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How to prioritize content production in an SEO strategy

Search Engine Optimization

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Prioritizing content in an SEO strategy

Every SEO strategy is based on the production of relevant and quality content. We often find opportunities to generate traffic but we do not have enough resources to produce the content. In this article I will present some topics to be evaluated for prioritizing content production.

In many companies it is common not to have a team dedicated to the SEO project. In others, who choose to outsource production, there are not enough financial resources to produce all the recommended content.

At that time, it is important that the SEO professional in charge or the responsible agency establish priorities for the production of the content. If the company has data on the revenue generated by article or category, this task is easier. But what if we don't have this data?

Here are some topics to consider when prioritizing content production in your company:

  • Conversion of keywords
  • Positioning of direct competitors
  • Classification probability
  • Amount of content required for classification
  • Audience searches
  • Seasonality: perishable content or evergreen
  • Time to get to the first page
  • Possibility of featured snippet at SERP
  • Reach and opportunity of backlinks

Read too: "Less content = more conversion

We'll see more information on each topic below. Remembering that they are not in order of priority. It is convenient to look at all of them when prioritizing what should be produced.

Conversion of keywords

One of the simplest ways to prioritize what should or should not be produced is to look at the conversion rate of your keywords. Is one term converting more than another? Give it priority.

In analyzing this indicator, it is convenient to observe, in addition to the organic search results, the performance of PPC (sponsored link campaigns). Keywords with a high conversion rate in campaigns are a great opportunity for organic content.

Read too: "SEO and PPC: combining for better results

Positioning of direct competitors

If your competitors are able to position themselves on the first page of searches, chances are good that you will also succeed. On the other hand, if more than half of the results on the first page are from aggregating sites, it can be very costly to try to rank for a particular subject.

Classification probability

Google and other search engines know what your site is about. If you decide to produce content that does not agree with what the search engine knows about your site, it is possible that you will find it relatively difficult to rank this content.

For example, on my blog I talk predominantly about SEO and analytics. Let's say I want to rank for “pizza recipe”. Google is unlikely to rank my content on the first page, even if it is well-produced content.

It is much easier to rank for topics that you already write and that the searcher understands as part of your core business.

When analyzing the probability of classification, consider the competition for the subject you want to write. Some themes, because they have a low volume of publications / competitors, are easier to be ranked.

Amount of content required for classification

Like probability, if the search engine doesn't see you as the authority for a particular topic, the less likely you are to get a good position.

But, let's say you are launching a new line of products or services. You must start producing content “from scratch”. Suppose now that I have a travel blog and want to rank for pizza recipes. It may make sense, as tourism and cuisine are closely related. In this case, it is advisable to research a lot how much content will be necessary to produce on a given subject in order to achieve the desired visibility.

Audience searches

Now, if your audience is looking for a certain subject, it makes sense to produce content taking this into account.

Prioritize the production of content that your target audience is looking for!

Give preference to keywords with high search volume. Cross these words with those that have an acceptable level of competition and you will have a good list of opportunities.

Seasonality: perishable content or evergreen

What is content evergreen?

Content evergreen is that content considered always relevant and that does not require constant updates. You see, all content requires attention from time to time. It happens that the contents evergreen they are less susceptible to time.

What is perishable content?

Perishable content is time sensitive. It is the content that has great relevance in the short term but that its demand is quickly extinguished.

Certain contents are more suitable at certain times of the year. For example, writing about Halloween in September or October can be much more relevant than writing in May or June.

As you can see in the image below, this keyword usually gains search interest between September and October, but remains dormant for the rest of the year.

Searches for the term Halloween in the last 5 years.
Searches for “Halloween” in the last 5 years concentrated in the months of September and October

You can use the Google Trends, Google Alerts and other word monitoring tools (e.g. SEMrush) to follow some trends.

Time to get to the first page

This indicator is a little more advanced but very important to be taken into account. All content, after being produced, takes some time to be ranked. It happens that, in some cases, the time that a content can take to rank on the first page can be so great that it is not worth the effort.

Look at the average time it takes for content produced on your site to rank on the first page. Some sites, in less crowded environments, achieve expressive results in a week or two. In other cases, it may be necessary to wait four to eight weeks for this to occur.

Prioritize according to your need. If you need to rank in a short period of time, prioritize content that has that capacity over those that may take longer.

On the other hand, if you are able, place those that tend to take longer to rank at the beginning of your production line. Some content may take a long time to rank but when it does generate good results. Plan to produce your seasonal content in advance. The editorial calendar is your best friend at these times.

Take a look at the keywords you are trying to rank and look at the SERPs (search results). Do you see answer boxes, knowledge graphs, images, lists, related search carousel and other improved results? If you see improved results (rich snippets) often, for terms you want to rank, consider this factor when discussing internal features of your site.

The presence of many rich snippets can significantly impact (for better if it is in your favor or worse if it is in favor of competitors) the CTR of your pages. In case your competitors dominate the improved results, even if you are on the first page, you may not get a good clickthrough rate.

Not all content gains, from its reach, a significant amount of backlinks (links that point to it).

If you have rich content and want to give it relevance, take care in your link. Produce content and working on internal and external linking is more important than just producing a flood of content.

Read too: "6 website structure errors and how to avoid them

How to establish priorities in content production?

If you don’t have revenue data and you’re still unsure how to prioritize content delivery, here are some questions that can help you prioritize:

  • Does this content convert into my sponsored link campaigns?
  • Did this content originate from the searches of my target audience?
  • It is seasonal content, a single event or evergreen?
  • Does my direct competition have content on this topic and is it managing to rank on the first page of the search?
  • Am I likely to rate for this content?

Questions that may indicate that you should not give priority to content:

  • Will I need to produce many pieces (more than 5 or 6) of this topic to rank?
  • Is the SERP for this topic full of improved results?
  • Does it take me a long time (more than a month) to be able to rate new content?

Each site is unique and some questions may be more important than others, depending on the segment. Evaluate your priorities based on the site's performance, need and general objectives for your content, and add or remove questions that make the most sense for your reality.

I hope that these tips can help you define what content deserves priority in your SEO strategy.

Keep reading: "Content SEO: content optimization for searches

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