For example, a good topic for top-of-funnel searchers (read: people still in the “awareness” stage of the purchase journey; see above illustration) might be “NJ summer wedding ideas.” That’s because the person who searches for something like “NJ summer wedding ideas” is in a much different mindset than the person who searches for “NJ wedding venues with overnight accommodations.” The latter is likely already in the “interest” or “decision” stage of the buying journey.
Understanding the specific purpose of your content and where exactly it fits within the larger content marketing strategy and sales funnel is important in accurately measuring the success of your efforts.
Content quality is another critical part of maintaining successful SEO efforts; it encompasses everything from the visuals on your page down to the uniqueness of your message. An easy way to know if your content is of good quality or not is to ask: “Am I answering a specific question?”
Additionally, if your page is concise and gives high quality answers to queries without a ton of fluff (keyword stuffing, repetitiveness, etc.), you’re in good shape.
Search engines like Google want your page to be high quality, which means creating compelling, well-written content which specifically answers highly searched questions as clearly and directly as possible, while engaging your audience.
Incorporating images, videos, graphics, and links to other useful information is also important in separating your content from the rest, because it shows that you’re invested in your audience. If your content is original, useful and interesting, it will stand out and keep users coming back for more.
So, Why Do You Need a Content Strategy for SEO?
Your digital content is likely to be a first point of contact with your audience and potential customers, so it’s extremely important.
SEO content helps determine whether or not users can find your website — especially if you don’t invest in paid efforts like Google Adwords or social media ads. If people can’t find your website, your product or service offerings will never reach anyone; it’s the digital equivalent of being off the grid.
So, should you invest the time to create well-researched, strategic, and well-written content? Absolutely. It’s the first step in growing your organic SEO. Once you have these three pillars of SEO content down, you’re ready to get started.