Get the most important digital marketing news each day.
How to effectively prioritize and amplify SEO content
We all know that high-quality content is crucial for SEO, and columnist Winston Burton discusses how to prioritize content creation and promotion efforts.
Many SEOs these days are focused on content marketing. This involves building out high-quality content optimized for searcher intent, then amplifying that content through social to capture end users in their moment of need.
But what are the right steps to prioritize and amplify content? Read on.
SEO content prioritization & creation
At one point in SEO, all we talked about was being “relevant” in order to rank. However, modern SEO is about being both relevant and useful; content that achieves this is exactly what Google is looking for.
You can prioritize based on intent, striking distance, search volume and (if you have them) conversion metrics. I recommend that you remove branded keywords and low search volume keywords to get a more accurate picture.
Define your goals, and find low-hanging fruit
Let’s look at your goals. If your goal is to increase traffic by 15 percent year over year, you need to put together a plan to see where you can drive incremental traffic: local, optimizing existing landing pages, building out new content, optimizing videos and so on.
As a first step, I recommend taking a look at your website analytics and ranking tools to see what opportunities there are to drive incremental traffic with your existing assets. This could be done by looking at “striking distance” keywords, which are those that rank on page 2 of the major search engines (Google, Bing and Yahoo). Moving striking distance keywords from page 2 to page 1 can drive incremental revenue and traffic, especially for keywords that have a lot of volume and transactional intent.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.