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The days when SEO meant stuffing content full of keywords are now well in the past. The search engines got wise, and they now require businesses to take a more subtle approach to SEO while producing more thoughtful content. So what kind of thinking goes into creating SEO-friendly content today? These strategies will help you find out.
Know Your Customers’ Minds
We are not talking here about creating customer profiles as per traditional marketing. Instead, you need to figure out what questions they are asking about the product or service you are selling. As Shark Tank Australia judge and business strategist Sabri Suby has said, there is already a conversation happening in your customers’ minds. All you need to do is figure out what it is and join it. Create content that tackles their questions head-on.
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Prioritise Positioning Over Keywords
Clearly, picking the right keywords is essential to SEO success. However, this doesn’t mean you should just dive right in and start finding high-volume keywords to build your content around. Working with a professional SEO agency can help you choose the right ones strategically.
The trouble with doing that is that it can become unclear how your brand positions itself, and ambiguity can decrease the chance of converting customers. Choose keywords and create content that affirms your chosen position, whether you are the fastest, cheapest, or most eco-friendly in your industry.
Funnel
In the world of paid advertising, funnelling is as old as the hills. In SEO, however, it is innovative and just as effective. You use it to generate content by thinking about the journey your customer takes from becoming aware of your product to making a purchase then writing content for each step along the way.
For example, you might first write a general how-to style guide to help address a problem they have. This could lead them to something like a guide to the different solutions available on the market, including yours. You could then create content that compares your product against the others and explains why it is better, and finally, you lead them towards your product pages where they can purchase your product.
Conclusion
These three strategies can be the source of inspiration for thousands of pages of quality, SEO-friendly content. Not only will they help your website in the search rankings, but by providing meaningful information to the people who are looking for it, they help improve the experience for visitors to your website too. In that way, they can be thought of as a business opportunity, rather than a mere modern necessity.
