Write Original Content to Improve SEO

Writing original content is essential to the SEO process. Let’s look at how we implement this strategy in a recent SEO project for Dr. Alexis Abramson. Dr. Abramson, PhD is the global authority on Gen Z, Millennials, Gen X, Gen G and the Boomer consumer. She is an inspiring speaker, blogger, corporate consultant, successful author, and award-winning entrepreneur. She has been featured in national magazine publications such as TIME, People and Forbes, and also in newspapers such as the Wall Street Journal. She has appeared often on television networks including CNN, CBS, FOX, MSNBC as a expert gerontologist.She has one numerous awards for her journalism including an Emmy and Gracie. She’s kind of a big deal.

She is a consultant and a nationally sought-after speaker. She sought us out because she wanted more traffic to her website to promote her services as an expert in generational marketing, and knew we could deliver results.

Our SEO process

We did an analysis of her website and realized there were some things we could right away that would help her get more traffic.  We cleaned up her NAPW, started working on backlinks and citations, and did some of the techy stuff like Meta tags, Optimization of robots.txt and Site Speed Optimization.

We immediately saw some results, but when thinking about SEO, we know it is a marathon race, not a sprint.  We started an aggressive campaign of putting original content on her site, for the purpose of long-term, sustainable results.

To accomplish this, we knew we had to have original content regularly posted to her website.  Our schedule called for creating and posting at least one article, 1,500-2000+ words every other week.  These articles would be saturated with the keywords our research on tools such as Ahrefs indicated had the lowest keyword difficulty, but the most traffic.

The results of all of this effort paid off great dividends in a relatively short period of time.  In a six-month period, from November 2018 to July, 2019, we had an increase in new users, number of sessions and page views that we were very excited about.  The amount of users of the site went up an astonishing 85.95%. Perhaps the best thing about that number is 85.79% of those users were new users to the site.  That is great evidence that our SEO efforts, including regularly, useful, expert content writing with great keyword density, translated to getting new users into our marketing funnel.

This story has a happy ending, and the biggest reason for this is the good content that we added to the site.  In today’s marketplace, it doesn’t matter in the long run if you are posting article after article, one or two every other day. What matters isn’t the quantity of content, it is most definitely the quality.

Our process for writing great articles

Our process for writing great articles is simple. We first look at the keywords to see what potential clients are looking for in a SERP.  Then we ask a series of questions to help us focus on the content of the article. The overarching goal is to make the content useful to the client.

These are three of the most important questions we ask ourselves to keep us focused on client quality in an article.

Does the content of the article:

  • Teach the reader new, timely, relevant information?
  • Answer a question that the reader has?
  • Help the reader make better choices about the product for which he/she is searching?

If any or all of the answers to these questions is yes, then we are on the right track.  That’s where we start. We have to then keep in mind that the article adds to the overall credibility and authority of the website and the vendor.  We don’t write fluff articles and keep checking our word count to make sure that we are getting at least 500 words, or whatever the latest metric says we should hit.  We write articles that matter, that have meat on the bones, that go into depth into a subject.  Looking at word count alone is like asking a teacher how many pages an assignment for class has to be for a good grade.  The correct answer should be, and always is, it doesn’t matter.  What matters is relevance, depth, credibility, usability, practicality. If those are our measurements for a good article, and we try to meet those standards, the article will naturally be as long as it needs to be.

At 212 Creative, LLC, we bring everything to the party.  We don’t hold back. Every skill, talent, ability and tool that we have goes into helping our clients succeed.  Call us, let’s begin!

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