When it comes to SEO, content alone is NOT king.
Any company that tells you that has never competed in a tough SEO market.
Content however is the foundation, and foundations need to be big and strong so you can build a skyscraper on them.
What am I talking about?
I’m talking about building content that is bigger and better than your competition’s.
This provides more value for your visitors, better engagement and creates link building opportunities.
If you want awesome content to help you dominate the Google search engine results, consider this approach.
I assume you have a rough idea which keywords you want to target, but have you done the research to get the exact monthly search requests available before you start?
Too many companies assume and don’t get data, don’t be one of them.
If you haven’t done the research, use these two tools and get it done.
Google Keyword Planner
In every Google Ads account there is a keyword research tool.
You may as well get data from the horse’s mouth as a starting point, right?
Personally I suggest running a small Google Ads campaign on the terms you wish to target, this way you can get real life data instead of estimates, but they’re a good place to start.
Neil Patel is a search engine marketing genius and he basically purchased Ubersuggest for $100K, then improved it and now let’s visitors use it for free.
Enter keywords here to get insight into search requests, competition difficulty and keyword value.
Before you start building Authority Content for SEO you need to know how much you need to create.
To do this I analyse the Top 10 search engine results for the target keyword.
I want to know how many words the average site in the top has written, and how many words the number 1 site has.
To do this quickly I use a free tool called Website Word Counter.
Words alone don’t paint the whole picture of course, I’m also interested in topics covered, UX design, visual elements, bounce rate and dwell time stats.
Understanding this info before you start developing content is useful for establishing delivery goals.
If the number 1 site has 2,000 words, I’m aiming for 3,000 to start and 5,000 within 90 days.
If their dwell time is 3m40s, I’m aiming for 5mins.
You get the idea.
Creating bigger and better content than the competition affords me a few key advantages when executed correctly.
- Backlink opportunities
- Superior dwell time
- Social shares
- Visitor Trust
- Return Visits
How to create Skyscraper Content
Before I start writing SEO Authority Content (Skyscraper) I gather data for the road ahead.
I want to research the following:
- Hot Topics
- Frequently Asked Questions
- LSI Keywords
I’m not going to go into great detail here on the exact steps involved as it’s an entire article by itself, but here are a few tips on how to do this.
Type your target keywords into Buzzsumo and you can see the most popular articles ranked by social shares, likes and links earned.
As with Buzzsumo, enter your target keywords in Quora and you can see articles that have generated the most comments, in other words are the most popular.
Use these two simple techniques to find popular content and then note the topics covered in each.
Pay attention to the amount of content written, the style of the writing and any authority sites the articles link to.
A simple Google search will give you a short list of frequently asked questions.
Click each drop down menu and more will appear dynamically.
You can rinse and repeat until you have a solid list of questions for your article as recommended by Google, score!
Latent Symantic Indexing (LSI) keywords tell Google what your article is about.
You can perform a search on Google and then scroll to the bottom of the results to see them.
Select the ones related to your content topic and be sure to include them.
You now have a list of popular topics, faqs and keywords to build content around.
Visual elements like images, media and infographics are important for engagement.
Often times a video explainer at the top followed by content below is the perfect way to boost dwell time.
When analysing the competition I always pay close attention to their visual elements, if they don’t have any my job is even easier.
Pro Tip: Infographics and data lists work extremely well.
Once you have written your content and assembled the required visual elements you may require UX design.
The key focus area here is mobile first consideration.
More than 60% of digital traffic is from mobile devices, and Google has a mobile-first indexing policy, so be sure to have great mobile UX.
Click Through Rate (CTR) optimisation is a simple yet effective way to boost Google rankings.
If your site is ranked number 5 but is receiving more clicks than the site in number 4, Google will eventually promote your site as it is deemed more in demand by visitors.
When you write your page Meta title and description tags, do so as if you were writing a PPC Ad.
Firstly you’re competing with them anyway, and secondly you want to boost your CTR and thus rankings.
If you’re not sure what I’m referring to, here’s an example of a Title and Description tag.
Research tells us a front page Google listing in a competitive niche has an average of 1,890 words.
My first target for Authority Content is thus always 2,000 words minimum.
I then try create more value monthly until my article is at least 50% better than the number 1 placed site.
Creating this amount of content takes a big effort and that’s exactly what we want.
I want to create an article so valuable the average competitor will not even attempt to compete with it.
This results in ongoing passive traffic and exceptional lifetime value over PPC for example.
When you have a great piece of content you can reach out to the sites that have linked to your competitors and make them aware of your improved resource, this typically results in excellent backlinks.
If you need a turnkey solution for Authority Content in a competitive market, contact me for a quote.
You can see the package starting prices below.
The reason my rates are so much less than companies in the US or UK, is that my labour costs in South Africa are significantly lower and the local Rand currency is rather weak.
Another reason apart from 21 years expertise to partner with me 😉
Cape Town – South Africa