Content and links continue to be fundamental elements of search engine optimization (SEO). In previous statements, Google has indicated that these two components are among the top three factors influencing its search algorithm. Most people are aware of this, yet a common critical mistake persists regarding the relationship between content and links in search optimization efforts. The typical approach of many webmasters is to develop, design, and implement content strategies before pursuing links. However, this might not be the optimal strategy. Considering link building prior to content publication could guide content strategies more effectively.
By allowing search opportunities to shape content strategy instead of the opposite, remarkable results can be achieved. Consulting on content strategy before initiating link-building efforts can lead to positive outcomes, such as securing links and expanding keyword rankings. When content is strategically targeted, achieving growth may not require a large number of links.
Here’s an analysis of keyword placements within the top 100 search results. While having just two keywords in the top 10 may not seem impressive at first, the value of these keyword rankings lies in their ability to drive qualified traffic with a high conversion potential. As we had influence from the outset, we were able to direct the client towards creating tactical content to achieve these results.
Content marketing serves multiple purposes, and not every post should aim for link acquisition. Many content campaigns are brand-driven and unrelated to SEO and links. However, if the goal is to produce SEO content, consider these three main objectives: increasing overall organic traffic, acquiring links, and directing targeted traffic to specific pages.
Here’s a simplified, three-step process for content consultation that can help achieve success with both rankings and link acquisition.
### 1. Identify Search Opportunities
SEO content consultations should commence where all content campaigns should—with keyword research. Although this example involves light research, it’s crucial to conduct thorough research as you develop your content strategy. Look for baseline keywords and themes where improvements are feasible. Target these base terms by creating blog posts and pages focused on long-tail keywords under the same themes. For instance, analyzing the website of an artificial intelligence company with an AI program named “Andrew” begins with evaluating its current performance using tools like SEMrush or Ahrefs. From the data, key terms such as [personal assistant], [meeting scheduler], and [ai assistant] will provide insights into current performance.
Once it’s clear which rankings are achieved, investigate possible additional targets, such as related long-tail keywords. Individually, their search volumes might be limited, but collectively, they can significantly affect the site’s relevant traffic.
### 2. Analyze Competing Pages
Understanding what drives success in potential keyword spaces involves examining competing pages. Instead of analyzing whole sites or brands, focus on the pages ranking for key terms. For example, with the term “meeting request email,” a review of search engine results pages (SERPs) might reveal opportunities for optimization or better content type suggestions to capture featured snippets.
SERP analysis provides insights into additional features, like images, suggesting enhanced visual content could be beneficial. After identifying ways to produce superior content, assess the likelihood of ranking well by using tools like Majestic to analyze links and referring domains. For example, lower-ranked pages may show manageable link competition, presenting a real opportunity to create high-ranking pages given a site’s existing authority.
### 3. Execute Content Creation
Focus on building high-quality content optimized for searcher intent. Suggest creating comprehensive guides with actionable templates or examples, ensuring ease of linking or embedding. Continuously track links and keyword rankings to assess SEO impact over time. Be prepared to update strategies as needed in response to shifts in search behavior or market conditions and optimize internal linking to strengthen SEO.
In conclusion, repeating this process reveals the path to growth and proves scalable for creating strategic web pages. This model begins with identifying search opportunities from current site performance and potential for improvement. Analyzing rivals’ ranking content and identifying competitive link landscapes lead to developing superior, more appealing content while maintaining focus on content performance and potential adjustments.
By integrating SEO considerations into your content strategy alongside other goals such as branding and reputation management, you ensure SEO results without neglecting the wider purpose of content creation within the organization.
