There are literally thousands of bloggers out there right now witting an article for their site and they have never once given any thought to keyword and content strategy. This article explains the secrets of developing a content strategy to properly use a blog to drive your traffic and search rankings through the roof.
Lets start with the basics…
What is Content Strategy?
Content strategy is, broadly speaking, a strategy for developing content in a blog website. More specifically, it deals with keyword strategy for properly developing a blog to ensure the highest possible rankings and search driven traffic. A well organized content and keyword strategy is easy to develop and will provide the groundwork for your blogging content.
Who Are These Secrets For?
These secrets are being used by the top blog marketers and should be used by every single blogger on earth! However, the companies that will benefit the most from these strategies are ones that have a main website selling products or services, and a blog that runs along side. It is these companies that need the blog to drive traffic and rankings to their main site pages for conversion to sales and leads.
I am going to walk you through the development of your keyword strategy using concrete examples. For my example we will assume that your main site deals primarily with “Window Installation,” and that your blog covers all topics that relate to “windows.”
To begin, you must compile a list of every single keyword phrase you can come up with that pertains to your industry. This may seem like a daunting task, and it is! But there are many online tools available that can help you to simplify this task.
Starting with the Google AdWords Keyword Tool, I entered the word “windows” into the search box. This returned 200 keyword phrases – a great start! Now I will add all of the phrases that are relevant to the windows industry. I will be skipping over any keywords that deal with Microsoft Windows or similar computer terms and add only the relevant terms to the list. By clicking the “Add” link to the side of each keyword, the phrases are added to my list on the right. This keeps me from adding duplicates and keeps everything organized.
After I have added all relevant keywords to the list, I will repeat this process using additional keywords in the initial search box. Things like “window installation,” “window repair,” “window replacement,” “widows rated,” etc. Each time a new list of related keywords is generated I will click “Add” next to all of the keywords that fit in the windows industry.
Once you have completed Step 1 for your keywords, you should have an extremely long and exhaustive listing of keywords related to your industry. The second step in developing a keyword and content strategy is to organize your list. By exporting your entire selection of keywords to a .csv file you can open your list in Excel, Open Office, or Google Documents.
To organize your list, you will need to do a LOT of cutting and pasting! You need to group all of your keywords by their general theme first. I would start by moving all phrases that deal with “window install” to a column and all keywords that deal with “window repair” to another. Then break down the lists further based on type of windows, windows for doors, windows that open, storm windows, etc. You may find that your list contains many general topics, you should continue to group the keywords until they are sorted down as far as you can go. Keep sorting your list until you end up with columns of about 10 keyword phrases or less.
After you have organized your keywords into columns in your spreadsheet, you will need to rank and sort each individual grouping. I recommend sorting each column by alphabet to start. This will make it easier to read through the list and find words that are repetitions. For example, you will not need to keep plurals of words that are already in the list. In my example list I would remove “storm windows” if my list already contained “storm window.”
Next you need to sort your keyword columns based on relevancy and broadness. You would like to have each column start with the broadest phrase and end with the most specific phrase.
You now have selection of all the main topics in your industry across the top cells of your spreadsheet and supporting keyword phrases listed below.
Your next task is to identify the pages in your main website that relate in some way to each column of keywords. I recommend going though every column in your spreadsheet and assigning a URL from your main website. I generally place this in the first column and color the cell for visual reference. There will be columns that do not specifically relate to your main website, in these cases you have an option. You can either list the root website URL to your homepage or list the column letter of another related column in your spreadsheet.
If the keyword column is related to your overall business but not to any specific page in your main site, I recommend using the root URL of your homepage. If the topic is unrelated to your business and doesn’t fit with any particular page in your main site, then I recommend linking the article back to another article in your blog.
What you have done in the preceding steps is generate a plan for future content in your blog. Each column represents one article and includes a handful of very specific keyword phrases that you must aim to use in your writing.
Try to use top level cell in each column in the title of the posts. Then work your way through the various supporting keywords as you write each article. Lastly, choose a couple of these keyword phrases to link back the chosen URLs from the previous step. Use the spreadsheet to keep track of your progress as you go. I generally use strike through text for each keyword phrase that I use from each column. If you can’t use every phrase in a column for given article, don’t worry. There is always the next time you write about that topic!
Use a color code in your spreadsheet for each term that was used in the links back to your main site. When you finish writing an article about every column of keywords, it will be time to start over. Depending on your industry, you may need to repeat the entire process (if your industry is a very dynamic and changing industry for example). For most industries, you will not need to repeat the keyword analysis.
As you start over with the list, be sure to chose different keyword phrases for the links.
I will make this guarantee… If you follow the advice of this article and put in the time to write each article you WILL see an increase in traffic and search engine rankings. There is no question about it.
Keep in mind as you begin this process that search engines, just like readers, prefer to see a site grow over time – not all at once. If you are going to sit down and write a hundred articles in a week, use the time stamp feature of your blogging platform to schedule the posts to publish automatically in the future. I recommend publishing about 100 articles per year for starters. If you are really ambitious there is of course no limit to the amount of posting you should do – so long as you stay consistent over time. It is FAR better to post once a week, then to post 100 articles week and nothing again for 6 months.
Do this, and your site will thank you!
Have something to add? Let me know what you think of this strategy and share your ideas for making it even better below.