Martyna Walas , Alice Farren and Charlotte Ross joined us last week on Tea Time SEO to give us tips about the amount of content a site needs to rank. Read through the slides and Martyna’s also shared her great tips below on the Authoritas blog.
One-size-fits-all content is no longer effective to help your site rank
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 to have your content rank. We need to look at it from different perspective.
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 also helps your site to rank, because you increase your visibility without having to invest large media budgets. If you neglect this, your competitors who are doing videos and optimising for image search may potentially steal your traffic as they would be appearing higher in the SERPs.
2. Check what keywords your readers (actually) want to see
We know how important it is to deliver rich content for readers. It is also important to show your expertise (E-A-T) which came with the BERT update at the end 2019. As search engines better understand the user intents today, thanks to the advancements of their linguistic AI capabilities (such as NLP), we need to provide users also with other words and phrases that are semantically close to the main keyword.
If you do through comprehensive keyword research and write your content accordingly, then users will see these terms and your site will be answering the questions they were searching. There are many different keyword research tools to help you find the content you need to rank, for example: SurferSEO, KeywordSurfer add-on to Chrome or Content Explorer by Ahrefs.
3. Google likes fresh content
Google likes content that is written and updated on the regular basis. When there is no content plan or you have many weeks/months between the different blog posts on your site of the pages of your site, then you’re likely to face the challenge to generate results you expect. It is worth to keep the content 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.
- every time you release new content (create another sites in your website) Googlebots and crawlers re-index your website.
Thanks again Martyna for your insight. Martyna works at Blue Array who were busy earlier this year writing the In House Guide to SEO. Martyna is a core part of the SEO team helping clients optimise their websites.
Are you hungry for more SEO insights? Check out Marco Bonomo’s recommendations about how to rank for Google for Jobs and Tom and Julien’s tips on log file analysis who also joined us this week. Don’t forget to sign up to sign up to Tea Time SEO and our YouTube channel to stay updated with all the SEO tips to implement on your site today!
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