One of the biggest challenges that confronts any SEO content creation campaign is finding a style of content that is search engine-friendly, is readily shared on social media and does more than simply drive a flood of traffic.
The goal of any SEO campaign should be to draw the most direct line possible between a person’s discovery of a website and that individual acting in a fashion that’s consistent with the site’s goals.
Whether you’re trying to raise money for a small non-profit organization or build the next billion dollar website, here are a few factors to keep in mind along the way.
Know Your Keywords
One of the first steps in any SEO content creation effort should be to set up analytics for the website in question.
The Google Analytics platform allows you to look at a wide range of information about the people who are visiting your site. You can easily find data about the keywords that are bringing people to your site.
The platform even tells you whether the traffic is coming from organic search, paid search or social media!
You should focus on the traffic that’s coming from organic search and social media in order to tailor your pages toward content that has a demonstrated appeal to your audience.
Check Your Bounce Rate
Google Analytics also allows website owners to check how many people take one look at a website and leave, a concept that’s known as a site’s bounce rate.
If a site is experiencing a high bounce rate, then you can bet that visitors aren’t sticking around long enough to feel inspired to do anything.
While knowing this doesn’t help you build inspiring content, it does provide an early warning that your efforts might be falling short of your goals.
Has a reader found your website and decided to see what it has to offer? That’s great, but now you need to be sure that your site’s writing nudges that person to do more.
Your goal is to produce high-quality and relevant SEO content that the reader will love. The content should focus on topics that matter to the reader. It should also inspire readers to action rather than presenting them with a dry or direct sales pitch.