SEO is, by definition, Search Engine Optimization, which translates to search engine optimization. One of the main objectives for a website is to appear in the top positions in search results for related user queries in order to increase qualified traffic.

To increase visibility in search engines we need to optimize both pillars of SEO, technical and semantic. Therefore, in addition to focusing on the more technical aspects of our website, we must have a SEO content strategy that helps us to improve and promote an increase in traffic to our website.

It is important to find keywords, through a market and competition analysis, that combine the above together with the users’ search intention, this will help us to attract organic traffic, but also to meet their expectations and user needs.

After this previous review and analysis, a keyword strategy will be established, taking into account branded keywords (branded keywords) and generic keywords (non-branded keywords), establishing main and secondary keywords that should be worked transversally throughout the web.

These keywords will be fundamental to the structure of the website, appearing in the names of the main menu, as well as in the categories, subcategories, tags (H1, Titles, Meta Descriptions) and contents.

What are the SEO content strategies?

There are two different approaches to content strategy. We can opt for the optimization of current web content or for the creation of new content. Both methods will require the aforementioned keyword analysis, taking into account the specific vertical or verticals of the website we are working on.

It also depends on the nature of the project and the type of content to be worked on. There are projects in which the dynamics are more lively and require new content on a continuous basis, others combine current content with evergreen content and others start from static content that does not change over time. In any case, it is essential to be able to evaluate and continue to feed back content to the site, so that it remains alive and continues to climb towards new keywords or verticals.

A fundamental part of the content strategy, beyond the content itself, is the associated internal netlink strategy. We work on the optimization of the internal linking of the contents to create a rich internal mesh of links, which allows both the user a better navigability, and facilitates the search engine crawling of our content.

What are the KPIs to measure and assess the success of the strategy?

will detect content with good performance and content with room for improvement. The most relevant KPIs or Key Performance Indicators for SEO content include:

• Organic traffic: It is measured through the number of sessions, users and new users. It is also taken into account, to see the evolution, clicks and impressions that are given by the webmaster tools of the search engines, since the acceptance of cookies may not be properly measuring the traffic of the web.
• User behavior: Covers metrics such as pages per session, which measures the average number of pages viewed in a single visit; sessions with interaction, which counts sessions in which there is some type of interaction, conversion or has at least 2 views of a page or screen; and bounce rate, which measures sessions in which no interaction has taken place.
• Traffic evolution: The evolution of organic traffic can be monitored through metrics such as the number of clicks on Google’s organic results, impressions which measures the number of times your website appears in search results, and the average position of your website’s pages in Google’s search results. And finally, CTR is the percentage of users who click on web content that appears in search results (Clicks/impressions*100).
• Conversion rate: Percentage of users who perform the desired action (purchase, subscription, etc.) after visiting a web content.
• Dwell time: Average time spent by users on a page. If the user spends time on our page, it means that the content meets their expectations and seems relevant to them.

If over the months we see that the traffic of these keywords is growing, we improve the rankings, the increase in sales through the organic channel is remarkable or we are getting a higher number of leads than before the content strategy, we will know that the work being done is positive.