On-Site Content Optimization, Link Building and Online Promotion
As part of our ‘Sane SEO” tutorial series, Developing a SEO Strategy for Your WordPress Website and Understanding Website Analytics, we introduced our readers to keyword research as the foundation for creating content that builds SEO into your WordPress site, rather than trying to retrofit search engine optimization as a post-development, after thought.
Our previous Sane SEO Tutorial series examined:
- What tools are available to find appropriate keywords for your business site
- How the keywords you target are the foundation for building an effective site
- Why keywords should be prioritized to provide the maximum business benefit
- How to avoid broad-based keywords that may drive ‘traffic’ but no buyers to your site
- How ‘Pages’ don’t just rank — they rank for specific queries or keyword phrases
SEO is just ‘part’ of your overall marketing strategy. Your website is the online extension of your overall business model. It has to accurately represent your over-arching marketing plan.
SEO is a minutia-dive waiting to happen, don’t so get lost in the details, if that happens, you lose site of your big-picture, marketing plan.
Sane SEO – Developing a Content Strategy is focused on building, maintaining and promoting a search engine friendly site. We will examine how to develop your site so search engines can easily find and index your pages, and how to organize your information to provide cues to the search engines for what the site is about. We look at how to develop content that is pleasing to both site visitors and the search engines and how to avoid potential pitfalls.
Content, Content, Content
Develop a Content Strategy
Whether you decide to write the site content yourself, have it produced in-house or contract a professional writer, you need to have a clearly defined content plan, based on the keywords you have identified through your research.
Your site content will not only have to accurately address customer queries, and provide a clear call to action — it will drive your link campaign.
Here are some steps that will help you get all those words and phases out of your head and organized into a site that does what you need it to do.
- Get a calendar — Set a schedule — stick to it as closely as possible. Done is better than perfect. SEO is an ongoing endeavor.
- List the 10-20 things you can write about that are relevant to your key phrases and of value to site visitors.
- Figure out the best place within your site structure to place this information. If you are contracting with web designers and content developers, you need to let them know what you want BEFORE they start work. This will save costly redesign later. Some of the best places to use keywords and phases logically within the site are:
- Your blog
- Your Home page
- Supplemental articles linked from the Home page
- Or my personal favorites, FAQs and Glossaries
- Once you have picked a writer, work with them closely to be sure the copy being produced reflects the tone and purpose of your site.
- Once you are comfortable with the content development …move on to other aspects of the site’s development.