How to Write SEO Content That Ranks in 2020

TL;DR

Learn to create SEO content that ranks effectively.

Transcript

• Hey, so in this video, I'm going to walk you through how to create SEO content step-by-step. And this is an interview I did on Content Champion, and I literally walk you through the entire process from finding keywords, qualifying keywords, creating the content, and then optimizing the content so that it actually ranks in Google. So if you wanna ... Read More

Key Insights

• Understanding search intent is crucial for creating effective SEO content. Knowing whether the intent is informational or transactional can guide the type of content you create.
• Keyword research is foundational. Start by analyzing competitors to identify valuable keywords and build a comprehensive keyword database.
• Content should be unique and stand out from competitors. Avoid simply replicating what others have done; instead, find an angle that makes your content distinct.
• Quality content requires investment. High-quality content can yield better long-term results, even if it requires significant resources upfront.
• Site authority is key. Building your site's authority can make ranking for future keywords easier and is a critical component of a successful SEO strategy.
• Retargeting and conversion foundations are essential for maximizing the value of informational traffic, which often doesn't convert immediately.
• Publishing is just the beginning. Ongoing optimization, link building, and content improvement are necessary to maintain and improve rankings.
• Focus on a few high-quality assets rather than spreading resources too thin. This approach allows for better resource allocation and higher impact.

Questions & Answers

Q: How do you determine the right keywords to target?

Determining the right keywords involves analyzing competitors to see what they rank for, building a comprehensive keyword database, and then qualifying those keywords based on competition, authority, and potential ROI. It's important to consider both the search intent and the difficulty of ranking for each keyword.

Q: Why is understanding search intent important in SEO?

Understanding search intent is crucial because it guides the type of content you should create. Whether the intent is informational or transactional affects how you structure your content and what kind of keywords you target. Aligning content with search intent increases the likelihood of ranking well and meeting user needs.

Q: What role does site authority play in SEO content ranking?

Site authority is a critical factor in SEO, as it can significantly impact your ability to rank for competitive keywords. Building site authority through acquiring quality backlinks and creating authoritative content makes it easier to rank new pages and reduces the need for extensive link building for each piece of content.

Q: How can you make your content stand out from competitors?

To make content stand out, focus on creating unique, high-quality content that offers something different from competitors. This could involve using custom graphics, videos, or presenting data-driven insights. Avoid replicating what others have done; instead, find an angle that makes your content distinct and valuable.

Q: Why is it important to focus on a few key assets in SEO?

Focusing on a few key assets allows for better allocation of resources, ensuring each piece of content is of the highest quality and receives adequate promotion and link building. This approach can lead to better results than spreading resources too thin across many pieces of content.

Q: What is the importance of a conversion and retargeting strategy in SEO?

A conversion and retargeting strategy is crucial for maximizing the value of informational traffic, which often doesn't convert immediately. By capturing leads through lead magnets and retargeting visitors, you can nurture them over time, increasing the chance of conversion on subsequent visits.

Q: How should you approach content optimization after publishing?

After publishing, content optimization should involve monitoring performance, acquiring backlinks, and making iterative improvements based on data. This might include adding more content, improving design, or acquiring additional links to improve rankings and maintain content relevance.

Q: What is the role of keyword variations in content optimization?

Including keyword variations in content optimization helps capture long-tail traffic and provides more context for search engines to understand the content. Using variations naturally within the content can improve rankings and drive more diverse traffic to the page.

Summary & Key Takeaways

• The video provides a comprehensive guide on creating SEO content that ranks, emphasizing the importance of understanding search intent and conducting thorough keyword research. It outlines a nine-step process, from finding and qualifying keywords to creating, optimizing, and promoting content effectively.

• Nathan Gotch highlights the significance of building site authority, which simplifies future SEO efforts. He stresses the importance of unique, high-quality content that stands out, suggesting that a focus on a few key assets can yield better results than spreading resources across many.

• The process of SEO content creation doesn't end with publishing. Continuous optimization and link building are essential for maintaining rankings. Gotch also emphasizes the need for a solid conversion and retargeting strategy to capitalize on informational traffic that may not convert immediately.