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Being an SEO professional is all about adapting your digital marketing strategy according to the right web design. Focusing on those factors that are determinant, the phrase “content is key” summarizes all. High-quality content can be one of the top factors that will make you stand out of the competition, helping you rank higher within the SERP. However, a common crossroad that most SEO experts encounter is related to quantity versus quality. Is it better to have tons of content, and make your pages/posts larger for the shake of it, or maybe is better to make posts shorter but straightforward? We will share some light on how you can produce quality content to make it the cherry top of your SEO cake.
While it may seem like a simple and straightforward tip, a lot of businesses write content just for the shake of it. The main goal of writing a piece of content is to create awareness and value for a chosen topic.
On the other hand, if you write blog posts and articles with the sole intent to promote your products or services, people would feel that their needs are not taken into account. You should ask yourself: is my blog covering a wide range of topics? Are we answering those questions that targeted and future customers are asking to themselves? Therefore, you will have to conduct extensive research into your target segment to determine what are you missing in your content.
If you push the right buttons, your site will stand out of the crowd and will enable you to rank higher then your competitors.
2. Schedule your Content Using an Editorial Calendar
Creating an editorial calendar will help you organize your content. It will dictate you when to publish new content or which blog posts you want to update. Just make sure that you stick to it, you must create blog content on regularly. Some features you might want to take into account are:
- Use a calendar app. E.g. Outlook or Google Calendar. Calendar apps are great for reminders and to organize your daily schedule. It will also enable you to share the editorial calendar with your marketing team, so everyone can collaborate with it!
- Keep an eye on your competitors’ updates. If you want your content to be relevant enough, check on the competition to see what kind of content is creating, and when are they doing it. This will help you simplify the whole process of engaging with your audience and will keep you at the same level than the rest of the bloggers.
- Create special features for your site. Add some originality to your blog here: create categories, weekly updates, contents etc. Try to be engaging at all times.
3. Assign Keywords to Search Intent
One of the most common mistakes that people make is to fill up their content with a lot of keywords, just because they want to rank for them. If you overuse keywords into your content, Google will not be happy with it, as the searcher is always trying to find content that is tailored to a keyword. If the content you produce focuses on improving the search volume for your keywords instead of providing value, Google will penalize the readability of your blog.
This is why mapping keywords to search intent is so important: is an easy step but is not that difficult to leave it behind. Therefore, you may want to perform a Google search for your keyword and see the results that the SERP displays. For example, if you want to rank for “best SEO tips”, you should map your keyword to a “best SEO tips 2020” blog post, or a related service website.
First of all, make sure that you know what evergreen content is:
- Easy to share
- Non-time sensitive
Once you know which post/article you want to update, you may want to prioritize those posts that have earned more engagement. Check on the metrics: use ahrefs to see your top pages and pick up the right topic. Then, identify that data that is eligible for being updated, and reshape it: give it refreshment by adding some relevant information. Moreover, include internal and external links to your new content. This way, you can add new additional pages that are relevant to your article, which will add new value to your piece of content. Last but not least, remember to change those old and outdated images for new and shiny ones.
5. Focus on Quality AND Quantity
If you do have the resources to create as much quality content as possible and you can write several high-quality blog articles in a short period, just do it! However, if you cannot afford it that way, focus your attention on the 80% rule: put 80% of your efforts on quality and 20% on quantity or vice versa. Furthermore, it is harsh to put a 50%- 50% focus on both, as you will have to focus on relevant topics or publishing every day. Last but not least, identify which your overall goals are: are you looking to engage users and offer them new pieces every day? Or are you looking to create high-quality, unique content? That only depends on you, but I will try to focus on both at the same time.
About the Author
Laura is an SEO Executive working at MintTwist, a London based digital marketing agency.
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