Are you consistently creating content that performs well on Google?
Do you want to know if you stand a chance to rank?
On September 29, I moderated a sponsored Search Engine Journal webinar presented by Apoorv Gadwal, Director of Product Management at ALPS, and joined Ajay Rama, SVP Products of iQuanti.
They shared insights on how easy it is for anyone to create content that performs well on Google with a proven plan.
Here’s a recap of the webinar presentation.
Start with getting the right target keywords and ensure that the keywords you have selected are closely aligned and diverse.
When you understand the user intent behind those queries and how the page content reflects that you will be able to arrive at a set of primary and secondary keywords that will determine your entire downstream set of activities.
Let’s look closer look at the process behind keyword selection.
Examples of Good Keyword Selection
With a product like an online savings account, your core page would be built around the head term “online savings account”.
Some of the supporting pages could be based on either a product feature, like rates and fees, or a benefit, like a high-interest savings account.
Now when it comes to related pages, you would then have particular questions like “how to open.”
Unless you understand where your page is fitting through this hierarchy, you will end up with a keyword that is probably best served by another page.
Getting the primary and secondary keyword set right is very critical because as you go further downstream into your content creation process, your understanding of what content to write, how much to write, what kind of subtopics to cover, etc., will stem from these.
This is an important step to get content that is well optimized for your topic.
The goal at the end of this step is to get insight into all the subtopics you want to cover.
It will outline the structure of your page, which then a content writer can directly take and start writing content on.
Considerations for Comprehensiveness
Consideration Structure
In-Topic Research
Identify all potential sections that you would eventually want to address on your page.
Considerations For Core Content
The core objective here is to give the user an entire context for the topic. So you might want to display your similar or related articles, etc.
That will make your core page complete.
Now that you have the structure of the page, the outline, the writer’s job becomes primarily to respond to all those subtopics and answer them.
Provide answers very quickly with your content.
Here are some elements to consider while designing the experience of pages:
Remember to use these aspects judiciously based on the goals of the page.
The keyword landscape is constantly changing. It’s important to identify new keywords that both you and your competitors are ranking for.
With updated information, you’ll be able to refresh your content to keep it up to date and helpful and ensure that your pages are still performing well.
For a preview of the ALPS tool visit: https://www.iquanti.
See the SlideShare below.
Have you checked your website’s health lately? Your website might look great on the surface, but have you checked deeper? Join our upcoming webinar on Wednesday, October 20 at 2 p.m. ET and learn how you can optimize your website health beyond the classic SEO tactics.
Image Credits
Featured Image: Griboedov/Shutterstock
All screenshots taken by author, September 2021
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