Updated: Jan 31
The more I study SEO, the more I realize it’s all about understanding the person on the other side of the screen.
I know I’ve already covered some of this, but before we dive into content creation let’s go a little more in-depth into what users are searching for.
There are 4 different stages that they will normally either be at or go through.
You should be writing a blog post or FAQ page if you see that your consumers are at this stage. They’re not ready to buy yet, so the next best thing is to educate them on your product.
These searchers are deeper in the funnel and are trying to figure out which solution they want to choose. Slightly part of informational but user-generated content such as reviews, comments, and guest blog posts on your products are helpful to have on your site for this stage.
Your searcher is close to the bottom of the funnel and ready to buy. You want to try to rank your home page for this one.
Already know the brand or are already a customer.
It's important to know where the majority of your searchers are before you start writing content. In order to do this, we’re going to search one of our main keywords. I’m going to go with Pet insurance.
When I type in that keyword Google shows me, for the most part, several home pages of different leading names in pet insurance. There are also a couple of comparison posts included in the first couple of results.
Therefore we are in both the Comparison and Transactional phase. So for our site, we want to work on creating some more reviews for our product and continue to work on ranking our home page.
Developing Your Content Strategy
In order to create content that stands out and will get you ranked you need to be creating content that is different and 10x better than your competitors. You don’t always have to write a blog post.
Start by looking over the content your competitors have and analyzing it for these 4 points. As you do this be thinking about how you can make your content different and 10x better.
Look into your competitors so you can have a firm understanding of where you need to have your content. Good content is the product of real-life experience.
In the next post we’ll look into making your content 10x stronger