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Want to bring this up, not because I think SEO strategies aren’t worth it but, because some business owners are spending a significant sum of money developing and implementing SEO strategies when, if we get right down to it, some don’t really want and increase in customers.

Those individuals have simply come to believe that the SEO strategies are a needed part of online life.

In general radio advertising sales account representatives are told there are only two good reasons for a client not to advertise. The first deals with a business owner who is so busy they can’t keep up with customers. The second had to deal with businesses that don’t wish to grow beyond their current structure and they are near maximum capacity.

Both are ideas similar, in each case additional marketing will likely only serve to make life more difficult for these business owner.(Useful bluehost link)

We should honestly seek to understand what we want to accomplish through SEO and if it is in keeping with your long-term goals for your online company.

SEO can have a big impact on a company’s online presence, but it takes time to learn, develop and implement. We should seek to determine what level of need we have in SEO strategy and only then should we seek to implement the ideas.

Whether we’ve been creating content in a haphazard manner, hoping and praying that some of it eventually ranks, it’s time to buckle down and commit to a more methodical SEO content strategy for web. (Useful bluehost link)

These are four steps to defining and refining your SEO content strategy:

Define your goals First, determine your goals as a website or business. Are you looking to drive sales through your website? Do you monetize your site via ads and therefore just want to increase traffic and return readership? Your goals will determine what types of content you should focus on.

If you’re primarily trying to drive product sales, your primary focus should be attractive, informative product pages that are optimized for both search and conversions. Your secondary focus could be helpful blog content that illustrates when and how to use your products, linking to those pages where relevant (it’s best if your blog is not entirely self-promotional, though).

If your site operates on an advertising model and the goal is to attract new readers through search, you’ll want to focus on rich content (such as long-form articles or video resources that are informative, entertaining or both) with “stickiness” (“sticky” content keeps visitors on your site longer or encourages them to return).

Know your audience – surveys and your analytics software can help you get a better picture of your typical visitor or client. Consider developing marketing personas, or characters that represent your ideal site visitors and customers. Then think about what kinds of content those personas would be looking for.

For example, if you operate a B2B website that targets C-level executives, you might want to create high-level white papers that can be downloaded and saved to read later.

If your business targets teens and tweens, you might want to focus on frequent updates with less text and more images and video. You’ll also want to be sure your site is optimized for mobile usage.

You can create an editorial calendar Once you have an idea of who you are targeting and why, you can start to build out an editorial calendar. An editorial calendar is a schedule that dictates when you will publish new content and what type of content it will be. This will help you stick to a regular schedule (it’s especially important to create new content on a regular basis if you have a blog), as well as prevent you from scrambling to come up with a topic for new content at the last minute. (Useful bluehost link)

A few tips for creating and adhering to an editorial calendar:

Use Outlook (or Google Calendar) – Share the editorial calendar with your whole marketing team. Set up reminders for authors so they get a notification when a deadline is coming up.

Consider creating ongoing features – For example, a food blog might do a meatless recipe every Monday. Many blogs do link roundups once per week (including this one). Create a category page for each ongoing feature, so visitors can find all of your Meatless Monday recipes or link roundups in one place.

Give yourself plenty of lead time when producing more complicated types of content, such as videos and infographics. These often need multiple rounds of edits to perfect and can be more complicated to optimize for search.

Don’t plan too far out in advance – Calendars often get derailed after a month or two, due to changes in marketing goals, budgets, or staff, so don’t try to plan out a schedule for the next year and risk wasting a lot of time and effort.

Consider re-assessment Finally, stay on top of your site’s analytics. Regularly analyze your SEO content to see what’s working and what isn’t. Good measures of success and engagement include page views, links, comments (on blog posts and some other types of content), social shares (Facebook likes, tweets, etc.), and conversion rates. Your analysis should have two goals:

Study your successes so you can repeat those strategies – Look for patterns. Does your audience love videos? Then make more videos! Adjust your editorial calendar going forward so you can focus more time and effort on the content types that really resonate.

Carve out time for updating and improving older SEO content – If you tried to optimize an article for a certain keyword, but it’s getting more traffic for a different variation of that keyword, then go back in and re-optimize it for the new keyword. You might be able to significantly increase traffic by putting that keyword in the title, for example. (Useful bluehost link)