Seo starter guide: the basics


If you’re relatively new khổng lồ the world of search sale, you may have sầu heard the term “SEO content” being thrown around in kinh doanh meetings.

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This beginner’s guide is designed to answer three questions:

What is “SEO content”?What types of SEO content are there?What is my SEO nội dung strategy?

If you have any questions about strategies for SEO nội dung creation that I don’t answer here, let me know in the comments & I’ll answer them here or in a future blog post. Also, if you"re looking for SEO tips specific khổng lồ COVID-19, kiểm tra out our post 13 SEO Strategies for SMBs During COVID-19.

Let’s get started!

What Is SEO Content?

To understvà what marketers mean by SEO content, it’s helpful khổng lồ break down the phrase into its component parts:

So, putting these two concepts together: SEO nội dung is any content created with the goal of attracting search engine traffic.

I’m not going to lớn tell you everything you need to lớn know about optimizing your content for search engines here; that’s a whole ‘nother guide. But here’s a super-quick refresher on what you’ll need khổng lồ vày in order to SEO your website content:

Keyword Optimization: Know where and how khổng lồ use keyword in your nội dung for maximum searchability. (SEOMoz offers a great guide khổng lồ on-page optimization.)

A Quick Word on Intentions

It’s important lớn keep in mind that if search engine traffic is your only goal, your results will probably suffer. In order khổng lồ please both the tìm kiếm engines (who will reward you with high rankings over time) and potential customers và return visitors, you need lớn offer value above sầu & beyond tìm kiếm engine optimization. In other words, don’t produce “thin” content that ranks and get clicks, but doesn’t provide any additional value lớn the search engine user. Sites that promote “thin,” low-value content run the risk of being penalized by Google; they also tover lớn have sầu high bounce rates & low conversion rates.

Types of SEO Content

SEO content can include any of the following:

Articles – Think news article, interview, or feature piece. This is the main kind of nội dung you’ll find on most newspaper- or magazine-style websites. Lists – A các mục is really just a kind of article, but framing it as a các mục (such as “10 Ways to Lower Your Energy Bill” or “101 Things I Hate About Google”) makes it easier lớn scan. These types of titles also seem to be more clickable when found in tìm kiếm results or in social truyền thông media feeds. Slideshows – A slideshow is a way to display a series of related images. Sometimes pictures are more important than text – say you’re trying to show what all the stars wore khổng lồ the Oscars. Here again, SEO of your title, captions, image tệp tin names & so on is important because there is less for the search engines lớn “read.” Glossaries – I swear more people use Google to lớn look up terms than they use a dictionary. (Do you even know where your dictionary is?) If you work in a specialized industry, a well built-out glossary can be a good way to lớn capture some tìm kiếm traffic. Think cooking terms, medical terms, fashion terms, architectural terms … Directories – A directory is a useful taxonomy of links khổng lồ sites or resources around a given topic. For example, a perfume blog might create a directory of places to lớn buy perfume, from major department stores to lớn independent shops around the country.

These are just some of the basic types of SEO nội dung, but don’t let this danh mục limit you – the possibilities are virtually endless.

How khổng lồ Develop an SEO Content Strategy

If you’ve sầu been producing nội dung in a haphazard manner, hoping and praying that some of it eventually ranks, it’s time to buckle down & commit khổng lồ a more methodical SEO content strategy for the website.

Here are four steps to lớn defining & refining your SEO nội dung strategy:

Define your goals

First, determine your goals as a website or business. Are you looking to drive sales through your website? Do you monetize your site via ads và therefore just want lớn increase traffic và return readership? Your goals will determine what types of content you should focus on.


A great example of a minimal, yet sleek và elegant, hàng hóa page

If you’re primarily trying to drive hàng hóa sales, your primary focus should be attractive sầu, informative sản phẩm pages that are optimized for both search & conversions. Your secondary focus could be helpful blog nội dung that illustrates when & how to lớn use your products, linking lớn those pages where relevant (it’s best if your blog is not entirely self-promotional, though).

If your site operates on an advertising model and the goal is lớn attract new readers through tìm kiếm, you’ll want khổng lồ focus on rich content (such as long-size articles or đoạn phim resources that are informative sầu, entertaining or both) with “stickiness” (“sticky” nội dung keeps visitors on your site longer or encourages them to return).

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Consider your audience

Know your audience – surveys & your analytics software can help you get a better picture of your typical visitor or client. Consider developing kinh doanh personas, or characters that represent your ikhuyến mãi site visitors and customers. Then think about what kinds of content those personas would be looking for.


For example, if you operate a B2B website that targets C-màn chơi executives, you might want to create high-màn chơi Trắng papers that can be downloaded and saved khổng lồ read later.

If your business targets teens & tweens, you might want lớn focus on frequent updates with less text and more images và Clip. You’ll also want khổng lồ be sure your site is optimized for thiết bị di động usage.

Create an editorial calendar

Once you have an idea of who you are targeting and why, you can start khổng lồ build out an editorial calendar. An editorial calendar is a schedule that dictates when you will publish new content and what type of nội dung it will be. This will help you stiông xã khổng lồ a regular schedule (it’s especially important khổng lồ create new nội dung on a regular basis if you have a blog), as well as prsự kiện you from scrambling khổng lồ come up with a topic for new content at the last minute.

A few tips for creating and adhering to lớn an editorial calendar:

Use Outlook (or Google Calendar) – Share the editorial calendar with your whole marketing team. Set up reminders for authors so they get a notification when a deadline is coming up.Give sầu yourself plenty of lead time when producing more complicated types of content, such as videos and infographics. These often need multiple rounds of edits lớn perfect and can be more complicated to lớn optimize for tìm kiếm.Don’t plan too far out in advance – Calendars often get derailed after a month or two, due to changes in sale goals, budgets, or staff, so don’t try to plan out a schedule for the next year and risk wasting a lot of time & effort.

Analyze and re-assess

Finally, stay on top of your site’s analytics. Regularly analyze your SEO nội dung to lớn see what’s working & what isn’t. Good measures of success and engagement include page views, liên kết, comments (on blog posts & some other types of content), social shares (Facebook likes, tweets, etc.), & conversion rates. Your analysis should have sầu two goals:

Study your successes so you can repeat those strategies – Look for patterns. Does your audience love videos? Then make more videos! Adjust your editorial calendar going forward so you can focus more time and effort on the content types that really resonate.Carve sầu out time for updating và improving older SEO content – If you tried lớn optimize an article for a certain keywords, but it’s getting more traffic for a different variation of that keyword, then go baông chồng in và re-optimize it for the new keyword. You might be able to significantly increase traffic by putting that keyword in the title, for example.

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There you have it – SEO Content 101. As mentioned above, please let me know in the comments if you have other questions about creating và optimizing content for SEO.