Monday, January 30, 2023

How to build a 'helpful' content strategy for 2023 - Search Engine Land

Last updated Tuesday, January 10, 2023 15:05 ET , Source: NewsService

Between the roll-out of the helpful content update and the emphasis of E-E-A-T on every query and search result, Google is clear about the significance SEOs should place on good, valuable content in 2023.

Given that, I’d like to break down the approach, process, and resources my team uses to tackle content this year.

I’m not just talking about a content calendar, which is one facet of your content strategy. I’m talking about using your audience understanding and your organization’s branding to build a content system that provides genuine value.

The right approach for valuable content

The emphasis on quality and value in content is good for marketers, even if it shifts a bit of focus away from quantitative metrics like clicks and external links.

Producing good content will rely on a rich understanding of your audience, good fundamental content structures, and solid delivery methods – marketing skills that will always be relevant.

Start with your audience. Who are they? What do they need? What content should you deliver to help them get there?

Approach content like any other product or service:

  • Find or understand a need and address it.
  • Know the emotions (fear, uncertainty, urgency, etc.) in play.

Here’s an example of a valuable piece of content that’s rewarded with a top spot in the SERP even though the title and query aren’t exactly aligned.

Click into the article, and you’ll see NerdWallet’s helpful, on-brand approach to a knee-jerk question. They offer calm, informed...

Read Full Story: https://news.google.com/__i/rss/rd/articles/CBMiVGh0dHBzOi8vc2VhcmNoZW5naW5lbGFuZC5jb20vaG93LXRvLWJ1aWxkLWEtaGVscGZ1bC1jb250ZW50LXN0cmF0ZWd5LWZvci0yMDIzLTM5MTA3NNIBAA?oc=5

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