How to create an effective SEO content strategy that will help you get results

Many businesses face this difficulty, and to draw attention and attract visitors, your content needs more than just quality writing. You must work hard to find the right keywords, design proper structuring, and use analytical tools smartly. Through this guide, we’ll provide you with everything you should know to create an SEO-focused content strategy that will help you get results.

What is an SEO content strategy?

An SEO content strategy is a plan that involves creating and optimizing content to improve its visibility in search engine results. The goal is to match with what people are searching for, using relevant keywords and ensuring that search engines recognize your pages as valuable and relevant.

Without optimization, even the best content can get lost in the vast expanse of the web.

It is worth noting that even the most expert content can remain hidden if it's not promoted effectively. While there are many ways to share your knowledge — through blog platforms, Google and Facebook ads, or other channels — one of the most stable and long-term methods is optimizing for search engines. If you're aiming to grow your visibility through search, you need to consider how search engine algorithms work. This ensures that your content is discoverable by those who need it, helping you to expand your audience and monetize your expertise effectively.

A fun fact is that more than 50% of user clicks are acquired by the top 3 results. That’s why you should get SEO done correctly. This will make your content rank higher, and you’ll see an increase in organic traffic, expand your audience, and drive conversions.

How to create an SEO-oriented content strategy

So, you have the ability and expertise to create great content. But to make it work, an SEO-oriented strategy is a must-have. Let's take a look at what you can do to ensure that you use your resources to their best effect.

1. Identify your target audience

Firstly, you need to get to the bottom of a very important question: Who are you talking to? Customers are the foundation of any successful SEO content marketing strategy, and you should thoroughly analyze them. To do this, ask yourself these key questions:

• Who are they?
• Where are they (Instagram, Facebook, Reddit, etc.)?
• What are their demographic details, like age, gender, location, and so on?
• What interests them, and what are their challenges?

After gaining a clear and thorough understanding of your audience, you can start developing buyer personas. These fictional profiles represent your ideal customers and will act as a reference that enables you to customize content to address their unique needs and preferences.

2. Employ diverse content formats

Providing your customers with diverse content formats is pivotal to keeping their engagement and interest. Relying on just one type can quickly become dull, not only for your audience but for you as well. Moreover, different people consume content differently, making incorporating diverse formats a clever move. Among the various formats, we recommend paying attention to the following: 

• Videos. These are perfect for breaking down complex ideas in a clear and engaging way that’s easy to grasp. Video content is increasingly popular, with over 80% of customers wanting brands to create more of it in 2024, according to HubSpot.
• Blogs. Ideal for in-depth articles that explore relevant topics thoroughly. Blogs play a crucial role in content marketing, helping to establish your brand as a leader in your industry.
• Podcasts. A great option for reaching audiences who prefer listening over reading. Podcasts allow you to engage with your people on a deeper, more personal level, making them a valuable addition to your content strategy.
• Infographics. Excellent for visually representing data, processes, or concepts. Beyond being visually engaging, infographics help break down difficult-to-understand information into smaller, engaging pieces. 
• Ebooks. These are perfect for providing comprehensive insights on a topic and can be used strategically to drive lead generation. By gating ebooks, you can exchange valuable content for contact information, helping to grow your customer base.
• Interactive content. Spice up your brand by incorporating polls, quizzes, calculators, and other interactive elements. This kind of content is both enjoyable and highly engaging, motivating your audience to participate and share.

Among all of the content types, visuals and interactive content are especially powerful, with over 40% of marketers considering them as the most engaging ones. This confirms that the way your message is delivered can make all the difference between being overlooked and getting noticed.

Don’t confine yourself to just text and blogs. Try out various formats to find what responds best to your audience.

3. Make a list of topics

Once you’ve identified your audience and selected your content formats, it’s time to brainstorm some great topic ideas. To produce content that truly works, you need to consider two important things:

• What are the key interests of your audience?
• What questions are they asking?

Your content must match what your audience is looking for and answer their questions as well. Begin by brainstorming broader topics relevant to your industry. For instance, if your business manufactures 3D printers, you might begin with general topics like “resins,” “slicers,” or “3D models.”

From there, you can refine your focus into more specific and actionable content ideas. For example, you could explore topics such as “How to choose the right resin for your 3D printer” or “Step-by-step guide to printing a resin 3D model.” Never be afraid to experiment with niche themes, as they often attract a dedicated and engaged audience.

4. Collect and integrate relevant keywords

Now, we’re getting to one of the most critical aspects of SEO — keywords. These are the phrases and words that people use when surfing online, and your job is to identify the ones your audience is typing into search engines. Focusing on the most relevant keywords can greatly boost your visibility in search engine results pages (SERPs).

Keywords connect your content and your audience. When chosen wisely, they help your content reach out to the right people at the right time.

The first thing to do is find the right keywords. Here’s how you do it:

• Google Keyword Planner. This is one of the excellent tools available, and it’s completely free. Google Planner provides keyword suggestions that come straight from Google, making it valuable for finding relevant phrases.
• Ahrefs. Among the many keyword research tools, Ahrefs stands out. It helps you discover phrases with high search volume and low competition, giving you a better chance of ranking well. Plus, it even shows the potential traffic you could attract. Though Ahrefs is a paid tool, the insights it provides can be well worth the investment.

With the keywords in hand, your next move is putting them into your content. To get it right, we advise you to consider the tips below:

• Focus on long-tail keywords. These are more specific phrases that typically face less competition and have higher search intent, making them easier to target and more likely to draw in your ideal audience.
• Target low competition and high search volume. While it’s tempting to go after popular keywords, they can be highly competitive. Instead, aim for those with a balance of low competition and high search volume to improve your chances of ranking.
• Keep it natural. Integrate your keywords naturally, and don’t overstuff them. Your content must read and flow seamlessly. We recommend to restrict keyword density to 1 per 100 words.
• Be strategic. Ensure your keywords are spread throughout your content. Incorporate keywords into essential areas like the meta title, description, headers, and even the URL. This strategic placement will help boost your content’s visibility in search results.

5. Create a regular content calendar

Consistency is paramount to SEO. If you want to formulate a winning content plan, regular updates are non-negotiable. However, we all know that work and life can sometimes get in the way. That’s where a content calendar becomes invaluable — it keeps you organized on schedule and ensures your strategy stays consistent.

Here’s how you can create one:

• Define your goals. Are you aiming for more conversions, higher traffic, or better engagement? Clearly outlining your goals will steer your content planning.
• Plan your content. Determine the types of content you’ll produce and how frequently you’ll publish. For this, you must have a strong grasp of your industry, competitors, and audience.‍
• Schedule your content. Set specific dates for creating, editing, and publishing your content. This timeline will keep you accountable and on track.

You can take inspiration from different brands that have consistent content schedules. For insights on how to communicate your message and create strong texts that resonate with your audience, read our blog post 14 examples of good UX writing. If you’re looking for a tool to help with planning and SEO optimization, consider Growthbar. It’s a handy resource that simplifies the process and keeps your strategy on point.

6. Produce unique, search-centric content

Having content and keywords, you can begin the creation process. But here’s the catch: you can’t just pump out generic information and expect to rank. Instead, you must create helpful, reliable, people-first content. To achieve that, keep in mind the next points: 

• Conduct in-depth research. With every bit of research, your knowledge expands further. Ensure that you gather all the information to create content that’s as comprehensive and detailed as possible.
• Give it a unique twist. Chances are, your topic has been covered before. However, that doesn’t mean you can’t put your own spin on it. This could be your brand’s voice, an innovative approach, or a different angle that hasn’t been explored yet.
• Cite credible sources. When sharing data, statistics, or claims, always reference credible sources. This will make your content appear more trustworthy, with many people sharing it online. 

7. Be active in blogging

Blogging is one of the powerful drivers for your SEO strategy. Regularly updating your content sends a clear message to search engines that your site is active, relevant, and deserving of higher rankings. But the benefits of blogging go far beyond just keeping your site fresh.

First, it significantly boosts your SEO efforts. Through blogs, you have the opportunity to target a wide range of keywords and topics, reaching specific audiences more effectively. Additionally, well-written and high-value posts drive traffic to your site by capturing new visitors and encouraging them to return. The more you explore various topics within your niche, the more you establish yourself as a reliable source of information.

To maximize the impact of your efforts, you can take a look at Google’s amazing resource — Help people find your blog on search engines. We also wanted to share some of the insights and prepared the next essential SEO tips to keep in mind:

• Don’t ignore internal links. Ensure your blogs naturally link to other pages and blogs on your site. This keeps users engaged and boosts your SEO.
• Insert attractive images. Visuals are a crucial part of any blog post. Incorporate illustrative images with the right size for faster loading and be sure to optimize the alt text for better accessibility. 
• Encourage social sharing. Add social sharing buttons to your posts so that you can expand your audience. While interacting, people can make reposts and share information across the internet, leading to higher visibility.

8. Improve content authority

Authority is a critical factor in SEO, and it’s closely tied to the concept of E-E-A-T: Experience, Expertise, Authority, and Trustworthiness. Google prioritizes content that possesses these qualities, and naturally, you should, too. 

Here’s how you can take your authority to the next level:

• Demonstrate your expertise. Your content must be created by someone with expert knowledge about the topic and industry. Whether you’re crafting something yourself or working with a professional copywriter or agency, ensure the information is accurate, insightful, and showcases genuine expertise. 
• Build backlinks. Securing backlinks from other high-authority sources can work wonders for your site’s visibility and authority. However, check that you’re not receiving backlinks from spammy sites — this will do the opposite of improving your authority.
• Cite your sources. When you include data, statistics, or claims in your content, always cite credible and authoritative sources. Referencing well-known studies, academic research, or industry-leading publications will make your content more trustworthy and authoritative. 

9. Keep track of content performance

After all the effort you’ve put into creating and optimizing your content, it’s crucial to measure its effectiveness. Tracking performance lets you identify great elements and find areas that need improvement. Here’s how to keep track of your content’s success:

• Use Google Analytics. Google Analytics (GA) is a comprehensive tool that gives you everything you need to know about your content’s performance. With GA, you can set up custom reports to track key metrics like visitor count, bounce rate, and session duration. While it may take some time to master this technology, it’s definitely worth investing the time to learn. If you’re new to GA, consider checking out our blog post, How to create custom reports in Google Analytics 4, to get started.
• Monitor your keyword rankings closely. If you find that certain keywords aren’t performing as well as anticipated, it might be time to revisit and re-optimize your content. Regularly tracking this performance ensures that your information remains competitive in search results.
• Analyze engagement. Beyond traffic numbers, it’s crucial to assess how your content connects with your audience. Focus on metrics such as time spent on the page and the number of pages viewed per session. High engagement levels indicate that your content is hitting the mark, while lower ones could signal the need for revisions.

10. Regularly audit and update existing content

Finally, let’s talk about auditing. Just because your content is published doesn’t mean your job is done. Even if your page ranks highly, there’s no guarantee that it’ll stay at the top. That’s why regularly auditing and updating your existing data is essential to keeping it fresh and relevant and continuing to perform well in search rankings.

Here’s how to effectively audit and update your content:

• Refresh outdated content. Over time, information can become outdated, and what was once relevant may lose its accuracy. Regularly review older posts and refresh them with updated insights, data, and trends. This improves the quality of the content and gives it a boost in search rankings.
• Evaluate performance. Utilize tools like Google Analytics and GSC to evaluate the performance of your content. Identify posts that aren’t performing well and explore opportunities to optimize them. This might include refreshing the content, refining keyword targeting, or enhancing the user experience.‍
• Refresh evergreen content. Keep a close look at your top-performing content. Even relevant posts can benefit from updates to stay current and continue attracting visitors. Refreshing allows you to keep your content at the top and be a high-value resource for your audience.

Auditing your content can be a complex and time-consuming task, especially when it comes to interpreting data and making informed decisions. If managing it on your own proves challenging, consider consulting professional SEO audit services. At Halo Lab, we can provide a thorough analysis and help you understand the strengths and weaknesses of content, guiding you in making the necessary updates to maintain its effectiveness.

Time to shine online

And there you have it — everything you need to craft an effective SEO content strategy. The fact is that you can’t leave your pages to the whims of search algorithms. Instead, success in SEO requires a focus on quality, a deep understanding of best practices, consistency, and a commitment to continuous improvement.

Whether you’re just starting out or looking for ways to refine your existing plan, the steps outlined in this guide will prove to be invaluable. However, if you’re serious about taking your strategy to the next level, consider leveraging Halo Lab’s professional Content Marketing and SEO services. Partnering with us can help you reach even greater heights, ensuring that your SEO efforts yield the best possible results. Let’s get in touch and start making your content work harder for you!