If you’re looking for more leads, consider an SEO Content Strategy for your website. I will be the first to admit that for years my website was a sample of my writing and not a lead generator. The pandemic changed my mind. As the world moved to digital EVERYTHING, it became clear that my website could fuel my business. And it has.
Once I saw this trend toward <more> digital marketing, I updated my SEO knowledge with Meg Casebolt’s Love at First Search Attract & Activate* program. Then I developed an SEO content strategy and set a course to update the Agency Content Writer pages and blog content. Now I am doing the same for my clients.
3-Step SEO Content Strategy
Perhaps it’s a holdover from my days as an Economics major, but I love efficiencies. When I work with marketing agencies or directly with clients, my process is simple. I believe it should be the same for your SEO content strategy. There’s no need in overcomplicating what we do.
- Website Optimization – Technical SEO
- Keyword Research
- Strategic Content
Each of these steps has its own process. Together, they can grow visits to your website and rank the website higher in search engine results. It’s a marathon, not a sprint, but I know from my own experience, and that of others, that it works.
Step One –> Website Optimization – Technical SEO
When was the last time your website was backed up? When were the plug-ins updated? Does the site have Meta tags on each page? If you’re not sure, it’s time to have an expert review your website. If a site isn’t performing, it may be a technical issue.
Google scans sites in a certain way so we want to be sure your website is set up for search engines. Technical SEO focuses on improving the functionality of a website. It’s not my area of expertise so I collaborate with my partner Heather at Hammersmith Support to ensure my website and those of my clients are maintained properly. Her team has been providing maintenance for my site and I am seeing better performance.
My website is ranking for targeted keywords and traffic has increased from 100 to more than 800 visitors per month.
Each month I receive an analytics report that I review. I am particularly interested in the number of visits and how people are finding my website. The terms visitors use to find a website then become keywords, along with others that are identified in keyword research.
I am now offering analytics reporting to my clients as well. If a client already has this setup, I’d ask that they share Analytics reporting with me. It will help us develop keyword-based content for their website.
Don’t put good content on a bad website.
Seriously, stop putting good content on outdated websites. I won’t write for a client who has an outdated website. Why? If the technical SEO isn’t set up properly, we will not get the results that we desire. We won’t see the results if the site is lacking elements that Google is scanning. We can write engaging content, but it won’t rank as high if the site isn’t working properly. That’s why I make sure we have design and technical elements in place before we research keywords and write content.
Step Two – SEO Content Strategy –> Keyword Research
Remember when I said I love efficiency? The simpler and faster we can find what we need, the better. That goes for keyword research. In my opinion, most businesses don’t need in-depth, expensive research. Most of us need resources and a clearly defined target client in order to find the keywords for our content.
- What is your primary industry?
- Are you serving people in a particular geographic area?
- What search terms do people enter to find your website?
Answering these questions gives us a good start to identifying keywords.
What you call yourself may be different than what others search to find your business.
I like to be referred to as a content writer, but most people are searching for freelance writer. That means I need to create content using the term freelance writer. In an upcoming post, you will see me define freelance writer versus content writer. The purpose is to pick up the searchability of freelance while also getting the point across that I am a Content Writer.
If you call yourself a Brand Specialist but people search for Graphic Designer, you will want to create content around the term graphic designer so that your site is more easily found.
Another way to get found online is by adding a geographic reference on the website, typically in the footer, and in content. Instead of IT Services for Small Business, I might recommend IT Services Miami (or wherever your business is based), to pick up local SEO.
Local SEO is when a website is optimized for a particular area. Real estate agents and home service businesses (pest control, pools, landscaping) are examples of companies that would need local SEO. Years ago, we would create pages for each location but <thankfully> that practice has changed.
Make a list of terms people use to find your website. Then a list of what you wish people knew about your business and/or industry. What are the questions you are asked most about your business? Write about that. For me, it was What is My Process when working with clients.
Keyword Research Resources
There are A LOT of services that offer website analysis for keyword research. Try a few and see how you like them. Many are designed for SEO specialists or paid ads specialists who require a deep dive and comparative analysis. For most of us, we don’t need this level of information. In fact, I would recommend exhausting technical SEO and keyword-based content before even venturing into anything else. You can make a lot of headway online with relevant, useful content related to your business.
To identify additional keywords, I recommend the following resources:
- Ubersuggest – Set up your website as a Project to track high level website and keyword performance.
- Keywords Everywhere – Add the tool to your search bar to see how your site is performing and to get keyword suggestions and ideas.
- Google + People Also Search – I love this feature on Google, especially when I am searching for blog post ideas. Search a phrase as you would on Google, then scroll down to a section called People Also Search to see related questions.
Other resources include Google Trends and Answer the Public.
Step Three –> Strategic Content
When we’re creating consistent content based on these keywords PLUS the Technical SEO and Maintenance, we are creating strategic content. We aren’t just writing for the sake of writing. There is a clear path and purpose to what we’re doing.
I am often asked what I mean by consistency. And I give the lawyerly answer, “It depends.”
- How fast do you want your website visits to grow?
- What goals are you trying to meet with the strategy?
- How much can you and your team produce?
Whether it’s once a month or once a week, be consistent. For most businesses, content writing includes two blog posts a month or one blog post and one updated page to be consistent. It also shows Google your website is adding pages, which Google loves, and provides content for social media, podcasts, and newsletters.
Let’s be clear on one thing. More website visits do not equal business, but it does increase the potential for leads. SEO is a long game that, when done strategically, can bring more visitors.
This strategy can help your business but it will not follow up on leads or close sales for you. An SEO content strategy will bring more visitors to your website. A clear call to action will get them in contact with you and then you can continue to build the relationship and close the sale.
As an SEO Content Writer, I feel like I am a unicorn. What I mean is that I don’t see other writers or agency writers marketing themselves as such. To me, being an SEO Content Writer means writing relevant, keyword-focused content that gains organic momentum. In partnership with Hammersmith Support, we are optimizing websites while at the same time creating content that speaks to a target audience and incorporates keywords
If you have the time and knowledge, then you can write content for your website. However, my experience has been that most people hire me because they understand the value of content and simply don’t have the time to create it themselves. If that sounds like you or your agency, I’d love to connect with you. Schedule a consultation at the link at the top of the page or email me at [email protected].
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