Achieving the traffic that you desire and deserve isn’t just based off the quality of your content, though your content does have a major role to play. In order to effectively raise the growth of visitors you receive, you need to have better SEO results. This ultimately comes from a solid content strategy.

Your content, and the links involved with your content, make up some of the main cogs of your well-oiled content strategy. Though, just throwing content together on a whim isn’t exactly the best offense to have against the millions of blogs you have as competition. Your content must have its own personality that connects firmly with the readers making it stand out. This will result in links to your content that you deserve.

The strategy needed for this requires:

  • Fresh and Rotating Content
  • Layered Content with Internal Links
  • Opportunity Identification & Linkability
  • Prioritized Topics and Themes

These 4 main points are vital components to a quality SEO content strategy. However, it is a deeper process than bullets can outline. With the rise of content and blogs that are flooding in on a daily basis, you have to show a sense of tactical awareness to gain the traffic that you require for the success that you deserve.

Many online sources feel that flooding blogs will up their SEO ranking, but it isn’t quite that easy. You will not get the recognition if the quality isn’t worth recognizing, meaning your content has to be link worthy. You need more than just content and links. However, there are other factors in ranking influences. Such as SBF (Strategic Buyer Funnel) that focus on building relevant traffic and sustaining it.

So now, we would like to take a moment to break down those bullet points in order for you to increase your visitor growth through a solid content strategy.

Fresh and Rotating Content Strategy

Although new content is key to getting further, keeping older content fresh and rotated is also able to positively impact your growth. Being able to reference older content, republishing content that is still relevant, and updating content into relevancy is an excellent way to grow interest and viewer rate.

With the bigger picture being your finalized content strategy, you have to take into account the content you have already developed, as well as the pages that are yet to come. Not to mention the simplicity that will occasionally arise that prove it easier, while being more effective, to recreate older content rather than start on something from nothing.

Updating and rotating your older work isn’t just about the words and methods stated in it. One way to creating linkability can be done with a simple ‘how-to’ video posted a top the long-form styled page that had already claimed its place on the web. This can increase attention of new viewers while opening a route for more traffic from social media, like YouTube.

Another way to use this to your advantage in a content strategy is to refresh content from the past which lacking results. Review and reevaluate the rankings that you wish it had. What search would you like the results to show in.? Let the prevailing content type be your guide to format.

Finally, the most effective way to use older content to your advantage is the simplest method. Your audience does not want dusty old content. Frequently updating and recycling your content will raise interest in it. Be sure to include a tag on the top of the content of your latest update time, this shows activity to viewers. It humanizes your content, and shows a strong back bone to the message you are trying to send.

Layered Content with Internal Links

The bigger picture is always more ideal to look at. Rather than just planning content, take into consideration where layered content with internal links would be a good fit.

Layered content is the art of stacking the middle-of-the-funnel content over the bottom-funnel content while you cover topics that are both complementing and relevant. Adding in page linking between these topics helps you on many levels. There are plenty of benefits you can achieve by doing so such as:

  • Page Converting by Link Acquisition – As long as the bottom-of-the-funnel content is linked within the promotional content contextually, middle-of-the-funnel pages can hold links perfectly.
  • Recognition & Authority of Brand – You can reap dividends for later searches of bottom-funnel content thanks to rankings for middle-of-the-funnel queries. This is an act that increases both the recognition and the authority of your brand.
  • Authoritative Sharing – Mid-funnel content is naturally easier to link than bottom-funnel. Thanks to internally linking, you are able to pass the valuable equity over converted pages from the middle-of-the-funnel content.

Layered content and linking internally is an art that should be a key factor in any content strategy. This structure that you build by doing this makes it not only easy for readers to follow, but search engines follow it easier as well.

Opportunity Identification & Linkability

Furthermore, any content strategy must consider links. Linkability is so important that it should be a focus point when you are planning content. This is because of the important impact on ranking factors that links have.

Something to consider is why someone would share a link. This linkability refers to that, almost more aptly called a link worthiness. Link securing potential through a variety of online outlets that people link other sites. You start to evaluate this by the potential market outreach of your content. By letting the right people know your content exists, these people would be interested in sharing your content and linking it to others.

Holding hands with evaluation of linkability, is linking opportunities. The main focus of this point is:

‘Am I able to come up with something that is better than what is ranked currently?’.

A technique that was developed by an expert of SEO, known as the ‘skyscraper technique’, practices identification of great content. After identifying this content, create something that is more useful and then contact the relevant parties who share similar content. This technique is ideal for capitalizing linking opportunities, but it does require some adaptation for each person’s situation.

This technique does require the creation of something that is better than current rankings. Though it sounds like you have to spend a long time to develop the most understandable resource, honestly it could just involve minor tweaks to create something brand new.

Finally, add extra content. It can be more investing in time, however, it is also worth it if done right. You will find yourself out pacing the competition if you are able to invest time in even one sunken ship of cost and content; video, design, or photography, for example.

Prioritized Topics and Themes

Identification of the topics that your content covers is the leading step in any good content strategy. This requires research of keywords and themes that are most relevant to your company. There are tools that are available to help you identify these themes and keywords.

There are three main points to consider during this analysis:

  • Value/Cost of Traffic
  • Difficulty of the Keyword/Competition
  • Volume That Comes with The Search

You are trying to identify a special spot where the search volume is high, as well as value, and the difficulty of the keyword is low. The perfect keywords will not fall within this special spot, make sure you favor the topics with lower difficulties. This can be done with the aid of several different tools, it is best to keep in mind that you should use the same tool to cross reference the keyword when you compare difficulties of topics.

Manually assessing these difficulties by studying the SERPs is doable. The ideal way to do this is to search your keywords and examine the brands that rank on page one. If they are well-known names, chances are the competition is higher and much more difficult. Same goes for unknown, or not so common names on page one. You are able to fill in content gaps on the lower-difficulty results.

Unless you are already a major name brand, targeting the lower competition is a wiser start to building your visitor growth and brand authority. This gives you the chance to focus on the spots where your effort will impact most.

Conclusion

To finish this up, the visitor growth you want to obtain is achievable by simply practicing the right content strategies. Following the four major key points we have reviewed:

  • Fresh and Rotating Content
  • Layered Content with Internal Links
  • Opportunity Identification & Linkability
  • Prioritized Topics and Themes

This will lead you to the growth you want to see. This SEO based content strategy is used by so many different companies and businesses to build their visitor growth and their brand authority. Your plan should deliver, engage, and be link worthy to your viewers. This requires a level of dedication and effort, as well as time, into existing content along with new.

Have existing content you want updated, but lack the time? Check out our Content Rewriting packages.