How to approach content creation for SEO [PODCAST]

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In this episode of Nerds Search Engines, I had the opportunity to interview Viola Eva, founder and SEO strategist at Flow SEO, on how to get the most out of the search engines. to approach the creation of content from a SEO point of view.

Eva examined a three-step framework for creating a sustainable content strategy for content research and analysis in favor of Google.

How do you approach content creation in the current SEO space?

Alto Eva (VE): Two things that are close to my heart are data-driven SEO and targeted marketing.

What I think today is that SEO content does not exist. Good content is content that is researched, adds value, solves a problem, or responds to a need.

And that's the content that users love and that Google also loves.

That said, I think a lot of people forget about their homework in terms of content creation, especially some brands that have a very strong message or story to tell.

They sometimes forget to do their homework SEO – get their referencing on page

What are the areas of content creation that you focus on?

VE : In my opinion, there is a three-step framework for creating a sustainable content strategy that satisfies both the quality and the user.

What you want to communicate. What people are looking for. What does Google promote?

If we can get these three elements properly and navigate this space, then that's where the engagement, rankings and, ultimately, business success take place.

[1 9459011] How do you balance that if content creation was outsourced to you?

VE: I love working a lot with companies with a style guide, a tone of voice, or an understanding of who is their target audience. It really helps to create a certain style and to hit the content.

I often work with my clients too. They share documents, articles they like or research they have done. This allows my team and me to create more accurate content. And that's something I would always recommend.

This allows brands and business owners to have their say and bring that privileged knowledge, which content writers do not sometimes own from the start.

Brent Csutoras (BC): Is this something you have defined from the beginning of the expectations point of view or is it nice to have it? to have?

VE: This is something that I advocate a lot because, in my experience, external content creation does not work if you do not already have it in place.

What I'm doing in terms of setting expectations, I'm It's very clear that creating the first, the first two or three content typically requires a lot more work than creating the 10, the 15, or the 20. Because with the first two contents, you really try to tweak the style and do it well.

So people know that when they work with me, they probably have to do it at the beginning. a bit of heaviness in content creation.

And as we get to know each other, as the process gets smoother, content production becomes easier and more efficient. And we are just breaking more and more content.

Do people write less?

VE: It really depends on the stage where your website is located. .

If you have a brand new website that you just created a few weeks ago or a few months ago, I think you should be pushing for the creation of very strong content and for creating a new website. intensify …

It's different with business-level websites, old and new. In this case, I am a strong supporter of upgrading and retouching content, migrating content into one, and so on.

It really depends a little bit on the location of the website.

BC: The long tail is not the same. To be honest, Google has understood the situation very well. They do not look for you anymore to help them.

VE: With the long tail, I think it's quite correct. Today, a content element can be classified for as many variants and long tail keywords.

Where five years ago you wrote five different blog articles, you can now cover them all in the same way.

And that brings us to the subject of cannibalization of keywords. My philosophy is always: one page per group of keywords.

If you write, for example in underground techno clubs, Berlin, and two years later, you have again the same idea of ​​content, I recommend you to update the first message, which makes it better, cooler and longer instead of creating a second one that competes with the same keyword.

What is your approach to determining what people are looking for?

VE: First of all, I'm still a big fan of keyword research. I think it's not used too much. It's beautiful and magical. If you're creating content without keyword research, you should definitely do it.

I think that today, it is obvious that search traffic is determining, as well as the search volume in which the type of query is still relevant and necessary. Step for building a content strategy.

I think a tool, like Ahrefs, now has an estimated traffic metric that takes into account the appearance of maps, ads, and snippets. This is the second step I would recommend to include today in the keyword research to give you a little more idea of ​​what a natural position is for this volume of monthly search.

Overall, I am a huge searcher of keywords on the fans and devote a lot of time, before diving into the production of content.

What do you think are some of the good tools and sources for keyword research?

VE: I think keyword search always represents monthly search traffic, then a keyword difficulty.

For example, if all the keywords you are ranking on page 1 because, all have a keyword difficulty of, say, between 20 and 30, in Ahrefs, you know that you can easily choose new target keywords within a similar difficulty range because you have proven yourself for this difficulty keyword.

If you have a very young site, I would always start with a very long queue, a very small difficulty.

This interesting statement says, "This is not Google who ranks your website, it's your competitor."

This means that every keyword has a Different competitiveness and difficulty [level of]depending on the optimization of the rest of the page, the more difficult or difficult it is for you to compete with that.

That's why the l & # 39; Study of Page 1 (which is a bit of the third part – what Google favors) and the difficulty of keywords is extremely relevant.

It allows you to understand where is the ideal point and where you're really going to make an impact

The last part you mentioned was about Google's favors, can you tell us a little more about this part of the process?

VE: The algorithm of Google is an algorithm, it seems too simplistic, may In a way, it's really true.

When we create all this content, we hope it will be ranked. And in order to rank, we must understand what it means. What Google wants to return to page 1 is the most relevant answer.

Google now has an algorithm, which means that it can not handle the content the way we do it. It treats content primarily based on ranking factors. And the more you optimize ranking factors, the more you are in Google's eyes.

That's why it's so important to do your SEO work once you've written great content. I still believe that boring and mundane tasks, such as updating your H1 in the title of your page, are crucial.

At the heart of it, Google's algorithm is an algorithm that estimates its relevance according to ranking factors. It's a very complicated and complicated process and we do not really understand what's going on and how the algorithm works.

So, my assumption is that you do not really need to understand the process of processing the query. treated, how the intention is matched, how it is filtered.

You do not really need to understand the whole process. But what you have to understand is the entrance and the exit. Cause and effect, no?

We already know what Google wants to see. People always think that SEO strategy is kind of a secret. But if we look at page 1, we can already see what works. We can already see what Google finds relevant for this specific keyword.

We can actually use a very scientific mindset of building-measuring-learning, then playing and experimenting with what we see right now on the first page. See if we can improve it, refine it further, and then outperform existing competition.

BC: I think it is a very good point on which you caught yourself, if you are

VE: If your link profile is amazing and your content and SEO on the page are really deficient, I still do not. I think people underestimate the leverage and the impact that a good SEO strategy per page can have.

I think people underestimate the influence and the impact that a good SEO strategy on page can have. This is why looking at page 1 from a very technical angle is so interesting. Here are some examples:

What is the average number of words on page 1: How many images and videos do people use? How many subtitles do they use? What types of keywords and variants do they use and how often?

You will realize that some mundane tasks, such as updating page titles and titles, are still relevant and that you can incorporate them into your habit. Use data-driven decisions to turn your beautiful content into something that Google really likes.

BC: I think it would be really nice for people to know that you actually tested this product. .

VE: Absolutely. And I tested it on the same premises, right? There are many tools that allow you to make data-based decisions and analyze page 1. They are called correlational referencing tools because they correlate what these pages do correctly.

To listen to this Podcast on the nerves of the search engines with alto Eva:

You think you have what it takes to be a nerd of the search engines? If this is the case, send a message to Loren Baker on Twitter or send him a message at loren address [at] searchenginejournal.com. You can also send an email to Brent Csutoras at [at] alphabrandmedia.com.

Check out our archives on search engines for other podcasts on search engines!

Featured Image: Paulo Bobita

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