How to Boost Your SEO with a Topic-Driven Content Marketing Strategy?
Article by Ritu Sharma (Content Insights Manager at Page Traffic)
For years, SEO has been slowly experiencing a shift. Back then, it used to be that SEO is done with the purpose of being the top result for particular results. The practices and strategies involving this can be wide. However, today content is given the spotlight.
Sure, ranking via keywords will never disappear and at its core, SEO is still about keywords. But, to be able to rank for those keywords, one must focus on quality strategies such as creating amazing content. Moreover, focusing so much on keywords can become really limiting. Because you are so convinced that you should rank for these exact keywords, brainstorming for ideas that include them becomes difficult.
So, if you want to succeed in SEO today, you must start adapting to the change and learn how to concentrate on providing valuable content to your audience. If you do this, you may be able to experience benefits such as:
- Discovering untapped opportunities to receive traffic from new content topics
- Ranking for keywords you never knew would be possible after using a keyword planner
Below are a few helpful tips on how you can boost your SEO rankings by prioritizing topics first before picking keywords:
#1 – Current Site Auditing:
Before you totally overhaul your SEO strategy, it is important that you get an idea of how your current site is performing. You don’t want to completely eliminate everything as some parts of your website might already have become vital factors in your ranking.
Moreover, you might have some forgotten content that might actually be valuable with just a few tweaks. The key here is to focus on performance. Forget keyword density for now and focus on giving value to your audience.
Here are a few aspects you should consider when auditing your current site:
- Organic Presence: Take a look at the list of the keywords you have used up until currently. You will be surprised at how many of these keywords are really not related to your niche. Also, this will give you an opportunity to identify the keywords that might become good performers when used with the right content marketing strategies.
- User Metrics: You also need to review how your users are reacting to your site. Analyze the page views, average page time, bounce rate, and conversions. Depending on the results, you will come up with a judgment whether your website is made up of high-performing keywords or not.
#2 – Organized Website Architecture:
Earlier SEO strategies did not really teach us a thing or two about properly organizing the information on our websites into categories. After all, why organize when we are just concerned about squeezing in keywords with high search volumes?
Today, getting your content organized in a comprehensive architecture is one of the keys to getting higher rankings. The way it works is very simple. Your goal is to improve the rankings of the main page by internally linking sub-topic pages into it.
Now, for you to be able to identify the best sub-topics you can put around the main page, you need to have a very good understanding of what it is that people are really looking for. Think about the things that are important to them. List every single thing you can think of and start analyzing them one by one.
After that, you can implement additional tools such as Ask the Public and Google Trends to get a better idea of terms that get searched a lot. All these things are not exactly what your usual keyword planners are built for. They only give you a front view of metrics like search volume and geo-locations of these searches. They do not give you helpful results like related keywords according to your topic.
#3 – Publish Fresh Content:
Now that you have your architectural structure made, the only thing left to do is to actually create the content. Remember, valuable content is not necessarily long. For as long as it answers to your customers’ problems, then that content has more value than the ones that do not.
Here, the only thing you need to remember is to always link. Build internal links by utilizing anchor texts containing your keywords. Post them on your social media channels, find forums where you can leave the link to these pages to those that are looking for solutions.
Lastly, who said that fresh content should always be new? Like we said before, you can review your current site and look for older contents that you can repurpose into something new. You might not even have to Rewrite them. Just work on changing the links so they link back to the right bigger topics.
There is really nothing we can do about the changes in SEO. We cannot stop it. But, following it and just going with the flow would actually yield better results!