Making your website SEO-friendly isn’t as easy as plugging in a few keywords and calling it a day. If you want to maximize your rankings on a search engine, continually boost your traffic, and find new readers or customers, you need to create a content plan.
Content, not keywords, is at the heart of SEO, and building your rankings requires finding the questions people are asking, filling a niche, and meeting demand. These are some pretty open-ended concepts, and it’s worth making a plan in advance.
If you’re completely new to SEO, EngineScout has a great guide to crafting the perfect strategy that will walk you through the basics.
In this article, we’ll outline how to make a great content plan for your website using keywords, links, and more. Let’s roll up our sleeves and get started.
There are lots of different types of content you can use to market your website and improve your overall SEO rankings. But have you ever heard the phrase “jack of all trades, master of none”? You might be better off focusing on a handful of different types of content appropriate for your niche, rather than overextending if you don’t have the resources.
Like with anything, you don’t want to spread yourself too thin. Besides, depending on the type of website you have, some of these forms of content might not even be practical or necessary for your purposes. And, when it comes to boosting your rankings with content, it’s better to prioritize quality over quantity.
Let’s break down some of the most popular types of content that can help improve a site’s SEO and figure out what’s right for you.
People are drawn to stories. At their heart, that’s all a case study is — a story with explanations and data points that show a business’s success in a particular area. EngineScout’s link building case study is a fantastic example. In it, Jonathan Gorham outlines his 10-minute backlink formula, taking the reader through it step by step.
Case studies with multi-step processes are perfect for building your authority within your niche. Outlining your processes and explaining your research is a great way to bring great content onto your website, and makes for quality backlinks because people will want to share your expertise.
Not everyone wants to read a 2000-word article. Depending on your field and audience, you might be better off making a video. But you need to make sure that the subject matter works well in video, and the final product is of a high quality. If you aren’t sure how to do it on your own, reach out to a specialist who can help ensure you produce great content. Again, quality is always better than quantity.
One simple way to incorporate videos into your content is by repurposing old articles or blogs. Maybe a few years back you wrote an article before you had video capabilities, but now you think it could also work well in a more visual medium. Take your blog post and restructure the content into a video! You’ll save yourself some time by not having to start from scratch.
Buying guides are like round-ups, but strictly for those looking to make a purchase. Say you have a website that sells outdoor sporting gear. One way to create content would be to make a buying guide of the best fly fishing rods to purchase in 2021. These also help build your brand’s authority — people take to search engines all the time if they need recommendations.
Now that you’ve considered the types of content you want to put on your site, it’s time to take a look at what you already have. This allows you to see which pieces of content are already performing well, and identify anything that you shouldn’t replicate in the future. At this point, you can also decide whether you want to repurpose or update any of your existing content.
When conducting your content audit, you should also consider doing a keyword gap analysis. This allows you to spot gaps in your content that your competitors may be filling, or that nobody is currently covering. You can research different keywords that your target audience are searching for, and this will give you ideas for producing new content.
You’ve done it! You’ve chosen what quality content you are going to produce, you’ve found new keywords, you’ve decided what different parts of your website need to be improved or revamped, and you have a strategy for link building. Now what? Now it’s time to put your plan into action by creating a content calendar.
A content calendar is a great organizational tool you can use to mark down important dates and outline when specific pieces of content should be published on your website. You should be deciding how and when to publish pieces of content based on your users’ needs, business priorities, the time of year, industry events, and more.
A content calendar offers an easy way to ensure you’re publishing fresh content on a regular basis. Not only will this boost your SEO, but it will help keep you on track and make sure you’re not being repetitive in your content. You might not want to post several articles or videos in a row about different web building tools, for instance.
There’s a lot of different ways you can put together a content calendar, and the best solution for you is going to depend on your business needs and the field you work in. That being said, there are several things you need to be considering when making a content calendar. Do your research!
Choosing your target keywords, researching the seasonality of terms using Google Trends, looking at customer data, and working with people in your niche can all help to inform your content calendar. Planning ahead and doing your due diligence now will not only save you time and energy, but will also help you to see what strategies work, what needs to change, and how you can be more successful with your content planning in the future.
Creating a strong content plan is one of the most important things you can do when you’re working on your SEO. If you’re trying to become one of the best in your field, you have to have a strategy in mind. Analyze different types of content, conduct an audit of your website, research your keywords, and then make a calendar that puts your plan altogether.
Roll up your sleeves — you (and your work!) will be better for it.