Relevant, quality and consistent content will help demonstrate your expertise online, and search engines like Google will be able to understand the purpose of your digital presence.

Content is popular with those seeking to improve their search engine marketing efforts, as search engines like to see a website expanding for the right reasons.

Although complex, search engine algorithms can read and rate your content. To make the most of digital opportunities content must be unique and produced purposefully, and always created with the end user in mind.

Most importantly, content must be continually measured, refined and tweaked to improve the overall performance of your digital marketing strategy.

A content-driven search engine strategy is made up of a simple content marketing cycle:

Planning

Identify the keywords and phrases used by your targert market and draft a shortlist of content titles around them. Try to address typical questions and common concerns, or produce content that’s useful to a reader.

Content creation

Produce your written content. Aim for 300-400 words per blog post, and be sure to include an image, sub-headings and internal links to your web pages. Try to establish a regular publishing cycle and stick with it. Formatting practice makes perfect!

Distribution

If your content is useful or solves a problem, make sure your readers can share it. Social channels are a good place to start, and over time begin to explore guest-blogging or PR opportunities to ensure your content reaches the right people.

Refine & review

Measure the impact of your blog posts using Google Analytics data. Do they perform in search engines and encourage readers to explore your website? Has your content been shared across social channels? Learn from your market and scale your efforts.