Volume = keyword rankings. Looking back on current performance for old articles, we find that the top 100 pages of our site (1.2% of all indexed pages) drive 68% of all organic traffic. Further, 94.5% of all indexed pages drive five clicks or less from search every three months. Keyword research: Select content topics from keywords that are regularly being searched. SEO content writing: Your goal is to get the page you’re writing to rank for the keyword you’re targeting. One page, one keyword. Once you’ve narrowed down your list to top contenders, tally up the total search volume potential — this is the total number of searches that are made on a monthly basis for all your keyword targets. The mid-bottom of page 1 will be around 4%. The top-to-middle of page 1 will be 6%. The result of deploying the method above was 24 of our targeted keywords ranking on page 1, driving an estimated 716 high-intent visitors per month.
A prospect unequivocally disagreed with a recommendation I made recently.
I told him a few pages of content could make a significant impact on his site. Even when presented with hard numbers backing up my assertions, he still balked. My ego started gnawing: would a painter tell a mathematician how to do trigonometry?
Unlike art, content marketing and SEO aren’t subjective. The quality of the words you write can be quantified, and they can generate a return for your business.
Most of your content won’t do anything
In order to have this conversation, we really need to deal with this fact.
Most content created lives deep on page 7 of Google, ranking for an obscure keyword completely unrelated to your brand. A lack of scientific (objective math) process is to blame. But more on that later.
Case in point: Brafton used to employ a volume play with regard to content strategy. Volume = keyword rankings. It was spray-and-pray, and it worked.
Looking back on current performance for old articles, we find that the top 100 pages of our site (1.2% of all indexed pages) drive 68% of all organic traffic.
Further, 94.5% of all indexed pages drive five clicks or less from search every three months.
So what gives?
Here’s what has changed: easy content is a thing of the past. Writing content and “using keywords” is a plan destined for a lonely death on page 7 of the search results. The process for creating content needs to be rigorous and heavily supported by data. It needs to start with keyword research.
1. Keyword research:
Select content topics from keywords that are regularly being searched. Search volume implies interest, which guarantees what you are writing about is of interest to your target audience. The keywords you choose also need to be reasonable. Using organic difficulty metrics from Moz or SEMrush will help you determine if you…
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