If your goal is building a site that will generate maximum traffic, a strong content strategy is required.
You’ve got to face the facts and the statistics are overwhelming. Organically growing your traffic is all about being on Page 1 of the Google search results for your most important search terms. 97% of all clicks are on Page 1. Enough said. Getting to Page 1 and appearing in the Google Local Search 3-Pack results is a top priority. Buying your way to Page 1 is also doable, but can be expensive depending upon your industry, location and a variety of other factors.
What makes a strong Content Strategy?
Google loves two things:
- A website whose “static pages” are well Search Engine Optimized (SEO’d)
- A website that is frequently updated with fresh, relevant content.
It is possible to get the “static pages” right during the initial site build. It is necessary to provide training so that site owners can SEO new pages and posts. That is how a website owner can maximize the self-service benefit of working with WordPress.
Who is my Content Strategy aimed at?
Don’t take this the wrong way, but the rich content on your website – the copy, the pictures, the video, etc. – isn’t necessarily intended to be consumed by people. A great website has content that the crawlers fall in love with.
“A web crawler (also known as a web spider or web robot) is a program or automated script which browses the World Wide Web in a methodical, automated manner. This process is called Web crawling or spidering. Many legitimate sites, in particular search engines, use spidering as a means of providing up-to-date data.”
When content is properly structured, the web crawlers can do a better job of crawling it. Search engines like easy to crawl sites. There is the additional benefit that people receiving the search results – the potential site visitors – see nicely structured results with lots of links and key data displayed correctly.
The essential element of any WordPress Content Strategy
WordPress has this great Search Engine Optimization (SEO) plugin called the Yoast SEO plugin. It basically tells you how to write each page or post to maximize the search engine benefit. There are also tactics like Schema.org tagging to improve your website’s search engine performance.