A lot of Singapore businesses are making the mistake of creating content in a vacuum. They are posting blog posts about random topics and using keywords in hopes that something will actually stick. There is often little to no research or strategising involved. The problem is that this type of approach doesn’t lead to the best of results. In fact, it’s the equivalent of working in the dark. If you want to see real traffic and get quality leads, then you must create a solid content marketing strategy that is centered around solid SEO.
SEO needs to support your blog posts. Each blog post must be written with the goal of providing the readers with useful content and achieving higher rankings in the search engine. Most of your traffic should ideally come through organic search and the only way to do this is with the help of SEO and ranking for high-ROI keywords–the ones that your customers are actively searching for.
So, how can a Singapore business go about setting up the perfect SEO content strategy? The trick is to start with a strong foundation and then build upwards while incorporating SEO at each and every step. Here are 5 methods that every business should consider including in their strategy.
1. Define the Topic
Most people would assume that the first thing you should start with is keyword research. Sure, keyword research is a necessity, but it is not the backbone of your SEO strategy. The first thing you should do is make sure that your topic is well-defined. By defining your topic you can ensure that you know exactly what your brand’s expertise and purpose are. You will know exactly what unique knowledge you will be able to impart to your industry and audience.
Once you choose a topic, you will find that it helps guide your keyword research. Also, it can help you to do a more efficient job of audience research and content creation. You will be able to create content that actually converts.
2. Define Your Target Audience
Next, it’s important that you know who your audience is. So when you are setting up your SEO content strategy, you need to ask yourself who are the people you’re addressing. Luckily, there are several ways that you can narrow this down. You can start by taking a look at all of your current customers. Find out what traits that have in common. Make a note of everything you discover. You can also take a close look at your competition and who they are targeting. Follow them on social media and read their blog comments and customer reviews. You don’t have to target the exact same audience, but you can figure out ways that you can branch off from them or create a new niche from them.
One of the most important things to do at this stage is to outline all of the benefits that your product/service provides. Figure out what type of people will actually need them. You can take surveys and find out what people think about what you offer and any questions that they have about it. Create personas for your audience based on the data that you gather. Each persona needs to represent your ideal customer. Whenever you create content, refer to them.
3. Perform Keyword Research and Target Your Audience
Now that you have a better idea of what information you will provide your audience as well as who they are, you can use this information to target them and conduct excellent keyword research. More specifically, you need to be on the lookout for keywords that reflect what your audience is interested in.
The best way to do this is to start out with a broad term which relates to your expertise. You can then narrow down this term by considering what products and services you sell, the variations of the keyword, product and service features, and questions that your customers may ask in Google. You should then create a rough list of ideas that you will be able to put into your keyword research tools. Finally, use your tools to find the best opportunities.
4. Optimise Wisely
After you have created a list of high-ROI keywords, it’s time to use spread them throughout your content. However, you need to be particularly mindful about how you use these keywords. More specifically, you need to place them in key places so that you give yourself as many chances to rank as possible. This means that you need to use your keywords in the H1, H2s, and in your meta description.
The most important thing to keep in mind is that your content needs to be relevant. It needs to be something that is useful to your audience. It also needs to be comprehensive. You should also make sure that you have a consistent publishing schedule and that you actually stick to it.
5. Build the Content on Your Own Site
If you want to ensure that you get the most out of your content marketing strategy, you need to make sure that you place the content on your own website. Sure, social media platforms such as Facebook and Twitter and sites like Medium are great for content distribution. However, if you would like to build trust, authority and relevance then you need to publish content on your own platform, not space that is borrowed.
You see, the main problem with posted on borrowed space is that you may not always be able to post there. In fact, many of these sites can shut down without warning, which means that all of the publishing that you invest there will completely disappear and so will the face of your business. By publishing on your own website, you will have more our control. And this is a pivotal part of creating content that gets an SEO boost.
Building an Effective SEO Content Strategy
If you want to make sure that the traffic you get to your website is profitable, then it’s important that you build your content strategy around solid SEO marketing. A content marketing strategy that takes SEO into account is one that will help you to convert your leads more easily. As you can see, this is about more than just simple keyword research. It’s about taking the time to do the proper research.
It’s about knowing what your expertise is and the value that you can bring to your industry. It’s about understanding who your audience is. It’s about using this particular knowledge to appeal to the audience as well as to the search engines. It’s also about being smart about how you execute your content marketing strategy.