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.