Content Strategy = Conversions on Steroids
SEO has changed drastically over the past few years. We can thank Panda, Penguin, Hummingbird, and a host of other animal-named updates for that.
But rather than continue to harp on the fact that SEO isn’t like it was in the “old days”, let’s talk about what you need to do to be successful now and in the future – and how this new approach can really take your business to the next level.
After all, SEO isn’t dead.
A Shift to a Content-Centric Strategy
If you want to grow your organic traffic and conversions, you now need a combination of technical and creative elements in your strategy.
The technical on-site optimization will set your site up for success by ensuring your website is accessible, that themes have been set for each page, and that you’re not at risk of a penalty.
The creative elements you need fall under the umbrella of the content strategy. Developing an effective content strategy is a topic for another post, but we will focus on the outcomes you can expect from one that is properly formed.
A content strategy will help you:
- Build the authority of your website over time
- Increase affinity for your brand
- Grow your organic traffic
- Increase conversions
Let’s take a deeper look at each of these.
Improve Website Authority
Back in the day, a huge part of SEO campaigns was manual link building…
Google’s Penguin update stopped this dead in its tracks. Sure, you can still build thousands of links to your website, and it may even help in the short term, but you’re playing a dangerous game as your site will inevitably be slapped with a penalty. Rather than put your website at risk, it’s time to move away from link building and focus on link earning.
A well thought out content strategy will attract relevant, high quality links as others in your industry link to your site naturally. Keep in mind, this is easier said than done. Content promotion and an effective social media strategy are vital in helping your content get in front of as many eyeballs as possible.
Enhanced Brand Affinity
The key is to actively create high quality content that answers your target market’s questions. For example, let’s imagine you’re in the insurance industry. Creating a guide for first-time car buyers will not only help them with the purchase of a vehicle – it will also keep your brand top-of-mind when they purchase car insurance.
Grow Your Organic Traffic
The “long-tail” is growing. Google estimates that about 15% of daily queries are ones that they’ve never seen before. Given the fact that Google sees about 1 billion searches a day – that’s a lot of new queries!
As you add high quality content to your website, it will rank for phrases in the long-tail. This means you’ll start seeing traffic entering your website through these new pages.
Provided that your content strategy is based around your target market, you can also expect to see an increase in conversions. Direct conversions will largely depend on what type of content you create and how it resonates with visitors at different stages of the buying cycle. Further, you’ll also see increases in conversions because of increased affinity for your brand.
The ROI that your content generates will rely on how conversions are attributed, but that is a post for another day.
Do You Even Lift, Bro?
As you can see, high quality content on your website has a multitude of benefits; it can really put your entire digital marketing strategy on steroids. OHHHHHH YEAH!
If you’re ready to ramp up your organic traffic and conversions, let’s talk.