You may have heard of the term ‘SEO content’ in search engine marketing meetings. The present hottest trend in the search engine marketing Dubai industry is all about tailoring and publishing the right type of content for the right type of audience through the right type of channels. This article explores this important aspect of SEO and of ways to devise an effective SEO content strategy. 

SEO content

SEO content is any content tailored with a goal of attracting more traffic. Basically, in a website, SEO content helps in getting higher ranks in search engine result pages increasing the site visibility and subsequently attracting more traffic. 

There are mainly 3 steps involved when it comes to preparing search engine optimized content.

• Keyword Research
  
• Keyword Optimization
  
• Content Promotion
  

The key to creating a content is not just the focus on the goal of increasing search engine traffic. The content should impress not only the search engine but also the website visitors or potential customers. The content should offer something of ‘value’ to audience, and not just be keyword-stuffed to earn rankings and clicks. As a matter of fact, websites that promote low-value content just for SEO can get penalized by Google, and typically tend to have high bounce-rates and low conversion rates. 

The online marketing Dubai sector has many companies that promise higher rankings. Some of them would be just posting low-value, keyword-stuffed content on your website to earn higher ranks for the site. Though this can work at the beginning, in the long run, your business will get penalized by the search engines while your contract with the SEO agency expires. 

Content types

SEO content can include: 

• Product/Service pages
  
• Blogs
  
• Articles
  
• Infographics
  
• Videos
  
• Slideshows
  
• Glossaries
  

It can even include directories as long as it provides value to visitors. 

Content strategy

The first step to devising an effective content strategy is to define your business goals. Do you want to increase sales through your website? Do you want more traffic on your website just to click on ads and generate revenue for you? Or do you just want people to receive valuable information from you and increase readership?

The definition of your goal can help you determine the type of content you should create. The second step is to optimize landing pages in your website for both search and conversion. Even if you manage to attract traffic with your content, you would want them to land on well-optimized pages. You can then tailor helpful, valuable content with the audience in mind that links to relevant landing pages.

If your goal is to monetize ads, you should create ‘sticky’ (not click-bait) content that attracts new readers. Such content should be rich with information that your target audience would find relevant. The best type of content in such a scenario are videos. People consume video and image content more than plain text content.

Focus on your audience

Before tailoring content that aligns to your goals, you should also understand the audience that are about to consume your content. For this, you can make use of a plethora of analytics software and tools or seek help from a reliable expert in the search engine optimization Dubai industry. 

While understanding your audience, you will be able to create marketing personas of them. These personas represent the ideal visitor or customer of your website, and give you an idea of the type of content each persona are more likely to consume. 

For instance, in a B2B business targeting C-level executives in its niche, you can create and publish whitepapers which they are more likely to download. If your target audience demographics include mostly teens, you can create and post video content that teens are most likely to check out. 

Editorial calendar

Once you have figured out your audience and the type of content they prefer, you can prepare a ‘content calendar’. This calendar is a schedule that dictates when you should publish a particular content and what type of content it should be. The calendar can be edited depending on the response to each content.

Analyze and improve

Finally, keep an eye on your site analytics to determine the SEO content that works and those that are just not worth the effort. You can track page views, links, user reactions and comments, social shares, and conversion rates to see what’s working and what isn’t. Based on what you uncover from your analytics, you can make improvements to your SEO content strategy increasing its effectiveness considerably. 

If you can’t afford the time to focus on all your SEO efforts, you can certainly seek the help of a capable SEO company in Dubai. But make sure you know exactly what they do to boost your search engine traffic and how they execute SEO campaigns for you.