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The Art of Creating Engaging SEO Driven Content



The Art of Creating Engaging SEO Driven Content

No matter how long you’ve been in the business world, you simply had to hear a lot about SEO. Whether you’re running a small business or a large corporation, ranking well on search engine result pages (SERPs) is a must. If you’re still not convinced just take a look at statistics – there were 2.3 trillion Google searches last year and this search engine accounts for 75% of all global desktop search traffic.

Among everything else, launching an SEO campaign requires you to create lots of SEO driven content. If you think you could use some help with it, make sure you read on.


Do your keyword research

There’s no doubt this is the most important part of creating content for your SEO. You simply can’t improve your ranking unless you know what keywords are relevant for your business and coming up with ways to include them in your content. Only businesses that do thorough keyword research and create content relevant for those keywords end up improving their ranking. Long-tail keywords are something you should focus on as they have lower search volume and still have a huge impact on ranking in SERPs. Long-tail keywords consist of four or more words and shouldn’t be difficult to come up with. According to research, they have up to a 5 percent higher click-through rate than generic searches.

One of the best things you can do when choosing your keywords is to use tools that have been specifically designed for keyword research. Also, you can visit sites such as Reddit and Quora and search for other variations of the keywords you opt for. When you type your keywords in Google, you can also check out related searches and consider including some of the keywords that come up in your SEO campaign. Once you know what keywords you’ll use, it’s time to start creating content.


Take a look at your competitors

Keeping a close eye on what your competitors are doing is always a good idea. This is especially important when it comes to SEO as most of the time, they’ll use the same keywords you do. After all, it’s them who you’ll be fighting for ranking with, and being prepared can’t hurt. Begin by checking which keywords they optimize for and try to identify those you can use to surpass them in SERPs. 

Once you research their keywords, it’s time to start searching for their SEO content and exploring how they’ve included keywords into it. What you’re most interested in is what their top-performing content is and which pieces of it have earned them the most links. You need links in order to rank well and it makes a lot of sense to focus on them when analyzing your competition. The oldest strategy in the playbook includes engaging in their content and trying to come up with your own content that improves upon it in a number of ways. You can then collect data on how that content is improving and stick to the content that works the best. About 55 percent of pages don’t have a single backlink and surpassing at least some of your competitors shouldn’t be tough.

Once you do that, it’s time to look at which pieces of their content gets the most engagement and think about why that is the case. Pay attention to the comment section and see if there’s something you can learn from the response they get.


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Learn more about your audience

Learning more about your audience is one of the best ways to come up with engaging SEO driven content. Not only does this allow you to choose the right topics (you’ll hear more about this later) but it also helps you decide on which types of SEO content you should opt for and how you’re supposed to promote it.

When it comes to types of content, blog posts and product pages seem to be the most popular options available at the moment. They perform the best for companies who target teenagers and young adults who spend a lot of their time reading stuff online. If your target audience is older people, opting for more traditional content types such as slideshows is recommended. Last but not least, in case you’re running a B2B business, high-level white papers that can be downloaded and read later might perform the best. There are companies in Asia that have done a lot of research and know exactly what content works the best for what audience. So, if you think you could use some help, turning to an SEO company is something you just can’t go wrong with.


Choose the right topic

When creating content for your SEO strategy, it’s recommended to stick to topics people enjoy reading or listening about. That’s the best way to attract readers to your blog and make sure it performs well enough. In order to opt for the right topics, it’s necessary to know what your target audience searches for and what kind of information they need the most. This is where most companies choose to create a buyer persona and let it help them come up with a list of relevant topics. When coming up with topic ideas, it’s also imperative to know which of them are relevant for your keywords. Luckily, you can use your expertise to think of relevant topic ideas and eliminate those you think won’t perform that well. 

According to reports, one of the biggest issues marketers face is producing engaging content. With that said, you should keep track of which topics get the most engagement and focus on them. In the last two years, “Best” + “right now” searches have grown by 125 percent, and including them into your strategy is a no-brainer. Also, think about using on-page SEO tips to maximize the effect your content has on your ranking in SERPs.


The bottom line

SEO driven content has never been more important than it is today. More and more companies are realizing just how important ranking well in SERPs is and they’re starting to create content for their SEO strategies. Have the tips covered in this post in mind when creating your own content and getting all the engagement you need shouldn’t be tough.

Just remember that SEO is still evolving and it’s necessary to keep an eye on emerging trends and look for ways to stay on top of them when creating your content.



Read more Marketing related articles in The Weekly Trends magazine.

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