Jamstack SEO Guide: Content SEO [Part 2]

3. Content

 

Regardless of the quality of the text, there are several points to consider when creating content. As mentioned above, content should be created in line with the intent of the subject and keywords. The focus should be on creating highly relevant and genuinely useful content. This means that it is necessary to write not just for SEO, but to write in a way that fits the "form" of SEO.

 

Let's take the length of content as an example. Generally, the term "guide" implies a longer piece of writing, so the keyword "Angry Birds guide" requires significantly more content than the keyword "Angry Birds cheats." Since the length of the content itself is not absolute, consider how much information is included in what is being written.

 

When conducting keyword research, refer to the content displayed in the search results and scan the top pages. This allows you to understand what types of content are appearing in the search results (such as blog posts, product pages, category pages, video-only pages, long-form/short-form content, etc.).

 

Please pay attention to E-A-T (Expertise, Authoritativeness, Trustworthiness). Since the leak of Google's quality evaluator guidelines a few years ago, we have come to understand what Google suggests quality evaluators should look for in high-quality content.

 

Expertise refers to the act of a specialist in a particular field writing posts, meaning that the person possesses a high level of knowledge or skills regarding the relevant theme. When you think about it this way, you wouldn't want a car mechanic to treat your flu or write an article about it, right?

 

Authoritativeness refers to the evaluation that the author of an article receives from experts or influencers in that field. For example, you may not hear that a certain auto mechanic is knowledgeable about influenza treatment, but you have likely heard from multiple car dealers that "that person is better than anyone else at replacing the clutch on a BMW (regardless of the model)."

 

Trustworthiness refers to the legitimacy and accuracy of a website and its entire content. I know that the mechanic at that car shop works for BMW's official service and takes great care of BMW vehicles. This contributes to the sense of trust when he talks about BMW's clutch issues.

 

Therefore, ensure that your content is well-written (professionally), organized, provides real value to readers, links to relevant content, and is supported by top-notch technical architecture (did someone say Jamstack?). Keep in mind that your content influences the "EAT" of individuals and websites/companies.

 

Finally, if the search results allow it, provide various ways for the audience to engage with the content, such as text, video, and audio. Also, be sure to include a clear CTA for the next stage of the funnel. For many companies, gathering traffic through SEO is just the first step. The next is how to leverage the power of advertising costs.

4. On-Page SEO Tips

Those who have read this guide thoroughly will have noticed the sections that provide tips on on-page SEO. This entire guide is created as a case study for SEO. Therefore, this guide shares tips on on-page SEO.

 

4-1 Backlinks

 

This may be the most challenging aspect of SEO, but it is almost as important as the quality of the content. Like the other chapters in this guide, this chapter is also worth being an independent article.

 

You should not think that simply adopting the right link building strategy will easily make your website rank first in search results. Backlinks are just a part of the equation, and the quality of content is equally important. In fact, the quality of content contributes to the overall effectiveness of the link building strategy.

 

4-2 High-Quality Links

The quality of links varies in several ways.

 

• Affiliation and Authority in the Domain Industry – For example, in the case of this guide, a link from searchenginejournal.com is not the same as a link from foodmatters.com. Both are valuable, but the former carries the weight of being a well-known and trusted source in the industry (remember EAT?). Therefore, you can convey to Google that what you link to or share is valuable to the industry you are known in.
• Anchor Text of Links - While it is desirable to have various anchors in a backlink portfolio, links that are anchored with the desired keywords or phrases are the most effective.
• Quality of Content and Links – Being linked within great content in your industry is more valuable than being linked within mediocre content. Regarding the placement of links, those that appear higher up in the main content are more valuable.

 

Now that we understand what high-quality links are, how do we acquire one or even thousands of links?

 

4-3 Link Reach Out

There are several ways to find backlinks, and here we will introduce some of them.

 

• We check the search results for targeted keywords and related or similar keywords, and approach the sites that are ranked highly for those keywords.
• Using paid SEO tools, check the backlink portfolio of competitors and see if you can secure a position on the pages that link to your competitors.
• Find broken links to resources and products, as well as unlinked brands. Repair broken link pages and seek backlinks.
• Let's look for summary articles in the industry and sites that accept guest posts.

 

There are various options for link building. However, social network links have a significantly low SEO value for backlinks, which limits the choices available. This affects important user behavior signals such as dwell time, bounce rate, and click depth.

 

4-4 How to Reach?

We have explained what a good link is and where to find it, but we have not yet communicated how to get in touch. Additionally, there are no guaranteed tips for success or strategies that can be used at any time. I believe that trying out your own arrangements with proven methods, whether by email or LinkedIn, is the most effective approach.

 

Avoid templates and take a personalized approach. Research who to reach out to and convey the appropriate message. However, there is a significant issue with link building, which is securing time and money. Proper research and personalization take time, and even if you put in the effort, it can sometimes lead to futility.

 

As an alternative, focusing on the quality of content can be mentioned. We will prioritize building relationships using LinkedIn and Twitter. This will be introduced in another article.

5. Rather than an end, it is a new beginning

I believe that the best SEO strategy takes into account all technical aspects and builds content at the sweet spot between what customers need and what the product or service offers. However, if you are unable to provide what searchers are looking for or meet their intent, the chances of ranking high will be close to zero.

 

This guide aims to introduce Jamstackers to SEO and attract the attention of the SEO community to bring the benefits of Jamstack.