5 Steps to Create Winning SEO Content That Gets More Visibility

Last updated: 02-12-2021

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5 Steps to Create Winning SEO Content That Gets More Visibility

You want your website to rank. And content is a huge part of that. But how do you go about creating winning SEO content — content that will help you gain more visibility in the search results? I’m here to show you how in five steps:

The first step is to understand what search terms your target audience uses when they search for what you offer. Keyword research gives you clarity on this.

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Once you know your target keywords, it’s time to start analyzing the search engine results page for each term. This helps you understand what type of content is ranking for the term. For instance, are the results primarily transactional or informational? It makes a big difference for your content strategy.

Also, do you see videos and images? Featured snippets? A knowledge panel? You’ll want to note these SERP elements. This helps you create a roadmap for the type of content you need to create for each query.

For more, see: How to Use the Search Results for Key SEO Research

SEO siloing is a way to organize your website content within distinct sections in a hierarchy. The goal is to make a site relevant for a search query so that it has a better chance of ranking.

In fact, Google wants website publishers to have a well-organized website, and that’s one of the things SEO siloing achieves. If you don’t believe me, just check out this quote from Google’s SEO Starter Guide:

Make it as easy as possible for users to go from general content to the more specific content they want on your site. Add navigation pages when it makes sense and effectively work these into your internal link structure. Make sure all of the pages on your site are reachable through links, and that they don’t require an internal “search” functionality to be found. Link to related pages, where appropriate, to allow users to discover similar content.

And for search queries that Google calls “your money or your life” terms in its Search Quality Evaluator Guidelines (think finance, health, etc.), siloing is critical.

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You want to be sure your website passes the Google quality test. As part of that, your website needs to exude expertise, authority and trust as outlined in the Search Quality Evaluator Guidelines.

Your content and the website as a whole should be created by experts in your subject. This one recommendation goes a long way toward establishing your site as a trustworthy authority on the topic.

For more, see: The Complete Guide to the Fundamentals of Google’s E-A-T

I’ve said it before and I’ll say it again: SEO should beat the competition, not the algorithm. That means looking at Page 1 of the search results and really digging into the competitors that are ranking.

You’ll want to understand things at the page level such as:

SEO tools can get you this information faster, but you’ll still need to do some manual analysis.

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Creating website content is about balancing your visitors’ needs with that of the search engines. In doing so, you have the opportunity to create a good user experience and to rank better in the search results.

So for this bonus tip, I want to highlight ways you can further optimize your webpages using structured data and structuring the page itself:

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Want more information on creating SEO content? Check out ourSEO Guidefor a complete tutorial on optimizing your website. Alsosubscribe to our blogand stay up to date!

We provide content for many of our SEO clients. If you would like to know more, see our Content Services page and request a free consultation today.


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