It is well known that in order to be able to position any type of website in search engines, having relevant, and valuable content on all the pages is essential. Implement correctly the meta information, well structured texts with headings and don´t forget images with their corresponding alt text. The spiders of these search engines do not “see”, but they crawl, “read”, so it is necessary to tell them everything that appears on the site.

All these texts have to be written taking into account the Keyword Research, that is to say, with the words for which you want to position the web or articles, why do you want to be known, how would you like to be found? This research has to be related to the values and global strategy of the brand, and the best way to use it is both on the web and social networks.

Once you have chosen the words you want to position yourself for, both short tail and long tail, it’s time to start creating content.

Content designed to address your customers: best friend of search engines

As we just said, there must be valuable and addressed text on every page of the website. Creating it should not be difficult, since the main idea is to explain what appears there. For example, if it is an e-commerce and one of its categories is “hoop earrings”, the text of the category must be related to the words we want to position on that content, with a few paragraphs, some h1 and a couple of h2. Once you’ve done this, the easy part is done! But in many cases the content is limited, so we have to look for alternatives to increase the opportunities for positioning. This is where the blog comes in: that place of infinite possibilities where you can create interesting articles, related to the brand and that will please the audience.  It helps us to position contents related to the brand a little far from the categories of the web.

The keyword research and the blog are already in place. Categorizing it is important, as these categories should appear in the URLs of these articles and this is another push to position. The next thing is to create the strategy that will be carried out in the article… How often will a new article be published, what tone will it be used, what is the extension of the article that interests us…. Will it include interviews, videos, infographics?

Around with new ideas

Once the strategy is decided, the following is, in order to organize well, create an editorial calendar, it is the best solution to anticipate publications over time and make sure you have the articles written.

It can happen that with some themes one gets stuck, as they are more difficult. For example, it could happen to the person who writes with keywords about animal food, but the key is to do it from different approaches: not only should you focus on your products or services, but you can also include them when talking about more general and interesting topics. A different approach to talking about animal food might be to write about the specific animal and theyre different food types, while commenting on the products as an easy-to-use ally to keep the animals feeded.

Allied tools when creativity slackens

An essential question to be answered is what would you like to find out about yourself, your friends, your colleagues, when you are looking for information on related topics? Sometimes we forget that the potential audience is right in front of us and they are an important source of ideas, so if they agree, start an informal brainstorming, which, although it doesn’t have to give you concrete ideas, will help you see different points of view and look for those different approaches we were talking about.

Something to take into account when making the calendar can be the world days, friendship day, Earth day, Valentines day, etc., and important days marked for our audience with search volume, such as Christmas, Mother’s Day, Father’s Day, national holidays and also local holidays, as promoting local SEO is something increasingly important.  

A strategy to use from time to time and depending on the type of blog, may be guest posting, ie post created by guests outside the site, but taking care in how it is carried out.

Another way to find out what might interest your audience is to take a look at Google Trends.

Here we will be able to discover the searches related to the topic that interests us and in the geographical area in which we want to focus. I’m sure the results will surprise you and help you create new content.

Search engines can also be a great ally, take a look at the search results with what you are interested in positioning. Yes, look at what competitors are doing. How can you do better, which has not yet been created, how can you improve? We do not mean that you copy, but that what already exists is a great source of information.

Here are some ideas and tools for the mind to keep working when it seems to give no more but there are many more!