Content Marketing

Content for SEO

Content for SEO will drive long-term growth in terms of more organic search visitors finding your business.

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Content Priority Number Two.

This is your second priority, once you’ve created the foundational content. This is the content that will drive your long-term growth in terms of more organic search visitors finding your business. This means you can convert more visitors into leads and online sales.

Due North

1. Target Audience

What is Your Target Audience Searching For?

You need to be crystal clear on the core topics and themes your target market are typing into their Google search, so that you can make sure they find you.

2. Keyword Research

This is a great Google tool and third-party tool that provides you with a list of all the possible topics that people are typing into Google. Start by brainstorming for 5 or 10 minutes – what are the top 10, 20, or 30 keywords you think your target audience are searching for? Then put them into the keyword planner, and that keyword planner will spit out 4000 possible ideas for you to consider.

Then you want to start sifting through them. This means deleting, rearranging, sorting, and making sure that you end up with a good list of 200 – 400 keywords that are relevant to your business.

3. Theming

Whilst Google provides you with exact keywords that people are typing, it’s not a real human thought process. They’re not based on keywords; they’re actually based on themes and ideas. So, we want to group relevant keywords that are similar to each other into a theme. So, out of the 200-400 possible keywords that you’ve identified, that might break down into 30 or 40 themes, which really summarises the sort of search queries that people are typing into Google.

4. Keyword Rankings

Now, for those themes, there’ll be predominant keywords in each that are ranking higher. Then you break those rankings down into 3 core categories:

5. Gap Analysis

Gap Analysis compares the number of searches performed for the keywords you’re targeting against the actual number of visitors you get to your site through organic search engine listings.

The rank gives you a blanket of the 40 things you’re going after. It’s important to understand where do you currently rank, so the gap analysis can analyse what is needed to improve things.

6. Recommendations

Recommendations fall into the below 3 core categories.

7. Content Calendar

Now that you have the 30 bits of content that you need to produce, you’re going to add it to your Content Calendar. You’re going to do it over the next four months, and here’s who’s going to do what, when and how. We’ll talk more about a content calendar a bit later.

It’s time to do great content marketing!

Let’s chat over a cuppa about how we can help.
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“Due North and Ben were able to assist us in simplifying our value proposition, as well as helping us to clearly identify the value we provide clients. This has allowed us to re-position what we do and focus our energies on the valued added tasks.”

Chris Collard

“Their ability to add value and guide us through a full reporting, tracking, analysis and strategy for improvement is second to none. In only a couple of months we had fortune 500 companies knocking on our door to work with us – Qantas, Santos, Exxon were just the start of the relationships that Due North introduced our company too.”

Ken Holmes

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