Updated: Aug 12, 2021
When most people think about SEO (Search Engine Optimization), they think of a very specific kind of optimization: the kind that involves putting keywords on pages. And while that's an important part of SEO, there's a lot more to it, as well.
In fact, that's just one part of a single type of SEO.
If you want to get as much traffic to your site as you can, you're going to need more than just one kind of optimization.
SEO content can include any of the following:
Product Pages – These are the bread and butter of any retail e-commerce site. A good product page can serve as both SEO content and a PPC landing page.
Blog Posts – A blog is one of the easiest ways to create a regular stream of SEO content. In general, blog posts are more engaging and more likely to attract links than product pages, so they can be a great way to build some authority for your site. (Keep in mind that blogs are very flexible, and you can use them to host any of the below types of content in this list).
Articles – Think news article, interview, or feature piece. This is the main kind of content you’ll find on most newspaper- or magazine-style websites.
Lists – A list is really just a kind of article, but framing it as a list (such as “20 Free Google Marketing Tools”) makes it easier to scan. These types of titles also seem to be more clickable when found in search results or in social media feeds.
Guides – A guide is a longer piece of content that explains in detail how to do something. (Guides are often broken up onto multiple web pages, though it’s a best practice to allow users to view long content as a single page if they wish). You can post a full guide on your website, or you can post a summary or excerpt, requiring visitors to fill out a registration form to read the full guide. This can be a good way to generate leads, but keep in mind that putting up a registration wall will likely reduce the amount of SEO traffic you can drive to that guide because there is the possibility for a bounce rate spike when with people who are wary about leaving their details behind.
Videos – In general, there are fewer videos on the web than pages of text; consequently, it can be easier to rank on the first page for a competitive keyword by creating a video instead of an article. Depending on what type of site or business you run, videos can be a great way to attract and reach an audience. Consider creating video tutorials of how to use your products. Or illustrate a process that is related to your business – for example, a plumber could make a video showing how to fix a leaking pipe.
Infographics – Infographics, or large-format images that contain a lot of data (often in the form of graphs or charts) on a single subject, can rack up a lot of page views and links. However, because so much of the content is embedded in the image and therefore not readable as text by search engines, it’s important to carefully optimize the rest of the page.
Slideshows – A slideshow is a way to display a series of related images. Sometimes pictures are more important than text – say you’re trying to show what all the stars wore to the Oscars. Here again, SEO of your title, captions, image file names and so on is important because there is less for the search engines to “read.”
Glossaries – It’s no news again that more people use Google to look up terms than they use a dictionary. (Do you even know where your dictionary is?) If you work in a specialized industry, a well built-out glossary can be a good way to capture some search traffic. Think cooking terms, medical terms, fashion terms, architectural terms.
Directories – A directory is a useful taxonomy of links to sites or resources around a given topic. For example, a perfume blog might create a directory of places to buy perfume, from major department stores to independent shops around the country.
These are just some of the basic types of SEO content, but don’t let this list limit you – the possibilities are virtually endless.
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