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Ecommerce


5 Top Tips for Creating Outstanding SEO Content


This month Ecommerce specialist Al Keck advises retailers on improving their Search Engine Optimisation


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reating content is one of the most beneficial things you can do as part of your online strategy. Fresh content achieves the following; it allows you to be seen as an authority in your industry, creates


trust in your brand and also creates brand awareness. Content also allows you to be able to build your website into an


authority site and ensure that fresh content is seen and indexed in Google for your chosen keywords. It is proven that the more content a website has, the more traffic it receives. This is self-evident as you are creating content for your brand, relating to


your key-terms (i.e. target market buying queries) and therefore showing up in Google for more brand/industry associated keywords. But what is good content? Is all content created equal and why do


businesses struggle so much to create ‘outstanding content’? Firstly, to create amazing content you need a great idea. For this, we have


created 5 tried and tested themes on how to produce the idea for your next content marketing campaign, which also comes with easy to follow, actionable tips on how you can start today to develop your content plan for the next 5 months (by following these guidelines).


How do we go about creating outstanding content? To create outstanding content we must first develop the idea process.


Content is created so that at its most basic level it fits 5 types of profiles; emotional, social currency, practical/adds value, seasonal/event and review based.


Emotional This type of content reflects an emotional attachment to what is being


written about commonly when you and the reader share a mutual feeling about a subject that either you think is funny, sad, makes you angry or makes you cry. Press articles are usually created with this in mind, with the headlines


structured to appeal to these audiences. An emotional piece of content usually gets more engagement as people feel passionate about this form. The types of articles based around this form of content are usually;


events, opinion based, controversial, charitable, humanity focused or empathetic. Top Tips:Look for content ideas in the industry by researching forums, discussion boards, blogs and industry news sites to look for themes that people are talking about passionately. For example, say we had a company that was in the sugar-free soſt


drinks industry. By searching in Google for “sugar-free drinks” + “forums” we are able to find forums where people are already talking passionately about this area, so we can read peoples comments and create an article on this subject niche.


Social Currency Social currency is the process of creating content that adds value to


another person (influencer’s piece of work). By creating a piece of content that goes into more depth, challenges or adds value to another person’s piece of work, you are both reinforcing their


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