What is content?
Contents is all that a user can see on your website. It can be text, images, graphics, audio clips, videos, interactive tools and much more. Content is also the way content is organised, connected and put together on the website. In other words, it is also the structural choices behind the delivery of content.
The right content can engage your audience, sell your products, build trust and relationships and position you as a market leader - but it's worth nothing if your audience doesn't find it and read it. That's why content needs to be aligned with your audience's intentions and needs, and crafted in a way that Google can understand what it's about.
Google largely doesn't understand your expensive web design, your razor-sharp product images and your professional video footage. The only thing Google can understand in terms of content is text. Good, well-crafted textual content that is aligned with your target audience's search habits is therefore crucial to your visibility on Google and the main focus of this chapter.
Know your audience
The foundation of successful content work is knowing your target audience's search habits on Google. Both because it gives you knowledge about what content can attract and engage your audience, and because it gives you knowledge about where the greatest economic potential lies. Writing content blindly without knowing your target audience is like throwing money out the window.
Now you may think you already know your target audience. You certainly don't - at least not fully. Imagine, for example, that you sell socks. Did you know that yellow socks are almost three times more in demand than blue socks? And did you know that 28,800 people a year use the term 'socks' instead of 'stockings' when searching on Google?
Probably not, and knowledge like this is valuable when prioritising and focusing your content efforts. At the same time, we often see a big difference between the words companies use internally and the keywords their target audience uses. Companies often use technical terms that can be understood by people in the profession, while customers who are not necessarily experts in the field, use other words when searching on Google and therefore do not find the company's content.
You can uncover your target audience's search habits through a so-called keyword analysis. Read our text on keyword analysis to learn how to make it.
Content optimisation based on keyword analysis
In the keyword analysis, you have selected a number of pages to work on. Your task now is to optimise the content of each page based on the associated keywords. The keywords should appear naturally on the page - if possible in both title tag, meta description, bread text, heading, subheadings, internal links and captions. This gives Google a clear indication that the page is relevant to them.
In the following pages, we will go through the above content elements and how you should use the keywords associated with each element. We distinguish between primary keywords and secondary keywords. The primary keyword is the word in each group of keywords associated with a page that has the highest search volume and is therefore the most important to be visible on. All other keywords are secondary.
- Title Tag
- Meta Description
- Breadcrumbs and keyword density
- Internal link building
- Image optimization
Remember that there is no immediate value in your audience reading your texts. The value only comes at the moment your audience buys a product, signs up for something, creates a user or similar. So think about what is valuable to your business and how your content can encourage your audience to take a valuable action.
For many, working with content optimisation is significantly more accessible than working with technology, links and user signals, which make up three other basic areas of SEO work. For the simple reason that most people are used to writing content, while few have experience with links and user signals.
The good news is that if your technical foundation is in order and there is very low competition on the keywords you are working with, you can often get away with working only with content. The bad news is that on almost all commercial keywords, competition is so high that you need to work with links at the very least to achieve a good position on Google.
Creation of new landing pages
Several of the pages you have selected in the keyword analysis are probably new pages, i.e. pages that you need to create on your website. It is important to note that these pages do not have to be accessible from the main menu of the website - they can be hidden away via links in the footer or via contextual linksif you don't want them in the main menu.
Contextual links are text links and image links that form part of the content on your website. For example, you could have a menu item in the main menu called 'Advice' and link to one or more sub-pages about different types of advice in the context of the content on the page.
Evaluation of the action
It is important that you continuously follow up your work and evaluate whether your actions are having the desired effect. If you don't evaluate regularly, you have no way of knowing whether you are spending your time and money wisely. Remember that SEO is a long-term process and that you can only make a reasonable assessment of your work after a period of at least three months.
We recommend that you invest in the tool SEMrush or alternatively Accuranker. Both tools let you enter your domain and all your keywords, and you can then continuously track the progress of your rankings on Google for each keyword. It is important to note that your Google rankings can naturally fluctuate quite a lot, so when evaluating your work, you should evaluate the increase over a period of at least 30 days.
A good website has a clear purpose
From a search engine's point of view, a good website should clearly tell what its purpose is. Not just in a single sentence, but all the way through the site down to the individual sub-pages. There should be a common thread running through all text, and it is best to focus on individual areas in detail rather than many areas superficially.
An example could be a company selling bicycles and specialising in the brands Kildemoes, Batavus and Jopo. The front page and sub-pages of the bicycle retailer's website should tell all the general information about their business. Each of the three brands will have a sub-page detailing the history, models available, quality and so on.
This way, search engines know that the website is about bicycles and that the range includes Batavus, Kildemoes and Jopo. When someone from the target group searches for, for example, "buy Kildemoes bike", Google will present the Kildemoes subpage as a relevant result from the website. In order to ensure that Google prioritises this particular subpage, it is crucial to also use link building.
In other words: If you build your website with a well thought-out content strategy and combine it with a solid link building strategy, you open up a lot of new channels for your audience to find you on Google on relevant searches, resulting in more leads and more new customers.
How we work with content optimisation
At InboundCPH we have a solid combination of skills in communication, marketing and search engine optimizationthat enables us to create content that will increase your organic traffic from Google, keyword visibility, rankings, conversion rates and sales.
We can optimise your existing content, but we can also produce large amounts of new content for your website if you need it. If required, we can train you to produce new content yourself that is capable of resonating with your target audience on Google. We work analytically and systematically with content optimisation to ensure you get the best possible results.
High quality original content is more valued today than ever before. It's critical to your online success. Content must be written in language that is easily understood and interesting to your audience, but it must also contain the right words (i.e. the search terms your audience uses to find you) and be constructed in a way that search engines can understand.
Adapting content so that it speaks to both your target audience and the search engines is called content optimisation. This, along with linkbuilding an essential part of any successful SEO strategy, and it is therefore also a central part of our work. We've been working with content optimisation for many years and we're experts at striking the right balance between communicating to people and search engines.
The prerequisite for successful content optimisation is that we know your target audience, so we can tailor content accordingly, and that the technical platform behind your website is set up to display content optimally for both users and search engines. Initially, we therefore carry out a series of analyses so that we can define a personalised action plan and work more effectively towards our goals.
We conduct a keyword analysis to select and prioritise the keywords and key phrases that have the greatest impact in reaching your target audience, and we conduct a technical analysis of your website to determine whether any technical changes are needed to improve the search engine and user experience of your website.
If, during the initial analysis phase, we discover inadequacies in your website that have a major impact on your visibility but are easy to rectify, we will inform you of these immediately.
Strategy and action plan
Based on our initial analyses and a personal dialogue with relevant stakeholders in your company, we will draw up a concrete plan for the content we will create or optimise for your website. Together, we set goals and success criteria for the work, against which we can measure our results.
The content strategy is based on a solid knowledge and understanding of your company, your website, your products, your competitors, your market position and your target audience. This ensures a targeted and effective content effort that creates tangible and lasting results.
Our technical analysis results in a concrete and prioritised list of errors and inadequacies that affect your visibility in search engines. The list may include, for example loadtime, url-structure, mobile-friendliness, redirects and duplicate content. In some cases, a quick fix to a few technical errors can significantly improve your visibility.
Our technical staff will review the list with the right stakeholders in your company, such as your internal web department or an external web agency, and together we'll make sure the implementation runs smoothly so you get the results you want.
Content production and optimisation
We combine the results of the keyword analysis with our years of marketing and communications experience to create content that gives you more keyword visibility, increased organic traffic from Google and higher conversion rates. We thoroughly understand your company and business, ensuring consistent and effective communication that aligns with the way you act and communicate online.
In addition to the purely textual, we also work on:
- structuring of content
- layout and usability
- page titles
- internal links
- image optimization.
Engaging and converting content
We create relevant, credible and engaging content that not only increases your visibility in search engines, but also attracts the right visitors and has a positive impact on your audience - creating better customer relationships and more conversions.
Our content gives your visitors a solid understanding of your products or services, increasing loyalty and interest in your brand. We compare our efforts with those of your nearest competitors to create better, more comprehensive content that makes you a market leader.
Content production and optimisation is an ongoing process where we are in constant dialogue with you so that you can comment, edit and approve our content before it is published on your website.
Once we've created the new content and you've published it on your website, your audience needs to be made aware of the content. Some of this attention will come naturally as search engines index your new content and display it in search results. But with a number of actions, you can significantly increase the visibility of your content.
With linkbuilding you can generate publicity for your content on other websites and increase the likelihood of your content appearing at the top of search results. An alternative or complementary solution is to work with Google Ads, i.e. buying paid ads in search results.
Once the content is published and you have made your audience aware of it, you need to make sure that visitors to your website take an action that is of value to your business. In other words, you need to convert as many visitors as possible.
Based on analysis of your website, your visitors and visitor behaviour on your website, we can help you uncover if there are any inefficiencies on your website that are causing you to miss out on conversions. We can provide concrete solutions to address these challenges. Read more about our work with conversion optimization.
You have full insight into how we work and the results we create. Not only because you pay, but also because you are ultimately responsible for the content we create for your website. Trust, satisfaction and transparency are key factors in the decisions we make together.
We regularly send you detailed reports on our work, so you can keep track of our achievements. These reports form the basis for regular meetings with you, where we take stock, evaluate the work and plan for the future.