How-To Guide: Create a sustainable, high-performing SEO and content strategy

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Many customers ask. They search for the best prices, find new recipes, find travel options, find doctors and new restaurants and bike routes and use search engines more than any other channel to do it. Marketers of all lines know this, which may be the reason why, on average, marketers are investing more in resources and SEO in 2022.

What marketers do not always know, especially those of us who are responsible for SEO and content creation, are what will be searched for by customers and are valued highly enough by the search engine algorithm to get a high ranking. All the requirements must be met for your content to successfully reach the right people, and it is not an easy task.

To have the best opportunity, sellers should:

And that’s just scratching the surface. Fortunately, organic search leaves a data-rich path that can be leveraged to support a sustainable, high-performing SEO and content strategy. Winning the top positions is never guaranteed, but with the right information, traders can tip the scales in their favor.

A sustainable, high-performing SEO and content strategy starts with research

Content alone does not drive traffic – after all, less than 10% of all content generates any traffic at all – and SEO by itself does not drive conversions. In practice, getting meaningful traffic from organic search requires a systematic SEO and content strategy, its research base.

In order to get the most out of the available data around content, search activity and website traffic, SEO and content strategy should calculate the search information at four key points in a repetitive loop:

Establish a baseline for website performance

To create a targeted SEO and content strategy, it is important to first understand how your site performs in organic search. This effort should include both internal audit and technical analysis. The audits will help identify and prioritize opportunities and provide a basis for measuring the impact of the program over time.

From an organic search perspective, content analysis should show a comprehensive list of keywords – and by extension, pages – that help a website or domain rank in a search engine. Existing high-ranking content provides an expected model for new content. Analyze topics, elements and content structure to identify patterns that can be leveraged into a larger strategy. Important domain names and pages can represent another opportunity for quick access if the content can be optimized to achieve a higher ranking.

Search algorithms do it automatically. In addition to keywords, they rely on technical signals found in the site and page architecture to help them optimize the content on the page and determine its relevance to the target audience. A technical SEO review uncovers technical issues and opportunities and helps ensure that the site and page can be optimized to meet best practices. This can include on-page elements such as H1 and H2 tags, site elements such as page layout and mobile-friendliness, and opportunities to improve content, for example, by adding links to authoritative content.

Identify topic opportunities, gauge demand and benchmark competitors

The majority of the opportunity is often out of the available resources. Qualified, targeted audiences are rewarded with countless search results every day. In fact, SEO is responsible for over 53% of web traffic. Those searches contain a wealth of intelligence about keywords, pages, domains, and competitors that rank high and win the most clicks.

A targeted SEO and content strategy should identify and analyze the winners in the market to eliminate them.

Start by understanding what topics people are searching for and what keywords and phrases they use to search. Find out which data topics you can edit. The goal here is to get relevant traffic that can convert. A site that sells zebra-print hair ties and accessories will want to rank high for searches like “animal print head”.

Review the content that ranks highest for your desired search results. It is important to understand that in the world of search, these are your competitors, and they may not be the same as your competitors. The San Diego Zoo may not be a business competitor, but if they’re high on “animal print headband,” they’re looking for your competitor. Determine which competitor pages and keywords are well positioned and incorporate that into your content strategy.

Create and optimize content

All research you conduct will be used to create and improve content. Decide what is important to your business, then plan against your initial research and factor in the information gained from topic, keyword and competitor analysis to create a content search strategy.

More importantly, the content’s ability to improve depends not only on the content but the format. A search engine results page (SERP) is a collection of various types of results, from traditional web listings to sites to videos and images, quick answers, shopping carts and more. With the right tools, you can determine not only what topics and keywords will help you rank but what type of content is best suited to rank high.

Track, measure and refine content strategy and SEO

For the sake of simplicity, we are discussing the cycle of research, content creation and optimization as a linear process, but in practice, it is a loop. Research is not a one-and-done task but must be ongoing. Dynamic search engines and search algorithms are constantly changing to improve the quality of results and adapt to new technologies.

The first step created at the beginning of the SEO and internal efforts provides a system to track and measure the ongoing performance. How much has the site’s voice segment grown or declined? What pages have been edited or updated instead? What drove those improvements, and can they be extended to other practices? What new words have emerged, and which ones have remained in search interest?

Effective performance measurement provides the insights needed for continuous, targeted content creation and optimization.

Research-based SEO and content strategy in practice

It’s helpful to look at a real-world example of search-based SEO and content strategy. The Nestle Meritene example below provides an illustration of how search data can be used to enrich a company’s understanding of the market and improve its share of voice in a key search channel. Nestle, a client of BrightEdge, used Data Cube, our business solution for companies looking to implement research-based SEO and content strategies. You can read the full Nestle case study and one additional case study on Dumpsters.com in the Data Cube product guide.

BrightEdge Data Cube supports all four steps of research-based SEO and content strategy. To learn more about how Data Cube can support your SEO and content strategy, contact us to schedule a demo.

Nestle Health Science – MERITENE®

The MERITENE team, working with its organization to find what is needed in search engines, used the strategy of prioritizing keywords with high search volume. They started doing research to find high-quality keywords with a minimum of 29,000 searches per month.

They followed targeted recommendations, optimized meta tags and existing content to improve SEO performance. Where that was not currently available, they created SEO-friendly content based on “healthy lifestyles” and nutritional supplements using the language used by their customers in search.

Over the course of the first year, they achieved first page rank for over 90 unranked health-related keywords. The benefits increased traffic from the previous 435 users in Q1 to 67,735 in Q4.

For over 15 years, BrightEdge has empowered marketers to convert online content into business results, such as traffic, conversions, and revenue. The BrightEdge platform has the industry’s largest data set and processes 100’s of petabytes per month. This includes analyzing over 30 billion keywords and finding social, content, and rich media data points. BrightEdge provides valuable market intelligence, business intelligence, and automated action to SEO and digital marketers based on first-party data that is secure, consistent, and robust.

What are the 4 main components of an SEO?

BrightEdge’s thousands of enterprise customers include global brands, such as Microsoft and Adobe, 64 of the Fortune 100, and 9 out of 10 leading digital organizations.

• Knowing and understanding each of the four main areas of SEO is essential to improving search engine results. Each part builds and complements the others. The stronger the connection between each of the four components of SEO—technical SEO, on-page SEO, off-page SEO, and content—the better the results.
• What are the four key steps in SEO? Here are the four steps of the SEO process:
• Find your skills.
• Find a keyword to target.

How long does SEO take to Work 2022?

Create a customized page.

Create links to it.

What is the next big thing in SEO?

Unlike other popular marketing methods, SEO does not work instantly. Most experts expect to see results in as little as 2 months, but SEO can take as much as 12 months to work. While each company’s SEO strategy is different, most businesses can expect to see significant results in six to twelve months.

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What are the new SEO trends for 2022?

User Behavior and Search Intent Apart from all the technical aspects associated with SEO, understanding user behavior and search intent will also be the next big thing in SEO.

What is the future of SEO in 2022?

Is SEO still a thing in 2022? SEO is not dead in 2022. SEO is still a very strong digital marketing strategy. SEO will continue to change as Google updates its algorithm but that is to be expected. If you are thinking about SEO for your website now is a good time to start.

Is SEO relevant in 2022?

In 2022, Core Web Vitals tops the list because it was not the only ranking, it continues to be strong every year. Core Web Vitals is a set of parameters that Google uses to determine the overall user experience on a website.

What is the future of SEO?

By 2022, expect the SEO position to become more competitive by providing quality content that is useful to internet users. Content that only tries to fish for their audience through irrelevant search links will not work as it is today.

What is the future of SEO in 2022?

The fact that SEO works well even in 2022 as a way to bring improved sales for business websites and their owners, combined with the need for continuous research in the practical, makes it remain important as a digital marketing method, but even more so. valuable and rewarding service…

Is there future in SEO?

So focus on providing the BEST user experience if you want to win the SEO game. SEO will only grow faster in the future. Just make sure to follow the best SEO practices such as creating useful content, having a fast website, and following Google guidelines to get better rankings.

How many stages of SEO are there?

By 2022, expect the SEO position to become more competitive by providing quality content that is useful to internet users. Content that only tries to fish for their audience through irrelevant search links will not work as it is today.

SEO will only grow faster in the future. Just make sure to follow the best SEO practices such as creating useful content, having a fast website, and following Google guidelines to get better rankings.

What are the 3 types of SEO?

The 6 Steps of SEO-Content Strategy.