Content, links, Google rankings, organic traffic, and revenue. They are all related, but their connection can be confusing. In this post I will outline two strategies for integrating content with SEO.
We separate long tail keywords from the head. The head of the curve are your ‘money keywords’. They normally describe your products or services. The long tail are all those random search queries with low search volume. Often they are whole sentences. Head and long tail keywords require different strategies.
The Head: Focussed linkbuilding for the ‘money pages’
You rank for ‘money keywords’ by optimising your product pages’ copy for these keywords and get a point of links to them. Content marketing comes into play as follows: You need to create good content that you place on third party sites AND include link to your back product pages (your ‘money pages’).
To achieve this, you need to be really creative with your content, because product pages in themselves are quite boring and few people will want to link to them. Thus you need to offer webmasters something of value. That is often great content with your link inside, although in some industries webmasters will only accept cash.
For big companies, the budget to rank for the these valuable keywords runs in the millions of Pounds per year. And the number of keywords targeted is typically less than 100 (divided over multiple languages).
The long tail: Diverse blogging for the random search queries
Because long tail queries are more specific, it’s easier for Google to find a matching piece of content on the web. Therefore, blogposts on exactly the right topic will rank easily, even with no or few links. They rely on the authority passed by the homepage or relevance alone.
Your long tail strategy is to write a lot of blogposts with long titles that answer questions users are likely to have. If you blog is already has a lot of visitors, and your content is interesting, you can expect to receive links organically. Otherwise you might have to poke a few people for backlinks.
In order to optimise the effectiveness of your blog, you plan the topics of your blogposts in advance to coincide with your product keywords. The actual post should be interesting, timely and relevant. Also, don’t forget to include a link to a ‘money page’. This will help them rank, especially if the post goes viral.
Your SEO and content strategy for the head (money) keywords is different from the long tail strategy.
Casual SEO will not suffice for the ‘money keywords’. You can reserve that for the long tail blog posts. No, the keywords at the head of the curve require a focussed strategy, hugely creative content, and deep pockets. However, the rewards will match your investment, if you do it right.