How to Create Content for SEO | Lesson 8/8 | SEMrush Academy

Summary

In this final lesson of the keyword research course, Greg Gifford discusses the steps to take after completing keyword research. He emphasizes writing content based on concepts rather than individual keywords, creating a pyramid structure for site content, and continuously monitoring and optimizing your site. He also highlights the importance of repurposing successful content and the ongoing nature of keyword research.

Takeaways

• 🏗️ Keyword research is foundational to SEO and influences all subsequent efforts.
• 🌐 For new sites, keyword research shapes the entire structure; for existing sites, it may require adjustments.
• 📝 Content creation should be based on the keywords identified during research, focusing on concepts rather than individual keywords.
• 🗂️ Google's entity-based algorithm appreciates the use of synonyms and related terms, making content appear more natural.
• 📈 A content structure resembling a pyramid, with broad topics at the top and more specific ones at the bottom, is recommended.
• 👞 The Amazon shopping analogy illustrates the process of narrowing down from broad to specific search queries.
• 🎨 Content can take various forms, including graphics, photos, videos, and podcasts, tailored to different audience preferences.
• 🔗 Keyword research aids in link building by identifying content that is likely to attract backlinks.
• 📊 Monitoring site performance through analytics and rank tracking tools is crucial to understanding what content works and what doesn't.
• 🛠️ On-page optimization, including titles, headings, alt text, URLs, and meta descriptions, should be based on keyword research findings.
• 🔄 Continuously revisiting and repurposing older content that resonates with the audience is part of an ongoing SEO strategy.
• 🔄 Keyword research is not a one-time activity; it should be revisited regularly to find new opportunities and adjust strategies.

Q & A

What is the role of Greg Gifford in the video?

Greg Gifford is the Vice President of Search at US-based SEO agency Wikimotive, and he is teaching a lesson on what to do after completing keyword research.

Why is keyword research considered foundational in SEO efforts?

Keyword research is foundational in SEO efforts because it forms the basis for all subsequent actions, including content creation and optimization, which are all based on the final set of keywords compiled.

How does Google's entity-based algorithm affect keyword research?

Google's entity-based algorithm understands concepts and semantic relationships, which means that it's not necessary to create a page for every keyword; instead, similar keywords can be grouped by concept.

What is the significance of using concept buckets in content creation?

Concept buckets are used to group similar keywords, which helps in creating content that targets a broader concept rather than individual keywords, making the content appear more natural and conversational.

Why is it recommended to mix keywords on a page rather than repeating the same phrase?

Mixing keywords on a page is recommended because Google's algorithm prefers to see conversational content. Using synonyms and related terms makes the content look more natural and aligns with the semantic understanding of the algorithm.

Can you explain the content structure of a website as described by Greg Gifford?

The content structure of a website should resemble a pyramid, starting with the homepage at the top, branching down to primary category pages, then to more detailed pages, and finally to very specific pages with specific information.

How does the shopping experience on Amazon relate to the content structure of a website?

The shopping experience on Amazon starts broad, with a search for 'shoes', then narrows down to 'men's shoes', then to 'men's running shoes', and finally to a specific brand like 'Nike'. This mirrors the content structure, starting broad and becoming more specific.

What types of content can be created for a targeted concept on a website?

Content for a targeted concept can include written words, graphics, photos, videos, podcasts, and other forms of media that cater to different audience personas and their preferred modes of engagement.

How does keyword research assist in link building efforts?

Keyword research helps in link building by identifying content that will attract links. Optimizing this content around a target concept increases the chances of earning backlinks from other websites.

What are the key actions to take after creating initial content based on keyword research?

After creating initial content, one should monitor site performance using analytics and rank tracking tools, check for visibility and bounce rates, and optimize on-page elements such as title tags, headings, and meta descriptions based on the keyword research.

Why is it important to continuously revisit and analyze a site's performance post-keyword research?

Continuously revisiting and analyzing a site's performance helps identify what's working and what's not, allowing for adjustments and optimizations to improve rankings and visibility in search results.

What should be done with content that is resonating well with the audience?

Content that is resonating well with the audience should be repurposed or expanded upon. This could involve writing a new blog post with a different spin or converting an old blog post into a video to reach a new audience.

Why is keyword research not considered a one-time tactic?

Keyword research is not a one-time tactic because it should be an ongoing process to analyze performance, identify new opportunities, and adapt to changes in search behavior and trends.

How can one get officially SEMrush certified after completing the keyword research course?

To get officially SEMrush certified, one can head over to the SEMrush Academy page and take the test for the keyword research course.

Outlines

00:00

📝 SEO Content Strategy Post-Keyword Research

Greg Gifford, VP of Search at Wikimotive, concludes the keyword research course by discussing the subsequent steps after keyword research. He emphasizes that keyword research is foundational to SEO, influencing all future strategies. For new sites, integration is easier, but existing sites may require adjustments. The process involves writing content based on concepts derived from keywords, without necessarily creating separate pages for each keyword, as Google's algorithm recognizes semantic relationships. The content structure should resemble a pyramid, starting broad and becoming more specific, akin to shopping on Amazon. Gifford also touches on the importance of various content types to cater to different audience preferences and the role of keyword research in link building. Monitoring site performance through analytics and rank tracking tools is crucial, as is the iterative process of on-page optimization based on keyword research findings. He advises continuous analysis and repurposing of successful content, emphasizing that keyword research is an ongoing strategy, not a one-time task.

05:01

🎓 SEMrush Academy Certification Completion

The script transitions to the completion of the keyword research course and encourages viewers to take the SEMrush Academy's test to become officially certified. This step signifies the end of the course material and the beginning of practical application and assessment of the knowledge gained. The music in the background suggests a celebratory tone, marking the achievement of reaching the end of the course and the readiness to take the certification test.

Keywords

💡SEO (Search Engine Optimization)

SEO refers to the process of improving a website's visibility in search engine results pages (SERPs) through various strategies and tactics. In the video's theme, SEO is the central focus, emphasizing the foundational role of keyword research in all SEO efforts. The script mentions that everything done moving forward is based on the final set of keywords compiled from research.

💡Keyword Research

Keyword research is the process of identifying and analyzing search terms that people enter into search engines when looking for information related to a specific topic. The video underscores its importance as the foundation of SEO, guiding subsequent content creation and optimization strategies. The script repeatedly highlights the significance of keyword research in shaping the direction of SEO campaigns.

💡Entity-based Algorithm

An entity-based algorithm, as referenced in the script, is a type of search engine algorithm that understands concepts and semantic relationships between keywords. This algorithm allows search engines like Google to provide more relevant results by recognizing the context and relationships between different search terms. The script advises that Google's entity-based algorithm understands concepts, which influences how content should be written with a focus on conversational use of keywords.

💡Concept Buckets

Concept buckets are groups of similar keywords that are categorized based on a shared concept or theme. The script instructs viewers to use these buckets when writing content, emphasizing that it's not necessary to create a separate page for each keyword. Instead, content should be created for each concept, allowing for the natural use of related terms and synonyms.

💡Content Creation

Content creation involves producing various types of materials, such as written articles, graphics, photos, videos, or podcasts, to engage an audience and provide value. The video script highlights that after keyword research, it's time to create content that targets the identified concepts and keywords, using them naturally within the content to optimize for search engines.

💡Long-tail Keywords

Long-tail keywords are more specific, longer, and less common phrases that users might enter into search engines. The script mentions focusing on these detailed phrases for more specific pages, as part of a content strategy that starts broad and becomes more specific, similar to how a customer might refine a search on an e-commerce site.

💡Content Pyramid

The content pyramid is a hierarchical structure for organizing a website's content, starting from the homepage at the top and branching down to more specific pages. The script uses the analogy of shopping on Amazon to explain how content should be structured, starting with broad topics and narrowing down to very specific information.

💡On-page Optimization

On-page optimization refers to the process of optimizing individual webpages to rank higher in search engines. The script mentions tweaking elements such as title tags, H1 headings, image alt text, URLs, and meta descriptions based on keyword research findings. This optimization is crucial for improving a page's visibility and ranking for targeted concepts.

💡Link Building

Link building is the process of acquiring hyperlinks from other websites to your own. These links can improve a site's reputation and search engine ranking. The script notes that keyword research aids in link building by identifying content that is likely to attract backlinks, which in turn needs to be optimized around target concepts.

💡Monitoring Performance

Monitoring performance involves tracking a website's analytics and search rankings to determine the effectiveness of SEO efforts. The script emphasizes the importance of checking analytics and rank tracking tools from day one to understand what content is resonating with users and what may need improvement or further optimization.

💡Re-optimization

Re-optimization is the process of revisiting and improving existing content or webpages to enhance their performance in search results. The script suggests that if a page isn't ranking well, it may require diagnosing issues and making adjustments, such as improving content quality, titles, or acquiring more links.

💡SEMrush Academy

SEMrush Academy is a platform that offers training and certification in digital marketing, including SEO. The script invites viewers to take a test on the SEMrush Academy page to become officially SEMrush certified in keyword research, indicating the value of formal education and certification in the field of SEO.

Highlights

Greg Gifford introduces himself as the Vice President of Search at Wikimotive, an SEO agency.

The lesson is the final one in a keyword research course, emphasizing the foundational role of keyword research in SEO.

For new sites, keyword research is easier as everything is built from the ground up.

Existing sites may require more adjustments based on new keyword research findings.

After compiling keywords, the next step is to create content without needing a page for every keyword due to Google's understanding of concepts and semantic relationships.

Content creation should use concept buckets identified during keyword research.

It's acceptable to mix keywords on a page for a more natural, conversational content.

A high-level primary page is needed for each concept you want to rank for.

The site content structure should resemble a pyramid, starting broad and becoming more specific.

Content can be diverse, including graphics, photos, videos, or podcasts, tailored to different audience preferences.

Keyword research aids in link building by identifying content that attracts links.

Monitoring site performance is crucial to understand what content works and what doesn't.

Analytics and rank tracking tools are essential for monitoring visibility and bounce rates.

On-page optimization should be based on keyword research findings, including titles, headings, alt text, URLs, and meta descriptions.

If a page isn't ranking well, diagnose the issue and consider improving content quality or building links.

Re-optimization should be an ongoing process, not limited to specific elements.

Older content that performs well should be repurposed to reach new audiences.

Keyword research is not a one-time activity; it should be continuous to find new opportunities.

The course concludes with an invitation to get SEMRush certified by taking a test on the SEMRush Academy page.

Transcripts

[Music]

hey i'm greg gifford the vice president

of search of us-based seo agency

wikimotive in this lesson the final in

the keyword research course we're going

to be talking about what you do after

you're finished with your keyword

research as i've mentioned several times

in earlier lessons your keyword research

is the foundation of your seo efforts

everything you do moving forward is

based on the final set of keywords that

you've compiled if you're working on a

brand new site it's sometimes easier

since you're building everything from

the ground up with sites that already

exist you might end up doing more work

since you'll have to adjust everything

that's been done in the past

now that you've got a solid list of

concepts drilled down into individual

keywords it's time to write your content

you don't need to create a page for

every keyword google's entity-based

algorithm understands concepts and

semantic relationships remember when i

told you a few lessons ago that you

needed to bucket similar keywords based

on concept now that you're writing

content you'll be using those concept

buckets at a high level you need a page

for every concept you want to rank for

it's okay to mix keywords on the page

you don't have to use the same phrase

over and over again in fact since

google's algorithm wants to see

conversational content

using synonyms and related terms looks

more natural once you've got your high

level primary page is completed move on

to the more detailed pages here's where

you want to focus on longer tail phrases

your site content should be structured

like a pyramid your homepage is at the

top branching down to your primary

category pages which lead to pages with

a bit more detail which lead to very

specific pages with very specific

information think of it like shopping on

amazon for a new pair of shoes if you

started with a generic search you'd

search for shoes then you'd realize

you're looking for men's shoes so you'd

go down a level to the men's shoe

category then you'd drill down further

and look for men's running shoes and

finally you'd decide to get nikes and

you'd add that search filter you'd start

broad with shoes and end up specific

with men's nike running shoes remember

that content doesn't have to be written

words you could create graphics

shoot photos film videos or record a

podcast if you've done your keyword

research well you'll know not only which

terms to target but what your audience

is looking for you might even create

several types of content for a certain

targeted concept on your site knowing

that different audience personas will

prefer to engage with different kinds of

content your keyword research will also

help you in your link building efforts

since you'll often be creating content

in order to attract links if you know a

certain piece of content will help bring

in links it will obviously need to be

optimized around a target concept as

well once you've made your initial swing

at your content you'll need to monitor

your site and see what's working and

what's not check your analytics and see

what's getting more attention from users

or what's getting a higher than normal

bounce rate check your rank tracking

tools as well remember you're creating

the content to rank higher for certain

keywords so your site will be visible in

more searches while it can take some

time to rank you should monitor the

content from day one are you more

visible for certain searches are you

losing visibility or worse have you put

in a ton of effort building content and

then even more effort building links

and you're not ranking at all

as you're monitoring performance you'll

need to keep coming back to the site to

tweak your on-site optimization and

guess what when you do on-page

optimization you'll be optimizing title

tags h1 headings image alt text urls and

meta descriptions all based on what you

came up with when you did your keyword

research if a page isn't ranking well

for your targeted concept you'll need to

try to diagnose the issue is the quality

of the content lacking do you need

better titles and h1s do you need to

build a few links to the page keep

banging away and eventually you'll start

showing up in more searches as you're

working on your re-optimization elements

don't get stuck in the i'm gonna

re-optimize these specific elements

rhett you'll always be adding new

content to the site as well so you

shouldn't ignore your older content

check analytics and rank tracking tools

and find old content that's working well

then repurpose that content if you've

got content that's resonating with your

audience why not create more of it take

that old page and write a new blog post

with a different spin got an old blog

post that's killing it in the rankings

and still getting traffic make it into a

video and share it with a new audience

then continue to track your performance

and do everything all over again keyword

research shouldn't be a one and done

tactic you should continue to come back

and analyze your site's performance and

look for new opportunities to target in

the future so

that's it for the last lesson in the

keyword research course we hope you

learned something awesome if you've got

any questions at all feel free to tweet

them to me directly at

greg gifford or to the awesome team of

pros over at the sem rush academy at

semrush academy so now you're done and

you're ready to head over to the semrush

academy page and take the test for the

keyword research course so you can get

officially semrush certified

[Music]

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