How to Create Compelling Content

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“Keyword” is the term that gets tossed around, but what you’re really after in most cases are keyword phrases. For example, a real estate attorney in Austin, Texas would gain very little actual benefit from ranking highly for the single word “attorney” (and good luck anyway), but specific keyword phrases based on geography and specialty would yield highly targeted traffic (“Austin real estate lawyer”). And don’t forget synonyms. (“Austin real estate attorney”) 3. Strength in Numbers Don’t take as gospel truth the reported number of monthly searches provided by any particular tool. But do pay attention to relative popularity among search terms. You want to make sure enough people use that phrase when thinking of your niche to make it worth your while, especially if this is one of the primary search terms you want to target for your site overall. At the same time, be realistic. If you are trying to rank in a very competitive sector, make sure that a certain keyword combination can rank for an easier phrase if the more competitive term ends up out of reach. 4. Highly Relevant Make sure that the search terms you are considering are highly relevant to your ultimate goal. If you’re a service provider or selling specific products, keyword relevancy may be easier to determine — you ultimately want someone to purchase the product or service. Other goals may require more careful consideration, such as subscriptions to content publications and contributions to charities, for example. 5. Develop a Content Resource Here’s the key element. Can a particular keyword phrase support the development of content that is a valuable resource to readers and act as a foundational element of what your business is about? Something that: Satisfies the preliminary needs of the site visitor Acts as the first step in your sales or action cycle Prompts people to link to it It’s this step 5 – a foundational content resource – that translates keyword research into strong search rankings, so we’re going to look at it in more detail next. Page 9
How to create cornerstone content that Google loves Imagine with me for a second . . . someone has just arrived at your website, and this person has no idea what you’re talking about. And this is an important visitor. Pretend further that this single visitor could make the difference between success and failure for your business. She has no time to waste poking around your site trying to figure out what you’re all about, so she immediately picks up the phone and calls you, demanding an explanation. What do you tell her? You’d probably give her essential information about how you understand her problem, options for solving the problem, examples of how you can help, and explanations of why you perfectly meet her needs, right? And I’m betting you’d want to explain it in the most compelling fashion you could, given what’s riding on the deal. In a nutshell, that’s what Google wants you to do with the content on your site. When trying to rank well for the central topics your site is built around, creating cornerstone content is your best bet. Whether it’s extended tutorials about keyword research, content marketing, or copywriting, a unique frequently A CORNERSTONE IS asked questions page, or an inspirational mission statement, this content serves a vital function in SOMETHING THAT IS BASIC, creating a relevant, compelling, and useful ESSENTIAL, INDISPENSABLE, cornerstone that provides your site with a solid AND THE CHIEF FOUNDATION foundation for search optimization and usability. UPON WHICH SOMETHING IS A cornerstone is something that is basic, essential, indispensable, and the chief foundation upon which something is built. It’s what people need to know to make use of your website and do business with you. And when approached in a strategic fashion, this content can rank extremely well in search engines. The key is creating compelling content that’s worth linking to, and then finding a way to get the word out. Page 10 BUILT.
Page 1 and 2: y BRIAN CLARK Founder of Copyblogge
Page 3 and 4: To sum it up: a good copywriter nee
Page 5 and 6: The final critical aspect of search
Page 7 and 8: What people say about you is more i
Page 9: Keyword research is cool. It allows
Page 13 and 14: But if you have a newer website try
Page 15 and 16: In other words, SEO copywriting is
Page 17 and 18: You need to network from a “what
Page 19 and 20: Years later, it seems things have s
Page 21 and 22: content should be tightly on-topic
Page 23 and 24: 1. Compelling Content As we saw in
Page 25 and 26: It’s true that you can underuse k
Page 27 and 28: First, you need the right keywords,

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