This is the third lesson of the Gotch SEO Starter Course.
In today’s lesson, I’m going to show you the best way to develop content for SEO.
Let’s jump right in.
Why Content Matters for SEO
Content is the most important piece of a successful SEO campaign.
That’s because Google favors pages that are content rich.
The longer the content, the better it will rank.
Now, don’t get this confused.
That doesn’t mean that you should go out there and create long content just to create long content.
Your content needs to be well researched, written, structured, and valuable.
Another reason why content matters is because it’s the most scalable link acquisition strategy.
Instead of begging for links, you actually have an asset you are promoting.
Your outreach efforts are much more effective when you have quality content assets.
The last reason why content matters is because it improves your business is many other ways (aside from SEO).
Here are the three reasons (other than SEO) why you should create quality content assets:
- To Build Goodwill: your income is proportionate to the amount of goodwill you inject into the marketplace
- To Grow Your Authority: ever heard of the Oprah effect? It means people are more willing to buy products/services that Oprah recommendations. This occurs because of her perceived authority. People trust her and when people trust you, they buy more stuff from you. Creating valuable content is the first stage of growing your authority in your industry.
- Email List Growth: the better your content is, the more people will want to join your list. An email list is the single most important online asset a business can have.
Two Methods of Content Creation
There are only two ways to create content that ranks well in Google:
- It has to be significantly better than what is ranking
- It has to be entirely different than what is ranking
It is best to combine both methods for maximum results.
How to “Steal” Content Market Share
Content “market share” means how easy it is to rank on the first page for a keyword.
There are two ways to “steal” content market share.
The first way is to be a first mover.
To be a first mover you must be the first to create an amazing piece of content around a keyword.
If you do this right, no one will even try to compete with you because your content intimidates them.
The other way to capture content market share is to create your own keyword.
For example, search “The Merger Technique” or “Relevancy Pyramid” in Google.
You will find Gotch SEO ranking #1 for both. That’s because we created those terms.
There is no competition for keywords you create!
80/20 Content Formula
The 80/20 content formula is simple:
80% of your content should target a specific keyword. 20% of your content can be something creative.
The best keyword-targeted content types are complete guides, list posts, original/unique research, or what I like to call “hybrid” content. “Hybrid” content is when you combine all these content types into a single content piece.
The other 20% of your non-keyword targeted content can be case studies, curated resources, expert roundups, infographics, videos, etc.
There is one important element of this strategy that you need to remember:
ALL your content should have the intention of attracting backlinks and social shares.
Who Are You Trying to Help?
Before you can create quality content, you must understand WHO you are creating it for.
That means you need to create an Ideal Customer Avatar (ICA).
This is an imaginary person who you will be producing your content for. Every piece of content you publish must help your ICA solve a problem. The purpose of your content is educate and guide your ICA to achieving their goal.
Help your ICA achieve their goals and they will help you achieve yours.
It’s that simple.
3 Best Practices of Content Creation
1. Long-form content is best for ranking
As I already mentioned, Google ranks long-form content. The 80% of your keyword-targeted content should be in a long-form format.
2. More content isn’t the answer
Publishing more content doesn’t get you better SEO results. Focus on producing incredible pieces of content. For SEO, it doesn’t matter how often your site publishes content. The quantity game is race to bottom, so stay out of it.
3. Publishing great content isn’t enough
Unfortunately, publishing amazing content isn’t enough to make your SEO campaign successful.
You have to actually promote your content!
Without promotion your content will be invisible (no matter how good it is).
In the following lessons, I’ll show you the best ways to promote your content.
Just keep in mind:
The better your content, the easier it is to promote.
Actions Items for Today:
- Brainstorm content ideas
- Create your ICA
- Study the SERPs to see long-form, keyword targeted content in action
In the next lesson, you will learn about the “new” way of doing SEO.