Writing a ton of awesome blog content for your business’ website is one thing – getting it to rank in Google is another.
Creating content for your business is essential these days, especially if you want to leverage the power of digital marketing.
However, many business owners inexperienced with content marketing make the same mistake time and time again that costs them thousands of dollars upfront, not to mention all of the potential sales they’re missing out on.
In this post, we’re going to be going over how you can create blog content for your website that actually ranks in Google and brings in organic conversions for your business.
Step 1: Plan
First thing’s first:
If you don’t go in with a plan, you’re going to fail – period.
In fact, the number one problem I hear from my clients is:
I’ve been ripped off by “SEO gurus.” I give them a bunch of money for them to rank my website, and nothing happens. I don’t believe in SEO anymore.
Hearing this really hurts my heart…
When done properly, SEO is one of the BEST forms of digital marketing. Its ROI is tremendous – that is, if you’re able to see the big picture, as SEO takes some time to work its magic.
Unfortunately, a lot of business owners (maybe ones that aren’t so hip to digital marketing) throw in the towel when they hear they’re going to have to wait a few months to get results.
But if you have patience…well… the results speak for themselves.
Keyword Research with Ahrefs
Here’s how the planning phase works:
After you’ve determined your target market (which is the first step to any successful business) it’s time to think of content those people will enjoy more than Americans like big trucks and cheeseburgers.
I know, it sounds hard, but it can be done.
At Tuwiner SEO, we use an awesome keyword tool called Ahrefs to find untapped keyword opportunities. For example, check out this keyword about PC cases:
I know there’s a lot going on here, so I’ll try to break down the two most important things here:
- It has an incredibly low KD (keyword difficulty, measured from 0-100)
- Its search volume is pretty darn high – oh, and if you rank for this keyword, you’ll also rank for other related queries as well.
Alright, this is a bit fancy for those of you who’ve never used a tool like this before – you can contact us if you’d like to have us do this for you.
Or, you can use my next strategy, which is using topical analysis and a bit of common sense.
Keyword Research Using the Alphabet Soup Method
The alphabet soup method is pretty easy, and I’ve been using it a lot lately (because it works so well…)
By the way, it’s called the alphabet soup method because you can type your main keyword into Google, and then put a space (before or after the query) and then type a, then b, then c, etc.
Lastly, just look at the suggested searches to build a great list of potential post ideas.
Here’s the basic idea:
Think of a topic, narrow it down to a keyword, and then let Google do the rest.
Let’s use the PC gaming niche as another example.
I want to write a post about cable management, but trying to rank a new website for the term “cable management” is going to be pretty difficult.
Taking a look at the SERP for “cable management tips”, I’m seeing a lot of authoritative websites already ranking that are going to be tough to beat:
I know I’m probably not going to be able to beat them, so let’s try to find something we can rank for.
I like to make quick response posts to target niche questions that aren’t so competitive (but still have volume).
Take a look at some of the searches Google is suggesting:
A bunch of long-tail keywords that we know people are looking for (because Google is suggesting it) that aren’t too competitive.
If you see a bunch of forums and low authority websites ranking, or the title tags of the results don’t exactly match your search, odds are you can rank for that keyword pretty easily.
Creating a Content Calendar
Okay, now it’s time for the last step of the planning phase – making an AWESOME content calendar.
When you’re doing this, it’s also a good idea to map out a link building strategy (using white hat outreach) to build links to your posts once they’re up. You can rank without link building if your content is good enough, but links definitely speed up the process a lot.
Once you have a list of good keywords to target, you need to map out your site structure with a content calendar.
It’s important to use a good website structure to help your users navigate your site easily (and to help Google understand what your site is all about). The site should be laid out in a logical manner, and I’d highly recommend using SEO SILOs for some of the content.
Map out each post in a content calendar. You should have at least 30-50 post ideas before you even begin writing, all scheduled with a project management tool. I like using Trello, because it makes it easy for writers, editors, graphic designers, and project managers to work together. (No, that’s not an affiliate link – Trello is just really awesome and free.)
You can schedule content, outline it for your writers, assign it to them, set due dates, and track the status of each post in real time. Awesome, right?
I’d also recommend outlining each post. You should consider the main keyword, secondary keywords, LSI keywords, target word count, your competitors, etc.
This step is especially important if you’re hiring content writers. Most writers don’t know much about SEO, and they won’t use the right headings in their post.
If you outline the headings for them, they don’t even have to think – they just write, and you get an awesome piece of SEO optimized content.
Now that your planning phase is complete (this is the most important step, by the way, so don’t mess this up), you can start creating your content.
Step 2: Creating
Now that you’ve got your content outlined, it’s time to create it.
Remember: CONTENT. IS. KING.
If you don’t create high value, easy-to-read, and engaging content for your target audience, you’re going to fail.
That means your writing needs to be top-notch, and written by someone with a background in your niche. Hiring a writer with no experience in your industry will end in disaster – trust me.
It’s pretty easy to tell when someone knows what they’re talking about, and when they’re BSing everything.
I’d recommend you write at least some of the content yourself, because nobody will know as much (or care as much) as you do about your business.
Still, creating a lot of content quickly is hard without a team of good writers – that’s why I wrote this post giving away my #1 secret to outsource high quality writers with a background in your niche (for cheap).
With your articles outlined, you (or your writers) can begin creating the content.
Here are some quick writing tips:
- Use language your target audience will like and engage with
- Don’t make your paragraphs too long
- Be direct and to the point – when it comes to writing online, less is more
- Use lots of examples and multimedia
You don’t want to bore your readers – get to the point, and engage your audience. That’s pretty much it!
Since you (or your lead SEO) already outlined the posts with the right SEO optimized headings, as long as you are working with skilled writers, this part is pretty straightforward.
It’s always a good idea to have someone else edit you’re writing (to avoid mistakes like the one I just made) if you’re serious about growing your traffic and converting organically with content marketing.
Nothing’s worse than a typo, and having a second opinion is never a bad thing.
You can even have your VA (assuming they’re a native English speaker with decent writing ability) double check the writer’s work with a tool like Grammarly Premium. It’s an amazing tool for any writer, and it makes editing easy.
The last part of my creation process is creating unique graphics for each post. I like making custom headers, as well as cool illustrations for my clients.
You can create:
- Custom headers
- Graphic illustrations
And much more…
Creating your own unique graphics is great for a few reasons.
- Sets you apart from the competition
- People love consuming information visually
- You can brand those graphics and share them
- Infographics get links
You can find a lot of awesome graphic designers for cheap on platforms like Upwork and Fiverr – just find one you like and tell them what you’re looking for. They’ll take care of the rest.
Step 3: Optimizing
Alright, now you’ve created your awesome content – now it’s time to optimize it.
I know I said content is king earlier, but if search engines (i.e. Google) don’t understand what your post is about, nobody is going to find it.
Here are the main technical on-page elements we optimize with every post:
- Title tag
- H1 tag
- Meta description
- Alt tags
- Page Speed
- LSI keywords
But be careful – there’s more to optimizing for SEO than just technical on-page stuff.
You need to make sure you optimize for people, not robots.
That means making your post organized and easy to scan quickly.
Think about it:
Nobody reads a wall of text – that’s why this post is broken up into a bunch of smaller paragraphs, usually with just 1-2 sentences each.
I’m still writing a long post, but I don’t have huge paragraphs that look overwhelming. You’re not writing a report for school, you’re writing information for the web that’s meant to be digested quickly.
A page with good layout optimization is going to increase dwell time (the amount of time someone is on your page) and reduce bounce rate (the percentage of people who exit without visiting another page on your website.
Some quick tips for layout:
- Short paragraphs
- Lots of headings (and subheadings)
- Table of Contents
- Logical progression
- Change up the page a lot
These are all tips to make your page easy to read.
But above all else, the #1 thing you can do is making sure your page is the best result for the user, no matter what. If you do this, you’ll rank. After all, that’s Google’s job at the end of the day…