As expected, SEO has gotten a bit more difficult, especially now that Google is pushing to encrypt a bigger portion of their search traffic data from Analytics (100% keyword not provided).
Knowing the keywords that really work and drive results has been a core factor of why SEO is a force to reckon with. But without it doesn’t really imply the demise of SEO as a marketing practice.
I don’t really give a sh*t if they try and keep all the keyword data to themselves, because as long as people are searching for something – we still have work to do.
Steve Webb has put together a list of the most actionable SEO advice from industry leaders this week, and I thought I’ve already given mine – until I’ve come to revisit this method that I’ve been doing since I started blogging.
The secret is simple – Create content that:
- is evergreen
- can be continuously updated
- can target industry head terms
This is somehow based on Wikipedia’s content model, wherein they publish the ultimate resource about a certain subject (industry-specific terminologies) and enabling the content to be continuously updated.
To give you a better outlook of how I’ve done this tactic, I’ll share a few actual samples.
Example #1: I’ve shared this first example many times before. It’s a linkable asset that has been here on my blog for the past 2 years now – my “SEO strategies resources page”.
When I created this list (of my top blog posts), I was originally aiming for it to rank for the keyword “SEO strategies”. And it did.
It’s been consistently ranking on the top 3 spots for the past 2 years now.
That brought thousands of highly engaged organic traffic to my blog every month.
And here’s the best part, because of the content’s comprehensiveness, it was also able to rank for 779 other more search terms (like online marketing strategies, SEO tactics list, SEO marketing, etc…).
So when I realized that this approach was really driving results, I never got contented and had to try it once more.
Example #2: I then built a new resource page for “Social Media Marketing Strategies”.
The results were almost exactly the same. The page was ranking #1 for the keyword “social media marketing strategies” for almost a year now.
That has also brought thousands of highly engaged visitors on a monthly basis. And it was able to rank for 271 other more keyword variations (such as social media marketing techniques, social media marketing plan, social media marketing tactics, etc…).
Factors that make them rank better
There are so many things that I’ve done to optimize them and make them more visible on search results, but the nature of these pages were also somehow enough for them to deserve the rankings/organic traffic they are getting.
- These 2 resources pages I created were internally linking to many of my blog posts that are comprehensive and evergreen (and thematically relevant). So aside from improving the page’s activity rate (as visitors instantly click-through the list of links), it’s also passing ranking power to my site’s other pages.
- Since these pages are focused on industry terms, I can easily build contextual links to them – through my continuous content marketing efforts (both internal and external).
- Once these linkable assets are already ranking for the key terms that they are targeting (that are mostly informational search terms). It’s easier for them to attract and earn natural links – knowing that many of the people landing on the page are doing research about the topic.
- The pages’ ability to be continuously updated makes room for improvement and sustainability in search rankings. The more changes/updates being made on the page, the more it becomes the best resource on the web covering a particular topic area.
- The robustness of the page’s content also makes it more deserving to rank for multiple keyword variations – which allows it to get more organic traffic.
What to do if you haven’t invested in Content Marketing yet?
The approach I used was aligned with my past content marketing efforts, as the resources page I have just simply compiled all the popular posts I’ve written since 2010.
There are still other viable options if you don’t have enough content assets to compile:
- Turn your FAQs into hardcore linkable assets. Make them the best FAQ page in your industry.
- Create a complete list – just like what Jon Cooper did with his complete list of link building strategies.
- If you have extensive resources that are published in different content formats (like whitepapers/PDF, videos, infographics, etc…) – then compile them into a single landing page. Check out Copyblogger’s content marketing and copywriting ebooks and/or Hubspot’s Inbound Marketing Library.
- Create evergreen content around the competitive keywords you want to target and rank highly for in Google.
- Optimize the content for better rankings. Read this guide to content optimization.
- Promote and build links to your evergreen content.
- Continuously upgrade your content, whenever necessary. As soon as they rank and become more visible to organic traffic – they can attract and earn more links.