Thanks to Google’s 2011 Panda update, the notion that content is king has only become more pronounced. If your website doesn’t have engaging, high-quality content, chances are you’ll notice your organic ranking drops, and your traffic drop with it.
Now for the good news: you can thwart Panda by producing your own great content. Here are 5 tips for creating a great content strategy that will actually appeal to your audience.
- Listen to your audience
You can use tools like HootSuite to monitor what people are saying about your brand and business on social media. Knowing what your prospective customers talk about will help you determine what they want to read and how to better engage them in meaningful ways.
- Do your keyword research
The trick is to give your visitors what they’re searching for. Keyword research helps you learn how customers find your website, which will help you build a content strategy that will pull more customers to your page.
There are a number of keyword research strategies available to you. If you’re running paid search campaigns, you can use Google’s free Keyword Planner tool to evaluate your website (or a competitor’s) for relevant keywords. If you’re not running paid search campaigns, another great option is to simply try a variety of keyword searches on Google, see what related keywords Google automatically suggests.
- Keep it fresh
Regularly updating your content is appealing to both users and search engines. Posting on a consistent basis will help keep users coming back for more – as long as you write content that they like (see tips 1 and 2).
It’s important to regularly update both your website and your social media pages. Though your social pages won’t affect your website’s organic ranking directly, regularly updating your social content will make sure that your brand occupies more real estate on organic results pages.
- Don’t spam your audience with promotional messages
Users may like your brand on Facebook and subscribe to your blog, but that doesn’t mean they want to see you constantly promoting your new product. Your keyword research and social monitoring will help illuminate what topics your audience is interested in – and it probably isn’t you. Focus your blog writing on offering insightful information, news, and tips that can help your customers.
- Make sure it’s shareable
Integrating social sharing buttons into your content is a great way to promote engagement (and your content!). You have great content, and your audience will want to share it – make sure it’s easy to do so!
Something to Write Home About
Now that you have a good understanding of great content strategy, it’s time to start producing engaging content. Not a writer? Stay tuned for our next post, where we’ll discuss some simple writing tips you can use to write your own high-quality content.
Connect with Nolan Wilson Freelance!
Nolan Wilson is a Freelance SEO writer in Toronto that specializes in SEO writing and blogging. He has a Master’s Degree in Library and Information Science and is a professional member of the PWAC. Connect with him on Google + and Twitter.