When you hear people discussing ongoing SEO content, there’s a good chance they’re talking about blogs. In fact, blogging is such a fundamental part of inbound marketing best practice that, at this point, it’s scarcely worth disputing.
There are plenty of good reasons for this, but the most important is SEO. Google likes websites that regularly update their content – and a blog is a great platform for regularly doing so. But if your entire SEO strategy is only focused on blogs, then you’re missing out.
There are opportunities beyond blog posts to write some great content that offers your readers value and drives leads.
Here are a few other things you might want to consider.
1. Long form articles
SEO and content writing best practices once assumed that any content longer than about 500 words was bound to fail. After all, the internet is about condensed information; the quicker it can be read, the better.
It turns out online readers’ infamous lack of attention isn’t quite as profound as digital marketers once thought. More recently, the industry has slowly realised that long form content actually ranks remarkably well – and people want to read it.
There’s an obvious SEO benefit to longer form articles; more words mean more opportunities to use keywords. But more broadly, Google likes to rank long form content higher, as there’s more chance of that article containing more insight and therefore more value.
Users, bogged down under the weight of an endless tirade of digital content, are also starting to appreciate longer form content.
Content that’s taken the time to be detailed and well-researched is probably more likely to have the answers you’re looking for than a more general 350 word article.
2. The beginner’s guide
Blogs do a great job of keeping your website updated, creating an engaging series of ‘in the moment’ content. They often focus on a small, specific part of your wider company or industry. The problem with this, however, is if you spend all your time focusing on small moments, you often miss the bigger picture.
Creating a ‘beginner’s guide’ or ‘how-to guide’ is a great way to take you and your readers right back to square one and talk about the most fundamental aspects of the subjects you deal with.
The guide doesn’t have to specifically focus on your services, but it should demonstrate your expertise in one way or another. Those working in digital marketing, for instance, might be tempted to write ‘The beginner’s guide to: hiring a digital marketing agency,’ or even ‘Everything you need to know about: SEO content writing.’
Content like this gives you the opportunity to include a large number of specific, focused keywords to boost your SEO ranking.
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The best part is you’ll be able to generate a high number of internal links back to the guide in future – another element that will help your Google search ranking continue to rise.
3. The learning centre
Similar to a guide, the learning centre is more of a collection of individual pages grouped under a common theme. Each page should define and explain a particular topic, often selected for its relevance to a particular search term.
Keep the latest industry news for your blog, and focus here on the aspects of your industry or services the viewer wants to understand before considering contacting you.
The benefit of separating this content from elsewhere on the website is that people can see ‘learning centre’ (or a similarly descriptive name) and quickly know what they’re going to find. It also makes it easy to create links from page to page, creating an integrated learning platform.
Does your industry use a lot of jargon? Do you find yourself using words that only you and your colleagues understand? Jargon should be avoided when a simpler word will suffice, but if businesses in a particular niche could take advantage of a minefield of potential content.
Everyone loves a glossary: it’s quick to scroll through, quick to read and easy to work out whether it’s solved your query. If your industry uses a lot of terminology – why not create the place people go to understand it?
A glossary allows you to use a more diverse range of keywords than a more focused blog topic could achieve. It also creates great opportunities for further internal linking: every time you use a piece of jargon in future you can simply link to the relevant glossary entry.
All these links are great for SEO, and it saves you the effort of redefining words and concepts every time you write about them in future.
5. Landing Page
Landing pages are self-contained ‘entry-points’ into your website, optimized towards specific search terms. Users will ‘land on’ the page from search engines, before being directed towards the rest of your website. Often, they exist as part of custom campaigns, rather than as ongoing ‘evergreen’ content.
Landing pages are effective for SEO reasons as they allow you to dedicate an entire page to one specific search term, which increases the chances of it ranking. The fact that it’s slightly removed from the rest of the website means that you can easily control how and where the reader enters your website.
Readers don’t tend to spend long on landing pages, so keep the copy short, and make it very clear where you want them to click and what you want them to do once they’ve finished.
Keeping your content updated, fresh and relevant is the secret to decent inbound marketing. Regular blogs are the cornerstone of any seo content strategy, but it’s important to not let yourself fall into the habit of just writing ‘yet another blog’.
There’s plenty of different types of content available, and almost certainly some kind of space that your competitors aren’t filling – so make sure you get in there first.