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Creating a Strategy for Optimizing Content

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Creating a Strategy for Optimizing Content

Welcome to week 2! While keywords help users locate relevant web pages, it’s the content itself that determines whether a click converts to a sale or increased site traffic. In many corners of the SEO world, the expression “Content is King” is a generally accepted rule, and in this module we’ll examine content from many perspectives: how to analyze it, organize it, create it, make it great and build it into our strategies. You’ll also learn how to conduct effective competitive content analysis and internal content audits. And finally, you’ll learn how to create a site-wide content strategy building on the data we uncover in our study and analysis of content.

Optimizing a Website for Search

加州大学戴维斯分校

课程 3（共 6 门，搜索引擎优化（SEO）专项课程）

Learn the ins and outs of optimizing a website, from conducting an initial audit to presenting your findings and recommendations. Hands-on activities include learning how to select and apply appropriate keywords throughout a website, incorporating keyword research in a content marketing strategy, and optimizing a site for local search. You will also learn strategies for setting goals and client/stakeholder expectations, building effective analytics and reports, and communicating SEO improvements.

查看授课大纲

您将学习的技能

Keyword Research, Marketing, Content Marketing, Mathematical Optimization

教学方

Rebekah May
SEO Manager & Lead SEO Instructor, Lead Qual

脚本

Welcome back.

Now that we've discussed how to organize and evaluate content, it's time to

shift our focus toward some of the more conceptual elements of content strategy.

We'll talk about whether or not content really is king in the SEO world, and

we'll lay the foundation for

developing a domain level strategy that will optimize a website's content.

Having a content strategy in place

is important to the optimization of your site for several reasons.

The more content you have, the more opportunities you have

to bring in search traffic for a variety of keywords.

This helps to introduce potential customers to your brand or

services that may not have been aware of you before.

The more engaging your content is,

the more engaged with your site your users will be.

Since there is a good correlation between user engagement and

higher rankings, this can improve the efforts of your site as a whole.

The more sharable your content is,

the more opportunities you have to increase brand presence.

Like user engagement, there is a correlation with social shares and

higher ranking content.

In addition to potential SEO benefits, it makes you more memorable and

helps you gain consumer trust and loyalty.

In the SEO world, the phrase, content is king, has become increasingly popular.

This has both positives and negatives.

The positive is that yes, content is king,

when you have a well thought out strategy and great content.

The downside is that since more and more people are hearing how important content

is, some marketers are just throwing any content they can on their website.

This has resulted in many companies hiring outsourced writers

who don't have a good understanding of the business, brand, goals, or services.

Content creation without a fully thought out strategy comes off as generic and

is unlikely to capture the hearts and minds of your audience.

That content is, therefore,

unlikely to rank well organically because nobody cares about it.

A domain level content strategy allows you to create content

that makes sense to your users and contributes to your goals.

It's important to take your entire domain, or site, into account when creating

the strategy, rather than just a single blog page or static page.

A domain level content strategy is a high level vision of your site's theme,

which will help guide the creation of future content

to meet specific business objectives.

The main goal of just about any business is to drive profitable consumer action.

You can do this by attracting new customers to your site and

making them aware of your brand.

Driving existing customers back to your site for

repeat purchases, thus increasing their lifetime value.

Engaging existing and potential customers, which will result

in these individuals organically spreading brand messaging for you.

Let's review some important elements that make up a domain level content strategy

and review some real life examples.

That completes the video portion of this lesson.

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