How to Create a Content Strategy for Both Users & Search Engines

To succeed online in 2019, you have to know how to create content that appeal to users and performs well in search engines.

But how can you do this?

The following suggestions will help get you started:

KYA –

The maxim, ’know your audience’ (KYA), while not as popular as “content is king”, is no less important.

A proper knowledge’ Gathering general Knowledge of the people you are creating content for will provide the insight you need to create the type of content they are searching for. And when you have a high amount of organic traffic from search engines to your website, it improves your site authority, earning you better search page rankings.

Study your demographic data and website analytics to see who is visiting your site, what they do when they arrive, and the pages where they spend the most time. This would help you determine what they are interested in so that you can create more of that type of content.

Do a content audit –

Carry out a comprehensive content audit to find out what is ranking and what isn’t on your site, what content is almost making it to number one on Google SERPs, and what the content gaps you need to fill up are.

Up your content style –

Since the beginning of the internet, content has played a crucial role in user engagement and search engine optimisation. Therefore, it follows that to optimise your content for human users and search engines, you have to create content that meets both their expectations.

One of the most important things you can do for the success of your online business is to use content that is original. This doesn’t mean you cannot get ideas elsewhere, but you have to own the style and form. It should also be evergreen.

It is also a good idea to consider content length. In recent years, the idea of long-form content has been gaining tremendous follower ship among website users. Search engines also are not left out as content with word count of 1000 and above tend to rank higher than content with lesser word count. The secret is to find out the word count that is already ranking for a particular keyword and use it as a guide to determine how long your content for that keyword should be.

Additionally, for your content to perform well in search engines, you have to follow the time-tested rules of optimising content for SEO. This includes using the right meta-data: titles tags, descriptions, headers and clear call to actions.

Your content will also do better with the proper number of relevant keywords, keywords that users use to search for the kind of content you produce.

Don’t underestimate multimedia –

The human brain relates better with visual content than any other form of content. For this reason, your content strategy should include a strong multimedia foundation. Videos and images play a vital role in user engagement and search optimisation.

In fact, statistics show that videos account for more than 70% of internet traffic in the past few years, and that before the end of 2019, it will account for more than 80%. Also, content with embedded videos enjoy higher page rankings and page views than content without, making it a great search engine optimisation strategy.

Wrapping up

Creating a content strategy for both users and search engines can be summed up in the following three takeaway points:

  1. When creating content, always keep the user and search engines in mind
  2. Be on the lookout for new keywords to try out, getting inspiration from the competition where possible.
  3. Regardless of the size of your online business, treat content creation as you would any professional publication.

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