5 Steps to Create Winning SEO Content That Gets More Visibility in the Search Results

You want your website to rank. And content is a huge part of that. But how do you go about creating winning SEO content — content that will help you gain more visibility in the search results? I’m here to show you how in five steps:

1. 1. Do Keyword Research
   2. Study the SERPs
   3. Silo Your Website
   4. Create Content in Accordance with E-E-A-T
   5. Optimize to Meet or Beat the Competition

FAQ: How does keyword research contribute to effective SEO content creation?

1. Do Keyword Research

The first step is to understand what search terms your target audience uses when they search for what you offer. Keyword research gives you clarity on this.

To start:

• Brainstorm a list of words and phrases you believe describe what you have to offer.
• Use a keyword research tool to analyze that list and discover more terms that may be useful.
• Refine your list based on things like how often the queries are used and what the competition is for those queries (focusing on higher search volume and lower competition). Note that some lower volume words may have a very high ROI for you, so keeping high return and high converting words is good. But the other words may not help as much.
• Talk to your PPC team to find out the top 20% of exact match keywords that have the greatest conversion rates. Also, ask about negative keywords so you will know what keywords suffer from ambiguity (query deserves diversity) issues.
• Query each selected keyword and analyze the competition for those target keywords. If they offer what you offer, you are headed in the right direction. Take any new keywords the well-ranked competitors discuss, as these may need to be sprinkled throughout your content.

For more, see:

• What Are Keywords?
• Keyword Research: How to Select Keywords

2. Study the SERPs

Once you know your target keywords, it’s time to start analyzing the search engine results page for each term. This helps you understand what type of content is ranking for the term. For instance, are the results primarily transactional or informational? It makes a big difference for your content strategy.

Also, do you see videos and images? Featured snippets? A knowledge panel? You’ll want to note these SERP elements. This helps you create a roadmap for the type of content you need to create for each query.

For more, see: How to Use the Search Results for Key SEO Research

3. Silo Your Website

SEO siloing is a way to organize your website content within distinct sections in a hierarchy. The goal is to make a site relevant for a search query to have a better chance of ranking.

In fact, Google wants website publishers to have a well-organized website, and that’s one of the things SEO siloing achieves. If you don’t believe me, just check out this quote from Google’s SEO Starter Guide:

Make it as easy as possible for users to go from general content to the more specific content they want on your site. Add navigation pages when it makes sense and effectively work these into your internal link structure. Make sure all of the pages on your site are reachable through links, and that they don’t require an internal “search” functionality to be found. Link to related pages, where appropriate, to allow users to discover similar content.

And for search queries that Google calls “your money or your life” terms in its Search Quality Evaluator Guidelines (think finance, health, etc.), siloing is critical.

For more, see:

• SEO Siloing: What Why, How
• 5 Times When Siloing Can Make or Break Your Website

4. Create Content in Accordance with E-E-A-T

You want to be sure your website passes the Google quality test. As part of that, your website needs to exude experience, expertise, authority, and trust as outlined in the Search Quality Evaluator Guidelines.

Your content and the website as a whole should be created by experts in your subject. This one recommendation goes a long way toward establishing your site as a trustworthy authority on the topic.

For more, see: The Complete Guide to the Fundamentals of Google’s E-E-A-T

5. Optimize to Meet or Beat the Competition

I’ve said it before, and I’ll say it again: SEO should beat the competition, not the algorithm. That means looking at Page 1 of the search results and really digging into the competitors that are ranking.

You’ll want to understand things at the page level, such as:

• What type of content it is
• How many words are on the page for ranking
• Optimal meta information
• Other on- and off-page factors (use our SEO checklist)

SEO tools can get you this information faster, but you’ll still need to do some manual analysis.

For more, see:

• Want Customized SEO Advice per Keyword? There’s a Plugin for That!
• How a WordPress Plugin Can Help You Optimize Your Content with Keywords
• SEOToolSet Multi-Page Analyzer (tool)

Bonus: Structure the Content

Creating website content is about balancing your visitors’ needs with that of the search engines. In doing so, you have the opportunity to create a good user experience and to rank better in the search results.

So for this bonus tip, I want to highlight ways you can further optimize your webpages using structured data and structuring the page itself:

• Also known as schema, structured data is a technical SEO practice that clarifies to the search engine what type of information is on the page.
• On the other hand, how you structure the visitor-facing content on the webpage can make it more readable for visitors and more understandable to Google. Getting this right could mean ranking for featured snippets.

For more, see:

• How to Use Schema Markup
• 3 Surprising On-Page SEO Techniques You May Not Know About

Want more information on creating SEO content? Check out our SEO Guide for a complete tutorial on optimizing your website. Also, subscribe to our blog and stay up to date!

We provide content for many of our SEO clients. If you would like to know more, see our Content Services page and request a free consultation today.

FAQ: How does keyword research contribute to effective SEO content creation?

Crafting compelling content is just half the battle won regarding content creation. To truly succeed online, keyword research is required. It serves as a foundational pillar for effective SEO content creation.

Effective SEO content creation hinges on the selection of the right keywords. Keyword research involves identifying the words and phrases users will likely type into search engines when looking for information. This step forms the bedrock of content strategy, ensuring that what you create resonates with your target audience. By using tools like Google Keyword Planner, SEMrush, or Ahrefs, you can uncover valuable insights into search volume, competition, and related keywords.

Long-tail keywords are more specific phrases that can drive targeted traffic more effectively. Understanding user intent is crucial here. For instance, if someone searches for “best running shoes for marathons,” they’re likely in the research phase, seeking detailed information. Crafting content tailored to address this specific query showcases your expertise and authority in the niche, establishing trust with the audience.

Transitioning from keyword research to content creation involves seamless integration. While keywords are essential for search engines, the content must remain readable, relevant, and engaging for human readers. Keyword stuffing, a practice of overloading content with keywords, alienates readers and can incur search engine penalties. Instead, focus on creating high-quality, informative content that naturally incorporates the chosen keywords. This is the sweet spot where the marriage between keyword optimization and valuable content takes place.

Keyword research is the compass that guides your content creation ship through the vast digital sea. It’s more than just finding popular words; it’s about understanding your audience, foreseeing their needs, and addressing their queries with finesse. This amalgamation of research and creativity sets the stage for improved SEO performance, higher organic traffic, and better user engagement.

Step-by-Step Procedure: How to Leverage Keyword Research for Effective SEO Content Creation

1. Understand the Basics: Familiarize yourself with the concept of keywords, search intent, and their relevance in content optimization.
2. Utilize Keyword Research Tools: Explore tools like Google Keyword Planner, SEMrush, Ahrefs, or Moz Keyword Explorer to discover relevant keywords in your niche.
3. Identify Long-Tail Keywords: Recognize the value of long-tail keywords in attracting targeted audiences.
4. Analyze Search Volume and Competition: Gauge each keyword’s search volume and competition level to prioritize effectively.
5. Focus on User Intent: Put yourself in the user’s shoes to grasp their intent behind specific keyword searches.
6. Build a Keyword Strategy: Develop a strategy that aligns your content with the identified high-potential keywords.
7. Seamless Integration: Integrate keywords naturally into your content while maintaining readability and coherency.
8. Craft Compelling Content: Create informative, valuable, and engaging content that addresses user queries.
9. Avoid Keyword Stuffing: Steer clear of keyword stuffing; maintain a balanced keyword density in your content.
10. Monitor and Adapt: Continuously monitor the performance of keywords and adapt your content strategy accordingly.
11. Update Regularly: Keep your content fresh and up-to-date to maintain its relevance and search engine ranking.
12. Use Variations and Synonyms: Incorporate keyword variations and synonyms to capture a broader audience.
13. Leverage Headings and Subheadings: Organize your content using headings that include relevant keywords.
14. Optimize Meta Tags: Craft compelling meta titles and descriptions that include your target keywords.
15. Content Optimized for Mobile Experience:  Make sure your content is both responsive and mobile-friendly.
16. Links: Use both internal and external links to strengthen the credibility of your website.
17. User Experience Matters: Prioritize user experience to reduce bounce rates and increase engagement.
18. Regular Audits: Periodically audit and update your content to align with evolving search trends.
19. Social Sharing Integration: Encourage social sharing to amplify the reach and visibility of your content.
20. Stay Informed: Keep abreast of SEO trends and algorithm updates to refine your keyword strategy continually.

Bruce Clay is founder and president of Bruce Clay Inc., a global digital marketing firm providing search engine optimization, pay-per-click, social media marketing, SEO-friendly web architecture, and SEO tools and education. Connect with him on LinkedIn or through the BruceClay.com website.

See Bruce's author page for links to connect on social media.