Website Content Planning Techniques for Search Engine Optimization

This is a tutorial on website content planning techniques that will have a positive effect in search engine optimization. The objective is to gradually increase visitors coming from search engines over a period of time while the content is continually added to your website.

Bear in mind that this technique works best for authoritative and trusted websites. Simple tests to see if your website is ready include the following:

Step 1. Select any post in your website or blog which you are sure is already indexed by Google. For
example: http://www.seochat.com/c/a/Google-Optimization-Help/Geo-Targeting-Techniques-in-Google-for-SEO/

Step 2. Get the title tag of that post or content. The title element is in the <head> section and enclosed by <title></title>.

The title in the example above is "Geo Targeting Techniques in Google for SEO."

Step 3. Paste the title tag in Google’s search engine search box, and then press “Search.”

Step 4. If you can find your post on the first page of results (not necessarily in the first position), then your website can benefit from the content planning technique discussed in this tutorial.

Here is a screen shot that illustrates this point:

The screen shot shows that the post title ranks in the first position on the first page. So www.seochat.com is ready to implement this technique.

If you are not convinced yet, you can try other posts to see if their titles rank well in Google. If your site posts are still not ranking, you can still follow the tips discussed in this tutorial while you do a lot of work to get related quality links to your website.

Researching high demand topics

Of course, since your posts are fairly ranking well in Google, the first thing you need to do is research high demand topics for which  you can write content. These are basically content ideas that will help your content planning. Below are the tips where you can find high demand topics:

1. Frequently asked questions by your readers in post comments. Take a look at the user comments on your blog or website. What are their common questions? You can extract the topics of the questions, put them in an Excel spreadsheet and then label them “High demand topics.” Example: “How do you get organic links pointing to your website?” The topic that you can list is “Getting organic links to a website.”

2. Commonly asked question in the email from your readers. Sometimes users do not write comments on the site; they just send you an email.

3. Related forums. Try visiting the most popular forum in your niche; you can find a lot of high demand topics listed in the threads. Add them to your list of “High demand topics.”

4. Related blogs. Sometimes you can visit other, related authoritative blogs, and you can get a lot of topic ideas.

5. Yahoo Answers. Go to this URL: http://answers.yahoo.com/ and then type in a broad keyword under “What are you looking for?"

For example, if I am doing research for SEO-related topics, I type SEO in the box, and a lot of related questions will pop up. You can then write topics related to these common questions.

6. Brainstorming. You can find out yourself which are high demand topics for your niche. To do this, simply think and jot down as many ideas that you can remember based on your experience, and add them to your list of “High demand topics.”

Now you have long lists of high demand topics for which you know the content you can write. It’s time to sort it out. To do this, you need to find high opportunity key phrases to target in Google based on the given topic. It’s not enough just to have a content idea or a list of topics in high demand. You still need to research what key phrases to target that can bring new visitors to your website.

This is the most important step. Since your website posts can easily rank in Google, finding these key phrases can further increase long tail traffic to your website.

This is because these high opportunity key phrases have some visitors who put the ”exact” key phrase into Google.

Step 1. Go to Google’s keyword tool: https://adwords.google.com/select/KeywordToolExternal

Step 2. Using the previous example, say you have listed the topic ”Getting organic links to a website.” Identify a broader search term associated with that topic and enter it into “Word or phrase.” An example of a broader search term for that topic is “organic links.”

Type the captcha, then set the location to “All Countries” and select the language of your choice.

Step 3. Click “Search.” Under “Match types,” change it from “Broad” to “Exact.”

Step 4. Of course, you will not be targeting broad phrases because they are difficult to rank. The best way is look for low to medium traffic key phrases associated with your content topic.

To do this, click the “Global Monthly Searches” heading twice to sort from lowest to highest.

Step 5. Examine the resulting key phrases carefully, list the candidate key phrases in the Excel spreadsheet, and label it ”Candidate key phrases to target.”

Below are the candidate key phrases based on the example and their estimated traffic figures in Global monthly searches:

  • organic link optimization = 22
  • organic link exchange = 28
  • organic link building = 170

Formulating the final post title based on the key phrases

It’s now time to formulate the final post title based on the lists under “candidate key phrases to target.”

Below are the tips:

  1. Combine the key phrases into logical phrase combinations.
  2. Associate it with the high demand topics you already researched. This will add more usefulness to the content to be written.
  3. Follow good SEO guidelines on the title tag. Google has some good tips on writing great titles: www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf

As of November 2010, you can write up to 70 characters in the title tag, and Google will show the full title in the search result.

For example, our three candidate key phrases – organic link optimization, organic link exchange and  organic link building –  can be logically combined into: Organic link optimization, exchange and building

The resulting combination of key phrases is around 48 characters. Google’s title tag character limit is around 70 characters. So you can improve on this by associating it with high demand topics.

For example, suppose you have this common inquiry/demand topic: “Getting organic links to a website.”

Then you can improve the post title to: Getting Website Organic Links | Optimization, Exchange and Building

This is your final post title for that single research topic. You can do the same for the rest of your high demand topics. These long lists of “ready to write” post titles makes it very easy for you to continue writing content on a periodic basis.

You can list this in your Excel spreadsheet under “Final Post Titles to write.”

Writing your Content: Effective Guidelines

Assuming that you will now be writing your post content based on the “Final post titles to write,” below you will find some effective guidelines.

  1. Write content which you are sure can help readers to solve their problems.
  2. Write original content, not content that you have copied or that already exists in other sources, even paperback books.
  3. Avoid plagiarism. If you extract a portion of content that exists at other sources, state the sources in your content.
  4. Write with substantial information. A good number of words in your content is around 450 to 600.
  5. Logically arrange your content into paragraphs, headers, and even a bulleted/numbered format to improve readability.
  6. Add original and related images to your content. Images can really help the user understand complex topics.
  7. Add originally made videos. Videos can explain a topic further in ways that still images cannot. Sometimes this is necessary (as with a difficult “how-to” tutorial on a topic such as laptop repair). Most of the time it is not. 
  8. Read your content twice before publishing it to check for spelling errors and inappropriate sentences.
  9. Write content frequently. If you have time and commitment, you can write daily.
  10. Observe proper writing style for better readability. Long sentences can be hard to understand. Use periods, commas, and other proper punctuation.
  11. Check to see if you have added your targeted keywords into your content naturally. This is easy if you’ve already formulated your post title carefully. This is because it’s very likely you will repeat the title keywords in your content. If you do not have the keywords targeted by your title in your content, then maybe the content is not directly related to your post title. This can cause a high bounce rate for visitors coming from search engines.

Once your post title lists are exhausted, you can repeat the entire process discussed in this tutorial to generate another batch of topics/post titles for your next session of content planning and implementation.

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