Content is the magical word in achieving top rankings on Google, Bing and other search engines. But how can you go about acquiring content that actually produces results there? How can you reach the links and shared content on Facebook, Twitter and other blogs?
Creating content with the wrong purpose
Have you ever asked yourself why you publish content on your web pages? If your answer is something to the effect of, “because Google appreciates new content”, then you have already lost out. Why? Because a search engine needs more than new content. A search engine wants to provide solutions to its users, that is why someone submits a search query. He or she has a problem and is searching for an answer. It is therefore not sufficient to produce large amounts of content on a regular basis; you need to have clearly defined goals for your content. Once you have found these goals you can achieve the following:
Better visibility in the search index
More mentions in social media
Tip: At clickworker you can quickly and easily order unique content for SEO that is equally attractive for your users and search engines.
What is your current content goal?
Take a pen and a piece of paper and write down why you want to put new content on your website. If you have written down something to the effect of the following,
“Because my boss wants new content every week.” “Our website always has to be kept up to date.” “Our IT department said that Google needs new content once a week.”
then you have certainly given honest answers, but these reasons seldom lead to success.
Creating content – What are content goals?
Content pursues four basic goals:
Achieving better search engine visibility (SEO)
Increasing your presence on social media
These goals are naturally associated with your brand and with your company. The issue is how you can implement these plans. Let’s take a look at the individual items.
The four content goals in detail
1. Obtaining links
Keep in mind while planning your content strategy that you want your content to be linked. Then focus on finding topics that are “worth linking”. To access these topics, take a look at your existing content. What articles have you linked particularly often? What content from the competition are frequently linked? This gives you an initial idea of what content is recommended by other people.
Frequently linked content:
original content (not a remake of old topics)
clear info-graphics and charts
positive mentions (the person mentioned links to the original post)
similar opinions (links to reinforce one’s own opinion)
Do you want your website to appear at the top of the organic Google search results? This is achieved with keyword analysis and other SEO measures. However, if you only create texts for popular keywords you will fail. Your content must answer the search queries of the readers. The requirement of a search engine user is Google & co.’s main sorting formula. However, what exactly is this ominous requirement?
You run a small hotel in Kleinkleckersdorf. The hotel is surrounded by untouched nature, several archeological attractions, a few excellent restaurants, a lively art scene as well as climbing opportunities. The nearby town has movie theaters, a leisure pool and more. Couples, families and singles therefore primarily stay overnight in Kleinkleckersdorf to relax and to experience something special. They cannot know what this special “something” is, but it can be rendered visible on your website.
Therefore, in addition to the standard hotel content, you can include content related to the sights and attractions, the art scene, the sports activities, movies, theaters and restaurants. But not in the sense of a “These are the things you can do in Kleinkleckersdorf” list. Instead you ought to address each of the items individually and provide an in-depth description. In addition to standard information, this includes the address, some images, opening hours, reviews, etc.
But it is best when the content of your “activity guide” can be filtered so that hobby climbers can immediately be redirected to climbing options and families to the leisure pool.
This shows you which requirements are meant: By foreseeing the intentions of the person searching you can give them the corresponding content with added value.
3. Educating users
“Educating users” sounds a bit like school and that is basically what it is. What is the use of having many people use your service or product if they do not know how to handle it? These users will soon be dissatisfied and a good product launch misses the mark.
Make it possible for your customers and interested parties to inform themselves and learn something, too. FAQs, tutorials and webinars are the perfect way of achieving this. Forums in which users can provide support for one another are also helpful. These extras ensure that your customers appreciate your products because they know how to use them. Furthermore, interested persons become customers because they realize that if they have a problem, they will always find answers on your website.
4. Increasing your presence on social media
Normally, long articles with extensive analyses are not shared on social media. Short texts, images and videos as well as quizzes, surveys and other interactive elements work well here. Content with a personal touch is also very popular. Therefore, focus on designing social media related content within the scope of your content planning.
Can one single content achieve all of the goals?
It is a stroke of luck if one article is linked, gets top ranking, educates your users and is shared on social media. Generally one article will only achieve one goal. Therefore, focus on achieving one of the goals mentioned above with your content. By directing your efforts you will avoid getting tangled up in too many different ambitions.
It is more time-consuming to create purposeful content than to write something down, but with the right targeting you will also achieve success in your online activities.
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