How to Create Content for SEO | Lesson 8/8 | SEMrush Academy
Summary
TLDRIn 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
📝 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.
🎓 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.
Mindmap
Keywords
💡SEO (Search Engine Optimization)
💡Keyword Research
💡Entity-based Algorithm
💡Concept Buckets
💡Content Creation
💡Long-tail Keywords
💡Content Pyramid
💡On-page Optimization
💡Link Building
💡Monitoring Performance
💡Re-optimization
💡SEMrush Academy
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]
you
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