BigPig SEO - Content Marketing

Content Development

SEO Content Development – it’s marketing content, but different.

To be found more often in search, your website's content development needs to hit two targets: the viewers (target A) and the search engines (target B). They’re looking for some different things.


Target A - Marketing

Your content needs to help searchers quickly understand your products or services, keep them interested and convince them to buy or keep you “top of mind” for the future.

Target B - Search

Your content needs to be optimized so search engines can use it to answer queries. That brings more qualified traffic to your site and improves your position in natural search.

Why does most website content fail the marketing test (A)?

Frankly, most of it is boring, recycled stuff you’ve read before. There’s usually not enough content or sometimes it’s copied. Often there are no benefits or consistent messaging. That’s how people end up with the word “solutions” in their site – no one searches for that. They look for helpful content to answer a question or problem. We’ve even seen “Here’s what we’re not” as a main headline. Wow.

We’re web marketing content experts in Frisco and we can fix all of that. We cut our teeth working for larger clients where content strategy and exacting standards are requirements. Marketers who have worked with ad agencies know the importance of a brand platform or messaging grid and strong content, with a voice designed to reach your audience. There’s no reason why your company shouldn’t have the same!

One of Big Pig’s points of differentiation? You get our agency content development experience without the agency overhead.

How about the content optimization test (B)?

If someone searches for what you do without using your company name, where do you show up in search? If you’re on page one or two, you win (page 2 is easier to fix than page 20). Look to content if you can't find yourself. Use your key terms more than once. Place them evenly in your text. Did they make sense in their context? Substitute alternate terms. Other pages in your site should reference this content, but do they conflict? Have you included links to reference sites? That's a whole different thought process than flashy prose.

We have been able to more than double website traffic for many of our clients primarily by optimizing content!

Succeeding in marketing content development: know your audience and write for them.

We have to start with the products and services you offer, and what you want to say about them. But, within the context of that, we have to know what your audience is looking for and make sure the content uses important keywords or search terms to help reach them.

Keyword Research is Huge

Whether we are creating new content or optimizing existing, the best performing content starts with keyword research! We may decide to create new or expand existing content around the key terms with more traffic to capture an audience segment. We may also avoid putting much effort into content no one searches for, or is too competitive.

For example, if you knew the term “Family Lawyer Dallas” had three times the search volume of “Dallas Family Attorney”, averages $5 less per click in Google Ads AND requires half the inbound links to rank in search, would that change your page content? Yes. Which term would you use? The answer is both. The key is knowing how and when to use them, and how to use variants and related keywords on the same page. That’s how keyword research can change your content strategy. That’s huge!

Content Structure and Metadata

As part of your content development strategy, we may combine separate content to get more search equity (called a "content silo" or "content siloing") or split important content onto separate pages to improve targeting. We keep sentences shorter and break content into easy-to-read paragraphs with headlines. Then, when the site is built, we carefully craft page titles, descriptions, headline tags, links and anchor text. We also help find appropriate images that will help support the story. That’s an art in itself and impacts both search performance and usability.

That’s basic content optimization. Some say if you just write “good” content without worrying about SEO, Google will figure it out. That’s a “shoot then aim” strategy; occasionally you’ll hit something. But, professional content writers know the factors that affect content success.
Why not use them for your site?