How to Build a Strategic Content Framework for Website Success – Part 2
We have already discussed the importance of fresh and quality content and understanding the difference between main content pages and regular content page for building strategic content framework in our previous post. Now it’s time to recognize what your visitors want i.e. study what your visitors are searching for. And this is where we begin our third content strategy.
Research, research, research – Content itself is based on research. You need to know everything related to your products, which also include your competitors. Study how they are planning their content and what they are focusing on. However, the most important part of your study would be the phrases or the keywords that the browsers are searching for, while looking for products that you sell.
In general, you will have 3 categories of visitors – (i) the random visitors, who come to your site accidentally and they are mostly unlikely to become your buyers; (ii) visitors who are just browsing, they are the window shoppers and have no planning to buy though they can be your potential customers; (iii) finally the visitors who know what they want and where to find. The last category of visitors are the real buyers and include people who know exactly what they want and people who know approximately what they are looking for; however, the latter are yet to make the final buying decision.
As a content writer you need to research the keywords that all the 3 categories of visitors are searching for and consider the interest of all the categories of browsers while developing the content. The forth or the final strategy is to identify the keywords that most searcher and using and to do so you need certain online tools.
The online tools – There are several online tools, both free and paid that help to identify the searcher’s behaviors. The Google Analytics or any other web analytics can be the basic place to start with. They provide information about the keyword referrals, the bounce rates, and the most visited pages. Now start with the keyword referral data and make a list of all the keyword referrals. Also consider the bounce rate; the pages with higher bounce rate definitely need a makeover based on the keyword referral data.
Additionally, use the Keyword Research Tools – you can use Google’s Adwords or other online keyword research tools. Give special emphasis on the long tail keywords that show the intention of the visitors and develop content accordingly to attract the visitors as well as to decrease the bounce rates. The result would also include more satisfied visitors and higher number of page views.
Flavours of content strategy [Infographic] (Rough)
Source – Richard Jingram