Another buzzword, the SEO Content Strategy, is one of the most consolidated approaches to successful SEO strategies.
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It brings authority, trust and a lot of opportunity for technical SEO and SEO Copywriter to act.
Let’s break down how this strategy works and how you can put it on the agenda!
What is SEO Content Strategy
SEO Content Strategy is a content-based indexing and presence in search engines strategy.
Google’s latest update, the Hepful Content Update, is just one more step by the search giant to make its flagship product – SERP Ads – interesting.
And this is achieved through the search for quality content.
This strategy seeks to consolidate relevant content with a topical and ontological relationship with your product or service.
He intends to expand his business’s sales funnel for various informational demands.
As the potential customer learns, he descends further and further until he understands the essentials: your product or service is what he needs.
What is the translation of SEO Content Strategy
The best translation for SEO Content Strategy is “SEO Content Strategy”.
Thinking that the ultimate goal of SEO is to increase sales, this strategy relies on content to achieve it.
And from that, a strategy defined as content to increase sales through sales mechanisms finds a match in this concept.
How does this strategy work?
The SEO Content Strategy works on the concept of authority.
We, as people, and search engines, as algorithms, look for the most authoritative sources on a subject.
This authority can be built up in many ways, and here we are talking about the strategy of being like a teacher.
We tend to trust teachers.
They give us knowledge, and in order to absorb them with quality, we need to be open.
Receptive.
We need to trust them.
So when someone starts to explain or teach us something, we open up to that person.
And this is where content strategy comes in.
Google, like people, identifies content that informs and educates, and tries to rank it at the top.
Trust them.
Consequently, giving access to all internally linked content that is capable of generating leads and sales.
SEO Content Strategy example
An example of its application can be seen in the acquisition of Skoob by Lojas Americanas in 2021.
This maneuver was, directly and indirectly, part of an SEO Content Strategy.
Understand how:
When a user of Skoob, the largest social network for readers in the country, writes a review, he speaks with the authority of someone who has read the book.
It’s a direct consumer experience.
And because it is a social network, there is no one who earns money from the purchase or sale of this book.
Genuine content, made by an expert (in this case, a reader of the book), helping with the purchase decision: everything Google likes.
So its purchase put tens of thousands of proactively written reviews in the hands of the company that owns Submarino, one of the biggest online book sellers on the market.
And all that quality content can go towards the items sold on the site.
Despite being something that requires energy from the point of view of connecting databases, it is a great example of a content SEO strategy.
Here, content is king, and guides market practices to increase conversions and sales.
How to implement an SEO content strategy
The implementation of this strategy goes through a few steps and an order that needs some respect to maximize your results.
We separate these steps below, with observations about each one.
Map the semantic universe
It may seem difficult, but mapping the semantic universe is nothing more than making an ontology, or, in other words, seeing which terms are common to your business.
A solar energy company may realize that “radiation”, “light savings”, “battery”, “energy consumption” and “silicon” are words that are part of its universe.
Radiation is what generates energy. Batteries are required for off-grid systems. Silicon is the main material that makes solar panels.
Mapping this universe can be done:
- Annotating recurring terms on forums
- Doing Keyword Research on Google’s Free Tools
- interviewing experts
- Searching associated terms in glossaries and dictionaries
- Structure the terms
Once you understand the terms associated with your product, it’s time to understand the link between them.
“Sail” and “anchor” are parts of the whole “ship”.
“Proeiro” is a position held by someone during a “regatta”.
These relationships will help you to structure the categories, which will be reflected in the URLs of the sites, blog categories, internal links and in the listing of publications as pillar posts.
Understand search intent
Once the structure is done, it’s time to understand the user’s search intent.
This intention is usually divided into navigational, informational and commercial.
A navigational search uses the search engine to arrive at the data.
It would be as if there were two ways to get to the kitchen: through the living room or through the hallway.
You always go down the aisle – that’s navigational.
The informational one seeks the answer, and is usually written in the form of a question.
They contrast with commercial intent, as both tend to be long-tail, but with different intents.
The first qualifies your audience – the second increases revenue.
Understanding this intention will give you the hook to work on two aspects of the content – which we will talk about next: the copy and the writing.
Copywriting
The copywriter’s job – or advertising copywriter – is to convert reading behavior into action.
Make the sale, so to speak.
Of course, there is much more to it than that: notions of discourse analysis and cognition.
But in essence the result is this.
The copywriter will think about the CTAs and mental triggers responsible for making the funnel flow work – taking the reader from point A to point B, closer and closer to conversion.
SEO writing
SEO writing, on the other hand, will be the work of generating in-depth content that meets reader demand and communicates your authority, expertise and reliability to the search engine.
It goes through an understanding of internal and external links, HTML arguments merged into the text and notions of on-page SEO, in addition to accessibility.
The SEO copywriter also helps with link building work by creating content for websites that have increased the authority of the indicated domain.
Through this it is possible to develop a series of partnerships and list relevant content on your website.
Conclusion about Content SEO Strategy
Now that you know what an SEO Content Strategy looks like and how it works, you can level up your work and develop new solutions for attracting, retaining and qualifying leads.
With a clear focus: SEO increases sales.