[CONTENT MARKETING PERTH] How to Create Killer Content – Part 1
Part 1: Starting your Content Marketing Perth Research.
Okay, you’ve decided to SEO. Fantastic news!
Hopefully by now you’ve read all the online articles you can about the Search Engines – how they work, how you can use this to help you and why you’d want to. You’re fired up and good to go.
So fired up in fact that you’re ready to launch into one of the most important parts of local Search Engine Optimisation – Content & Content Marketing.
It’s no secret that when it comes to any marketing content is king.
Amazing content and a killer content marketing strategy is the life blood of a succesful online business. Especially in a unique microcosm like Perth.
It can set you apart from your competitors by creating community, validating your expertiese and driving customers to your business.
At Summit Web we’re committed to helping you and your business grow online and that’s why we’ve made this step by step guide to producing exceptional SEO content .
We’re going to walk you through exactly how to produce fully optimised content of your dreams -from initial research to final scheduling and social sharing.
So whether you’re keen on doing some quick SEO copywriting or desinging a video series as part of an overall SEO package, this guide is for you.
CONTENT & RESEARCH – Why it’s worth putting in the hard yards first.
Research? Pah! Who needs it??
While it is tempting to just open a new word document and start banging away at the keys – it’s very (very!) important that you don’t. That fact is that unfortunately (like all things worth doing) perfectly crafted local SEO content takes an annoying amount of preparation.
But that’s not fair? I want to write right now.
Well the great news is that you can. The same way you can paint straight onto an old peeling wall, or throw yourself out of a plane with no understanding of how to open a parachute. Yes things may end well, but there’s a real chance they could be:
a) totally pointless or
So what research is there and why do I need it?
Good question. Let’s have a look.
CONTENT RESEARCH – The Types & Reasons
“Because you want to make sure your blog is going to help your website’s rankings.”
Okay, so point number 1 is focused almost entirely on your content’s relationship with Search Engines. **Disclaimer: we’re going to talk about keywords here so if you don’t know about them or fancy a refresh head over to this article.
As you’re probably aware, keywords and keyword research is an integral part of Search Engine Optimisation. So it makes sense that keyword research would be a massive part of the local SEO content creation process.
This holds true for all your efforts in content marketing Perth. Whether that’s making a video or doing some SEO copywriting. I know what you’re thinking:
“Oh god. Not keyword research.”
The bad news? It’s unavoidable.
The good news? ….let’s move on.
The reason for incorporating Keyword Research is simple: Including specific keywords helps increase your Search Engine rankings. Which helps increase your businesses exposure.
Why does Keyword Research help my content rank?
Well (as smart as it may be) in a search engine like Google’s eyes your site is still a bunch of code – essentially, words and numbers.
So it stands to reason that the more you can include specifically targeted words into your site, the more likely a search engine is to think that your site is relevant for those words.
So (in very layman’s terms) the more relevant you are. The higher you rank.
And while this form of research can be tedious, it is essential if you want to use your content to super-boost your rankings. You can use Twinword’s keyword tool to help you narrow down your keywords. What’s more, keyword research is also going to help you with the rest of the SEO content creation process. Including…
“Because you want to make sure that your content has an audience.”
While it may seem a little obvious, this is a really important point that a lot of people tend to miss. Sadly we’ve seen a lot of very keen and committed people write fantastic articles that get zero traction because no one actually wants to read them.
Solid relevance research negates this problem, ensuring that there is somebody out there that will actually consume and enjoy your work.
For example, there’s no point writing a 1500 word SEO blog article on say, galvanized screws, if nobody’s going to read it.
Remember, no matter how much you think you have a great content idea, you always need to validate that others feel the same.
“Because you want to be (somewhat) unique.”
Yeah we know, it’s the internet. Everything that could be written about has been written about. Even galvanised screws.
But that doesn’t mean there isn’t space for you to do better.
And that’s why researching existing content is so important.
Ironically, this type of research can be the quite difficult. Because nobody wants to see a killer article about their subject that’s already been written. It’s defeating.
Well what’s the point of all of this then?
Nothing is perfect, and there is always something unique you can add. For example, this would be the 10,000,000 article on content writing for SEO. Yet here we are writing it.
Because we found that nobody had put together a simple and comprehensive guide on creating SEO content for content marketing in Perth.
So get out there and read/watch that competing content. Pay attention and take notes.
What do you like? What do you hate? What can you emulate? What could you do better?
Trust us, not only will it push you to be a better creator, you might just learn something new.
HOW TO DO IT?
Nice work! We’ve reached basecamp on our hike to the peak of perfect content creation. We now know some of the key types of research and why they’re important.
SO let’s see how we can action it.
Keyword Research for SEO content
There are a number of resources to find keywords online. Some are great. Some less so. And similarly, some are free while others cost a little more. First up we’re going to have a look at the ways to find keywords that require a little extra cash.
**Feeling frugal? Don’t worry, there are Free ways below.
Of course we understand that not everyone is going to be invested enough to pay for resources. Especially if you’re just starting out. And that’s totally fine, you can do it some keyword research for free.
But if you’re after a good keyword researching tool and are willing to part with a few dollars, these are some of the best options:
We use it here at Summit Web and honestly we have found it to be an exceptional tool – easy to use and very comprehensive.
One of the greatest things about KWfinder is it allows you to target very specific areas while retaining quality statistics. This is SUPER handy if you writing in a smaller area with less keyword data, like say, Perth.
It also provides SERP’s scores (which indicates how hard it is to rank for a keyword) and gives excellent related keyword suggestions.
MOZ Keyword Explorer
Moz is a powerhouse of SEO. If you haven’t checked out their blogs, I would definitely recommend doing so. They provide a tonne of information and for free.
But they have to make money somehow. And one of these ways is their keyword explorer tool.
We actually used to use this tool before KWfinder and I have to admit I found it quite useful. I say quite meaning ‘quite’ and not ‘very’.
While it is capable of in-depth research, including a SERPS report, a little more often than we would have liked MOZ wasn’t able to really drill down into keywords when targeting smaller areas, like say, Perth.
Okay, you’re just starting out. You don’t want to pay for a resource.
The great news is that you can still do pretty darn good keyword research for free.
We all know Google is the big boss of Search Engines. It holds all the cards and it’s where you want to rank.
Luckily for budding content marketers, there are a few different ways to use Google as a resource for free keyword research.
Ever notice that when you start typing into Google it will automatically spit out a bunch of suggestions for what you may be looking for?
Well believe it or not, this is a great insight into their ranking algorithm and an incredible free way of keyword researching. For example, say we want to write about galvanised screws.
I type in a ‘galvanised screw’ into my search bar – I get back:
See how we have Bunnings and Lowes pop up? Use this to your advantage! Maybe with a review of the differences in price/quality in both?
We also get galvanised hooks – perhaps another article could be written here.
‘Searches Related To’
Once you hit search for galvanised screw, if you scroll to the bottom of the page you will also receive a number of suggestions for related searches. Again this is a great resource.
This is because, essentially, Google is telling you:
a) that it has all of these keywords that are highly related to your original and
b) people are searching for them.
Look at the results I got for ‘galvanised screw’:
All these suggestions should be added to your arsenal; either to target or include as secondary keywords in your fresh Perth content.
Adwords ‘Keyword Planner’ hack
The final way to use Google for Keyword research is to use the Google Keyword Planner tool.
**Disclaimer: You WILL need an Adwords account. It’s free to sign up here.
Once in just google keyword planner to end up on this page and start the planner. From here you can enter any keyword (like galvanized screw) and any location (like Perth) annnnnd bingo! Keywords! Lots of ‘em!
Ah Bing, the forgotten son of Search Engines. Yes, it’s clunky. And yes, we’d wager that most people only use Bing to get to Google – but doesn’t mean it can’t be useful!
Almost 10% of internet searches are on Bing, so it shouldn’t be totally ignored.
What’s more (maybe in an attempt to replicated everything Google does) both the ‘Suggested Results’ and ‘Searches Related To’ hacks mentioned above will work in exactly the same way on Bing.
It’s free. It’s easy. So why not?
Ok, you love screws. You want to write about screws. You’ve got the keyword research done and a list compiled. You’re getting an idea on your digital content strategy.
But how do you know if anyone else shares your passion?
Well there are a number of ways to check out if you what you want to write about is actually desired content. But the one thing I would suggest doing first off is jumping on answerthepublic.com
Looking past it’s quirky design, this site is a fantastic resource for finding out queries people are typing into search engines.
Just plug in a keyword that you may want to create your content marketing about:
Wait 30 seconds and voula!:
You get a bunch of suggestions with question people are actually asking that you can answer (Usually more than above).
**While you’re here – my tip would be to type in a number of your new keywords and write a list of 10 questions that you feel you could answer.
You have the keywords, you have questions you know someone wants answered – now it’s time to see what’s already out there.
Luckily it’s relatively easy. Type your keywords in Google and see what pops up.
For example “what are Galvanized screws?” pops up with:
Now we get reading! The first result is this page:
It’s succinct and easy to read, but it’s from 2013.
Maybe there’s space for you to write something about updates in the last 5 years?
It’s also short. And we know Google loves a good long article. So maybe there’s space for you to expand on what they’ve said?
The last thing to do is to add SEO Quake to your browser.
This nifty little plugin is a hell of a resource. Once enabled it will show you a bunch of very handy numbers (including how many people visit the page and backlinks).
More importantly by clicking page info SEOquake will allow you to see what keywords they have included. Very Sneaky.
And that’s the competitor evaluation process you need to go through. Again and again.
Until you’re confident that your content is going to knock the rest off the mountain.
Congratulations! The hardest part is over!
You’ve got a big bank of keywords and article ideas, as well as an excellent hold on what’s already out there. But don’t get too comfortable because we’re only just getting started.
Next in our step by step guide to Content Marketing Perth is the fun part: how to actually produce that Local SEO content you’ve been dreaming of.
So dust off that old video recorder, keyboard or microphone and get ready to lay it down as we continue our climb…