; higher positions (#20-100} are put on the back burner.
We need to examine 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, often closest to the money.
Determine which type of content you want to create.
The site is gaining new traffic; local and core dental keywords appear 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, and what treatment, 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, and 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 become part of the content work.
This plan may take us three to six months to execute.
Publish and manage your content.
Long Term Content Plans
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 rewritten. 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, videos etc.
- Online Content plans are often created by writers who are creative and not data driven , nor knowledgeable about the client;s industry
- Writers are not familiar with the client’s targets and goals
- Writers are not studying and/or reacting to the competition
- Writers are not aware of the client’d USPs
- Writers are aware of keywords but not advanced on-page optimisation
- Content writers do not have access to traffic and conversion rates so they have no idea of what works and what doesn’t.
- Writers have no experience of ecommerce
- Writers have no idea or concept or how to convert a user into a customer.
Three Overall Factors That Decide Your Website’s SEO Performance
Good content is about winning customers’ attention and compelling a buying action.
Front content is on-page SEO; it is the story you tell web users about your business.
It is the words, the voice, the tone, images and video.
Professional content creation is the essential factor currently within Google’s scoring metrics and the most popular service we offer for improved SEO.
Broadly it is
- What you sell
- Why do you sell it
- Why should I buy from you
Google’s index is one giant computer that reads code and has a set of rules (algorithm) to rank a website.
Computers read code, not just words. The code helps Google to understand the written content. In addition, it is another way of validating the website’s claims.
Optimising your code was the original essence of search engine optimisation. It was a set of rules (an algorithm!) that if you followed you would rank top of Google.
There have been many changes within code optimisation. Now it is less a process of correct Metadata and Headings and more a question of mark-up language and JSON.
Code optimisation is more than maintenance; it is the technical employment of a service that works hand in hand with new content. It is a case of optimising WP themes, marking up code and maximising speed and UI.
Google looks for online signals that corroborate the claims you make within your content.
Off-page is about SEO factors like backlinks, reviews, content marketing, social media etc. All of these aspects form signals to Google about a site’s trustability.
The list seems long; however, only parts affect your ranking position in Google.
Backlinks without updated content and UI are unlikely to have much effect. Improving a reputation or being active on social media will not convince Google to rank a poor website.
Backlinks and signals are confirmation of content; they are reliable witnesses to your business’s USP, product offerings and services.
The way to improve a backlink profile is to make small drip feed changes to new/updated pages while encouraging reviews and social media engagement.