Content planning for better Search Engine Marketing

Planning out your site’s content is one of the most important and necessary steps to make a site function and become successful. Content not only reflects your brand but also the keywords used to find and rank your site. Here is a guide to plan and schedule your content. If you need help with SEO Copywriting our team will be able to help you.

Contemplate brand philosophy and appearance

Before brainstorming your keywords and ideas for content, think about what you want your site to be known for. What product, service or ideas are you trying to sell and convey to an audience? How should your keywords and content reflect this? By how you market yourself through your site’s name, logos, advertising and other product attributes determine your brand. These parts of content planning are important because how you market your brand and site will distinguish you from your competition in the search engine rankings.

Demographics and audience

After knowing your brand, think about the audience for your brand and who will search your keywords: what are their ages, incomes, interests, etc? Your site topics also determine how your content fits with certain audiences of social media sites. Depending on content, using some social media sites would be better than others. Facebook and Twitter are popular sites but there are other alternatives. For example, if your content and keywords revolve around a large number of visuals, use Pinterest, Flickr or Instagram, which are image-centric social media sites.

Brainstorm and choose keywords for SEO

Next choose your keywords to describe your site, which should relate to or match the keywords users search for. By knowing what keywords define your site and its content, you will have the right keywords for search engine optimisation, as described here. The usual guidelines for choosing keywords for SEO apply in that you should not target one word or common keywords and be specific in choosing your keywords. After brainstorming the keywords, make sure that they are included in your meta tags, titles, and descriptions. For more help with SEO, check out our SEO services.

Page and link hierarchy

After thinking about your keywords, think about how your content connects with each other, through a hierarchical ranking. With hierarchy, ranking first the most important part of a structure, the most important part of a website is the Homepage. In the view of search engines, the more internal links that point to a page, the more important that page is. Your page and link hierarchy for site navigation should be ordered based on order of importance and branch off:

  • Homepage
  • Category pages
  • Subcategory pages
  • Other pages (for products, information, etc.)

Begin building your Sitemap

After constructing your page and link hierarchy for your site, begin building your Sitemap using relevant keywords. The Sitemap, is a list of URLS on your site viewed by search engines and users, you submit to search engines should be based off keywords. A Sitemap submitted to search engines determine how spiders, the term for bots that crawl (or “fetch”) webpages, will find your site pages. These pages, processed through the search engine’s algorithms, will then be ranked according to popularity and relevancy. After brainstorming and grouping together related keywords that will help determine hierarchy, build your Sitemap and categorise your links so that they relate to each other.

Set a schedule

Determine how much you will update your content. Plan out what content will be displayed during certain time periods. Depending on the degree to which your content is unique, helpful and compelling to read and the amount of content generated regularly, you could update your site daily.

Edit and post content

Before posting the final copy of your content, you should review and edit your text. Even if you have written copy yourself, you should let another pair of eyes see what you’ve written in order to correct spelling and grammar mistakes. It is also a good idea to run the copy through a plagiarism scanner like Copyscape in order to make sure your content is truly unique.

Analyse data and keywords

Use tools for analysing how your content is being viewed to gain more insight into who is using your site. Continue to monitor data and rankings to determine what keywords are profitable and which ones are not. Part of AdWords, use tools like Google Analytics to track the success of your keywords and further optimise your website. Google Analytics will track what happens after a customer clicks on an ad, providing you with the tools to measure important metrics like bounce rate and keyword conversions.