The creation of content is not only how you attract users to your website, but how you retain them and build brand affinity, turning data and consumer behaviour into storytelling and brand awareness.
What is SEO Content?
The utilisation of data allows us to understand search behaviour and what users read, watch and engage with. Marrying this with current search trends, social listening, calendar events etc, we can create engaging content as well as planning content creation and on-page optimisations in advance to hit specific search demand peaks.
How can we help?
Keyword Research & Mapping
To ensure we best understand what your users are searching for, we will undertake extensive keyword research, looking at what the site is performing well for currently alongside competitor and gap analysis. Keyword mapping allows us to minimise cannibalisation and drive users to the correct page we want them on.
Through our keyword research process, we are able to identify content gaps and where longer-tail traffic can be driven through to the site. Understanding the data behind these search terms allows us to generate longer-form content pieces that target a wider variety of keywords.
For keywords that the site is struggling to rank highly for due to organic competition, targeting these through Paid Search ensures your website is still visible to the intended audience.
Blog Content Creation
Blog and longer-form content not only helps target longer-tail keywords that may be less competitive and drive users at an earlier point of the conversion path, but also help narrate brand stories, tone of voice etc and build a brand affinity.
We make sure your content is on-brand, is easy to read, whilst also giving the search engines everything they want too.
Understanding existing content targeting and performance through auditing allows us to best understand what content is being found and what users are interacting with. Taking these findings and data, we then feed this into our on-page optimisation process. This can also be done on a competitor-level to understand where they are driving users and provide insight in how to stay competitive for specific search terms.
Utilising the keyword research and mapping, we will then optimise pages ensuring that all on-page elements, from page titles and meta descriptions to on-page copy and internal links are factored into the optimisation progress. This allows us to target varied keywords throughout the page, whilst prioritising key terms in key on-page elements.
Content Hub Creation
To aid the creation of new content, content hubs can be created to be the centralised landing page for all content on specific topics. This drives users to a primary page that then hosts further content for users to explore, retaining them on the website and keeping them engaged.
When it comes to content creation, we don’t just look at seasonality and trends, we also make sure that we incorporate creativity and innovation that will further amplify the success that will not only deliver traffic and visibility but drive engagement and boost brand awareness.
As is any campaign, content planning is essential, planning ahead will help understand the best time to launch content so that there is time for Google crawl, index and rank in time to take advantage of peaks of seasonality throughout the year. .
Content Gap Analysis
A content gap analysis is a great opportunity to find hidden or missed content opportunities that a brand may not be aware of. We take a look at the current visibility status, whilst also analysing the competitive landscape, discovering what competitors are ranking for as well as the current luxury search demand out there.
Local SEO is a powerful tool for businesses that have a physical presence. Where your local visibility stands is an opportunity to not only further grow online as well as footfall traffic. Through our local audits, we are able to analyse where your business currently sits at a local standpoint which we can then provide recommendations to boost local authority.
VERB has developed a two-step local SEO audit process that provides an extensive citation audit and will review all 36 individual features that impact local pack rankings.
As well as auditing your Google My Business profile, we will manage it to ensure all information is correct and up-to-date for potential customers.