As we approach the end of 2020 — a wild year of pandemic proportions, indeed — it becomes time for businesses to consider how they plan on adapting their marketing strategy after the new year. Many of the best practices — write great content, engage on social media, invest in SEO — still ring true, but what, if anything, do we expect will change in 2021?
Well, we know for certain that a strong case can be made for SEO content creation and content marketing. Original, engaging content is in high demand and presents massive potential for businesses to reach even more customers in the remaining months of 2020 and beyond.
In this article, I present tangible evidence that makes the case for SEO content and why it should remain a high priority for forward-thinking brands.
Content As a Competitive Difference Maker
Entering this practice area likely means overcoming some fierce competition.
Based on the success we’ve seen with our clients, SEO content creation — ranking organically for highly competitive search terms and generating leads through high-value, search engine optimized content — can help you meet goals like shifting your brand recognition (and, therefore, your marketing strategy).
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Before starting with this approach, one of our client’s websites ranked for 675 keywords and had an estimated traffic value of $14,800. Nine months after implementing it, however, they were ranking for over 15,500 keywords, with a monthly traffic cost of $2.5 million, while their Google organic traffic increased by a whopping 2,076%.
Brand Recognition & Visibility
For businesses that have brand recognition already, they must maximize their visibility for both branded and non-branded keywords. This means creating content for not just their branded company pages, but also service-related, location-related or product-related keywords. Content creation for branded webpages and informative blog articles is essential for greater brand recognition and visibility.
For example, one of our clients, a nationally recognized civil rights attorney, had bigger plans to expand his law firm into all things personal injury law. His business was already raking in a decent amount of traffic for its branded terms, but they needed to expand or risk tapping out on their traffic potential. By targeting broader, non-branded terms (such as “personal injury lawyer”), they were able to cast a wider net and reach even more clients.
Google Rankings & Traffic
While technical and on-page SEO are important pieces of the SEO pie, content creation is tantamount when it comes to targeting a wider range of keywords and driving organic traffic. Brands looking to generate more Google traffic in 2020 and beyond should continue to invest in SEO content creation and marketing.
In our opinion, when it comes to content, FAQs are a must and a highly rankable opportunity. With the growth of voice search, FAQs lend a brand or company the opportunity to answer the questions a user may be searching for.
Backlinks & Website Authority
Another difference-maker with SEO content is identifying new backlink opportunities for media outreach. Find semantic gaps and map out an SEO content strategy for the next 6 to 12 months. This can allow you to attract high-quality backlinks, which improves overall site authority.
With the creation of national pages and geo-targeted content, our client (mentioned above) improved their rankings for a wider range of terms. That’s the power of search engine optimized content.
For brands that invest strategically in content creation, they can improve their PR, increase website authority, generate more referral traffic and improve Google rankings all in one.
Organic Leads & Revenue
The results of SEO content creation don’t just stop with Google. By targeting the right terms for the right audience, brands can generate more leads and improve conversions on site. The key is in identifying the terms your target audience is using to find brands, services or products like yours.
Fortunately, there are many success stories that make a strong case for SEO content creation. Beyond keyword rankings and traffic, great content can make all the difference when it comes to generating more, better quality leads and increasing a brand’s bottom line.
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Author: Alex Valencia, Forbes Councils Member