Creating Content that Google Loves

Creating content that Google loves is no easy task. To do this topic justice, this will need to be a longer post, but I want you to bear with me.

We’re going to go over a lot of powerful concepts, and I’m going to walk you step-by-step how you create content that Google (and other search engines) love!

First, we’ll talk about keywords and how to do an effective local keyword search.

Second, we’ll talk about how to use those keywords to drive your content strategy.

Finally, I’ll show you an easy way to put that all together into cohesive, effective content strategy.

Keywords: Creating Content People Actually Want!

When it comes to keyword we’ll have two quick discussions: why keyword research is so important, and how you can research effective local keywords.

Why is Keyword Research So Important?

When it comes to local SEO, understanding what keywords your ideal audience is using gives you a huge advantage.

These keywords reflect intent. When a small business owner searches for “outsource IT in Bremerton”, you can bet that they are looking for a partner who can solve their problems. And they intend to make a decision; a decision that will result in an MSP or IT Services Company getting a new client.

29% of [those] who search for a local business on a mobile device call or visit that business within 24 hours.

Google understands intent. They understand that local searches are done with the intention of taking action. To serve this, Google strives to show highly-specific, location-based results when people search.

For example, if you go to Google you can search for something as generic as: “Coffee Shop”. When you do so, Google won’t show you all the coffee shops in the world.

Even though you didn’t specify “near me”, Google will only show you coffee shops that are close to your location.

Two Steps for Effective Keyword Research

There are two steps for effective keyword research:

  • Generating Ideas
  • Validating Ideas

Idea Generation is all about finding keywords that your audience may be using. There are a number of strategies that you can use to do this effectively and efficiently.

The first step is to think about your services and offerings. Make a list of keywords that you think people might use. Then, use online tools:

  • You can use the Free Keyword Tool from WordStream
  • Use Google auto-complete to see what comes up when you begin to type in your keywords
  • Perform a search for a keyword in Google, then scroll to the bottom of the page to the “Related Searches” area
  • Visit your top-ranking competitors’ websites. Review their menus and look for any keywords that they might be using

As you do these things, keep a notepad (or spreadsheet) handy so that you can take note of all of the keywords that you think of and discover.

The next step is to actually Validate Your Keyword Ideas. You need to know that your keywords are actually being used by your audience.

Here’s a simple way to do it:

  • Go to Google Keyword Planner
  • Set the location to your local metro area
  • Input the keywords that you’ve identified
  • Find keywords with a high search volume:
    • Order the results by “Avg. Monthly Searches”
  • Click “DOWNLOAD KEYWORD IDEAS”

Those top keywords are the ones that you want to focus on when planning out your content.

By generating and then validating your keyword ideas, you ensure that you are focusing your content on keywords that are actually being used by your target audience!

Crafting Your Content Strategy

Your keyword research will provide you with a number of topics that you can use in your content. Maybe “VOIP” is trending in your area, or maybe it’s “Email Security”. Whatever the case may be, you now have a number of topics or services that you can focus on in creating SEO-driven content.

So how do you actually get started with that? Here’s an easy way to make sure that you are consistently creating content that people actually want to see (and that will boost your SEO):

  1. Create a “Content Calendar” that allows you to plan for monthly and weekly themes.
  2. Each month, choose a theme directly related to one of the top-performing keywords
  3. Create a piece of Key Content that fully fleshes out that theme
  4. Each week, focus on a sub-theme from the main theme
  5. Use excerpts from your Key Content to create daily and weekly content that supports your weekly theme

For example, let’s say that your theme for the month is: Email Security Awareness Training.

Your Key Content: A 30-minute Webinar “How To Secure Your Email in 5 Easy Steps”

Your Weekly Themes:

  • Using magic links for login
  • Multi-factor email authentication
  • Social Engineering awareness and training
  • Email Encryption

In this example, the weekly themes would be incorporated into:

  • Weekly email newsletters
  • Weekly blog posts
  • Daily Social Media posts

All of this is done fairly easily. The only large piece of content you will have written is the Webinar. Everything else – the emails, blog posts, social media – will be derived from that main piece of content!

The great thing about this approach is that:

  • Google loves it because you’re using the top-ranking keywords across multiple types of format
  • Your audience loves it because you’re addressing topics that hey actually want to know about. Your giving them in-depth information they can’t get anywhere else
  • You love it because in each piece of valuable content, you’re putting a Call-To-Action that attracts and converts your audience from “Audience” to “Lead”.

It Sounds Like a Lot

So that is how you can create content that both delights your audience, and keeps Google happy! That may seem like a lot of work. However, as you get into the habit of generating and validating keyword ideas, and working those keywords into a comprehensive content strategy, you’ll learn the truth: that it’s really not as hard as it seems.

However, if you feel you need additional help, reach out to us at hello@epowet.com or www.epowet.com/contact. We’re always happy to help!

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