On Page SEO – How To Improve Your Content

We have been enjoying some really interesting talks on our Tea Time SEO, today we had three speakers share their insights on how to improve their seo by focusing on just on page optimisation. Justyna Pruszyńska shared her key points and tips so you can read them in detail here. You can also read through the presentation on slideshare and subscribe to our YouTube channel, so you never miss a Tea Time SEO session.

1. Become your perfect customer

Before you start making any content, you have to become your perfect customer to know what other people search for and what they might need in the future. 

The best way to do this is to go on social media and search for your potential target group. Follow a bunch of Instagram accounts, watch YouTube videos, join some Facebook groups. Start thinking like people from the target group you want to reach. 

You have to do this to be able to come up with all the great, outside-the-box ideas for fresh content, that your competitors won’t have. 

2. Create a content outreach strategy

Once you know your target group, you can start creating ideas for a fresh content.

And I want you to think out of the box. That strategy is not only about the usual blog posts. It should be created to increase brand awareness, the user’s trust and of course to obtain links and mentions. 

So what we want to do is to create some ideas for engaging content that people will share and talk about. You can try and create an e-book, engaging Landing Page, a fancy infographic or conduct a survey that will be perfect for your future report on some interesting topic, putting you ahead of your competitors.

Some people can say that it is in fact an attempt to create viral content. You can say so. This content should not only be linked on other websites but also used in social media. Bring your two channels together for the best results – use this content for your social media as well

3. Focus on user intent

If you understand your users, you’re one step ahead of your competitors. The next step is to understand their searches – their user intent.  We have 6 canonical consumer needs that were introduced by Justin De Graff

We should be sure that the keywords that we are using on our blog post or in our product categories are matching the correct user intent.

If you’re not sure of the intent of the keyword, type that keyword down in Google and look at the results. They may surprise you. Be aware that Google is changing its SERPS quite frequently. 

For some keywords we won’t get one user intent, because they occur in more than one stage of the customer journey. Having that discovery in mind, create a page that will satisfy both user intents.

4. Always create content for every step of customer journey.

Understanding your customers and their intent is the core of customer journey. Why? We can describe customer journey as see-think-do-care. Let’s focus on first 3 steps – see, think and go. 

  • So, in “see” stage our user has their first contact with our website or our brand. 
  • Our “outside-of-the-box content, created as part of the content outreach strategy, is ideal for this stage – it creates a buzz.  
  • In “think” stage our customer starts thinking about buying something. 
  • We should help him by creating content that will make his mind, so our blog posts will be perfect for it. Educate or advise your client, inspire him in your articles. Use all the information about user intent to search for the best keywords for your content!
  • In “do” stage you have to be sure that your categories and product pages are optimized for the transactional keywords (so once again, check the user intent!). Product categories should be very intuitive and well-organised and the products themselves – described in details. How detailed or well-organised should they be? Think about what requirements your target group may have. 

Bonus – conversions

Be sure that your articles are contributing to conversions. Evaluate your content, because not everyone does it. Look for the most converting piece of content on your site and analyse it to find out why is it so successful. Check the internal linking (are you linking to your products from the articles?), use your product photos in your blog posts. Look for an author whose content generates most conversions and check what kind of phrases he uses in his articles.

You can re-watch the talk here and learn what our other speakers, Azeem Ahmad and Kerstin Reichert had to say about how to optimise to get ahead of your competitors.

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