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Winston Salem SEO : Generating Great Content-Tips and Strategies

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By Triad SEO in : Search Engine Optimization, Winston Salem SEO // Oct 28 2010

We all know the importance of content for our Search Engine Optimization (SEO) efforts, but it could be hard to create constant fresh content for your article marketing plans that is both effective for Search Engine Optimization (SEO) and fascinating as content.

Thankfully, there are some simple ways to get an article plan on track and begin building new, quality content quickly –

1. Use your web analytics tool to focus on one venue for your most recent articles. For example, review those articles published on one site over the past year. Develop a list of which articles generated the most traffic, and which generated the most conversions.

Additionally take a hard look at the articles that did not drive traffic. Look at the patterns of what worked –  was it general informational articles for the beginner audience, or more technical pieces?

Take a look at your top-performing articles and find a way to replicate what you feel made them such excellent pieces, but focusing on a lesser area of your business-one that really needs an uptick in traffic.

For example, say that you have published eight articles in an web-based journal over the past year. Four of them were focused on specific products, one was an opinion piece, and three were focused on industry trends.

The opinion piece garnered a lot of traffic, but almost no conversions. It could still be a worthwhile type of article. Your next step –  check to see how many inbound links the article has generated-if it’s a big number in proportion to your overall number of inbound links, you’ve found a type of article that could likely generate more inbound links.

While the traffic it brings to your site doesn’t often convert, the story has raised your visibility and your number of inbound links.

Look closely at the opinion piece and at the websites that are linking to it. Is the article controversial, does it take a positive tone, does it cite a variety of intriguing studies?

Check out every web site that links to your article, and look at any text that escorts the links. Analyze the predominant themes of what individuals are saying about your article, to get a sense of what’s prompted so many inbound links. Identify, if possible, at least three factors that contributed to the article’s popularity.

Once you’re fairly certain of what prompted all the traffic, write several similar opinion pieces, now with the goal of designing links, and driving traffic, to an area of your web site that isn’t getting enough traffic.

OK, you’re thinking, but what about traffic that converts? Go back to your analysis of all your articles –  which articles generated the most conversions? You find that the product-focused articles actually didn’t generate the most conversions.

First, make sure that the problem really is the article, and not the product or service landing page that the article takes readers to-if people take one look at that page and leave your website, then the page, rather than the articles, may  be your problem.

Are visitors who come to the page from another referring source, other than your article, also leaving the site once they get to that page? When you’ve tested out the page, and found that it typically tends to generate conversions, then it is likely the problem is the product-focused article.

Looking closely at all your articles, you find that the service-oriented, industry-trends articles actually generate the most conversions. Again, try to analyze each article and identify at least three factors that seem to contribute to conversions.

Use as much customer data as you’ve access to, and attempt to determine demographics and purchasing patterns of customers who came to your site through these articles. Then, take what you know about those customers to work on more industry-trends articles.

For  instance, say your website sells electronic gadgets to the consumer. You discover that conversions you got through those articles were new clients, who bought an averageof $125 worth of products.

A lot of were located in parts of the country where you don’t have retail stores. Accordingly, you are reaching new customers, unfamiliar with your brand. Bearing this in mind, write your next few industry-trends articles with a view towards increasing your brand’s visibility.

2. Find a long-tail keyword that really touches on an area of your company you feel passionate about. Now write about it. Develop a list of long-tail terms that you would like some content for, and get others in your organization to pick a favorite topic to write about. That collective enthusiasm can rapidly generate a lot of great content on a number of terms.

Circulate your list of long-tail keywords as commonly as possible in your organization. Hold a meeting and demonstrate to all potential contributors the value of writing articles.

Use concrete examples of past articles, and show the ROI for each article, but don’t stop there. The more metrics you are able to show them, the more your message will resonate.

For example, say you want your peers to understand the value of writing industry-trends pieces-so much so that they begin writing them as well.

Do not just tell them that each customer who came to your website from having peruse an industry-trends piece bought $125 in products. Show them how many of these were new customers, how much traffic the article generated overall, where the traffic came from, etc. Keep the presentation interesting, but provide a compelling argument for why they need to write articles.

Be certain that you keep updating the list of topics that you’re seeking content, and send regular email updates to staff.

Ask staff to brainstorm about other keyword phrases that they think could  be helpful. Keep the article-writing group effort as open as possible.

Anything whoever wants to write about, since it is appropriate, should be considered-don’t limit your peers’ efforts to your own list of keyword phrases.

3. Make a list of which pages, other than your homepage and landing pages, get the most traffic. Look closely at the content of those pages, and write articles pertaining to that content.

You now have articles on topics that have been proven to be of interest to your visitors-without having had to conduct a recent survey.

This can also be a useful exercise if you are stumped for keywords for you and your colleagues to write about-sometimes, you just need to “ask” your clients.

Most importantly, keep this in mind –  designing new content requires continual effort, but please remember to keep it fun.

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