Martyna Walas , Alice Farren and Charlotte Ross joined us last week on Tea Time SEO to give us tips on How Much Content Do You Need to Rank. Missed the talk but want to get experts insights? You can watch the talk, have a look through the slides or read through Martynas great tips.
One-size-fits-all content is no longer effective. Marketing specialists face the challenge of matching the message to the needs expressed by the user at a given moment that is a specific stage on their customer’s journey.
So focusing on keywords only is not enough today. We need to look at it from different perspective.
Tip 1: Identify the search intent
This is a step I would strongly recommend to start with when doing keyword research. Check what the SERPs look like on keywords you want to use, what they look like in your industry. Then adjust your content by adding some features such as Google My Business that will let you appear in local SERPs. Speaking of Google My Business – Google more and more often displays maps with local places for general and category-related queries. This is a great chance to break through with the local website in a very competitive organic environment.
Also, being featured in graphic content or recommended videos is a nice thing, because you increase your visibility without having to invest large media budgets. If you neglect this, even your weaker competition can steal your traffic by their visibility and higher CTR results.
Tip 2: Check what keywords your readers (actually) want to see
You know how important it is to deliver rich content for readers and present your expertise in the field for the sake of E-A-T that came with the BERT update in the end 2019. But as search engines better understand the user intents today, thanks to the advancements of their linguistic AI capabilities (such as NLP), you need to provide users also with other words and phrases that are semantically close to the main keyword. Briefly speaking, if you make your research comprehensive enough, then users notice some specific words and are more likely to see your content as the answer they were looking for. To do this effectively you can go for tools such as: SurferSEO, KeywordSurfer add-on to Chrome or Content Explorer by Ahrefs.
Tip 3: Google likes it fresh
Google likes content that is released on the regular basis. When there is no method or there are large time loops between releases, then you’re likely to face the challenge to generate results you expect. It is worth to keep it fresh because:
- new content helps address a wider range of keywords that may be crucial for your business
- new pages create new links that you can use in external linking (backlinks) but also in internal linking that would help your users explore your website.
- not only you’re likely to gain new users, but also keep the returning users ratio high.
- everytime you release new content (create another sites in your website) Googlebots and crawlers re-index your website.
If you are interested in Martynas work at Blue Array, mach sure to check out check out their website.
Thanks again Martyna for your insight.
Hungry for more SEO insights? Check out Marco Bonomo’s ideas on Google for Jobs or Tom Pools Summary on Log file analysis – What you should be looking for and don’t forget to sign up to sign up to Tea Time SEO and our YouTube channel to stay updated!
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