How to Build a Content Strategy for your Website

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Creating a content strategy is part and partial of building a successful website. Whether you like it or not you have to do it. Many people just write a bunch of articles without any real strategy. This can be effective but it is kind of like fishing. Throwing a line in the water and hoping something will bite. There is a better way to do this. You can come up with a content strategy which will allow you to target certain clients and keywords. This helps to get traffic and scale your website intelligently.

Content Strategy

This is the formula we use to build an effective content strategy.

1. Target a City

Your long-term strategy may be to target a country or the entire world. Although you can do this from the bat it will take some time to get there and it would be worthwhile to start building an actual customer base in a smaller geographic area. It is easier to target and this allows you to work on conversion rate optimization (CRO) from an early start. For CRO visit

2. Do Proper Keyword Research

For this you can use Google’s Keyword Tool. Type your industry and area into the Keyword Suggestion section. This will populate all the keywords relevant to your industry. Go through the keywords and exclude the ones which do not make sense. Once you have completed this look at keywords that you can combine into keyword phrases. Once you have got this number to about 20, you have your first 20 topics to write about. Start with the key-phrases that have the largest search volumes and work down to the ones with the least.

3. Install Google Search Console

Once you have your topics install Google Analytics and Google Search Console on your website. This is crucial as we will find our next topics directly on Google Search Console. Google Search Console collects and stores all the stats around searches including your website in Google. This allows you to see what people search for and how high your website ranks for certain keywords. One of the stats that is shown by Google Search Console is impressions. Impressions show you how many times people saw your site on Google Search. This gives you a great idea of the most searched keywords for your website.

Another stat shown is how high you rank. You want to combine the highest impressions with the highest rankings. These are the topics you will focus on in your content. The more content you write the more impressions you will get and the more topics you will find to write about. Google maxes out on 999, so this should keep you going for a long time.

4. Structure of Content and Length.

You should structure your content well. You should include your key phrases in your Title and Description. You should also include them in the first 100 words of the post. You should use h2 Sub-Headings to organize the content into small easy to read paragraphs. The total length of each article should be about 2000 words long. You should add more than one image or video to every post and make it interesting for your readers.

If you follow these steps you will be ranking for many keywords in no time. Just keep at it and don’t give up. Google usually has a delayed reaction but once you start getting traction then a site can build into something special very quickly. Give yourself at least 6 months to a year before evaluating the results. It is definitely worth it.

Timo van Deventer is a SEO Expert in Johannesburg. He owns major ecommerce websites and businesses across the world in various industries. In 2016 TImo helped over 200 business rank on the first page of Google.

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