The first part of any content management strategy is to set clear goals and targets. Usually these consist of Google ranking positions for particular keywords, or traffic goals, or increase in the number of enquiries.
Using sales or enquiry numbers as metrics is particularly useful for organic search. Often it is easy to get fixated on keyword's Google ranking position, rather than pay attention to the bigger picture. For example: aside from the core keywords, what traffic is available for longer tail keywords, what traffic is available for keyword plus location keywords etc.
One of the advantages of using sales enquiries as a target metric is that using a client's conversion rate usually between 1 and 3.5% depending on industry and market size, competition, where we can then gauge the amount of traffic required through organic search to meet these targets of 'a number of enquiries' or 'sales revenue'.
What this forces us to do is to look outside of core keywords and traffic projections and to develop strategies to gain additional traffic from the examples given long tail keywords or geo-targeted SEO.
The reason for this is so that we can set clear expectations for what can be achieved on a monthly basis. Using conversion rates we can then begin to set a monthly target for web traffic required to meet our target level of sales enquiries.
Additional targets and goals referred pages within the website itself. These pages which we want ranked for particular search terms. These form what we call hub pages, hub being named as the centre of the wheel with spokes going out.
Identifying these pages is critical in the overall optimisation of the website. In fact the entire content strategy is aimed at strengthening the overall SEO of these pages and generating a high Google ranking for their associated keywords.
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