The search engine is constantly evolving
When someone performs a search in Google, they are usually looking for some kind of information. This information needs to be presented on the website in the form of text.
Text content has therefore always been a cornerstone of SEO work.
But in recent years, we have seen that the search engine places even more emphasis on content to an even greater extent than before. Among other things, Google’s E-A-T principle has become increasingly important – a development we have been closely monitoring.
E-A-T is not a direct ranking factor, but an important principle that is widely used in Google’s evaluation criteria. In short, it means that your website must demonstrate expertise, authority, and trustworthiness (E-A-T) on the topics you want to be visible for, in order to build strong organic visibility. Read more about what E-A-T entails here.
In other words, the E-A-T principle sets higher requirements for content quality than before. In addition, the search engine is getting better every day at understanding the intent behind different searches. As recently as this fall, Google launched the “Helpful Content Update” algorithm update, which reinforces this even further.
This also means that the organic ranking factors are weighted differently today.
So what did we do?
To deliver the best possible SEO service, we always start the new year by reviewing the previous year’s client work. Based on the clients who have achieved the strongest results, we identify key success parameters to guide our ongoing efforts.
At the beginning of 2022, we clearly saw that the customers who had achieved the best results were also the ones for whom we had implemented the most text content.
From January, we therefore went through a shift.
From primarily having an advisory role in our customers’ content creation, we took full ownership of the content production. We also hired two copywriters to ensure the necessary progress for our customers at all times.
This has led to a significantly positive development in terms of the organic results.
We want your company to succeed
Based on our experience from 2022, we want to share our 10 best tips on how your company can succeed with content production.
1. Map out what kind of content you currently have on your website (articles, service pages, customer cases, etc.)
2. Which of these pages generates the most traffic? That way, you know what your starting point is.
3. What do you want your company to be visible for?
4. Select one or two main themes that are most relevant for your company. If you are a bank, for example, “sparing” and “forsikring” could be relevant themes.
5. Then explore what you can write about within these themes. Here, it is useful to conduct some keyword analyses and map which search phrases your target audience uses within the relevant topic area.
6. After completing this mapping, you need to consider what kind of subpages you can create based on it. One methodology we use is Topic Clustering – a method for structuring your content and organizing it into a system.
7. Next, you place all your articles and ideas into a publishing plan. The most important thing with the publishing plan is that you allocate how much content you are going to produce. Our recommendation is to start by writing one piece of content per month. That will generate 12 articles in a year!
8. Once you have created your publishing plan, you need to start writing. Remember, the first piece you write doesn’t have to be perfect. Instead, think of it as a first draft. Focus primarily on the main message of the text and try to communicate it as clearly as you can.
9. Once you have written and published the content, we recommend further developing the copy every 3 months. For example, check whether you can add new paragraphs based on search interest to create more value for your target audience.
10. Last but not least – make sure to assign one person the main responsibility for ensuring the publishing plan is followed. If progress stalls, it is the person with this primary responsibility who must resolve the issue. It is common for other marketing activities to be prioritized first. But remember, SEO can generate substantial profitability over time!
The results of our new SEO service
As a result of our work with content production, we have increased tenfold the number of articles we create for our clients. This, combined with the rest of the SEO delivery, has contributed to significant growth for our clients.
Does your company need support with content production? Read more about our services here, or get in touch with us for a no-obligation conversation.
