Jamstack SEO Guide: Content SEO [Second Half]

3. Content

 

Regardless of the quality of the writing, there are some points to keep in mind when creating content. As mentioned above, content should be created in line with the intention of the subject or keywords. And, the focus should be on creating relevant and truly useful content. In other words, it is necessary to write in a way that fits the "mold" of SEO, rather than writing for the sake of SEO.

 

Let's use the length of the content as an example. Generally, the keyword "guide" implies a longer text, so the keyword "Angry Birds guide" requires much more content than "Angry Birds cheats". However, the length of the content itself is not absolute, so consider how much information is included in the written content.

 

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 being displayed in the search results (blog articles, product pages, category pages, pages with only videos, long/short form content, etc.).

 

Pay attention to E-A-T (Expertise - 専門性, Authoritativeness - 権威性, Trustworthiness - 信頼性). Since the leak of Google's Quality Rater Guidelines a few years ago, we have known that Google suggests what high-quality content should be seen by quality raters.

 

Expertise refers to the act of professionals in a particular field writing articles, meaning that they possess a high level of knowledge and skills on the topic at hand. When you think about it, 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 and influencers in the field. For example, you may not hear about a car mechanic being knowledgeable about influenza treatment, but you may have heard from multiple car dealers that "that person is the best at replacing the clutch for BMW (regardless of the model)."

 

Trustworthiness is the validity and accuracy of a website or its content as a whole. I know that mechanic for that car works for BMW's official service and takes great care of BMW cars. This leads to a sense of trust when talking about BMW clutch problems.

 

So, please make sure that your content is well-written and organized (professionally), provides true value to readers, links to related content, and is supported by top-notch technology architecture (did someone say Jamstack?). Keep in mind that your content can have an impact on the "EAT" of individuals and websites/companies.

 

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

4. On-page SEO Tips

If you have thoroughly read this guide, you may have noticed some tips for on-page SEO. This guide was created as a case study for SEO, so it shares tips for on-page SEO throughout.

 

4-1 Backlink

 

This may be one of the most difficult parts of SEO, but it is just as important as the quality of your content. Like the other chapters in this guide, this chapter is also worth being its own standalone article.

 

Do not think that your website will easily rank first in search results just by having a proper link building strategy. Backlinks are only a small part of it, and the quality of your content is equally important. In fact, the quality of your content will greatly contribute to your overall link building strategy.

 

4-2 High-Quality Links

The quality of links differs in several aspects.

 

• Domain Industry Affiliation and Authority - For example, in the case of this guide, links from searchenginejournal.com and foodmatters.com are not the same. Both are valuable, but the first one carries weight as a reputable source known in the industry (remember EAT?). Therefore, by linking or sharing something, you can convey to Google that it is valuable for the industry you are known in.
• Anchor Text for Links - It is desirable to have a variety of anchors in a backlink portfolio, but links that are linked with desired keywords or phrases are most effective.
• Quality of content and destination links - being linked within great content in your industry is more valuable than being linked within mediocre content. The placement of links is also important, with links displayed above the main content being more valuable.

 

Now that we understand what makes a high-quality link, how do we acquire one or thousands of links?

 

4-3 Link Outreach

There are several ways to find backlinks, but here are some of them.

 

• We will check the search results for the targeted keyword and related keywords, and approach the sites that are ranked high for that keyword.
• Using a paid SEO tool, we will check the backlink portfolio of competing companies and confirm whether we can gain a position on pages that link to our competitors.
• Find broken links and unlinked brands to resources and products. Repair broken link pages and request backlinks.
• Let's search for industry summary articles and sites that accept guest posts.

 

When it comes to link building, there are various options available. However, social network links have a significantly lower SEO value for backlinks, limiting the options. This can affect important user behavior signals such as dwell time, bounce rate, and click depth.

 

4-4 How to Reach Us?

We have explained what a good link is and where to find it, but we have not yet told you how to contact it. Also, there is no guaranteed formula for success or a strategy that can be used at any time. Whether it's through email or Linkedin, I believe the most effective approach is to try adding your own arrangement to something that has a proven track record.

 

Avoid templates and take a personalized approach. Research who to reach out to and deliver the appropriate message. However, there is a major issue with link building here, and that is securing time and money. Proper research and personalization take time, and even if you do it, it can be in vain.

 

As an alternative, one could focus on the quality of the content. We prioritize building relationships first by using Linkedin and Twitter. We will introduce this in another article.

5. Or rather, the end is a new beginning

The best SEO strategy is one that takes into account all technical aspects and builds content at the sweet spot between what the customer needs and what the product or service provides. However, if you are unable to provide what the searcher is looking for or fulfill their intent, the chances of ranking high are close to zero.

 

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